FINAL MAJOR PROJECT By Megan Stringer

For my Final Major Project I will be creating a range for the online e-tailer ASOS and in particular their ASOS Collection range which is described as ‘Directional, exciting and diverse, the ASOS Collection makes and breaks the fashion rules.’ on their website and that is exactly what I want my range to be individual and unique especially due to it being for a limited time only. My range will be launched just in time for S/S 14 and the trend I have chosen to focus on will be Carnival/Safari or Digital Fantasy. I think this trend will be most suitable for the customer of ASOS as it quite bold and distinctive which I think describes the ASOS customer

perfectly. The range will be aimed towards the younger generation, as festival and holiday season will be coming up hopefully making it become more popular as you will

stand out from the crowd in any of these pieces! If the collection is as successful as we expect it to be then further ranges can be

created for the forthcoming seasons.

Due to the current economic situations it has affected retail a lot, so with this another one of my intentions for this range is to raise awareness about the quality of clothes, how they are manufactured in the UK and about our own upcoming young

designers. Also the fact that a limited collection will not be out of budget for the consumers. Again as said before this will hopefully make the collection a success so

it can be made permanent on their website.

The first stages of my FMP will be a SWOT analysis, outline my customer profile and a comp shop with the competitors of ASOS.

Executive Summary

CUSTOMER PROFILE

Banana shape body Size 6 - 8

Student Studying

photography in University.

Age 20 Lives in

Camden, London.

Shops in: Topshop, Urban Outfitters &

Vintage Boutiques.

Enjoys listening to Lana Del Ray, Jake Bugg, The Weeknd & Frank Ocean.

Annual subscription to Elle Magazine.

Style Icons: Kate Moss

Cara Delevingne Carey Mulligan

Marina & The Diamonds 1920’S Style Icons – Louise Brooks, Clara Brooks & Claudette

Colbert

Her favourite movie is

Moulin Rouge, she also enjoys to

watch black & white movies

Positioning Within The Market

On ASOS website, there are a variety of clothes and brands that are sold, including designer and vintage

pieces on ASOS marketplace. However I feel ASOS would be positioned in the middle market as the clothes that they sell will compete alongside the clothes sold within the shops on the high street, for example Topshop, Urban

Outiftters etc. The prices of the clothes that they sell match up to the shops on the high street including some

E-tailors, like www.missguided.co.uk and www.net-a-porter.com - which is an online designer

website, as ASOS does have the section on their website where they sell designer garments.

 

The ASOS Customer ASOS and their customer relationship is very important. They make sure that they have got their customer up to date with the latest trends and news in the fashion world. There is always offers on for the ASOS customer helping to make their shopping experience a lot easier. Showing how they offer a high level of customer service while providing a wide range of products at affordable prices. The ASOS customer is very fashion forward with their unique style and always being on trend. As ASOS has such a wide variety of products and collections they are able to appeal to a wide range of people from different age groups, ethnic groups and socio-economic backgrounds. The customer profile in the next slide is the type of people I will be aiming my collection at.

Competitors and Their Pricing Strategy

ASOS

TOPSHOP

Evaluation Of Comp Shop After my comp shop, I realised that for my

collection to be successful I had to make sure that the prices of my pieces in my range weren’t overpriced because even though this range is exclusive at the moment I do not know yet how

popular it will become. However if the collection does become popular and is kept on with ASOS then I can reconsider the prices of garments etc. Also I had to make sure that the garments I produce are original and unique for this range so it fits in

with the limited category. The next stage in my FMP was the trend research, my

mood boards, colour palette, runway and street inspiration and print and pattern and of course my completed collection. This will be shown in the next

few slides.

Carnival

Mood Boards

Photo Shoot Carnival

Photo shoot Evaluation Sorting and organising the photo shoot became more of a difficult task than I set it out to be, I had to overcome some issues which unfortunately set me back a few weeks from doing the photo shoot. At first I had planned to do the photo shoot using the college facilities, yet there was a high demand for the photo studio to be used and so became fully booked up quick. I had booked myself a place for it in late April but when it came to that day there was a few problems. For example the camera was

full and needed a new memory card but by the time we got the tech guys it had wasted quite a bit of time and there was other people that needed to use it so I decided

that I would do my photo shoot at home. Deciding this was quite a good idea as I got to spend more time taking the photos and making sure everything went right and it was also more convenient for my model.

As my theme for my range is carnival I got to take some location photos in the garden so that all my photos were not the same and to create that carnival/jungle

affect. I felt like the photo shoot was successful as I got the pictures that I wanted and needed. I have had quite a lot of experience behind the camera now from doing photo shoots in college as well and I have previously done photo shoots at home before so

I knew what I was doing. I had a total of 4 outfits for my photo shoot which will be shown in my look book, I provided the clothes and accessories myself, as well as doing the makeup myself,

however for the hair I contacted the hairdressers Toni and Guy and explained to them what I was doing and asked them if they would be able to do the hair for me and they

agreed. I was very happy with the results of the hair. The things that I would change about the whole photo shoot would be the organisation and time management of it. As then I would’ve had the photo shoot done earlier and could have spent more

time editing the final photos.

Edited Photos