The first drop of Forever New's new season collection was on display. The store was neatly merchandised and the visual merchandising told the story of each collection seamlessly. Highlights included prints and silhouettes focused on pastel shades and summer solids. Over 140 stock keeping units were displayed across various product categories. New silhouettes and use of trims made each piece stand out. While some pieces like printed silk dresses were slow movers due to high prices, overall the styling, detailing, and design innovation of Forever New's collection positioned it above competitors in the market.

2. ! Forever New - a fashion clothing and accessories brand
founded in Melbourne, Australia.
! It celebrates the feminine beauty of women, a signature
style flowing through every creative element. This was
visible in every new launched product of SS15. A fresh
perspective on colors, style and detailing- a visual treat and
a style that every woman would adorn to look pretty.
2

3. To study Competition Trends & Pricing for
women’s Hi-Fashion apparel & use the key take
away’ for Forever New

4. • Format type: women's Hi fashion apparel & Accessories MNC brands.
• Target customer Profile: Fashion conscious, high on style quotient,
expressive , independent women's age group of 16-35 yrs.
• Location & Positioning: Upper Medium to High.

5. Market study was done using Primary and secondary approach.
Stage 1-
• Competition Benchmarking
• Visit competition stores and evaluate product for Price, Fabric, Product
Styling colors & graphics.
• Study hi fashion trends, silhouette, design innovation.
• Observe the current new season launch.
• The product mix- width and depth.
• Result
• Lay down the feedback with regards to Identifying Gaps & missed
opportunities( if any) .

6. • Time & Location constraint
• The issues considered confidential by the store authorities were
not revealed due to which I was unable to gain access to several
data & information.
• The project report does not delve into the financial aspects of
retailing like ROI, inventory turns, selling PSF/PSM. It clearly
focuses on the merchandise elements of the store.

8. Product Summary
The first drop for the new ssn’15 was visible at the store. Pastels play but shades of sun
yellow was the color of the season.
• Highlight story: Stripes & Prints. Dominance of stripe in single color was seen at the store
which were taken on asymmetric dresses, shirts and skirts.
• Sku’s- About 100 Sku's at the first drop were visible in a mix of all product categories.
• Product categories: Denims, hot pants, Shorts, Tops, Party tops, Dresses, Jumpsuits,
Flannel cotton check shirt & Skirts.
• Trend & Silhouette: No new silhouette was visible or observed at the store. The trend
followed by them were straight fit & cut on the dresses, pencil fit denims , A line Calf length
skirts, Drawstring lounge pants with puckered bottom cuff detail and the peplum style tops.
Jumpsuits in solid geometric cuts were observed. Primarily the sleeve detail followed was
sleeveless owing to the ssn approaching. No prevailing or strong use of trims were observed.
Minimal innovation of 3D flowers or neck detailing of glass pipes & sequin on few items
were seen.

9. • Fabrics: Tencel- The new age fiber was used on graphic tees.
Other than that modal, viscose, Polyester were used extensively.
• Price Range:
1. Cotton casual to party tops- Rs.1695-2295.
2. A line stripe skirt – Rs.2295
3. Flannel check shirts-Rs.2295
4. Bottoms & Lounge pants in stretch cotton twill- Rs. 2295-Rs.3295
5. Graphic text Tencel tees- 5 Sku's Rs. 1695
6. Viscose Sleeveless jumpsuits – Rs.1995
7. Sleeveless long dress with neck sequin-Rs.2995
8. Short – Mid length dresses: Rs.1695-Rs.2295.
Conclusion
It seemed like a lay over of the past ssn with respect to style, color, silhouette.
No strong story came out. No winners from their first drop. Product width &
depth was absent in the first drop across many categories like pants, dresses &
party tops. Product depth was observed only on message/graphic tees.
VM however was done reasonably okay. The store looked tidy with sale styles
on display too.
Sweet Spot: Rs. 2295- Rs.2999

11. Product Summary
The first drop for the new ssn’15 was visible at the store. No clear color story but use of
white and black was visible more. Strangely light winter wear apparel was seen in their drop.
Sequined, lurex pullovers and tops. Co branded Disney msg / graphic tees & sweats were
their flavor of the ssn.
• Highlight story: Stripes & Prints. Summer floral prints and polka dots were seen on upper
wear and dresses. Solids remained their focal point.
• Sku’s- About 120 Sku's at the first drop were visible in a mix of all product categories.
• Product categories: Torn Denims, hot pants, Shorts, Tops, Party tops, Solid formal-casual
shirts, dress to office pants ,Evening Dresses, Jumpsuits, Cotton poly printed dresses.
• Trend & Silhouette: No new silhouette was visible or observed at the store. The trend
followed by them were body hugging fit on the dresses, boyfriend fit denim , Palazzo &
drawstring lounge pants with puckered bottom cuff detail. Single sku Jumpsuit in solid
geometric cut. Primarily the sleeve detail followed was sleeveless owing to the ssn
approaching. No prevailing or strong use of trims were observed.

12. • Fabrics: Polyester, Cotton poplin, 100% viscose, Handloom woven mélange dye
cotton Poly, Poly nylon, poly spandex.
• Price Range:
1. Vertical printed stripe dress:- Rs.2290.
2. Tops– Rs.1490- Rs.2290
3. Printed to formal dresses:- Rs. 2290- Rs.4590
4. Disney Graphic products - Rs. 1690- Rs.2590
Conclusion
Formal to casual women's dressing was visible with no clear importance to an
occasion or an evening wear. No strong color or style story came out. No
winners from their first drop either. Presence of winter apparel was a big
negative. Disney spill on apparel is a repetitive story. Polyester heavy knits
used on dresses and tops was probably a no good as India summer demands
light wght breathable fabric detailing. VM and store lighting was a positive.
Widely spread and neatly displayed product mix made it simpler for a quick
but thorough glance of the entire store . Product sourced from various
countries like Cambodia, Morocco, China & Vietnam but no clear
workmanship visible.
Sweet Spot: Rs. 2290- Rs.3590

14. Product Summary
The first drop for the new ssn’15 was visible at the store. Semi to dark shades of grey & red
were visible at the store. They have gone for ikkat & geometric prints as the touch point for
their customer this season.
• Highlight story: Geometric & ikkat printed tops & dresses.
• Sku’s: About 120 Sku's at the first drop were visible in a mix of all product categories.
• Product categories: Jumpsuits, Denims, hot pants, Shorts, Tops, Party tops, Dresses, skirts
& leggings
• Trend & Silhouette: No new silhouette was visible or observed at the store. The store was
an apology for a women's hi fashion style statement. No clear color, styling or silhouette was
visible. Loose fit A- line printed dresses in 4 prints were stacked shabbily in one corner. Lace
printed tops seemed like their best shot to bring in design innovation. Digital printed graphic
tops on light wght fabric as their signature product did not excite the consumer again.

15. • Fabrics: Viscose, Cotton, Polyester, Poly spandex, Lurex, Poly elastane.
• Price Range:
1. Cotton casual to party tops- Rs.1990- Rs.2190
2. Short – Mid length dresses: Rs.2690- Rs.4290.
Conclusion
In the name of fashion and design innovation sleeveless jumpsuit with non-
detachable suspenders seemed like their best shot. Lurex and lightly sequined
pullovers were also seen here in 5 colors. It seemed like the store is dressing
women for F/W 2015. No clear stories standing out. No design or print
innovation and clearly no new styling was visible. I believe no key take away
from Pramod this season.
Sweet Spot: Rs. 2190- Rs.3990.

17. Product Summary
The first drop for the new ssn’15 was visible at the store. Neatly merchandised and VM of
the new collection was a delight. The store led me to walk through every pc and story
seamlessly. The story telling approach of every collection was perfectly written in brands
handwriting.
• Highlight story: Bella Amore- Prints and silhouettes were a highlight. Forever new has
never fallen short on any woman's expectation shop for the best detailed pc and that was
again visible through their new collection of prints, glitter or lace ensemble. Dominance of
pastel shades and summer solids like yellow, mints and peaches in great styled silhouettes
ran a cool wave in the minds of the shopper.
• Sku’s- About 140 Sku's at the first drop were visible in a mix of all product categories.
• Product categories: Crop tops, Sequined Blouse tops, shirts, All length dresses, lowers,
Skirts & Accessories

18. Trend & Silhouette: Various new silhouettes across dresses all length's were visible
through the store. Use of trims on denim top or as a waistline feature for a dress made
every pc look special. The info tags or the packaging on winter dew dress was a good
marketing tool to attract the customer and enhance sale. The cut & sew on party
dresses or casual dresses I think was a standout from the competition. Amongst
printed silk dresses to stretch poly lycra there was good use of jacquard fabrics on
dresses too.
• Fabrics: Viscose, Lyocell, Cotton,100% Silk , Polyester spandex, Viscose Nylon
• Price Range:
1. Cotton casual to party tops- Rs.2800-Rs.3800.
2. Dresses all kinds- Rs.4400-Rs.10000

19. Sleepers
Traffic Builders
Winners
Underachievers
P.S – analysis based on my judgement and observation during the store visit.

20. What's done well!
• The styling , silhouette, detailing and color story is immaculate. The new launch literally
stands true.
• Balanced product mix of uppers & lowers and standing by brands vision.
• Immaculate VM and story collection display.
• Accessories although daunting but not in the face.
• White ornamented blouse top is a great for the season
• White long sequin dress and denim top with trims is a nice touch to the product mix
offered. Design innovation at its best.
• Basic shirts /tops in 3 Sku's is a great casual-formal category play and with sheer fabric use
makes it wearable for all occasions.
• Hangtags & info tags are used well to define the product.
Areas to look into
• Belle Amore silk printed dress is a star product but the retail price is resulting into slow
mover, Specially when compared to the Morning dew 8 way dress which is Rs.600
inexpensive.
• Similar styling of the lace dresses across 3 styles; 8 Sku's.

21. • Silhouette innovation on sleeves seems like an opportunity, currently missing in the product
mix.
• Floral poly spandex short dress has a style element to it but fabrication is too think and is
compared to swimwear.
• Burnout printed dress is a great product blending perfectly with the summer and the color
use but the inside lining has a technical problem and does not sit well on the body when
tried. It gapes and stands loose from the back & sides.

26. • All 3 brands were carrying shirt style short dresses with drawstring detail at the waistline.
• Jump suits are still jumping in the store as a new launch
• Printed short dresses – ditsy, ikkat, geometric are still a rage and in vogue for this ssn.
• No key color- but pastels and whites were seen in abundance.
• Loose fit , open style uppers and lowers still remain a must have and must shop.
• All time shopping for all season looked like a new fashion mantra- Availability of
pullovers, jackets were no minimal.
• Peplum silhouette tops and in dresses were seen
• Trims and surface ornamentation were not extensively used by any of the competition
brands surveyed.
• Digital large prints as full front coverage for an upper was still seen.

27. • Forever New clearly stands out with respect to product styling, detailing and design
innovation.
• Use of new fabrics, trims and surface ornamentation makes them stand out and
customers to get attracted to these dainty pretty things.
• All other brands did not have a new color for the season but as per my observation color
forecast was done well at forever new and Mint & peaches seems like a standout color for
the season.
• It’s a one stop destination for dress couture and women like what they cant get a second
pc of from somewhere else. Forever new gives them the edge of being special and
exclusive.
• FN has no competition from other brands in the category of dresses, evening dresses and
specific occasion or party wear.
• Price points are on the higher side as compared to other brands but suits the product
detailing and what goes into it. However revised price points can be looked into to drive
sale.
• Clearly the proverb of being a Class and not a mass is their Brand signature.

28. By: Ridhi Aggarwal Mehta