Describe the customer and outline their buying behaviour and fashion sense.

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Describe the customer and outline their buying behaviour and fashion sense.

Comparative Shop

Supply the Fashion Product

Complete a separate sheet per retailer

(Add in additional rows & columns if needed)

The Consumer and buying behaviour

In range planning it is vital to fully understand the target customer. The customer must be at the forefront of the minds of all involved in product selection, range planning and pricing.

The Consumer and Buying Behaviour

Describe the customer and outline their buying behaviour and fashion sense.

If possible, speak to sales staff - Who do they believe their regular customer to be?

The Collection

Thorough research into the type of product and identifying the % split of the collection will give you a good understanding of how the buyer has spent the Open to Buy. The range is meticulously planned before the OTB is spent and knowing the % split of past ranges and current competing ranges will help the Fashion Buyer in deciding on a well-balanced, profitable product range, appropriate to the target customer.

The Collection

Is the collection appropriate to the target customer? Justify your answer with examples.

The Breakdown of the Collection
Identify the % split of the product ranges of the retailer, price points and Country of Origin:
Product category	% Split	Country of Origin	Price Points

Identify the % split by colour:
Colour	% Split







Identify the % split by fabric:
Fabric	% Split

Identify the % split by fashionability:
Fashionability	% Split	Price Range	Average number of units on display per option
Core basic
Fashion
High fashion
What is the top:bottom ratio?

Identify the size range, the number of units displayed per category and the country of origin:
Product category	Sizes available	Country/Countries of Origin	Additional notes

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