PORTFOLIO OF

PREVIOUS WORK
Linn van Leeuwen
RANGE PLANNING
& CADS
SWIMWEAR
Utilitarian S/S 2019

V.L
SWIM
SWIMWEAR
Utilitarian S/S 2019

V.L
SWIM
SWIMWEAR
Basics S/S 2019

V.L
SWIM
ZARA PETITE BRAND
EXTENSION
CONCRETE JUNGLE S/S 2019

Escapism & Fantasy

Embracing Imperfection

Playful

Nature’s Comforting
Influence

Desire for Belonging

PETITE

12
JACKETS
CONCRETE JUNGLE S/S 2019

PETITE

13
TOPS/TEES
CONCRETE JUNGLE S/S 2019

PETITE

15
SUPPLY CHAIN
& PRODUCTION
BRANDED BUYING -
LIBERTY LONDON
INDEPENDENT RETAILER
BRAND CONSULTANCY
REPORT
 sales by brand
Due to technological issues, we were unable to secure exact figures for the sales of each brand.
However, the fiscal success of each brand has been concluded through the analysis of various
sales invoices, monthly sales figures and in-depth discussion with the owner himself.
brand mix sales mix
sales by line
Although no exact figures were given, Jonathan, the owner, assured us that overall Sweatshirts and
Hoodies are the highest selling products both in-store and online.
This was further corroborated through several invoices from online sales, ranging from September 2015
to February 2016. The invoices showed that 30% of products sold were Sweatshirts and Hoodies,
with Skirts following behind, making up 22% of sales.
Joggers, T-shirts and Hats had average sales, and
sell consistently throughout the year.

The product lines with lowest sales were Shoes and

Jeans. However, Jonathan had already reacted to
this by removing shoes completely from the website
and focusing on selling only one brand in-store
Sweatshirts
(Saucony).

This suggests that Jeans are the biggest problem Jeans

TIP area, contributing to only 4% of sales - but this
could be due to the brand selection or selection of
styles available.

Jeans

Hats

Sweatshirts
Joggers

Shown above is the Brand Mix Percentage in comparison Best-performing brands:

to the Sales Mix Percentage. Unfortunately,the Sales Mix
Percentage is only based on 25 sales invoices from online
orders, ranging from September to February 2016.
T-shirts
From the graphs, it is clear that Fila is performing extremely
well as The Grey Shop does not carry a lot of stock (4.6%),
but the sales equate to 25% of the total sales, based on the
sales invoices.

Foray is also performing well, as it contributes to only 6.9%

of stock but 30% of the sales shown in the graph above.
Skirts
Based on a comparison of both Percentage Mix Calculations,
Outerwear
Underated appears to be under-performing, but Jonathan
re-assured us that it is the highest performing brand and is
more successful in-store as opposed to online. Shoes

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 optimum stocking level
definition
The amount of inventory which should not be exceeded. The limit is normally d
etermined after considering storage space of the facilities, how quickly inventory
is sold or used, cost of insurance on inventory, and the risk of inventory
becoming outdated before it is used.
assortment planning model
The Grey Shop utilizes a broad and shallow assortment planning where the assortment mix
consists of an assortment of styles for the more fashion-foward consumer with little depth. This
indicates that the consumer is more selective in terms of style, size, color and follows trends.
general assortment planning model examples (check appendice b)

By refering to the definition above, provided by the Business Dictionary. Optimum stocking level
is a key component towards running a store. In order to become a successful business, it is
essential to know the right amount of stock at the right time so that you can maximise sales and
therefore have the budget required to buy next season’s products to reach consumer demand.
Without the knowledge of a store’s optimum stocking level, a store that has too much stock
can result in stock that goes unsold or not sold at full price, which is a loss of profit margin.
Understocking will result in lost sales with consumers looking elsewhere and lower turnover.
Underated have many options in different colors that are appealing to the eye and also combined
(As seen on the image on the left). The owner stocks little quantity per product and sometimes as
a one off sale item. The rail below hangs only Underated garments.

optimum stocking level at the grey shop

As seen in the photographs above you can see that there’s little quantity per product. This
creates the traditional boutique feel to the store and also a sense of exclusivity. Since it is within a
small space, it’s best to show 1-2 pcs of the same product on a rail to emphasize the wide range
of products the store stocks.

From speaking with the owner, Jonathan. His strategy towards maintaining his stock on the shop
floor is largely due to theft. By having minimum amount of quantity per product allows him to have
full control and ability to monitor his stock.
It’s also important to consider sizing in
general order of stock relation to the optimum stocking level.
Based on the online invoices received.
Per product: The general order of stock is not the
best method to follow as there should
Mens - 1S, 2M, 1L, 1XL be more stock available in larger sizes Nicce on the other hand has a more simple yet more narrow assortment in terms of color.
Womenswear - 1XS, 1S, 2M, 1L for men. While maintaining smaller sizes However, their product silhouettes and logo placement makes them successfull regardless of the
for women. color.

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 assortment evaluation

In a way the assortment planning model is appropriate to the retailer’s target consumer due to
the fact that the target consumer is fashion forward and wants to be ahead of trends. However,
looking at the price/style matrix and previous online sales. There’s a high demand for the Fila
skirt, which is a well-established sports brand that consistently sell clothes with classic colors
(Red, blue, white and black).

boston matrix

star pieces question mark

In the screenshot on the left, the left skirt is already sold out. Since these classic yet sporty
?
items are selling out, perhaps we need to consider brands with logos that drive sales (E.g. Fila
and Nicce). Though Underated may have more variations in color that may be appealing to the
eye, the brand isn’t as well heard of and may not create the same excitement. A trend alert from cash cow dog
WGSN called Supersize Branding is a trend to look out for. In the Key Trends A/W 16/17 Report:
Active, a “Sans-Serif Sweat” is a essential item,

“The humble sweatshirt becomes this season’s logo carrier, with bold sans-serif statements that
are either abstract or simplistic. Placement is important, with messages repeated around the
hems and positioned at the chest. Driven by the trend for supersize branding, simple fonts and
bold contrast colours are used for maximum visibility.” (Fenton C., Varga C., WGSN, 2016).

It may be important to consider this key trend to your stock assortment. In addition to the
assortment, the assortment feels a bit unproportionate between high fashion/directional pieces,
core fashion pieces (high sellers) and basics (cash cows) with basics being the predominant
style in the assortment and often going in to sale as there is a lack of high selling pieces.
Since many of his pieces are basic, basic products result in the most profit margin due to low
production costs. These basic items aren’t dependent on seasons and can be sold throughout
many seasons but that does mean that the sales generated are done long term and not short
term, e.g. Fila skirts sell out quicker and therefore need more stock to maximise the sales or more
assortments.

To add to the boston matrix provided, there are no ‘directional’ pieces or brands because of the
fact that The Grey Shop is still trying to become financially stable and is still trying to gain more
consumers/following. Therefore, the income generated from cash cows is invested in maintaining
the business or stocking basics again for the next season, as they are cheaper.

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CREATIVE COLLABORATION
RAVENSBOURNE x VF(LEE JEANS)