Levi's Haus A/W 21 Buying & Merchandising Collection

1. BA (HONS) FASHION BUYING AND
MERCHANDISING
YEAR ONE
PRODUCT DEVELOPMENT
Polly Osindeinde, Kari Mohamed, Annabel Webster and Ellie Lang

2. AUTUMN WINTER COLLECTION 2021

3. Table Of Figures
■ Figure 1………………………………………………………………………..Perceptual Positioning Map
■ Figure 2………………………………………………………………………………………..…SWOT Analysis
■ Figure 3……………………………………………………………………………………………..Pen Portrait
■ Figure 4……………………………………………………………………………..…..Concept Moodboard
■ Figure 5…………………………………………...……………………………………….Range Architecture
■ Figure 6………………………………………………………. A/W 21 Visual Range Levi’s Collection
■ Figure 7…………………………………………………………………………………………Key STATS Table
■ Figure 8………………………………………………………………………………………..Buy % Mix Chart
■ Figure 9……………………………………………………………………………………………..Critical Path
■ Figure 10………………………………………………………………………………………. Product spec 1
■ Figure 11………………………………………………………………………………………..Product spec 2
■ Figure 12………………………………………………………………………………………...….Supplier map
■ Figure 13…………………………………………………………….............…Customer Questionnaire
■ Figure 14…………………………………………………………………………………….Excel Range Plan
■ Figure 15………………………………………………………………..Teamwork Learning Agreement

4. TABLE OF CONTENTS
■ Introduction…………………………………………….……………………………………………….………………..4
■ Perceptual Positioning Map………………………………………………………………………………………..5
■ SWOT……........................................................................................................................
..........6
■ Pen Portrait……………………………………………………………………………………………….…….........…7
■ Concept Moodboard…………………………………………………………………………………………………..8
■ Range Hierarchy Pyramid……………………………………………………………………………….…………..9
■ The Visual Range…………………………………………………………………………………………………10-13
■ Financial Planning Data…………………………………………………………………………………………….14
■ Product Range Building Analysis…………………………………………………………….…………………15
■ Critical Path……………………………………………………………………………………….…………………….16
■ Specification Sheet………………………..……………………………………………………………………17-18
■ Summary of Supplier Approach…………………………………………………………………………………19
■ Conclusion………………………………………………………………………………………….……………………20
■ Reflection……………………………………………………………………………………….;………...…………….21
■ Reference List………………………………………………………………………………………………….….22-25
■ Appendices………………………………………………………………………………………………………………26

5. Introduction
■ Our A/W 2021 Levi’s collection was created based on an awareness foundation
directly to the future generations.
■ Now more than ever, with the popularisation of re-usable clothing made possible
due to platforms such as Vinted or Depop, the present generations are willing to
make a progressive, durable change in the industry.
■ The aim of our capsule collection is to carefully approach an in-habitual, curious
and influential target by implementing fashionable and popular ‘trendy’ pieces
and garments made using different ways, of producing, by recycling and reusing
denim and jersey.
■ Our purpose is to prove to the future-to-be generations that fashion doesn’t have
to be a threat to the planet in order to exist.

6. PERCEPTU
AL
POSITIONI
NG MAP
Fig. 1 Perceptual Positioning Map

7. S
W
O
T
Fig.2 SWOT Analysis

8. P
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P
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Fig.3 Pen
Portrait

9. Fig.4
Concept
Moodboard
C
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b
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10. Fig.5 Range
Architecture

11. THE VISUAL
RANGE

12. Fig.6
A/W 21 Visual Range
Levi’s Collection
(Neon Dreams Colour
Palette, 2020)

15. Fig.7 Key STATS Table

16. Product Range Building Analysis
■ When designing our range, the main focus was
to improve already existed trends.
■ we made sure to incorporate basics trends on
the range like our ‘simple t-shirt’ or the straight
leg jeans.
■ Because our goal is to attract the curiosity of
the Youngs in the largest way possible, we
wanted our range to have diverse options for
every style.
■ The vividness of the colours we chose is a
reflection to our ideal customer and what she
would likely be interesting to wear according to
her way of her life and what she usually likes to
do, for example partying during the week end.
7, 37%
8, 42%
1, 5%
3, 16%
Buy % Mix
Tops
Jeans
Jackets
Accessories
Fig. 8 Buy % Mix Chart

17. Critical Path example: Straight leg ripped knee
jeans
Critical Path
Stage
8 7 6 5 4 3 2 1 Launch
Fabric/yarn/tri
m selection
Lab dip
Pre-
production
approval
Bulk fabric
production
Fabric testing
and approval
Trim testing
and approval
Pattern/lay
plan created
Garment
production
Production
approval
Shipment
Fig.9

18. Fig.10 Product
Spec 1

19. Fig.11
Product Spec 2

20. Suppliers Used
Fig.12
Supplier Map

21. Conclusion
The Levi’s Haus concept is a unique opportunity to extend Levi’s current target
audience and draw in a younger trend-conscious consumer who has not previously
been afforded the opportunity to shop stylishly and sustainably.
In the 21st Century it is imperative to consider the impact that clothing production
takes upon the environment. By using elements of recycled fabrics teamed with an
eco-conscious supplier based in Turkey, the environmental impact of this collection
has beenkept to a minimum where possible, without relinquishing interesting design
elements that capture the customer's eye.
This range has been developed with a very specific target customer in mind, and
the use of simple silhouettes and bold pops of colour allow this customer to partake
in sustainability without forefeiting trends. With a broad price range, the target
demographic will be able to find an item that they love at an affordable price, and
the customer will also be allowed to invest in high-quality pieces that will endure in
their wardrobe for years to come.

22. Reflection accounts
■ Polly: Working as a team has been difficult online as we haven’t been able to work as collaboratively
as I would of liked. I think we tried to distribute the workload equally but at times communication was
difficult and there was some misunderstandings with certain aspects of the project, such as our
target customer or range direction. Overall it would have been made easier if we could have
communicated better or met up in person to work together, possibly more teams calls within our
group to Iron out miscommunications. Apart from that we have successfully created a cohesive
range that we are all proud to present.
■ Kari : Surprisingly, the group work went better than I thought. Working in groups in not always easy
and being online could have made it harder. I think the clear instructions, the open sessions and the
formative we had from the teaching team helped us a lot to understand what could have been done
better and give each other feedback.
■ Ellie: The formative assessment was a really great opportunity to practice presenting and ease
nerves before the summative. It was often difficult to navigate group work as it was hard to get
behind one shared vision that everyone in the team could identify with.
■ Annabel: This project has been a positive learning experience. Working online has been challenging,
and at times made it tricky to feel as though we were in full flow and maintaining direction. It also
meant that ideas weren't as easy to communicate between each other, and often it was difficult to
create a shared vision. However, I think our group worked well and stayed in touch as frequently as
possible to achieve the best outcome we could. The teaching throughout the project has been clear
and concise, and I think we still got a lot out of the experience despite the difficult circumstances.

23. Reference List
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596877671 (Accessed: 20 March 2021)
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■
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2265826-11538111%22%7D (Accessed: 20 April 2021)
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2265826-11538111%22%7D (Accessed: 20 April 2021)
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■ Colon, A. (2020) ‘If it makes you happy it doesn’t have to make sense to others 💙 fashionnova partner’. Available at: https://www.instagram.com/p/CCcE0GPlZwa/ (Accessed:
10 March 2021)
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2021)
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24. Reference List
■ Evlox (n.d) ‘Evlox denimaker since 1846’. Available at: https://www.evlox.com/blog/2018/05/27/evlox-at-denim-premiere-vision-
may-2018/ (Accessed: 17 May 2021)
■ Free world Maps (n.d) ‘Europe Blank Map’. Available at: https://www.freeworldmaps.net/europe/blank_map.html (Accessed: 17
May 2021)
■ HIGHWAIST_SLIM (n.d) Available at: https://www-wgsn-
com.arts.idm.oclc.org/content/image_viewer/#/image.23813661/position/7/set/%7B%22node_id%22:%20%22folder-2265826-
11538111%22%7D (Accessed: 20 April 2021)
■ Hollister (n.d) ‘Hollister Logo’ Available at: https://www.stickpng.com/img/icons-logos-emojis/iconic-brands/hollister-california-
logo (Accessed: 14 March 2021)
■ Instagram (2016) ‘Instagram logo’. Available at: https://en.wikipedia.org/wiki/File:Instagram_logo_2016.svg (Accessed: 6 March
2021)
■ Iriois, A. (2019) ‘roomies’. Available
at: https://www.instagram.com/p/B3U79nNA8xz/?igshid=isiocezdcsjh&epik=dj0yJnU9elRpVnYzWXFjNkNhaTVMT3ZQMlI2eUpPQ
kFNN0pmOTQmcD0wJm49SzZNRmVNWGhwNG1JOUY2ejZZbFB3USZ0PUFBQUFBR0JXTDZ3 (Accessed: 20 March 2021)
■ Jaded Ldn. (n.d) ‘Patchwork denim boyfriend jeans’. Available at https://jadedldn.com/products/patchwork-denim-boyfriend-
jeans (accessed: 20 March 2021)
■ Lee (n.d) ‘Lee Logo’. Available at: https://logos-download.com/985-lee-logo-download.html (Accessed: 13 March 2021)
■ Levi Strauss & co. (n.d) ‘Download Levi's Logo transparent PNG’ Available at: https://www.stickpng.com/img/icons-logos-
emojis/iconic-brands/levis-logo (Accessed: 8 March 2021).
■ marian_denim_x2_copie_1 (n.d) Available at: https://www-wgsn-
com.arts.idm.oclc.org/content/image_viewer/#/image.31173162/position/13/set/%7B%22node_id%22:%20%22folder-2265826-
11538111%22%7D (Accessed: 20 April 2021)
■ Moexb. (2020) ‘Neutral tones’. Available at: https://www.instagram.com/p/CEzjy11DuAn/ (Accessed: 20 March 2021)
■ Must_haves_PRE_S17_part2._10 (n.d) Available at: https://www-wgsn-
com.arts.idm.oclc.org/content/image_viewer/#/image.25224728/position/8/set/%7B%22node_id%22:%20%22folder-2265826-
11538111%22%7D (Accessed: 20 April 2021)
■ Neon Dreams Colour Palette (2020) [Screenshot]. Available at: https://alysonagemy.com/blog/bright-bold-color-
palettes (Accessed: 24th April 2021)

25. ■ Pretty Little Thing. (n.d) SHAPE CHOCOLATE RIB PANEL OVERLOCK LACE UP SIDE HALTERNECK CROP TOP. Available athttps://www.prettylittlething.com/shape-chocolate-rib-panel-overlock-lace-up-side-
halterneck-crop-top.html?utm_source=google&utm_medium=cpc&utm_campaign=google_shopping&utm_content=uk&utm_term=product_target&sv_campaign_id=6638650492&istCompanyId=3b233929-048d-
4b79-a672-b37827e7282d&istFeedId=995a7449-4b91-4f81-8010-f9c5da786479&istItemId=iaxtlqmtq&istBid=tzww&gclid=CjwKCAjw-e2EBhAhEiwAJI5jg1H9e4-
dWtdLgu1dSwEaAW8l3EDLu4p8tD4j7Llc_kQkM0ZgogI8DhoCEkUQAvD_BwE&gclsrc=aw.ds (Accessed: 11 May 2021).
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■ Rokit (n.d) ‘Rokit Logo’ Available at: https://www.rokit.co.uk/ (Accessed: 13 March 2021)
■
Sans_titre_7 (n.d) Available at: https://www-wgsn-com.arts.idm.oclc.org/content/image_viewer/#/image.33915306/position/2/set/%7B%22node_id%22:%20%22folder-2265826-11538111%22%7D (Accessed: 20
April 2021)
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20 April 2021)
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11538111%22%7D (Accessed: 20 April 2021)
■ Tape London. (2018) ‘Tape nightclub London’. Available at https://www.discotech.me/london/top-10-best-nightclubs-in-london-uk/ (Accessed: 10 March 2021)
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11538111%22%7D (Accessed: 20 April 2021)
■ Tiktok. (2020) ‘TikTok Logo’. Available at: https://www.pittsburghparent.com/tiktok-what-parents-need-to-know-about-online-safety/ (Accessed: 8 March 2021)
■ Tommy Hilfiger (n.d) ‘Tommy Hilfiger Logo’ Available at: https://logos-download.com/472-tommy-hilfiger-logo-download.html (Accessed: 13 March 2021)
■ Tonight Josephine. (n.d). ‘Well behaved women don’t make history’. Available at: https://www.tonightjosephine.co.uk/ (Accessed: 10 March 2021).
■ Womens_04_Busted_Knee_Jeans (n.d) Available at: https://www-wgsn-com.arts.idm.oclc.org/content/image_viewer/#/image.31642896/position/15/set/%7B%22node_id%22%3A%20%22folder-2265826-
11538111%22%7D (Accessed: 20 April 2021)
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Reference List

26. APPENDICES

27. Comp Shop

28. Comp Shop

29. Q
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Figure 13
Customer
Questionnaire

30. Questionnaire helped us grasp who our
target market is and what they are
looking for, what values they hold and
how we can engage them with the
collection.
For example our target prefer mom
jeans as an overall percentage
compared to skinny jeans.
They mainly shop essentials rather than
trend led so we will make sure to carry
more essentials compared to trend led
products.

31. Excel spreadsheet
Fig.14 Excel Range Plan

33. Fig.15 Teamwork Learning Agreement