FASHION BUYING

ASAAD IMTIAZ
ROLL # 8524
FASHION MARKETING & MERCHANDISING
 INTRODUCTION
 Company:
Men's Stores

 Branded Merchandise Retailer

 Product Category:
Dress Shirts
 COMPANYS OVERVIEW
 History of 15 years

 They focus on niche market

 Regular customers up to Rs. 5000

 Age group: 18 & above but this is different

among different categories

 Age group for dress shirts is 40-50

 Portfolio of Brands
They have about 25 brands, some of them are,
 Gucci
 Armani
 Boss
 Brunei
 Fendi
 Rodo
 Dior
 Jimmy Cho
 Zinnia
 CUSTOMER PROFILE

 Upper Class (bureaucrats, businessmen, politicians, etc)

 Customers only wear brands
 Their demand is quality & brand name
 They travel around the world
 They are aware of original brands and
their products
 Brand conscious
 SELECTED BRANDS
 Boss

 Gucci

 Canali (Suggested)
SELECTED STYLES
 DESIGN 1
{Boss}
Colourways

White

Sky Blue

Reasons:

White is the colour for all age groups

It
is also hot selling colour for
summer season

The cuts of boss are most likeable

by the customer

Pricerange is from 12-20 thousand

rupees.
 DESIGN 2
{Boss}

Colourways

White with
Navy Blue
stripes

Reasons:

Stripes are forecasted fashion

Both colours are suitable for target

age group
 Design 3
{Gucci}

Colourway

White with Navy Blue check

Reasons:

The brand name

Quality of the fabric

Checks is also forecasted fashion

 DESIGN 4
{Canali}
Click icon to add
Click icon to add
picture
picture Colourway

Pink

Reasons:

Pink is the hot selling colour among

the niche class

This is also forecasted colour

Fabric quality is excellent

Price range is 15-20 thousand

rupees
 DESIGN 5
{Canali}

Click icon to add

Click icon to add
picture
picture

Reasons:

Light blue colour suits the customer

target group.

Price range is 15-20 thousand

rupees
NOT SELECTED
STYLES
 DESIGN 1
{Boss}

Reasons:

Thecolour grey is less sold in

summers

The fabric used is denim which

does not caters to the customers age
group
 DESIGN 2
{Gucci}

Reasons:

Thecolour is not sellable in

summers

Thisis slim fit shirt which is not

appropriate for the target group.

Usually customer sizes are 41-43

 DESIGN 3
{Gucci}

Reasons:

Highly fashionable not suited for

target group

Short collars not to be worn in the

next season