ABI WEBSTER
FINAL MAJOR PROJECT
Brief: To create a brand and clothing collection for a gap in the market. Aspects of visual merchandising and brand analysis should be explored.
Aim:To research and analyse a gap in the fashion market and create a fashion brand to ll the proposed gap.
A.M.WEBB is a fashion brand, created for mature women that seek trend-led garments but is still age appropriate. The project consists of developing a fashion capsule collection, brand guidelines and a visual merchandise package for the brand.
Skills/Abilities:
- Trend Forecasting
- Brand and Product Development
- Visual Merchandise
- Design
- Photography
- Buying and Merchandising Principles
- Consumer Behaviour
BRAND GUIDELINES
Alongside my FMP, I created a range plan collection. The collection was developed through collecting images to forecast a trend as well as using primary research to understand the target market group's needs. The Autumn/Winter 2018-19 trend was called Frameworks due to the basic architectural themes.
The collection consists of smart casual garments that have printed details, such as panelling, lining, ruffles and bows.
The examination of the range plan can be seen through a product overview, category mix, price architecture and a phasing plan. Also, a range plan overview can be seen in project part two.
COLLECTION RANGE PLAN
Alongside my FMP, I created a range plan collection. The collection was developed through collecting images to forecast a trend as well as using primary research to understand the target market group's needs. The Autumn/Winter 2018-19 trend was called Frameworks due to the basic architectural themes.
The collection consists of smart casual garments that have printed details, such as panelling, lining, ruffles and bows.
The examination of the range plan can be seen through a product overview, category mix, price architecture and a phasing plan. Also, a range plan overview can be seen in project part two.
Contact -
Phone: +44 7975927035
Email: abimwebster@outlook.com
VISUAL MERCHANDISING
The final instalment to my FMP was a visual merchandising (VM) package, which would be used to create similar store layouts.
The package included an inspiration board, fixtures and fittings and a floor plan. Also, wall and window displays for each phase as well as store merchandising.
The VM layout was kept simple and focused on using the primary colours portrayed in the brand guideline booklet. The brand identity was kept consistent throughout my FMP because it was important that the target audience could rely on the brand, A.M.WEBB.