Name: EdithAge: 49Occupation: Director of ProductionHow often does she shop Reiss? Usually, once a month.What does she buy there?Mainly workwear, as she appreciates the quality and the sophisticated style of Reiss collections. Tailored Reiss dresses always suit her shape.What don’t you buy there?She does not buy trousers from Reiss purely for fit preferences.Where else does she shop?Edith also shops at retailers like Ted Baker, French Connection and L.K.Bennett.

BRAND. Reiss is a medium-sized British fashion brand bridging be-tween designer fashion and middle market offering directional, de-sign-led womenswear, menswear and accessories. Since its founda-tion in 1971, the brand has committed to delivering creative, original products by combining exceptional design, quality and value (Reiss, 2015). According to Drapers (2015), Reiss has more than 120 stores and concessions worldwide.

COMPETITOR PRODUCT RANGE PRICE RANGE (a dress)

PRODUCT DESCRIPTION WHY REISS WOMAN SHOPS THERE?

- Casual - Workwear - Footwear

£75- 250 The product has a minimal and timeless feel. Brand focuses on quality and lon-gevity rather than short-term trends.

She shops Whistles for refined casuals and workwear pieces. She appreciates their design simplicity.

- Casual - Workwear - Footwear

£115- 499 Each piece is individually designed and hand-crafted in their in-house atelier. Both product quality and attention to detail are very high.

The Reiss woman shops their tailored yet feminine workwear. She likes the sophisticated style of the brand.

- Casual - Workwear - Accessories - Homeware

£150- 450 Ted Baker’s product is very feminine and rich with colour and embellishment. The brand is focused on high quality and so-phisticated style.

She shops Ted Baker workwear as it matches her professional persona. However, their occasion wear is too for-mal for her taste.

- Casual - Workwear - Accessories

£95- 395 FC’s product is unique, quirky and fash-ion-forward. Brand combines innovation with quality and affordability.

She shops FC for her bold and spark-ly party-wear as she likes to transform from her everyday look.

- Occasion wear- Accessories

- Occasion wear- Accessories

- Occasion wear- Footwear- Fragrances- Lifestyle

- Occasion wear- Footwear- Homeware

BRAND COMPLIMENT

Design-led

High price

BRA

ND

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ING

BRAND, CUSTOMER AND COMPETITION

Reiss consumer on the Rogers Diffusion of Innovation Bell

COMPETITION and COMPLIMENT. Ted Baker, Karen Millen and Whistles have been identified as main com-petitors of Reiss, as they possess similar brand values and target the same consumer in the same price range. These brands have also positioned their retail shops in similar locations to Reiss to create competitiveness. French Connection, on the other hand, is seen as brand compliment for Reiss. Although, its main range is slight-ly cheaper, the Reiss customer is attracted by their ex-eptional occasion-wear.

CUSTOMER. Reiss womenswear target cus-tomer is a young female professional with a high disposable income. She is stylish, so-phisticated and places a high importance on design innovation and great quality. Howev-er, as research has shown, the actual Reiss customer is in her late thirties to late fifties, with an established work position and steady income. The Reiss woman is decribed as an early adopter as she is attracted to new ideas that have been approved by the innovators.

CUSTOMER INTERVIEW

FABRICS S (Shell):100% Silk. Contrast:100% Polyester

60% Viscose, 34% Polyester, 6% Elas-tane

S: 100% Viscose. Contrast: 100% Poly-ester. Lining: 100% Polyester

S: 100% Silk. Lining: 100% Polyester

DETAILS Lace panels in the front. High neck and sleeves are decorated with rufles and lace details. A button fastening and an eye-shaped cut-out at the back.

Funnel neck, slim-fitting ribbed jersey knit. Soft, comfortable feel.

High neck, Victorian style sleeves, lace detail in the chest area. Narrow pleats down the front and sides of the sleeves. Velvet tape inserts on sleeve cuffs.

High neck with a large pussy bow. A but-ton fastening and an eye-shaped cut-out at the back.

DISPLAY(Online and In-store)

On the website styled with dark skinny jeans and black heels. Not available in the Manchester store.

Online paired with a black leather skirt and boots. In the shop, two sizes were placed on a rail with a number of other items in a grey/ white colour scheme.

Online styled with skinny leather trousers and open-toe heels. In the shop 3 items hung on a wall rail with a few compli-mentary pieces.

In the shop 5 items (UK 6-14) were placed on the back rail, with compli-mentary skirts, trousers and a blazer. Siz-es 6 to 10 are out of stock online.

“SERA” SHIRTBRAND: ReissPRICE: £150COLOUR: IvoryCARE: Dry CleanFASHIONABILITY: 4/5 STYLING: Formal

RIBBED HIGH NECKBRAND: WhistlesPRICE: £50COLOUR: GreyCARE: Machine washFASHIONABILITY: 5/5STYLING: Casual

LACE-PANEL BLOUSEBRAND: Karen MillenPRICE: £125COLOUR: BlackCARE: Machine washFASHIONABILITY: 4/5STYLING: Formal

“EMORY” BLOUSEBRAND: Ted BakerPRICE: £139COLOUR: CreamCARE: Dry CleanFASHIONABILITY: 4/5STYLING: Formal

AW 15/16 high neck trend

The high neck trend was also embraced by all four brands. Reiss, Karen Millen and Ted Baker offer formal workwear pieces and Whistles have opted for a more casual, tra-sitional option. Although Reiss shirt is the most expensive, it is also highly fashionalble and has a great fabric content. However, it has a garment care disadvantage as it has to be dry cleaned while the ones from Whistles and Karen Millen can be machine washed. According to WGSN (2015), details like ruffles and lace on Reiss shirt, a modern adaptation of mutton sleeve on Karen Millen’s blouse and the high neck will be easily transferred to A/W 16-17 season.

FABRICS S (Shell): 100% Wool L (Lining): 51% Polyester, 49% Viscose

S: 50% Wool, 45% Polyester, 5% Other S: 60% Wool, 23% Polyamide, 17% Mohair. L: 100% Viscose

S: 70% Virgin wool, 20% Polyamide, 10% Cashmere L: 100% Polyester

DETAILS Shawl lapels, relaxed fit, a self-tie belt and aconcealed button fastening. Soft, plush-like texture. Concealed pockets at the side seam.

Double-faced wool blend, oversized lapels and a self-tie belt. Large patch pockets on the hips. Very soft and cozy texture. Not structured, has no lining.

Oversized pointed lapels, a self-tie belt and welt tockets. 3/4 sleeves and a wrap up effect. Plush-like soft texture. Knee length.

A-line shape, a self-tie belt with metal details on the ends. Large lapels trans-form into a high funnel neck secured by a branded button. Floral print for lining.

DISPLAY(Online and In-store)

On the website, worn over off-white top and wide leg trousers and a pair of flats. In-store, 3 items (UK 6, 12, 14) were front faced at the front of womenswear floor.

In the lookbook it is styled with straight trousers and white trainers for a casual look. In-store two coats were side-faced along a number of other items.

For an elegant daytime look paired with dark blue jeans, black heeled booties and a handbag. In-store it was front faced in the middle part of the shop.

Styled with black skinny jeans and black heeled boots for a smart-casual work-wear look. In-store it was front faced in a prime location paired with a small bag.

The oversized lapel and a self-tie belt trend was well adopted by Reiss and its competitors. Both Reiss and Ted Baker offer sophisticated tailored silhouettes, while the style of Karen Millen’s coat seems to have trickled up from brands like Zara and Mango on the highstreet. The price difference troughout is not very big, however Karen Millen’s coat may seem a little overpriced as its fabric content is not as good as the ones of Reiss and Ted Baker. In conclusion, Reiss coat is very fashionalble, suitable for both formal and casual outfits and has a good quality fabric content, which makes it a really good value for money. WGSN trend report carries self-tie belt trend trought to A/W 16-17 season.

“SILA” COATBRAND: ReissPRICE: £265COLOUR: GreyCARE: Dry CleanFASHIONABILITY: 4/5STYLING: Formal/ Casual

SPLIT SEAM COATBRAND: WhistlesPRICE: £250COLOUR: CreamCARE: Dry CleanFASHIONABILITY: 4/5STYLING: Casual

BELTED OVERSIZED COATBRAND: Karen MillenPRICE: £299COLOUR: CreamCARE: Dry CleanFASHIONABILITY: 5/5STYLING: Formal/ Casual

AW 15/16 staple oversized lapel coat with a self-tie belt

“LORILI” COATBRAND: Ted BakerPRICE: £299COLOUR: TaupeCARE: Dry CleanFASHIONABILITY: 4/5STYLING: Formal/ Casual

COMPARATIVE SHOP ANALYSIS A/W 15-16

DIRECTIONAL SHOP ANALYSISFABRIC AND SURFACE. ReMaster trend for A/W 16-17 brings a luxurious ceremonial feel with extravagant plush velvets, metalic jacquards and rich satins. Most of these textiles are already in the core of Reiss designs as slight variarions of above-mentioned fabrics have been used in their previous collections. This means that they are easy to carry forward to A/W 16-17 without the risk of con-fusing the Reiss customer. An elegant inspiration on mixing velvet with sheers for sexy and luxurious evening wear is found in Burbery Prorsum’s A/W ‘15 collection.

WGSN Fabrics

Reiss A/W ‘15

Burberry A/W ‘15

Knitwear trends for the season emphasize chunky, rope-like textures using loose-spun yarns in weft direction for extradimensional garments. Reiss “Maia” jumper could serve as an inspiration for a wider chunky knitwear range in luxurious wool blends for the new season.

Reiss “Maia”WGSN Fabrics Theberry.com

Beading and embroydery plays an important part in the surface decoration to express the encrusted armour theme for A/W16-17. Chanel’s Haute Couture Fall/Winter 2014 show and Silmaril Clothing’s modern take on dragon scale replica sweaters serve as a great inspiration.

Chanel H.C. F/W’14 Reiss “Tess” Skirt C&C Knitwear

COLOUR. According to WGSN Colour Update (2015), Outdoor Green and Dark Espresso (Coffee Bean) appear to be the key tones to be carried forward from A/W 15-16. Seen on runways of Marni and Dries Van Noten they were also prominent on the streets of Paris and Milan. Reiss could use these tones in addition to basic black and white variations to create effortless and rich casual and workwear designs.

Drawing Room Red (Bossa Nova), Peacock Green (Pon-derosa Pine) and Antique Peach (Coral Gold) are hero-co-lours of the season. They have been noticed on Prada and Fendi runways, as well as on the streets during fashion weeks in Paris and Copenhagen. Reiss have previously shown hints of similar colours throughout a range of prod-ucts, which shows that they are viable options for the up-coming A/W 16-17 season. The additional colour palette, together with basic tones of white and black will round-up the entire ReMaster colour palette for the season.

Outdoor Green18-0629 TCX

Dark Espresso19-0915 TCX

CoreScarlet19-1760 TCX

Accent

Drawing Room Red18-1547 TCX

Peacock Green19-0915 TCX

Antique Peach16-1337 TCX

Fashion

Angora12-0605 TCX

Misty Rose15-1512 TCX

Antique Moss18-0840 TCX

Gunmetal18-0306 TCX

Additional Tones Drie

s Va

n N

ote

n A

/W 1

5-16

SILHOUETTE. The silhouette for the season has been inspired by the Renaissance revival; elongated shape with voluminous pro-portions pinched at the waist to show the female form. This direc-tion has been confirmed by designers like Dries Van Noten, Valen-tino and Marni, to name a few. Multiple layers belted at the waist and puffy sleeves create a slight resemblance to the New Look of Dior in the 40’s and 50’s.

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For A/W 15-16 Reiss have shown little atten-tion to the small waist, as A-line silhouette was dominant throughout the season. Accentuated waist is something that Reiss could bring for-ward for the A/W 16-17, as it has already been seen at brands like L.K. Bennett, Maje and Hugo Boss. Slim and tapered pant is also a key item for the season, when paired with a peplum style shirt it mirrors the same small waist silhouette.

L.K

. Ben

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Hug

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‘15

Maj

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DETAILS. In the theme of ReMaster trend, one of the key design details is a puffy mutton style sleeve. As seen in collections of Valentino Haute Couture and Celine RTW, it shapes the silhouette of the season. Furthermore, the peplum style shirt is making a comeback for S/S 16 and will continue on to the Autumn ‘16. Brought forward from A/W 15-16, the turtleneck and high roll-neck trend will remain to dominante collar styles for Fall 2016. Metalised yarns and beaded embelishments will transform simple silhouettes into dressy occasion-wear, while braided columns and quilted fine leathers will add drama to surface decoration. Reiss could potentially introduce a few of these design and surface details in its A/W 16-17 collection to ensure product differentiation.

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TREND TRANSLATIONSILHOUETTE. The directional shop analysis and ReMaster trend for A/W 16-17 celebrate female form and focus on accentuating the waist. A puffed-sleeve top, peplum-style shirt and a slim cropped pant have been identified as key trend items for the season. These bold silhouettes will be diluted into more sophisticated designs to fit the brand identity and the expectations of the consumer. A part of the range could be produced in an easy-selling, muted colour palette to fit within Reiss workwear range. Others could be updated in trendy metallic jacquards, velvets and beading to stand as “hero” pieces for the trend-led consumers and occasion wear.Carried forward from the previous season, the high neck top/ jumper will be a part of the basic range as well as updated as an ultra-fine polo neck as a trendy option. The oversized lapel will also make a comeback on a finely-tailored fitted coat, to show the female form instead of a relaxed fit. The new range will have some depth in the casual and workwear lines as there will be a small range of colour choice for single items. Howev-er, Reiss focuse on creating a breadth of individualy designed origi-nal pieces to maintain the brand identity.

Angora12-0605 TCX

Misty Rose15-1512 TCX

COLOUR. Reiss have chosen six key colours from the ReMaster pal-ette. Angora (12-0605TCX), Misty Rose (15-1512 TCX) and Gunmetal (18-0306 TCX) will serve as a neutral base for knitwear and workwear basics, while Dark Espresso (19-0915 TCX) will add a warm luxury feel to the range. Statement pieces like occasion dresses and a coat will be executed in a bold Drawing Room Red (18-1547 TCX), while Peacock Green (19-0915 TCX) will be used as an accent for lining and piping. Gold metallics will be incorporated in textiles, embroidery and acces-sories to embody the opulence of the Renaissance inspiration. Reiss have rejected Scarlet and Antique Moss from the trend palette as they are too loud for the brand aesthetic.

Drawing Room Red18-1547 TCXDark Espresso19-0915 TCX

Peacock Green19-0915 TCX

Gunmetal18-0306 TCX

FABRICS. High quality silk and polyester will remain as the core fab-rics for tops. Moreover, viscose will be added to the range to provide the customer with easy-care options for workwear basics, which could make the product more competitive. Metalic polyester/cotton blend jacquards and embossed velvets will be used for statement pieces. High quality wool and wool blends will make-up coats, bottoms and knitwear, while viscose and polyester blends will be used for lining.DETAILS. Belts are essential to define the Reiss silhouette of the sea-son. A range of quality leather belts will be finished with minimal so-phisticated buckles, while 3D applications and embroidery will be added to the wider “hero” pieces. Beading work could be incorporat-ed into the knitwear. Welt and slash pockets will be used to keep the designs sleek and polished. Trouser hems will be cut above the ankle.

RANGE PLANAutumn/ Winter 2016/17

REMASTER

CORA BELTED COATStyle code: RM-161710/ 11Price: £325Composition: 80% Wool 20% PolyamideLining: 100% PolyesterDetails: Decorative buttons on the shoulders, welt pockets and a belt.

RAINA HIGH NECK TOPStyle code: RM-161703/ 04Price: £135/ £110Composition: 88% Polyester 12% NylonLining: 96% Polyester 4% ElastaneDetails: Relaxed fit, puffed sleeves, high neck, zip at the back of the neck.

CECILE PLEATED CONTRAST SKIRTStyle code: RM-161715Price: £110Composition: 62% Polyester 38% ViscoseContrast: 100% Polyester Lining: 100% PolyesterDetails: Box pleats, small waist.

CLEO LACE GOWN Style code: RM-161716Price: £295Composition: 60% Viscose 40% NylonContrast: 100% SilkLining: 95% Polyester 5% ElastaneDetails: lace mesh layered over Angora (Pantone 12-0605 TCX) viscose and nylon blend base fabric.

FLORENCE JACQUARD/ SEQUIN DRESSStyle code: RM-161708/ 09Price: £160Composition: 100% PolyesterLining: 100% PolyesterDetails: Sequins, woven jacquard, mesh sleeves, blind hem.

FRANCINE PEPLUM STYLE SHIRTStyle code: RM-161701/ 02Price: £80Composition: 96% Cotton 4% ElastaneDetails: Slim fit, mutton sleeve, 6 buttons down the front and a pair on each cuff.

DIANA HIGH NECK JUMPERStyle code: RM-161705/ 06/ 07Price: £120/ £100Composition: 89% Wool 11% CashmereDetails: High drapey neck, trendy ultra-thin/ see-through knit (Red), chunky knit (Grey).

ISLA CROPPED TROUSERSStyle code: RM-161712/ 13/ 14Price: £135/ £110Composition: 88% Polyester 12% NylonLining: 100% PolyesterDetails: Welt pockets, zip on the left side, blind hem.

RANGE OVERVIEW/ STYLING

Autumn/ Winter 2016/17REMASTER

HIGH NECK JUMPER

DRESS

GOWN

To be worn loose or tucked-in

HIGH NECK TOP

Could be worn loose or tucked-in

PEPLUM STYLE SHIRT

BASIC

HERO

FASHION

RAN

GE

SEG

MEN

TATI

ON

Very trendy. Ex-pensive to make. Low stock volume. Longer lead times.

Fashionable, clas-sic occasion wear and workwear. Me-dium stock level.

Updated classics. Casuals and work-wear. Low risk. High margins.

WO

RKW

EAR

CA

SUA

L/ W

ORK

WEA

R

WO

RKW

EAR

OC

CA

SIO

N

OC

CA

SIO

N

Full outfit price:£545 - £610

Full outfit price:£535 - £595

Full outfit price:£515 - £555

Full outfit price:£620

Full outfit price:£485

Style Sketch Fabric Colour SizesProduct

ClassificationSellingPrice

RetailMargin

%

RetailMargin£price

SingleProductCost(£)

%oftheRange

TotalQuantity

TotalRangeCost

TotalRetailValue

RM-161701RM-161702

96% Cotton 4%Elastane

4to14 Basic £80.00 64% £51.20 £28.80 18% 1960 £56,448.00 £156,800.00

RM-161703RM-161704

88% Polyester 12%Nylon Lining: 96%Polyester4%Elastane

XStoLFashionHero

£110.00£135.00

55%47%

£60.50£63.45

£49.50£71.55

10% 1148 £67,189.50 £138,030.00

RM-161705RM-161706RM-161707

89% Wool 11%Cashmere

XStoLBasic

Fashion£100.00£120.00

64%55%

£64£66

£36.00£54.00

17% 1826 £74,196.00 £192,000.00

RM-161708RM-161709

100% Polyester.Lining: 100%Polyester

4to14 Fashion £160.00 55% £88.00 £72.00 10% 1138 £81,936.00 £182,080.00

RM-161710RM-161711

80% Wool 20%Polyamide. Lining:100%Polyester

4to14BasicHero

£325.0064%47%

£208£152.75

£117.00£172.25

13% 1435 £197,122.25 £466,375.00

RM-161712RM-161713RM-161714

88% Polyester 12%Nylon. Lining: 100%Polyester

4to14BasicHero

£110.00£135.00

64%47%

£70.40£63.45

£39.60£71.55

22% 2468 £118,692.00 £287,880.00

RM-161715

62% Polyester 38%Viscose. Contrast:100% Polyester.Lining: 100%Polyester

4to14 Fashion £110.00 55% £60.50 £49.50 6% 656 £32,472.00 £72,160.00

RM-161716

60% Viscose 40%Nylon Contrast: 100%Silk. Lining: 95%Polyester5%Elastane

4to14 Hero £295.00 47% £138.65 £156.35 4% 422 £65,979.70 £124,490.00

Total 11053 £694,035.45 £1,619,815.00

REISSAutumn/Winter2016/17

RANGE JUSTIFICATIONTREND TRANSLATION. Reiss has established itself as a fashion leader that is highly involved in new design devel-opments to offer its customers highly fashionable clothing. However, Reiss stay true to their brand aesthetic - instead of chasing trends, they dilute them into very sophisticat-ed designs that blend well with already existing products and appeal to their high profile clients. The new Autumn/Winter 2016/17 range for Reiss was influenced by the Re-Master trend, which draws inspiration from the historic op-ulence of Renaissance and images of futuristic warriors. However, the futuristic warior theme was not relevant for Reiss, so the brand chose to go with the luxurious histo-ry theme. The dynamic voluminous silhouettes suggested by the trend were altered to fit for casuals and work wear and luxurious Renaissance inspired jacquards were the fab-ric choice for hero pieces. For the main line pieces Reiss have decided to stick to the fabric range they always use, as they are of approved quality and meet customer ex-pectations. All fabrics are specified in the Range Plan. The colour palette suggested by ReMaster was also watered down, as some shades like Scarlet, Ponderosa Pine and Antique Moss did not fit in with the aesthetic of the brand. Therefore, a palette of neutrals was extended by introduc-ing shades of greys, nudes and browns to create a back-ground for Drawing Room Red and shades of Gold to pop. Because the brand has decided to focus on accentuating female waist, a separate range of decorative belts will be introduced along with this new line to generate additional sales. The cinched-in waist will also be prominent on the website and advertising campaigns as a styling option.

saturation point on the fashion cycle, which means they will continue selling for a longer time. Fashion pieces include trend-led garments like ultra-thin high-neck, contrast skirt and occasion dresses with distinct fabric patterns and tex-tures, that will appeal to the fashion-focused clients or ones looking to update their look. These garments will be produced in smaller volumes than basics, as there is a risk that not all of them will be successful. Hero pieces are the riskiest, most expensive and very design-involved; therefore they will become a part of the Reiss Premium Collection. Their availability will be limited, which creates a perception of exclusivity for the consumer and reduce the risk for the business.The new range includes 3 dress options as Reiss is a dress-focused brand when it comes to both occasion and work wear. The black coat featured in the range has been classified as a basic, while the red option is thought to be a hero piece. Although they will be sold at the same price the availability will differ.

RANGE PLAN, CLASIFICATION. Reiss brand their prod-ucts as fashionable and original in design, therefore their range is broad and shallow, which means that they offer a wide selection of original pieces and do not include a wide range of colourways for the same design. The new range plan consists of 8 separate pieces and some of them are available in a few colourways and textures, which make those items look unique even if the silhouette is the same. The range consists of total of 16 items: 7 Basic, 5 Fashion and 4 Hero items. Basic items include basic shirts, trousers and knitwear that can be easily incorporated into an exist-ing wardrobe of the consumer. These items are easy-sell-ers for Reiss; therefore they will be manufactured in higher volumes than fashion or hero items. They are also classic pieces that will continue to be relevant after reaching the

LAUNCH. The first week of September is the launch date for the new range. In the beginning of the autumn season consumers tend to update their workwear wardrobe. Moreover, the second half of September is all about the London Fashion Week so it is a great time for Reiss fashion and hero pieces to shine on the street style photographs. Style icons like Olivia Palermo and Louise Roe are known to wear Reiss to fashion events, which helps to raise brand awareness and maximize sales. The range is planned to stay in the stores for 8 to 12 weeks.

COSTING AND DISTRIBUTION. The range was priced according to the regular prices of different product cat-egories within Reiss offering, materials involved into the manufacture and classification of the products. As shown in the Range Plan Costing, a single product cost was cal-culated following given margins of 64% for basics, 55% for fashion and 47% for hero items. In order to define the total quantity of the range, several distribution decisions had to be made. Firstly, 83 Reiss stores in the UK were classified into grades according to size and location (table 1). Secondly, each grade was allocated with a number of items they will be receiving per each style, including size variations (table 2). The flagship store will stock all items up to 4 times the size range, while other stores will have the same items available, however the size range will not be as wide. Size ranges will remain unchanged ranging from XS to L for tops and 4 to 14 for the rest of th items.

Product Classification

Store Grade

A B C D

Number of items

Hero 10-16 6-10 6-8 3-4

Fashion 12-18 8-12 8-10 3-6

Basic 16-24 12-18 12 6-8

Table 2. Product allocation.

Store Grade A B C D Total

No. of Stores 1 20 25 37 83

Table 1. Reiss stores in the UK.

Key: A- Flagship, B- Large store, C- Medium store, D- Concession.

Once the total quantity was determined, the Total Range Cost and Retail value were calculated. £694,035.45 is the projected cost of the range, which might fluctuate during the product manufacturing stage. The projected retail value of the range is £1,619,515.00, which accumulates £925,779.55 profit, considering that all products will be sold at a full price.

Range Retail Values

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