This is my INP "Topshop Girl" I created at the FRA in 2018 and passed with Distinction.

1. SS19
GIRL
ISABEL WOOLLISS
40089009
Fast Track Level 4 Buying and Merchandising

2. 2GIRL
SS19
Thereisanexpected12.4%growthinkidswear
forecasted between 2017 and 2022 resulting
in new retailers and brands entering this sector.
Therefore, for my Individual Negotiated
Project. I have decided to launch kidswear
for girls aged 3-8 in Topshop. The range will
be for Spring Summer 19, sold in store and
online. I will start to drop the range in March
2019, ready for Spring Summer. It will be fun,
exciting and fashion forward for my
customer. Moreover,therangewillbebeneficial
to the business as a whole as it can support the
brand financially. It is introducing product for a
different age group therefore, bringing in new
customers.
Due to this brand being known for its fast
fashion, the product will have a turnover of
12-16 weeks. This will maintain the range to be
fashionable, fun and exciting due to its
continuous newness, resulting in kidswear
selling. I will locate kidswear online and
five of our biggest stores in the UK.
Oxford Circus has an average footfall of
28,000 customers a day which is
likely to make a great start in sales when
launching kidswear, helping to achieve our
financial target. Launching Topshop Girl in 5
biggest stores in the UK helps to broadcast
kidswear as it attracts a
huge amount of consumers,
especially with Oxford Street being a
tourist attraction. If it succeeds, then kidswear
will be launched across the UK in all stores.
Nowadays, individuals are heavily involved
with social media where they are able to see
what celebrities are wearing,
where they got it from and what is
trending on the catwalk. Our
customer wants products that are
trickling down from the catwalk, and
garments which are trickling up.
They want trend, fashion, unique
and most of all, they want newness.
Therefore, my range will be heavily
influenced by designers and the catwalk,
making it suitable for my customer.
I am interested in this area as
Topshop has not yet launched
kidswear, therefore I am able to
create something new, giving me a
chance to be creative and forward
thinking. I will be trickling
ideas down from the catwalks,
using my creativity and eye for
fashion to build kidswear.
I will be making significant
changes in order to make it age
appropriate. For instance, selling non
flammable garments as well as avoiding tiny
buttons which could come off the
garment putting the child at risk.
The range will be very fashion forward as our
customer is genuinely people who
have a passion for fashion and keep
up-to-date with the latest trends.
CONCEPT
Introduction
3. Concept
4. Executive Summary
5. Brand Summary
6. Mission/ Vision / Values /
USP
_________________
Brand Research
7-8. Customer Profile
9. Brand Positioning
10. PEST
11. SWOT
12-19. Competitive Shop
_________________
Secondary Research
20-21. Future Trends
22-23. Key Fabrics
24-25. Key Colours
26-27. Current Colours
_________________
Range Plan
28. Mood Board
29. Colour Palette
Store Plan
52. Space Layout
53. Planogram
_________________
Marketing
54. Online Platform
55. Social Media
56. Newsletter & Email
57. Launch
_________________
58-59. Evaluation
_________________
60. Bibliography
CONTENTS
30-31. Product Development
32-33. Range
34. Colour & Print & Store Allocation
35. Price Architecture
36. Washing Line
37. Outfit Building
_________________
Merchandising
38-39. Merchandising Strategy
_________________
Sourcing
40. Country of Origin
41. Supplier & Cost
42. Pestel
43. Critical Path
44. Factory Procedures
45. Transport & Packaging
___________________
Technical Pack
46. Technical Drawing
47. Specification Sheet Front & Back
48-49. Garment Components / Testing
Requirements / Open Costing / Sizing
Ratio
50-51. Labels & Care & Constraints
_______________

3. 4GIRL
SS19
EXECUTIVE SUMMARY
I am wishing to launch kidswear within Topshop known as ‘TOPSHOP GIRL’. The
age range is between 3 - 8 years old and will be designed for SS19. Its unique selling
points are kidswear, fashionable and newness which is in line with our customer
market. I am wanting to launch kidswear due to a high demand for the kids market
as there is a growth of 12.4% which has been forecasted between 2017 and 2022.
This would be deeply beneficial to our sales resulting in a growth to the business. The
range will be launched on the first day of spring, 20th March 2019.
I am going to use 5 of our biggest flagship stores, including our online platform to
launch kidswear as it will have a greater chance of being successful. Topshop Oxford
Circus London, has an average footfall of 28,000 a day resulting a positive impact on
our sales in the hope of growing our kids market and pushing it to more stores in and
out of the UK. Due to our customer having constant access to the internet, social
media, and online shopping, it is crucial that the range is online as this meets our
customer expectations.
Within my range there are 5 categories: Tops, Bottoms, Jumpsuits, Dresses and
Coats / Jackets. I am going to sell 5,900 units with 12 weeks cover generating
£86,000 revenue making nearly £59,000 profit.
Brand Summary
Topshop is a British multinational retailer of clothing, make-up, shoes and
accessories. Ian Grabiner is the current CEO as well as the brand being part of
the Arcadia Group, run by Sir Phillip Green.
In the 1960s Topshop started as a brand extension of the department store
Peter Robinson and originally sold fashion by young British designers.
Topshop was founded in 1964 as Peter Robinson’s Topshop, a youth brand
within a brand. Diane Wadey was Topshops buyer in the 60s. She had an eye
for fashion and used her talent to build the brands customer profile, the younger
generation.
In the late 1990s, this was when Topshop took a huge turn for the better. By
2005, it was making over £100 million annually. Topshop soon became a key
sponsor of London Fashion Week and is still involved today.
Moreover, the brand has worked with numerous of celebrities and high fashion
brands on capsule collections. In 2007 British supermodel Kate Moss designed
her first collection for the brand, and in 2014, Beyonce featured the active wear
brand, Ivy Parker.
Today, Topshop maintains its high fashion for the young. Topshop official target
is 15 to 30 year old women, but they still target everyone who loves fashion,
regardless of age or income. Overall, “Topshop is a global fashion and beauty
destination that connects women with the new and the next in style and culture”.

4. 6GIRL
SS19
MISSION
To be inspired by future trends to
launch fun, exciting and creative kids
wear that works in harmony with the
brand.
VISION
Initially launching 5 key flagships
stores and expand them across the
UK by SS2020.
VALUES
On trend
Fashion Forward
Must have
Affordable
USP
Kids wear
Fashionable
Newness
Age: 25 - 35
Gender: Female
Gen Y: They are less brand loyal and the speed and accessibility
of the internet has made Gen Y flexible and changing in its fashion,
style consciousness and where and how it is communicated with.
Occupation: Beautician, nursery teacher, NHS worker,
receptionist, student, hair dresser, home business, junior managerial
or professional .
Status: Single / Living with partner / Married
Income: 15 - 30k
Education: GCSE’S / BTEC / Diploma / A-Levels / Graduated
Where else do they shop: River Island, H&M, Zara, Urban Outfitters
Buying habits: Frequently shops online and browses daily on
Instagram.
Hobbies / Interests: Enjoys eating out, going to bars and clubs,
sunbathing on the beach, shopping online and in-store, watching
reality TV shows and work out at the gym.
Fashion needs: Looking for something which is fashionable and on
trend. Willing to pay for a product which is slightly higher than other
brands but is on trend.
How to communicate to my customer: Social media; Instagram,
Facebook and Twitter; Magazines; Fashion bloggers; In-store
technologies.
Acorn Classification Category
According to Acorn’s Consumer Classification, the Topshop
customer fits under ‘Educated Families In Terraces, Young Children’.
Younger couples are generally at an early stage of their careers.
Some have started families and are living in houses with below
average prices.
Household incomes may be above the average. Higher proportion
of these have a degree. Occupations tend to be white-collar, junior
managerial or professional.
ABOUT OUR TOPSHOP GIRL
MAMA’S

5. 8GIRL
SS19
High
Low
High
Fashionability
Price
X
This demonstrates my
opinion on where I believe
Topshop is in the current retail
market against its competitors.
I placed Topshop just under
River Island on the graph.
Topshop sell directional and
fashionable clothing which is
reflected in their asking price,
being fairly high.TheXrepresents
Topshop kidswear and
where they sit on the
fashionability and price scale.
To get an idea of the expected
price for kidswear, I looked
into Topshops competitors.
River Island, H&M and Zara
average price for kidswear
ranges between £5 to £20.
Therefore, I placed kidswear
low on the price scale, however
it will be fashionable due to the
customer market demanding
trendy clothing for their children.
Brand Positioning
TOPSHOP GIRL
PROFILE
Age: 3 - 8
Gender: Female
Education: Nursery,
Pre-School or Primary School
Social Media: Has their own
mobile phone and frequently
use their parents Ipad to play
games
Fashionability: Fashionable
Hobbies / Interests: Fashion,
Dance, Gymnastics
Fashion needs: Clothes which
are fashion forward and
affordable

6. 10GIRL
SS19Political
Brexit trade: With the UK leaving the European Union,
likely to be new laws and regulations making it harder and
more expensive to import goods into the UK.
Trade: If the UK joins Norway in the European Free Trade
Area (Efta), this will lead to new trade terms where trade
will take longer to be shipped, impacting lead time and
cost.
The pound: Is currently at US$1.32 and low against
other currencies making it expensive to import goods
and services into the UK. This does increase number of
tourists buying in UK stores as their currency exchange
rate makes it cheaper for them to buy clothes.
Fast fashion struggles: Fast fashion brands struggled in
the middle Eastern countries where political instability
and terrorism continue to pose a threat to business which
leads to a high level of uncertainty in the fashion industry.
Economy
Office for National Statistics (ONS) Unemployment rate
(2018 Feb – Apr): 4.2% of individuals in the UK aged
16+ are unemployed. This can affect economy as a
whole as people have less money to spend.
The value of the pound fluctuating: Cost of materials are
not staying at the same price meaning profitability is
volatile.
UK Fashion Industry: Estimation of £29.7bn contributes
to the UK economy as well as providing 850,000 jobs.
Moreover a prediction of £28.7bn is going to be the value
of womenswear by 2021 which will strongly support the
UK’s economy.
Wage stagnation: Cost of products are increasing
although wages are not keeping pace. Therefore,
people do not have the money to spend causing a threat
to Topshop sales.
Tourists: There has been a significant 32% in Chinese
tourists spend at UK shops. According to annual visa
figures from the UK China Visitor Alliane (UKCVA),
Chinese visitors have increased by over 150% in the
past 5 years.
PEST
Social
Fast fashion: Consumers adopting the ‘I see it and want
it now’ attitude. Therefore, the demands of a faster lead
time from the catwalk to the high street has increased
meaning there is a higher pressure to get new trends
and fashion onto the shop floor / online in quickest time
possible.
Lack of loyalty from consumers: Nowadays, customers
are not loyal, they will shop around to find the best
offer. So, Topshop have strong competitors and need to
sure we stand out amongst the other stores in terms of
product, quality, price, convenience .
Technological
Mobile devices, globalisation and the internet are
affecting sales, marketing and consumer choices,
increasing higher demands for products.
Millennials like to have a personable shop online
experience.
Ecommerce has helped businesses to expand as well
as selling to their customer oversea.
Technology has advanced sales and fashionmarketing.
Protection of customer data is signficant because of
high profile hacking events.
Strengths
Fashionable
International Brand
Concessions within the brand
Association with celebrities such as Beyonce
featuring Ivy Parker & Kendal and Kylie collection
Rapid turnover of clothing
Affordable high end fashion
Brand has so many different looks and still seen as
Topshop
Donate to many charities
Tall and Petite Section: Sells a very good tall range in
jeans
Excellet Jersey department
Goes up to size 18 enabling their stock to target
everyone
Weaknesses
Customer service: I went into Oxford Circus to asses
customer service. I wanted to find out if a jumpsuit was
online and no member of staff were around. In the end I had
to go to a different floor and queue up at the till to ask!
Price points: Across some product, prices are too expensive
for their target market resulting in markdowns.
Shop floor: Tidiness in its flagship stores was a mess on my
recent visit.
Threats
Bold and strong competitors: River Island is also known to
be a fashion forward store and have a fast turnover of stock
Online shopping: Consumers behaviour are now shopping
online and this is rapidly increasing. Brands like Boohoo,
Asos and Pretty Little Thing offer cheap but fashionable
clothing which poses a massive threat to our customer
market
Cheaper stores: Primark, H&M and New Look
Changes in Fashion Trends: The rate of this has rapidly
increased in a short period of time. With customers always
wanting the latest trend means they will shop around and be
less loyal.
Expansion by competitor: High competition in the fashion
retail could force Topshop to lower their prices of garments
and have offers on, which may reduce W.
Opportunities
Targeted at the youth which is a good marketing strategy
Kidswear
Celebrities involvement with Topshop
International expansion
Online platform and bloggers working with the brand to
promote their stock
Partnership with designers
Focus on e-commerce to improve revenue growth. There
is an expected growth in the E-retail sales in the UK
reported revenue of US$63,200 million in FY2015 and
expected to rise to US$93 million by 2020. This
demonstrates how significant and popular online
shopping is becoming and therefore, is important that
Topshop uses this to their advantage.
SWOT

7. 12GIRL
SS19COMP SHOP
Topshop River Island
Topshop have bright, bold colours which grab customers attention in store. Not only do these colours look great
in store but they are directional colours which will be trending for SS19, such as the Ackee colours. In addition
to this, I spotted key prints and patterns that are going to be trending for SS19, such as snake and leopard print
which I can use in my kidswear range.
River Island is a strong competitor due to being a fashion forward brand. Kidswear is in a separate
room in store with a light hanging down stating kids. Overall I was impressed as they offered fashionable
clothes which could even be womenswear. It has inspired me to really think about the upcoming trends
and how I can adapt this for kidswear, taking safety into consideration. Footwear was merchandised in
the wall complementing the clothing. The floor space could be improved due to the sale rails taking up
quite a lot of space resulting in the surrounding area being crammed. Furthermore, the store was messy.
There was stock being dumped on the end of arms and sale was a huge mess.
The purpose of this comp shop was to find out what is currently trending in kidswear, and if any of those trends will
be carried over to SS19. I also looked at each brand online to find out if their website is user friendly. Moreover, I
wanted to see what Topshops competitors were doing with their kidswear taking into consideration their floor space,
visual merchandise, use of graphics and key silhouettes.
The blue shirred bardot dress RRP is £20 which is a reasonable price with the fabric composition being
100% cotton. River Island online platform is very user friendly. Bold sub-headings are used at the top of
the website to highlight Menswear, Womenswear, Girl, Boy, Accessories, Sale and so on. When you click
into an item, there is a display of other garments at the bottom of the page to create an outfit. This is very
effective on pushing sales.
Topshops online platform is very user friendly as it has bold sub-headings at the top of the page, making it easy for
the customer to use. When a customer clicks into the sub-heading, for instance womenswear, it provides them with
filters to narrow down their searches. The stripy dress (100% viscose) RRP is £39.00. All sizes are available
between 4 to 18 and there is a description about the product which in my opinion, persuades the customer into
buying the garment as well as reassuring them that they are making the right choice in purchasing this item. Other
garments are being advertised at the bottom of the page, pushing their sales. I will be taking these points into
consideration when designing kidswear online.

8. 14GIRL
SS19
Zara H&M
Personally, I do not like shopping in Zara due to it being a constant mess! These pictures prove the lack of
tidiness. Having so many different garments on a rail, side facing, fails to clearly advertise their stock. Zara offered
basic kidswear which was not very fashion forward compared to River Island. However, their floor was spacious
avoiding physical barriers which is something I will be conscious about when deciding about the floor layout so all
customers have easy access, especially as they may have prams.
Accessing kidswear online is easy to use. When you go into kidswear, down the left hand side are clear
sub-headings of the ages making it easier for the customer to shop for their child. The dress costs £12.99 and
is 100% polyester.
Zara’s online platform is awful as it is complicated to use. In order to push sales online, it is important that it is
straight forward and personable to the customer. The RRP for the check blazer is quite high for the quality of the
garment (£34.99). However, check blazers are trending at the moment, as well as being spotted on the AW18
catwalk such as Burberry and Versace. Moreover, this is a future trend prediction for SS19, and so has given me an
idea about how I can use this in my range. I will consider changes to this blazer, as it did go down into sale and so,
will think about the use of colours, to make it more exciting and suitable for SS19.
H&M was well merchandised and had a friendly atmosphere in contrast to Zara, where majority of their garments
were side-facing, hiding the product which is unwelcoming. Everything sits nicely in store and have included bold
graphics which grabs customers attention. For instance, the graphic ‘3 for 2’ is on top of the fixture printed in
capital letters and a bold font. The floor layout was the best out of all the shops due to being spacious and tidy.
Having a shop floor looking like this draws customers in as it is neat and easy to shop creating a pleasant
atmosphere.

9. 16GIRL
SS19ASPIRATIONAL
I have selected 3 key designers for my aspiration. As expected, the fixtures and clothes were
very neat on the rail, as well as being limited. They had a maximum of 3 garments of the same
line on the rail. The visual merchandising was very spacious and everything sat nicely in store.
Accessories were placed within the garments, which brought it all together. Check was used
in Burberry, which is an upcoming trend for AW18 as well as SS19, so may use this in my range.
Furthermore, childrens wear was miniature versions of adults clothes. Therefore I will research future
trends for womenswear, taking these trends into consideration adapting them to my range. I believe
carrying this out will help me accomplish my mission to launch a fun, exciting and creative range.

10. 18GIRL
SS19
CONCLUSION
Overall, I have concluded that the kidswear product must be fashionable and well
merchandised in order to suit my customer profile. I believe River Island is my biggest
competitor and threat to my customer as it is a similar market, offering high end trends.
Moreover, when I visited Selfridges I found that the childrens clothes were miniature
versions of adult clothes, therefore, I will research future women trends to inspire my
range, making adaptations.
I will think carefully about the floor layout and how many square metres will hold
kidswear. I have recognised that each store have either a whole floor level on kidswear
or quite a big space which will not be suitable for my range as it is only for girls aged
between 3-8 which will not fill the space. Visiting Oxford Circus I have decided to launch
kidswear in the space of 15 square metres which is enough space to sell my range.
Carrying out the comp shop I have identified that each store have made it very clear
where kidswear is by the use of floor space and/or graphics. The layout in Oxford Circus
in Topshop is very open. There are no separate rooms. Therefore, I will make sure to
have big, bold graphics highlighting kidswear so customers are aware of its existence.
When planning the online website I will make it user friendly and personable and
hopefully avoid a platform like Zara, where it is complicated to use. There will be a
description about the product persuading the customer to buy it as well as reassuring
them they are making the right decision. Furthermore, I will display other garments at the
bottom of the page which is an effective way to broadcast our products.

11. 20GIRL
SS19
L E O P A R D P R I N T F R I N G E S
C H E C K S P L E A T S
FUTURE TRENDS
LEOPARD
PRINT
FRINGES
CHECKS
Leopard print has worked its way back into womenswear.
Small-scale leopard on dark backgrounds are trending. Middle
picture is in the directional market as it is a quirky colour.
Statistics show leopard print has increased by 5 times YoY to
hold 4.3% of printed apparel.
Below is a graph from edited which shows that leopard print is
steadily increasing.
Designers are using fringes as additional features for elegant
daywear. Taking fringes for extreme standout pieces, so for more of
the directional market. Soft metallics, neutral tones and red for an
elevated appeal are key colours to take into consideration when
using fringes.
Early indications show that checks have increased 40% YoY to hold
14% of the print mix. Bright checks offer a welcome alternative to the
classic heritage. Contrast colours will work well for the younger
consumer market .
PLEATS
Pleats have increased by 18% YoY, driven by skirts and trousers.
Pleats are used to create a fluid movement and makes the garment
bold without needing extreme volume.

12. 22GIRL
SS19KEY FABRICS
S U B T L E T E X T U R ES I L K
S U M M E R S H E E R S N A K E S K I N
Silk will transition into Spring Summer 2019 with easy
fluid shapes and bias cuts. Instock shows silk increasing YoY
across dresses and tops by 12.8% in the UK. Key categories
consists of blouses, dresses, skirts and sleepwear.
Moved beyond party and festival wear and is becoming a year
round trend. To get the SS19 look, use micro sequins to maintain
its lightness and subtlety to the look. Sequin / glitter / shiny
materials have increased by 33.4% YoY across dresses, shirts,
blouses and skirts in the UK.
Fabrics with texture adds dimension to dresses, tops and denim.
These are generally used for more of the core items rather than
directional. Makes the garments much more eye capturing and
gives off the Summer Spring feel. Key categories this is included
in are: beach cover-ups, summer day dresses, denim, shirts and
jumpsuits.
WGSN reports that snake skin are being printed on fabrics
leading the way to create more of a natural colouring. This is a
directional look for the young consumers. It is already starting
to come through in SS18 and therefore, will be a massive hit in
SS19.
SILK
SUMMER
SHEER
SUBTLE
TEXTURES
SNAKE
SKIN

13. 24GIRL
SS19DIRECTIONAL COLOURS
D A R K S T A R & P S Y C H E D E L I C P I N K
A C K E E & B A K E D Y E L L O WV I B R A N T R E D
E N E R G Y Y E L L O W
Vibrant tones of red carries on into SS19 from AW18. Red is a
lively colour making a dominant statement. It is extremely commercial
across all markets due to being bright.
Confirms to be a heavy presence in the directional colour palette. The
bright, bold and heavy colours makes exaggerated silhouettes and
glamorous tailoring outfits.
Romantic Nostalgia is captured in these colours. These directional
colours are seen on graphic prints such as deckchair stripes and retro
block with monochrome shades.
WGSN states yellow is to be a key tone for SS19, identifying the
focus on organic origin rather than synthetic near-neons.
RED
ACKEE &
YELLOW
YELLOW
PURPLE
& PINK

14. 26GIRL
SS19Colours which are currently
trending on the high street
Excluding core colours, pink, blues, neutrals are
trending at the moment on the high street for
SS18. River Island and Zara have red in their top 5
colours, 3.2% and 4.2%, respectively. I am expecting this
colour to be carried over into AW18 as well as SS19 as
forecasts show it is widely commercial across all markets.

15. 28GIRL
SS19

16. 30GIRL
SS19
PRODUCT
DEVELOPMENT
PRODUCT
DEVELOPMENT

17. 32GIRL
SS19
Girls Culotte
Jumpsuit
17JK35SUIT
£25
97% Viscose, 3% Elastane
Turkey
Girls Blue Denim Jeans
23KLJNS45
£8
75% Cotton, 22 % Polyester,
3% Elastane
Turkey
Girls Jeans
23LKJNS35
£15
75% Cotton, 22 % Polyester,
3% Elastane
Turkey
Girls Denim A-Line Skirt
13KRBLU3
£8
99% Cotton, 1% Elastane
Turkey
Girls Pinafore
13RKL34
£12
75% Cotton, 25% Polyester
Turkey
Girls Cropped Denim
Jacket
£10
167KLMOV
100% Cotton
Turkey
Girls Off The Shoulder Dress
24OPFRDSS
£10
100% Cotton
Turkey
Girls Pleated Skirt
13RSWQBLCK
100% Polyester
£10
Turkey
Girls Long Sleeved Top
36GHURTOP
£5
99% Cotton, 1% Elastane
Turkey
Girls Scoop Fringed Top
£6
36YTJFBLK
99% Cotton, 1% Elastane
Turkey
Girls Skater Dress
34KLTUV
£25
100% Cotton
Turkey
Girls Pink Rain Mac
£12
45K12TUR
100% Polyurethane
Turkey
Girks Knotted Top
£5
23WHT23T
75% Cotton, 25%
Polyester
Turkey
Girls Ruffle Jumpsuit
24K12RTS
£30
100% Polyester
Turkey
Girls Strap Top
36STR14TP
£5
75% Cotton, 24% Polyester, 1% Elastane
Turkey
Girls Tie Knot Top
£12
36RKSLV
100% Polyester
Turkey

18. 34GIRL
SS19PRICE ARCHITECTURE
EXIT
£25 - £ 30
MID
£10 - £15
ENTRY
£5 - £8
COLOUR & PRINT
11%
22%
22%
22%
4%
25%
7%
7%
15%
Store Allocation
Kidswear will be
launched in Grade A
stores only. Therefore,
there is no need for store
allocation for Grade B
and C.

19. 36GIRL
SS19
CORE FASHION DIRECTIONAL OUTFIT BUILDING

20. 38GIRL
SS19
STORE SIZE & DENSITY DETAILS
BUYSUMMARY
RANGEPLAN
MERCHANDISING STRATEGY
STORES;
1) Oxford Circus London
2) Liverpool One, Liverpool
3) Belfast
4) Manchester Trafford Centre
5) Briggate, Leeds
6) Online
SALES PLAN BY DEPARTMENT

21. 40GIRL
SS19SOURCING

22. 42GIRL
SS19

23. 44GIRL
SS19

24. 46GIRL
SS19
Waist Band
Back viewFront view
TECHNICAL PACK
Age: 4 yrs (UK)
Selling price: £10
COO: Turkey
Fabric: 100% Polyester
Quantity: 300 units
TECHNICAL DRAWING
Girls Pleated
Skirt
A
C
B
D
E
F
H
G
A
C
B
F
D
H
G
E
FRONT BACK
SPECIFICATION SHEET

25. 48GIRL
SS19
GARMENT COMPONENTS TESTING REQUIREMENTS
OPENCOSTING

26. 50GIRL
SS19
Topshops current
labels
LABELS & CARE
Attatched inside the skirt, at
the top, using a pastic kimble
gun.
Stitched in side the
garment at the top.
This is a mock up of what the labels will look like. All of the labels will be inside the skirt highlighting key information
such as the selling price, age appropriate, COO, as well as providing washing and care instructions.
(Not drawn to scale)
Garment hung on a clippy hanger from
the waist
Make sure to wash into a dark
coloured wash so the colour does
not bleed onto other garments.
Wash at 30 degrees
Do not bleach
Do not tumble dry
Iron on a low heat
Do not dry clean
The pleated skirt has the
following constraints:
1) Wash with dark colours
only, to avoid colour
bleeding
2) Iron on a low heat to
keep the pleats in
3) To keep the shape of the
skirt, when washed, hang
the skirt by the waistband
with the pleats hanging
down so they keep their
shape
5) MUST have ‘Keep away
from fire’ for childrens
safety.
Consideration:
1) Sizes for different ages
need to be taken into
W as they will vary. For
instance, the skirt will be
longer with a wider waist-
band for an 8 year old com-
pared to a 5 year old.
2) Make sure buttons are
sown on securely so they
do not come off, putting the
child at risk
CONSTRAINTS

27. 52GIRL
SS19
5m
3m
STORE PLAN
SPACE LAYOUT
Mirror
4 way rail
Rail
Back wall - Garments front facing
and side facing
X6 mannequins
on rotating table
Seats
2 way rail
2 way rail
Rail
Here is a clear diagram
of a floor layout, providing
guidance on how Topshop
Girl range will be visually
merchandised in store.
My range is only going
to be located in Grade A
stores. Each of the 5 stores
will have a similar layout
which will be eye
capturing, bold and exciting
in the hope of grabbing
customers attention in
store.
PLANOGRAM

28. 54GIRL
SS19MARKETING
Carrying out a comp shop has inspired the online
platform design. Customers can easily access the size
they are wishing to purchase. A product description is
presented underneath the garment, persuading the
customer they are making the right choice. In
addition to this, at the bottom of the website there are other
products being advertised resulting in sales being pushed.
ONLINE PLATFORM
Kidswear will be advertised on Topshop’s online
platform prior to the launch date, 20th March 2019. This is an
effective way to promote our range as well as reminding
customers that the launch date is approaching. This is an
efficient strategy as our customers are constantly shopping
online where it will be inevitably viewed by a large number of
consumers.
SOCIAL MEDIA
Instagram is one of Topshops biggest
channels to advertise on with a massive
9.4 million followers. Therefore, we will be
instagramming ‘sneak peaks’ of the range to
build the excitement. This will be an effective
marketing strategy to promote our Topshop Girl.
Moreover, Twitter will also be used to
promote our launch as users are able to
‘Retweet’, sharing Topshop Girl which
grabs attention and broadcasts the launch.
Samples will be sent to popular kids
influencers on Instagram to preview our
product such as Kcstauffer who have a total
of 4m followers.

29. 56GIRL
SS19
Glamour magazine will feature Topshop kidswear
prior to the launch date which will help to promote
and broadcast our range.
Newsletter sent out to all of Topshops
subscribers via email. Gives an insight
of the range.
NEWSLETTER &
EMAIL
Topshop Girl will be launched in 5 UK stores.
1) Oxford Circus London - 90,000 square feet covering 5
floors. Attracts an average of 28,000 customers each day
2) Liverpool One, Liverpool - 60,000 square feet
3) Belfast - 40, 000 square feet
4) Manchester Trafford Centre - 38, 500 square feet
5) Briggate, Leeds - 31,000 square feet
We will be holding a launch party on Saturday 9th March
2019 at our flagship store, Oxford Circus London. It will
include a DJ, kid influencers and fashion bloggers,
photo booths, kids entertainment such as a magician,
party bags filled freebies. A fashion
colouring book will be available giving children an
opportunity to be creative and colour in an outfit. Topshop
team will pick 3 best colourings from each age category. The
winners are rewarded with exclusive cards where they are able
to pick 2 free fashion items to add to their wardrobe on the day
of the launch, 20th March 2019, bringing good vibes to their
first day of spring. This does not include directional pieces.
Fashion bloggers, articles, Twitter and Instagram will be
used to promote the launch party for Topshop Girl as well
as an email being sent out to all Topshop subscribers.
The Launch party will be held for 3 hours from 1pm - 4pm.
LAUNCH

30. 58GIRL
SS19
Throughout Individual Negotiated
Project,there were areas which I
enjoyed more than others as well as
aspects which I found challenging.
Overall, I believe I have created a
successful range for my customer,
however if I were to carry this out
again, I would make changes for the
younger age group.
My mission was to create a fun,
exciting, fashion forward range for
girls aged 3 - 8. Throughout my
project, this was definitely an area
which I found the most challenging
as the CADS I used from WGSN,
which was filtered childrenswear, still
looked like adults clothes.
Therefore, I would make sure to
adjust the CADS, for instance, give
them higher neck lines etc to
emphasise these garments are
designed for children. Moreover, I
would take into consideration what
prints I use in my range. The leopard
prints I chose are hard to identify
what the print is and appears to be a
multi coloured top. If I had edited the
CADS and been more selective with
the prints, my range would be much
more age appropriate and appear
trendier.
Sourcing is another area which could
be improved. I created sourcing on
an infographic website where I was
able to use a template. Although it
comes across as an infographic and
I have used symbols to explain my
points, the colours need to be taken
into consideration as it stands out
and looks like I have put another
document into my INP. However, I
have included significant
information within this. Moreover,
packaging was challenging as it was
hard to estimate how many skirts
could fit into one box as the way
the skirts are folded impacts this as
well as the size of the box, therefore
coud not confirm this. Finally, I would
also improve my washing line. It is
in the correct order, starting from my
core product passing through
fashion leading to directional.
However, I would actually hang the
each garment onto a hanger and
place them onto a line,
representing an actual washing line,
where it would have been much
clearer about which garment is core,
fashionable, directional giving it a
clearer view and more professional
presentation.
On the other hand, I enjoyed the
competitive shop as I was intrigued
to see what my competitors were
doing with their kidswear as well as
observing what I was competing
with. My comp shop gave me
inspiration for my range, layout and
online market. I also enjoyed
visiting Selfridges to find out how
their kidswear is different to high
street, in regards to space layout,
quality and the design.
Marketing enabled me to be creative
with how I was going to
communicate to my customer about
the upcoming range. It allowed me
reflect on my customer profile and
understand how my customer shops,
what websites and social media
platforms they use. Taking all of this
into consideration, allowed me to
build effective online marketing
strategies such as Instagram, which
is one of Topshops biggest channels
with 9.4 million followers. I really
enjoyed exploring the different routes
to broadcast my range, such as
emailing all subscribers, sending
samples to huge kid influencers and
releasing ‘sneak peaks’ to build the
excitement and anticipation for my
range. Moreover, I loved designing
the launch party as I was able to
create an enjoyable and fun event in
celebration of Topshop Girl. I loved
the idea of having a colouring
competition with a reward being
exclusive cards to get 2 free
garments which is a very effective
way to promote the range as well
as encouraging people to attend the
launch party.
Overall, I had fun with my project,
despite the challenges.
Merchandisng was difficult as I
struggled to balance the financials
and had a lack of understanding due
to some of the terminology.
However, I feel I have learnt the
most with merchandising as I
understand the importance of the
financials balancing as well as
gaining an
understanding of the specialist
terminology. Another aspect I
struggled with was the open costing
in my ‘Technical Pack’ as I had a
lack of understanding of the
methodology used to work out the
percentages and costing which
proved time consuming for me.
I believe I have achieved my
Mission, ‘To be inspired by future
trends to launch fun, exciting and
creative kids wear that works in
harmony with the brand’. My range is
fashion forward, bold and exciting. It
has been marketed in an
effective way to reach my customer
by designing the marketing
strategies around the social media
they use as well as other platforms.
EVALUATION

31. 60GIRL
SS19
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