International Fashion Business
Product Development Opportunity Project
This project focused around identifying a relevant product development opportunity for a given brand: The Frankie Shop.
The identified opportunity would then be developed into a new product range for The Frankie Shop; applying the brand’s signature aesthetic and pricing architecture to create a new viable, yet realistic and on-brand, range. All of which was consistently underpinned with reliable data, market insights, and synthesised research from industry-respected sources.
Before this project I’d never had any experience in range planning or developing a product range. However, as I was able to identify a strong opportunity for the brand, I could use valuable research insights to create a brand-relevant product mix which met the brief.
The Report: 4,000 Word Report
Infographic: Proposed Opportunity (Top-Line)
Report Features
Branding: Brand Identity, Research, & Analysis
Consumer: Identification & Segmentation, Pen Portrait, Application of Trend Adoption Model
Market: Macro & Micro Environment, Market Forecasts & Financial Projections, Opportunity Identification
Competitive Landscape: Perceptual Map, Key Competitor Analysis (Range, Pricing Architecture)
Fashion Buying: Moodboard, Range Planning & Development, Product Mix & Hierarchy (BCG Matrix, Fashion Triangle inc. Depth of Buy), Pricing Architecture, & Sustainable Considerations
Risk Management: Identification & Solutions, Ansoff's Matrix
Implementation Plan & Distribution Channels
Future Planning & Further Development Opportunities
Conclusive & Actionable Business Recommendations
Frankie Ties the Knot: Opportunity Report
Product Development Opportunity
Working from the perspective of The Frankie Shop, I identified a product development opportunity with the growth of the bridalwear market. Fuelled by post-COVID restrictions, the global wedding market in 2022 saw a huge increase in profit. Although in 2023/24 there was less growth, experts forecasted the market size to steadily increase until 2030, meaning the industry would experience sustainable growth.
The Frankie Shop’s USP is their alternative and non-traditional approach to women’s dressing. My initial research findings indicated that there was a gap in the bridalwear (and wider wedding-wear) market for non-traditional brides, making it the perfect opportunity for The Frankie Shop to increase their market share by offering the solution to this problem.
The rest of the report offers a comprehensive understanding of the proposed opportunity; from analysis of the macro- and micro-environment and trends, an overview of the competitive landscape with key findings, and complete with an initial product range and roll-out plan (and more).
Key Skills
Market Research, Forecasting, & Analysis
Competitor Identification & Analysis
Trend Identification & Forecasting
Range Planning, Design, & Development
Branding, Brand Research & Analysis
Fashion Buying & Merchandising Skills
Future Thinking
Written & Visual Communication
CAD (Adobe Suite: InDesign, Illustrator)
Bridalwear Opportunity Infographic
Contemporary Global Fashion Market
Before completing the finalised report on the identified opportunity, we had to design and present an A3 infographic poster. The poster had to concisely convey the opportunity, supported by the relevant data and information. The presentation was around 10 minutes, and that time was spent talking through the infographic and verbally expanding on the provided information.
After I presented, I received positive feedback, as well as constructive and actionable feedback which I then used to improve my work (and subsequently the report). It was also important for me to keep the infographic on-brand, as this helped to demonstrate the alignment between the opportunity and the brand.
Key Skills
Branding & Brand Knowledge
Consumer Profiling & Research
Market Research & Analysis
Competitor Research & Analysis
Presentation Skills
Verbal & Visual Communication
CAD (Adobe Suite: InDesign, Illustrator)
Infographic (& Presentation) Features
Market: Research, Forecasting, Financial Projections, Analysis
Competitive Landscape: Top-Line Identification & Analysis
Consumer: Top-Line Profile & Identification
Branding Considerations: On-Brand Infographic, Relevancy of Opportunity
Range Planning: Initial Ideas
Risk Management: Identified Challenges
Top-Line Business Recommendations
