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Design Create Sell: A guide to starting and running a successful fashion business by Alison Lewy

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CHAPTER 4. Range Planning

Planning Your Product Range

WORKING OUT IN advance what your collection will comprise is known as range planning. It’s based on the conclusions made from your research, plus other considerations such as costs, manufacturing, ethics, routes to market and what your target customer is going to want.

Successful labels manage to show a range of products that reflect their brand’s USP, whilst at the same time predicting what will be commercial and appeal to the end customer.

Factors to take into account:

  • Range width – how many pieces?
  • Range depth – how many variations?
  • The competition – what are they doing?
  • The size of the market.
  • Trend analysis – what’s going on in the rest of the industry.

How big should ...

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