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CLASSROOM SLIDESLESSON 6THE RANGEIn this lesson you will: consider how to build outfits from your t-shirt designscreate a mini range plan, with your t-shirt as thefocus of the rangecalculate the cost of your product and the predictedprofit made from the range

F ASHION LONDONCL ASSROOM SLIDES2LESSON 6: THE R ANGECARE EmarketingRS:brandmanagementAdvertisingDirectorR ANGECreativePLANNING IN THE RE AL WORLDwholesale managementCampaign managermarketingbrand managementAdvertisingCreative Directorwholesale managementCampaign managermarketingbrand managementAdvertisingCreative Directorwholesale managementCampaign managerAdAdAdBRAND MANAGEMENTWHOLESALEMANAGEMENTMARKETINGR ANGEPL ANNE RSOURCINGBUYINGRETAILVISUAL MERCHANDISER

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: SPITALFIE LDSSE T T IN G T HE SCE N ESpitalfieldsSpitalfields was the centre of city’s silkproduction in the 18th century.An estimated 4,000 Huguenot weaverswove damasks, satins and rich brocadesfor the gowns of the Wealthy.Spitalfields became ‘weaver town’.Silk weavers have been replaced withSpitalfields Market but factories canstill be found in the area making fashionranges for high street and luxury brands.Today you can see a variety of shops inSpitalfields where a number of differentranges of clothes can be seen. Somewill have been made nearby, some willbe single brands and some will be retailstores that have a range of differentbrands for sale.3

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: T H E R AN G E PL ANSE T T IN G T HE SCE N E co nt i nuedRange plans are used in a number ofdifferent ways. The designer creates arange to show to retail / store buyersor to stock their own store. A buyercreates a range from different brandsto sell in a store for example Selfridgesin Londons West End.Range plan designed by a brandA brand will design a range to show tobuyers from different stores acrossthe world.A range or collection of garments arecarefully co-ordinated to allow customersand buyers choice in colour, type andsize. The collection will keep the essenceof a brand and concept of the season andwill reflect current trends.Range plans for retail storesA buyer works for a store and putstogether ranges from a number ofdesigners.Each buyer will choose garments to suittheir specific customers and work withthe other brands they will also buy forthe store.A buyer will build a range from all thedifferent brands so that it is unique totheir store.According to Helen Goworek (2007) Froma retail store buyers perspective:Range planning is the stage whenbuyers define the detail of the rangethat is to be offered to the customer interms of styling, fabric, design details,suppliers and price points.4

F ASHION LONDONCL ASSROOM SLIDES5LESSON 6: THE R ANGED I SC OV E R : R ANG E PL ANN I NG – THINKING IN OU TF IT SACT IVIT Y 6 AAn outfit is made up of a number ofdifferent garments. Opposite is anexample of an outfit with technicaldrawings of the different garments thatmake up this outfit.A series of outfits make up the range.As part of a classroom discussion, lookat the number of different garments youand other students in the class wear tomake up an outfit.AN OUTFIT WITH TECHNICAL DRAWINGLook 1

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: R ANGE PL ANNING – THINKING IN OUTFITSACT IV IT Y 6 BFor this exercise, you are to dress acardboard mannequin in different outfits. Using the template mounted on cardboard, you will dress the cardboardmodel in a number of outfits.Photograph the dressed cardboard dolland upload the image to the blog orphotograph and add to a powerpoint orstick into a work book.Explain why each outfit is appropriateto the target consumer.6

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: UNDE RSTANDING R ANGE PL ANNINGACTIVIT Y 6CThink about how ranges are displayedin store.Most retailers display their ranges inoutfits, as research shows that rangessell quicker when displayed in outfitsrather than displayed as single items.Use a t-shirt design from lesson 5 for thefocus of the discussion.In groups, discuss the following: what other garments should the t-shirtbe worn with?What time of year do the you plan tosell the t-shirt?Are there any key accessories thatcould be worn with the t-shirt? Find fashion products/garments to putwith the t-shirt to create outfits whichadd up to a range.Magazines and online resources canbe used to inspire outfit choices, oryour own wardrobes and photographs.Use the template on page 9 to sketchout between 3 and 6 different outfits.A mix of photographs, collage anddrawing can help to put together initialideas, see example on page 8.7

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: UNDE RSTANDING R ANGE PL ANNINGACTIVIT Y 6C continuedThis is an example of a work-in-progressrange using photographs and collage offabrics to develop a rangeLondon College of Fashion MA,Joao Maraschino.8

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: UNDE RSTANDING R ANGE PL ANNINGACTIVIT Y 6C continuedUse this template tosketch out between threeand six different outfits:9

F ASHION LONDONCL ASSROOM SLIDES10LESSON 6: THE R ANGEDISCOVE R: UNDE RSTANDING R ANGE PL ANNINGACTIVIT Y 6C co nt i nuedOnce you have some outfits you canbreak them down into separate garmentsand place in the range plan template.your t-shirt hereCOLO URCOSTCOLOURCOSTa dressCOLO URCOSTadd a pairof trouserspair of trousersCOLOURCOSTThese boxes contain suggestions ofgarments you could use to makeup their range.add a jumper orsweatshirtC O LO U RC O STadd a jumper orsweatshirtC O LO U RC O STAdd a coatC O LO U RC O STadd a dfferenttype of coatC O LO U RC O STDraw, add images from magazines,photographs to start building up a rangemade up of different outfits.add a skirtC OLOU RC OSTadd a different typeof t-shirt(did you make morethan one design?)C OLOU RC OSTadd a bag or hatC OLOU RC OSTadd a differentbag or hatC OLOU RC OST

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: TE STING YOUR R ANGEACT IV IT Y 6 DTry different versions of theoutfits you have have chosenfor your range.Print out and mount oncardboard then cut out andstand OR you can use tracingpaper and draw over themannequins.Photograph the dressedcardboard doll and upload theimage to the blog, add to apowerpoint or stick into yourwork book.11

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: TE STING YOUR R ANGEACT IV IT Y 6 D continued12

F ASHION LONDONCL ASSROOM SLIDES13LESSON 6: THE R ANGEDISCOVE R: UNDE RSTANDING OVERHE ADS, MARK-UP, COST PRICE AND PROFIT (Compulsor y)ACTIVIT Y 6E par t 1Running a fashion business is costly.COSTPROFITMARK-UPThe cost includes:Most High Street retailers charge a price3 x higher than the cost of the product.A mid-market brand such as Top Shopworks to a mark-up of x3 times.It’s vital that the fashion products madeare sold for a price that covers the cost. the cost of the componentsthe cost of makingthe cost of labelling; andthe cost of transportation from thefactory to the fashion brandThe difference between the selling priceof an item and the cost price of that item.This 3 x increase is known as the markup. The mark-up covers the overheadcosts of the business. Overheads includethe cost of running the business (rent,utility bills, wages of staff).Different fashion businesses work todifferent mark-ups.A high market brand such as Chanelworks to a mark-up of x6 or more times.Complete the costing sheet provided andwork out the cost of your range.

F ASHION LONDONCL ASSROOM SLIDES14LESSON 6: THE R ANGEDISCOVE R: COMPLE TING THE PRODUCT PART OF THE R ANGE PL AN (Compulsor y)ACTIVIT Y 6E par t 2The range plan is a document that mapsout the range by product shape, colourand price. It allows a business to checkthat they are making a profit (money)from the range.Range Plan example for a retail storeLook 1Look 3Look 1Look 6Look 4Look 5Look 3Look 2B R A ND NA MESE ASO N AUTUMN 2019The cost of each garment is calculatedaccording the the materials used andtime it takes to manufacture.A store will add a mark-up to eachgarment so that they can also makea profit.D E SCR I PTI O NCO LO URCO ST PR I CESE LLI NG PR I CE ( x3 o f co s t )MA R K UPCOATBLUE 23. 00 70. 00 46. 00JACK E TGREEN 18. 00 54. 00 18. 00JAC K E TB L AC K 2 5 .0 0 7 5 .0 0 5 0 .0 0JAC K E TYE LLOW 1 8 .0 0 5 4 .0 0 3 6 .0 0S HI RTW HI TE 1 2 .0 0 3 6 .0 0 2 4 .0 0D E SCR I PTI O NCO LO URCO ST PR I CESE LLI NG PR I CEMA R K UPT- SH IRTWH ITE / Y EL LOW 6. 00 18. 00 12. 00T- SH IRTWH ITE /GREEN 5. 00 15. 00 10. 00TR AC K PA N T SB LU E 1 0 .0 0 3 0 .0 0 2 0 .0 0TROU S E R SB LU E 1 2 .0 0 3 6 .0 0 2 4 .0 0S HORT SB L AC K 8 .0 0 2 4 .0 0 1 6 .0 0Costs are estimates but as a guideline:cost price of t-shirt 5

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGEDISCOVE R: COMPLE TING THE PRODUCT PART OF THE R ANGE PL AN (Compulsor y)ACTIVIT Y 6E par t 2 co nt i nuedCOSTING SHE ETYou should fill this in with your own rangeplan from activity 6C.B R ANDSE ASONDESCRIPT IONCO LOURCO ST PRIC ES ELL ING P RIC EMAR K UPDESCRIPT IONCO LOURCO ST PRIC ES ELL ING P RIC EMAR K UP15

FASHION LONDONCL ASSROOM SLIDES16LESSON 6: THE R ANGEE XPLORE : FIE LD TRIP TO SPITALFIELDSACTIVIT Y 6FThis trip will give you an understandingof how ranges are put together on rails orshelves – and on mannnequins.Look at shop windows of retailers inthe Spitalfields area and photographmannequins showing differentcombinations of garments.It is often forbidden to take photos instore. So where possible, draw and writedown how brands ranges are grouped instore. Take photos of the shop fronts.Fill in your Task Sheets – this workshould be included in your workbook oruploaded onto your k to Fashion and textiles museumfashion drawing template How to Drawlike a fashion /04/HTDLAFD worksheet.pdfEXAMPLES OF RANGES ON DISPLAYPictures: Jessica Saunders

FASHION LONDONCL ASSROOM SLIDES17LESSON 6: THE R ANGEE XPLORE : FIE LD TRIP TO SPITALFIELDSACTIVIT Y 6F co nt i nuedACTIVITYRESPONSEREFLECTIONRESPONSELook at 3 shop windowsCompare the products and how theyare displayedDiscuss which one you would want togo intoWhy does one shop seem moreappealing than another?Inside a store can youidentify ranges fromdifferent brands?How do the different ranges stand out?If your garments were in store howwould you expect the retailer todisplay them?What do you think is an effective way toshow garments in a store?Look for outfits in a storeHow easy was it for you to plan an outfitfrom a store you visited?If your range was in a store how wouldyou help customers plan an outfit ?What was the most effective way to finda whole outfit?Compare the price ofthree different t-shirtsAre the t-shirts the same price?What do you think makes one t-shirtcost more than another?What would the ideal price of yourt-shirt be from your own rangePick one storeWho is their target consumer?Did the other customers in the storematch your idea of the customer?How would you make sure yourretail store appealed to your targetcustomer?

F ASHION LONDONCL ASSROOM SLIDESLESSON 6: THE R ANGECONNECT: PRE SE NT, DISCU SS, E VALUATEACTIV IT Y 6 GFollowing the field trip, you can present,discuss and evaluate your learning fromthe field trip activities. Do you need to update your rangeplan using the information from thefield trip? If so, describe how you havedeveloped your range by adding orchanging garments.Have you looked at colours?Have you looked at prices?Have looked garment type?Discuss how some of the rangesyou looked at appeal to differemtcustomers (For example: age, lifestyle,income).Findings could be incorporated into yourfinal presentation (see Final Presentationbrief page 19).18