Assessment Summary Assessment Submission Deadline: 14th June 2026 You need to submit a portfolio with three parts, all in a single document, with working hyperlinks to external information and sources.
- Assessment Summary Assessment Submission Deadline: 14th June 2026
You need to submit a portfolio with three parts, all in a single document, with working hyperlinks to external information and sources. You can use Adobe Creative Suite or approved software to create your work.
Here are the key instructions:
Include the following three parts in your portfolio:
Part 1: An individual Illustrated comparative shop report. Part 2: A range plan and Individual trend inspiration pack. Part 3: A group range plan and Presentation Make sure your entire portfolio falls within 10% of 2000 words. Use bullet points when possible and avoid lengthy paragraphs. Incorporate images, tables, graphs, and other suitable infographics to make your document visually appealing.
Follow all the instructions provided below to complete each part of your assignment.
- Detailed Description of the Assessment BRIEF LAYOUT Part One: Individual Illustrated Comparative Shop Report In this section, you'll assume the role of a buyer at Selfridges and select a fashion category or brand within Selfridges for analysis. Your task is to conduct a comparative shop report between Selfridges and one of its competitor retailers. Ensure that your chosen competitors have physical brick-and-mortar stores.
To complete Part One, follow these tasks:
Introduction:
Briefly introduce both Selfridges and the chosen competitor. Market Analysis:
Create a price-style Matrix and position your retailer against its key competitors. Analyse which competitors are closest and explain why you chose a specific one for your comparative shop report. Similarities and Differences:
Highlight the key similarities and differences between the selected competitor and Selfridges. This can include aspects like brand portfolio, target consumers, and unique selling points. Customer Profile:
Develop a customer profile based on primary and secondary research into the target consumers. Describe their typology, socio-economic group, 'tribe,' and buying motives. Data and Analysis:
Utilise the Competitive Shopping template provided during lectures to analyse critical data points gathered from your store visits. Record your own primary research and analyse conclusions that you have drawn from your own investigation. Visual Merchandising:
Display examples of visual merchandising for both stores and annotate the similarities and differences. Discuss the use of window displays, mannequins, and in-store displays. In-store Branding and Promotion:
Analyse how branding is employed in each concession, including signage, interior design, decor, hangers, staff uniforms, and customer service. Product Mix:
Analyse the mix of products on the shop floor and determine how much space is allocated to different product ranges or categories. Make observations on quantity, sizing and display and how this is linked to the target consumer. Product Pyramid:
Construct a Fashion Pyramid to illustrate examples of products in the Basic, Core, and Trend Lines for both Selfridges and your key competitor. Price Band Matrix:
Present the entry, median, and exit price points for Selfridges and competitors, categorised by product type. SWOT Analysis:
Based on your observations, identify the strengths, weaknesses, opportunities, and threats for Selfridges in relation to its competitors. As a buyer for Selfridges, you must offer critical evaluation of the brand / sector you have focussed on. Follow these steps to complete your Individual Comparative Shop Report effectively.
Part Two: Individual Trend Inspiration Pack and Mini Range Plan In this section, your task is to create a Trend Inspiration Pack tailored to your chosen brand, drawing insights from your comparative shop report and specific sector of focus. You will introduce trend forecasting concepts to form a creative direction that is appropriate and culturally relevant for your chosen brand. Conduct primary and secondary research to analyse future predicted trends and create an inspiring visual language that communicates your ideas. You will finalise your creative concept in the form of a mini range plan proposal of 5 items.
Here is a breakdown of your project structure:
Brand Introduction: brief brand overview, mission statement, vision Target Consumer: Research and analyse the demographics, psychographics, needs and wants and shopping habits of your brand's consumers. Introduction to creative concept: Introduce your trend driven design concept based on future trend research. Use visuals to explain the direction, leading into the more in depth research that will follow. Runway References: Find catwalk or look book images that encapsulate the essence of your creative direction. These should not be from your chosen brand – draw inspiration from the wider world of fashion. Make sure to label the brand and season you are referencing. Street Style Inspiration: Images of individuals that reflect the trend direction you are suggesting as well as represent the essence of your brand. Images can be found online, as well as primary research in the form of your own imagery. Collection Icons: a selection of potential brand ambassadors who not only appeal to the target consumer, but encompass brand values and identity. Colour Palette: Key colours of the collection – this can be reflective of the trend direction and also consider key colours integral to brand identity. Communicate these in the form of Pantones with their reference numbers. Materials/Fabrics: Key materials, explaining their suitability for the brand, trend, and consumer. Prints, patterns and textures: Key prints, patterns and finishes and how they relate to your brand and concept. Mini Range Plan Proposal: Suggest 5 key items for your brand to introduce that incorporate your outlined trend direction. Illustrate this with sketches/ imagery that clearly shows each piece, ensuring your brand's DNA is evident. Summary: Summarise your research and outcomes, explaining why your trend direction is suitable and will be a successful introduction for your chosen brand. Follow these guidelines to create a comprehensive a visually engaging Trend Inspiration Pack. It should effectively deliver a creative direction, incorporating future trends whilst maintaining the essence of their brand identity and appeal to the target audience.
Part Three: Group Final Range Pack and a 10 Minute in Person Presentation For this segment of your assignment, you'll collaborate in a group effort. Each group member should contribute, and all members must submit the group's Final Range Pack as part of their portfolio.
Building on the insights gained from the comparative shop report and trend inspiration pack, your objective is to develop a comprehensive product range pack for your own brand concept. The Final Range Pack should document the visual and analytical aspects you've considered while designing your product ranges.
Please note that Attendance during group presentations is mandatory and directly impacts your final grade.
To complete your Group Range Pack, include the following components:
Retailer Introduction: Introduce your brand label, including its aesthetic, branding, market sector and unique value proposition. Target Customer / Customer Profile: Define your target customer and provide detailed customer profiles. Competition Analysis: Analyse your competition within the market. Trend Forecasting: Discuss the trends you anticipate and will be incorporating within your product range. Own Label Responsible Range: Create 15-20 styles for your own label, providing each with a title and introduction. Colour Palette: Present a colour palette with TCX Pantone references. Fabrics/Materials: Outline any fabrics, hardware or materials you will use. Include fabric swatches (or scanned/photographed representations) for your range. Excel Range Plan: Utilise the Range Plan Template and include a CAD image for each of the 15-20 styles. Sourcing Strategy: Outline your sourcing strategy, considering fabric sourcing, manufacturing and delivery. Pricing Strategy: Define your pricing strategy. Open Costing and Margins: Provide costings for 3 of your styles. Discuss open costing and profit margins. % Category Mix: Explain the distribution of product categories in your range. Assortment Plan: Provide size ratios by style and colour. Distribution Plan: Describe your store grading and specify how many styles/units will be sent to each store, including online stock if applicable. Specification Sheets: Include three specification sheets for key products in your range to guide manufacturing. Delivery Schedule / Phasing: Specify when different styles are due to arrive in-store, including phasing details. Project Timeline: show the projected timeline from initial designs and sailing through to store/consumer delivery and product launch. Bare in mind fashion seasons and consumer expectations. Buyers Picks: Curate your range into two editorial/features for your retailer's online site, and visually present how these would be styled as a story. Follow these guidelines to complete your group's Final Range Pack comprehensively.
SUBMISSION DETAILS N.B. You must submit ALL work from both PART ONE, PART TWO and THREE of this assignment as a single PORTFOLIO. You should submit it as a .pdf unless otherwise agreed with your lecturer. It is your responsibility to ensure that all aspects of this assignment are submitted.
LEARNING OUTCOMES