Creating the Fashion brand

Figure 1 Alexander McQueen SS 2010, Source: Google Images

Content :

1. Introduction……………………………………………………………………page 3
2. The Product, the target consumers and the brand personality………………....page 4
3. Description of the Value Chain………………………………………………..page 6
4. The role of ICT………………………………………………………………...page 7
5. Overview of the Buyer and the Merchandiser functions………………………page 7
6. The Concept of the carrier bag model………………………………………....page 7
7.The roles of the Buyer and the Merchandiser trough the concept of the carrier bag model…………………………………………………………………………......page 8
8. An example of a balanced range plan for Zara……………………………….page 12
9. Description of the Social Corporate Responsibility of a Company…………page 13
10. The Buyer’s and the Merchandiser’s roles on the SCR……………………..page 14
11. The importance of having clear ICT in a business………………………….page 15
12. ICT and SCR………………………………………………………………..page 16
13. Conclusion…………………………………………………………………..page 17
14. Bibliography………………………………………………………………...page 18

The British Fashion Industry has never been more complex.
With powerful major retailers like Burberry or Vivienne Westwood, and with a great number of emerging designers such as Jonathan Saunders and Peter Pilotto, the UK fashion market has attained a new level of originality in these past few years.
Therefore, as Marie-Louise Jacobsen pointed out, each fashion brand would need to use its entire knowledge to keep up with the pace of other merchants in the marketplace, for example by being able to forecast accurately the needs of its customers or to satisfy them with the appropriate product.
The entire process of creating a company is very exciting, and as John C Williams agreed, this process is even more enjoyable especially as constrictions and