Level 3 Fashion Business and Retail – Units 1 & 3 Example Brief

Level 3 Diploma and Extended Diploma in Fashion Business and Retail Assignment Brief Template Assignment Title Fashion Journalist

Unit No & Title Unit 1 Principals of Fashion Business and Retail Unit 3 Critical and Contextual Awareness

Level & Credit Value 3

Assignment Leader

Assignment Verifier

Start Date 8th September 2015

Assessment Date 22nd October 2015

This assignment will enable you to generate evidence of personal & professional development (PPD) in these areas

1 2 3 4 5 6 7 8 9

Learning Outcomes: At the end of the unit the learner will

-­‐ Collect a range of research that identifies a range of perspectives that influence fashion retail, including PEST analysis

-­‐ A magazine article that compares the context of fashion retail and developments happening in the industry

-­‐ A magazine article that compares the fashion industry and working practices -­‐ A videoed / typed up interview applying understanding of cultural, ethical and

environmental practice -­‐ Group presentation supporting a chosen brand to develop their practice

Content "We make the world we live in and we shape our own environment." – Yasmin Sewell, Fashion Retail Consultant at Liberty For the first part of this assignment brief you are working as a Journalist, writing interesting articles about fashion retail developments for Drapers magazine. As part of your job role you must keep abreast of current news, politics, and external factors;; researching a range of perspectives that influence contemporary thinking in fashion retail. You must write articulate, objective articles for your magazine that offer an insight in to how current political, economic, social and technological affect the fashion retail industry.

The role of a Fashion Journalist is to offer fashion news with fresh perspectives and an insight in to the latest developments in the fashion industry. More and more magazines are being published online (called e-­zines). Therefore your final outcomes will be presented in a digital/online format, staying ahead with industry changes. However, your research may be presented in a file or on to a blog. The final task of the assignment brief will be a group activity, for which you will be working for a fashion retailer, helping the business to develop. Using your prior learning about the structure of the fashion retail industry, you will propose several changes to improve the business, considering contemporary and historical perspectives.

Scheme of Work (to note assignment key dates / Briefings / Crits / Formative and Assessment / Tutorials etc.) Week / Date

Activity / Location

Independent Study

Week 1 + 2 9th September – 18th September

Task 1 Research (Outcome: Research, task sheets, notes, mind maps) As a Fashion Journalist you must carry out extensive research on current news. Utilising relevant blogs, newspapers, books and shop analysis, you will critically compare a range of contexts within which fashion retail is situated. Look at key social, political, environmental, technological and economic factors which are impacting on fashion retailing. Develop this in to several case studies and write a 1000 word summary comparing fashion retail contexts. Unit 1 1.1 Unit 3 1.1, 2.1

Collate a large range of news articles of external factors and bring to class

Week 3 23rd September – 25th September

Task 2 Magazine part 1 (Outcome: Magazine with quotes + visuals on Word > Templates) Collate your research in to a well-­formatted magazine article, which shows understanding of contexts to support fashion business and retail activities. Provide 3 strong examples of how retailers have RESPONDED to external changes, with visuals and quotes to support. Consider how this has impacted on contemporary fashion retail activities. Unit 1 1.2 Unit 3 1.1, 2.1

Visit a local shopping centre and record ways in which you think retailers have positively responded to external factors

Week 4 + 5 30th September – 8th October

Task 3 Magazine part 2 (Outcome: Magazine article / e-­Zine) Your magazine will continue to provide information of working practices and methods in fashion retail + business. Research various job roles in the sector and characteristics required. Think about newly developed roles, head office and in store roles, and apply knowledge and understanding of historical and contemporary perspectives. Collate your research in to the second part of your magazine with supporting examples, visuals and quotes. You can also add interviews here with industry professionals. Unit 1 2.1 Unit 3 1.2

Interview a fashion retail manager in a local store, about their job role and progression options.

Week 5 9th October

Task 4 Interviews (Interview questions, written notes, audio/video, observation form) Pick 3 key topics in the fashion retail + business industry (think about ethics, environment, health + safety) and Carry out a mock interview between yourself (journalist) and a fashion retail Manager (your own

Research on Dazed Digital a key topic in the fashion industry. Write a summary of how you think this could impact on retailers / products / job roles

choice of retailer). Conduct key questions and answers that demonstrate an understanding of cultural, ethical and environmental contexts to support own practice. Record the interview using the iPads. Unit 3 2.2

Week 6 + 7 14th October – 22nd October

Task 5 Presentation (Group task) During this small group task, you will research and present information on how to improve the service of a chosen fashion retailer. You will apply previous knowledge and understanding of historical and contemporary perspectives to support the brands own practice. You will research the brands ethos, success, and how they can improve their appeal to consumers. When working in a team, you must organise yourself and work to meet deadlines and targets delegated by the group. You must also demonstrate professionalism in working with others. Unit 1 3.1, 3.2 Unit 3 1.2

Build on your presentation adding key visuals and quotes to support. Learn your script for delivery of presentation.

Suggested Research (include visits /reading lists / websites etc) Websites: http://www.dazeddigital.com/ www.drapersonline.com www.wwd.com www.yaminsewell.com www.rangeuk.com www.thestoneconsultancy.co.uk www.wgsn.com www.style.com Books: ‘Fashion Entrepreneurship: Retail Business Planning’ (1 Jan 2003) Michele M. Granger and Tina Sterling ‘Successful Business Models in the Fashion Retail Industry: Strategic Audit of H&M compared to ZARA’ by Nadine Pahl and Wiebke Mohring (16 Apr 2009) ‘Branding the Man: Why Men are the Next Frontier in Fashion Retail’ by Bertrand Pellegrin (31 Jul 2009) ‘The Fashion Retail Industry and Its Branding Strategies for Success: A French Connection Case Study’ by Nathalie Iltis (26 Oct 2010)

Assessment Guidance: What you should aim to produce Assessment Criteria

Evidence

Unit 1 and Unit 3 Unit 1 1.1 Critically compare a range of contexts within which fashion retail is situated 1.2 Apply understanding of contexts to support fashion business and retail activities

Research (Collect a range of research that identifies a range of perspectives that influence fashion retail, including) PEST analysis Task 1 Magazine part 1 Task 2

2.1 Demonstrate knowledge of working practices and methods

Magazine part 2 Task 3

3.1 Organise self and work to meet deadlines and targets 3.2 Demonstrate professionalism in working with others

PowerPoint Task 5

Unit 3 1.1 Analyse a range of perspectives that influence fashion retail activities 1.2 Apply knowledge and understanding of historical and contemporary perspectives to support own practice

Research (Collect a range of research that identifies a range of perspectives that influence fashion retail, including) + Magazine part 1 Task 1 + 2 Presentation Task 5

2.1 Critically compare a range of contexts in which the fashion retail industry is situated 2.2 Apply understanding of cultural, ethical and environmental contexts to support own practice

Research (Collect a range of research that identifies a range of perspectives that influence fashion retail, including) + Magazine part 1 Task 1 + 2 Interviews Task 4

Level 3 Fashion Business and Retail – Unit 5 Example Brief

Level 3 Diploma and Extended Diploma in Fashion Business and Retail Assignment Brief Template Assignment Title Around the World

Unit No & Title Unit 5 Fashion Buying and merchandising

Level & Credit Value Level 3 Credit 12

Assignment Leader

Assignment Verifier

Start Date 4th November 2015

Assessment Date 11th December 2015

This assignment will enable you to generate evidence of personal & professional development (PPD) in these areas

1 2 3 4 5 6 7 8 9

Learning Outcomes: At the end of the unit the learner will •Research File •Role of a Buyer •Rational •Comp shop •Customer Profile •Concept boards (colour + texture, concept, silhouette) Range plan •WSSI (weekly sales and stock intake) •Range Plan spread sheet •Power point Content Fashion retail is rapidly changing as retailers have to deal with economic challenges and different consumers buying habits. Despite these challenges, there are fashion companies that have adapted and are thriving in these changing times. Two of these companies are Shop Direct and John Lewis and both are innovative in different ways. You will research into the two company’s success and chose to be a Fashion Buyer for either one of them, or another of your choosing. Both companies are going to launch a new brand and have an OTB (Open to Buy) and it will be your challenge as the Fashion Buyer at either Shop Direct or John Lewis to create a new and

* Some of the outcomes during this assignment also contribute to Unit 2: Communication for fashion business and retail

• Concept boards • Range plan • Final Presentation • Customer profile visual board

successful capsule inset range for late Spring/Summer 2016.

You will develop this range from concept through to in store/on line and the decisions that you make will be analysed to see if this has been a commercially successful collection and will it contribute to the success of your chosen company.

You will be involved in every stage of the buying process and you will take responsibility for planning and selecting the range;; this will include: in depth research into trends, fashion shows and exhibitions, colour predictions, fabric choices, styles and silhouettes and lead times (buying calendar) You will present your ideas in stages, from an initial range boards and then your final range in a power point presentation accompanied by a concept board where you will justify your choices. The capsule collection will be developed using industry based software and will feature the minimum of eight pieces (plus accessories) focusing on ONE of the key themes for Late Spring Summer 2016.

Scheme of Work (to note assignment key dates / Briefings / Crits / Formative and Assessment / Tutorials etc.) Week / Date

Activity / Location

Independent Study

Week 1 Wednesday 4th November 2015

Task 1 Rationale Rationale -­ written and visual research Research into your both retailers (Shop Direct-­John Lewis) choosing one of them and detailing product ranges, sourcing information and sales history. Using this information to develop a rationale for a fashion range taking into account, sourcing, planning and what has the potential to negotiate. 1.1

Research company and bring in a timeline

Week 1 Friday 6th November 2015

Task 2 Role of a Buyer Following your lectures on the role of a buying and the buying environment, conduct your own research an detail real life examples in the following areas • sourcing • planning • negotiation Complete a Country of Origin task (CofO) and detail on a visual map where fabrics and garments can be sourced. Discuss the importance of Trade shows, fashion weeks and the relationships with merchandisers and

Watch video link provided and complete task sheet Translate information from this video in to your role of a buyer task

historical sales patterns. List the key areas that are considered during the negotiations process and why this important element of the buyers role is key Show evidence of the Buying cycle and the Critical Path and evaluate its role in the buying process. 1.1

Week 2 Wednesday + Friday 11th + 13th November 2015

Task 3 Customer Profile Create an in depth visual and written profile of your target customer. You must research and document in your presentation ways in which Shop Direct/John Lewis and other high street stores would gather customer profile information e.g. data from store cards, demographic profiling, psychographic motives, life style coding, targeting clusters etc. 1.1, 2.1

Carry out market research by collating information from a customer survey on what products your typical customer would like to buy

Week 3 Wednesday + Friday 18th + 20th November 2015

Task 4 Comparative shop of chosen retailer and competitors (Comp Shop) Conduct research into chosen retailers’ current ranges. Document one specific range and analyse the different garments that are in the range you must include: prices, fabrics, sizes, different colour ways, CofO (Country of Origin) You must then conduct the same research with 2 key competitors Illustrate your findings in a spread sheet and evaluate and compare what each of the store’s offer and how the different ranges have USPs 1.1, 1.2, 2.1

Download images and present on to your PowerPoint presentation with evaluations

Week 4 Wednesday 25th November 2015

Task 5 Concept Boards You will create a series of at least 2 visual concept boards, using your Spring/Summer 2016 trends that you have identified in your file. These should depict the concept of your trend, silhouettes, fabrics, prints and textures, and colour palette. You will Adobe Photo shop tools and function including layers, filters and selection techniques to compile your boards. When importing your boards you will use scanned images from magazine, downloaded images from Pinterest, and digital photographs from your primary research. 1.2

Download Pinterest app on your phone and make a board relating to your trend

Week 4 + 5 Friday 27th November 2015 Wednesday 2nd December 2015

Task 6 Range Plan Using your concept board as inspiration you are to develop capsule range (minimum 8 pieces) using industry standard software of Adobe Illustrator/Photoshop. You will also show the ability to choose the correct computer setting for presenting, printing, organising and saving your work.

Go to the LEX to finish off your range plan.

Produce a final range plan board with cost and retail prices of each item. 1.2, 2.2

Week 5 Friday 4th December 2015

Task 7 Range Plan spread sheet and evaluation Support your range plan with a spread-­sheet showing the product range ‘depth and width’, fabric detail, Cost price, RRP, profit margins, CofO, Quantity (for a key period of 8-­10 weeks) and overall profits made. Write an evaluation to support your range detailing each of your garments, the reasons behind your choices of product and overall budget for the range. 2.1, 2.2

Week 6 Wednesday 9th December 2015

Task 8: WSSI spread sheet Following your introduction to a WSSI you will now discuss your range and its phasing into stores List key information such as Range introduction date, Best and worst sellers, Key stores that your range will be sold in, any promotional activities that will support your range with its introduction. Using the template provided and one of your products detail the sales for 8-­10 weeks, indicate how many products you will initially introduce to store/s, what deliveries you will have (intake) and indicate how many sales you intend on making each week in order to sell out of your quantity ordered. Detail any promotional activities you will participate in if your range does not sell as you intend 2.2, 3.1

Research key promotional activities that would support consumer buying – think about to the last assignment

Week 6 Friday 11th December 2015

Task 9: Range Plan Presentation (power point) You will present your final collection within a Power point presentation accompanied by your concept boards, this will include and will clearly identify how it meets

• Your aims • Your customer profile • competitors and their pricing strategies • positioning within the market • future trends / concept boards • sourcing strategy • pricing strategy-­how it is in line with the

competition • cost and retail price • Projected profit margins

1.1, 1.2, 2.1, 2.2, 3.1

Organise yourself for your presentation delivery-­ write notes and ensure your presentation is in order and inspiring with visuals

Suggested Research (include visits /reading lists / websites etc)

Assessment Guidance: What you should aim to produce Assessment Criteria

Evidence

Unit 5 Outcome 1: Understand contexts with which buying and merchandising for fashion retail operates 1.1 Critically compare buying strategies for a range of fashion retail markets 1.2 Use knowledge and understanding of trend information to support own practice

Role of a buyer research Rationale Customer profile Comparative shop Comparative shop Concept boards Range plan

Outcome 2: Be able to interpret data and apply numeracy to solve a buying and merchandising problem 2.1 Demonstrate competence in data interpretation and market analysis to inform buying and merchandising decisions 2.2 Apply numeracy skills and knowledge to meet costs and constraints for an identified retail market.

Customer profile Comparative shop Range plan spreadsheet Range plan spreadsheet WSSI

Outcome 3: Be able to plan, create and present a range in response to a buying and merchandising problem. 3.1 Analyse the effectiveness of solutions to a buying and merchandising problem.

WSSI Final presentation

Level 3 Fashion Business and Retail – Unit 6 Example Brief

Level 3 Diploma and Extended Diploma in Fashion Business and Retail Assignment Brief Assignment Title Fashion Show

Unit No & Title Unit 6: Fashion Management and Marketing

Level & Credit Value 3

Assignment Leaders

Assignment Verifier

Start Date 6th January 2016

Assessment Date 12th February 2016

This assignment will enable you to generate evidence of personal & professional development (PPD) in these areas

1 2 3 4 5 6 7 8 9

Learning Outcomes: At the end of the unit the learner will produce:

-­‐ Visual Organisation Chart -­‐ Case Studies -­‐ Fashion Show Research and Mood board -­‐ Interview Transcript -­‐ Student meetings and collating of work -­‐ 7 P’s for group marketing plan -­‐ SWOT analysis -­‐ Promotional material

Content The City of Liverpool College will be hosting an end of year fashion show, which will showcase a range of student collections. As part of this assignment you will be working as a fashion marketing team and will be required to contribute to the planning and organisation of the event. You will be required to select an appropriate location and create promotional material for the event including social media sites, leaflets, posters, tickets and any other ideas you may have to make the show a success. Your work will be set up and professionally presented on a website using im-­‐Creator.

Scheme of Work (to note assignment key dates / Briefings / Crits / Formative and Assessment / Tutorials etc.)

Week / Date

Activity / Location

Independent Study

Week 1 4th – 8th January

Task 1 Organisation chart (Outcome: mind maps, task sheets, visual organisation chart) Visual Organisation Chart: work as a team to produce a creative and visual organisation chart defining what fashion marketing is, the importance of marketing in a fashion retail context and its place in the structure of the retail industry. Upload to i-­m Creator.

Unit criteria: 1.1

Task 2 Case Studies (Outcome: mind maps, task sheets, case studies) Case Studies: Critically compare marketing strategies for a range of 3 – 4 fashion campaigns. Compare and contrast strategies and approaches utilised by different brands and discuss fashion’s moral compass through analysis of campaigns which have been banned. Upload to i-­m Creator Unit criteria: 1.1

Independently collect look books, flyers, swing tags and other promotional material from a range of retailers.

Week 2 11th – 15th January

Task 3 Research (Mind maps, Pinterest research, mood board) Fashion Show research: Undertake research into a wide range of fashion shows. Consider promotional strategies and materials such as posters, invites, press packs etc. Produce a mood board of visual research and upload to IM-­Creator. Upload to i-­m Creator Unit criteria: 1.1

Task 4 Interview -­ Guest speaker (Outcome: Interview transcript, Proposal) Interview: Demonstrate an understanding of the roles and responsibilities and operational procedures of event management and marketing by interviewing an industry professional. Document the interview creatively on your IM-­Creator site. Unit criteria: 1.1, 1.2, 2.2

Create a pamphlet explaining key features of effective Event Management

Week 3 18th – 22nd January

Task 5 Meetings (Outcome: Notes, Vlogs, Scanned or photographed work) Student Meetings: Interview a selection of 2nd year students who attended last years Fashion Show. Collate information identifying any problems, and use this to develop solutions. (This could include organisation, models, hair + make-­up, promotional material, access, layout, social media etc) Student work: During the meetings, select and gather a range of student work that could be used for promotional material (illustrations, photo shoots, student profiles)

Produce a gallery of student work on your im-­Creator site.

Upload to i-­m Creator Unit criteria: 2.2

Week 4 25th – 29th January

Task 6 7 P’s (Outcome: SWOT, 7 P’s in written and visual form) Event Proposal: SWOT analysis The 7 P’s Develop a series of posters and flyers explaining the features and significance of:

-­‐ the Marketing Mix -­‐ The 7 P’s (product, price, promotion, place, process,

physical environment, people) This is specifically for your group planning for the end of year fashion show. Use visuals and any research from previous years to propose your ideas. Upload to i-­m Creator. Unit criteria: 1.1, 1.2, 2.1, 2.2

Independently visit potential locations as a team and take primary photos to use in your 7 P’s.

Week 4/5 25th – 29th January 1st – 5th February

Task 7 Promotional Material: (Outcome: Flyers, Social media, Swing tags, Photo shoots, Look Books etc) Promotional Material: Use research and analysis of previous fashion shows held by CLC, to develop a range of promotional material. This can include: Posters, swing tags, look books, social media, packaging, model recruitment, space hunting. Upload to i-­m Creator Unit criteria: 2.1

Write a risk assessment for your chosen location and prepare for your presentation.

Week 6 8th – 12th February

Task 7 Group Presentation (Outcome: A2 board, 7 P’s, Promotional material, written evaluation) In your group, evaluate and present solutions for improving the end of year Fashion Show. Present the 7 P’s along with all promotional material and interviews Conducted. Upload to i-­m Creator. Unit criteria: 3.1

Suggested Research (include visits /reading lists / websites etc) Websites: www.drapers.com www.wgsn.com www.retail-­‐week.com http://londonfashionweek.co.uk/ www.manchesterfashionweek.com www.dazeddigital.com

1. www.vogue.com/fashion-­‐shows www.fashiontv.com www.manchesterfashion.com/events Books: In Fashion: From Runway to Retail, Everything You Need to Know to Break Into the Fashion Industry Paperback – 10 Aug 2010 by Diane Von Furstenberg (Foreword), Annemarie Iverson (Author) Fashion Show Secrets : A Step by step guide to how to plan a fashion show – 30 Aug 2014 by Briana Stewart (Author) The Newbie's Guide to Fashion Show Planning: Excellent For First Time Planners Of Fashion Shows Paperback – 27 Jul 2014 by Barbara Green Withrow (Author) Marketing Fashion: Strategy, Branding and Promotion Paperback – 17 Aug 2015 by Harriet Posner (Author) Fashion Marketing Communications Paperback – 14 Dec 2012 by Gaynor Lea-­‐Greenwood (Author) Mastering Fashion Marketing (Palgrave Master Series) Paperback – 22 Dec 2008 Tim Jackson (Author), David Shaw (Author) Basics Fashion Management: Fashion Promotion 02: Fashion Promotion Paperback – 5 Nov 2012 Gwyneth Moore (Author) Fashion Marketing, Second Edition: Contemporary Issues Hardcover – 24 Nov 2006 by Tony Hines (Author) Assessment Guidance: What you should aim to produce Assessment Criteria

Evidence

Unit 6 Fashion Management and Marketing 1.1 Critically compare organisational and marketing strategies for a range of fashion retail markets. 1.2 Use knowledge of external and internal factors on business performance to inform own practice.

Visual Organisation Chart (Outcome: mind maps, task sheets, visual organisation chart) Case Studies (Outcome: mind maps, task sheets, case studies)

2.1 Use research and analysis of customer behaviour to develop solutions to a fashion retail problem. 2.2 Use management tools to analyse performance for an identified retail market.

Promotional Material (Outcome: Flyers, Social media, Swing tags, Photo shoots, Look Books etc) SWOT analysis

3.1 Evaluate and present solutions to a fashion retail problem.

Final group presentation (Outcome: A2 board, 7 P’s, Promotional material, written evaluation)