Whistles 13.0

S / S 1 7
M E N S W E A R
J A C K E T

Po-Chuan,Tseng(Nelson)
ID: 15104548

“We try to create collections that tell a
story through design, fabric, and colours.”
CEO Jane Shepherdson

Brand Introduction
Comp Shop Analysis
Consumer Profiles
Trend Direction
Catwalk Inspiration and Analysis
Socail Media and Street Style Research
Key Shapes Translated into Flat Specifications
Colour Palette
Print Direction
Fabric, Texture, and Component Details
Final Range
Customer Outfit Builds
Mock In-store Layout
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09
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27
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49
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53
55
71

B R A N D I N T R O D U C T I O N
T i m e L i n e
1980
1986
2008
2009
2014
Founded by Lucille and Richard Lewin.
Purchased the duvet collection of
Dries Van Noten
the backer company of WHISTLES, Icelandic Retail,
was declared bankrupt. Jane Shepherdson shifted in
and became the CEO of Whistles
Launched first menswear collection.
Enter collections on London Fashion Week.
The strategy that Whistles made in 2009 was a big
turning point, it begin to seek out young customers.
01

W
histles is a high-end fashion retailer founded in 1980 by Lucille and Richard Lew-
in. In 1986, Whistles purchased the duvet collection of Dries Van Noten. Initially,
when Whistles started, its style was been described as “yummy mummy”. Then, the company
started to face problems, it was diminishing in the market. In 2008, as the backer compa-
ny of it, Icelandic Retail, was declared bankrupt. Jane Shepherdson shifted in and became
the CEO of Whistles. Since the appointment of Jane Shepherdson, Whistles experienced a
revolution in its style. It begin to have cleaner silhouettes with a more sophisticated palette.
The strategy that Whistles made in 2009 was a big turning point, it begin to seek out young
customers. The strategy was a successful point that returned Whistles back to the market again.
Under the adventurous spirit of leading the company by Jane Shepherdson in 2014, Whistles
begin its men’s collections. In 2014 Whistles successfully presented their collections in the
London Fashion Week and this was a contributing factor in the moving forward and gaining
momentum in the market.
02

S t y l e
Aware
Sensitive
Confident
03

C o r e V a l u e s
WHISTLES x Edwin
WHISTLES x Moxham
WHISTLES x Stutterheim
WHISTLES x Trekstock
05

Integrity
Ethical Trading
Creativity
Post journals about art based exhibitions,festivals, and articles
Respect
Animal welfare
Join the Ethical Trade Initiative (ETI), and Labour Organisation (ILO)
cooperate with the Wool and the Gang, which maintains a strong focus on
ethical and sustainable production, as each piece is knitted by one of the
‘gang’.
Collaboration
WHISTLES x Edwin
WHISTLES x Stutterheim
WHISTLES x Frame
WHISTLES x Moxham
WHISTLES x Garance Doré
WHISTLES x Trekstock
Ambition
Expansion in US
Expansion in Europe
06

M a l e I c o n s
S T E V E J O B S
Whistles has announced in its journal that Steve Jobs, the late CEO of Apple, was
its male icon and role model. Whistles resembled the characteristics of a metro-
sexual, sensitive, and confident leader. His modern style best defines its male cus-
tomers.
07

J A M E S D E A N
James Dean is another iconic figure that Whistles promotes. According to the
Whistles journal, it refers to James Dean and his lasting fashion impression, which
has influenced its menswear design.
08

I c o n i c G a r m e n t s
a n d
P r e v i o u s C o l l e c t i o n s
One of iconic garment of Whistles’ menswear is
theshirtjacket.Thejackethasranacross3colour
ways and rerun for seasons. Another iconic
products is the bomber jacket, it has ran across
3 coulours ways, in both SS15 and SS16.
S h i r t J a c k e t
B o m b e r J a c k e t
09

C O M P S H O P A N A L Y S I S
D i r e c t a n d I n d i r e c t C o m p e t i t o r s
INDIRECT
French Connection
WareHouse
A.P.C
Acne Studio
DIRECT
COS
REISS
Jigsaw
PRICE
QUALITY
WHISTLES
11

B r a n d A n a l y s i s
Initial: Womenswear
Origin: UK, (1980)
Average Price: 135-250 £
Store Quantities: 50 stores in UK
Size Range: XS-XXL
Promotional Activities: Social Media, Seasonal Presses
Target Customer: Male,from 25-45, up-middle income
Garments Origin: Jackets are made in China, Turkey
Social Media Accounts: Facebook, Pinterest, Twitter, Instagram
Customer Relationship:
A staff only serves a group of customer at a time
Staffs will come to you and ask if you need any help or not
Can send clothes with wanted size to customer’s
home(charge extra 5 pounds)
Release music playlist every month for its customers
Release product brochures
W H I S T L E S
Smart, Sharp, Effortlessness
13

Initial: Menswear
Origin: UK, (1971)
Average Price: 125- 375 £
Size Range: XS-XXL
Promotional Activities: Social Media
Target Customer: Male from 25-45, up-middle income
Garments Origin: Jackets are made in Lithuania, India, Turkey
Social Media Accounts: Facebook, Pinterest, Twitter, Instagram, Phone Application
A staff only serves a group of customer at a time
Got tailer in store, which can help to fix size
Initial: Womenswear, Men
Origin: Swedish, (2007)
Average Price: 89-135 £
Store Locations: Urban cities
Size Range: S-XL
Promotional Activities: Social Media, Seasonal Presses, Magazine
Target Customer: Male,from 25-45, up-middle income
Garments Origin: Jackets are made in China, Romania
Social Media Accounts: Facebook, Pinterest, Twitter, Instagram
Release look book for each season
Release “Sounds” for four seasons
Launch videos about its attitude on Youtube monthly
A staff only serves a group of customers at once
C O S
Modern, Functional
R E I S S
Aithenticity, Classic, Luxurious
14

S W O T A n a l y s i s
S t r e n g t h
- Consumers are highly loyal
- Creative promotional skills and interaction with customers. Whistles launches a must playlist
each month for its customers.
- Whistles’ actions online is highly been followed. Its product sales mostly come from internet shopping. Thus,
- Whistles has an strong ecommerce
- Whistles has joined Animal welfare, Ethical Trade Initiative (ETI), and Labour Organisation (ILO).
W e a k n e s s
- Whistles is initially a womenswear retail. It has just launched its menswear in A/W14. Thus, its menswear is new to the market, and
not every level of its customers know about it.
- Whistles has just enter the market of menswear. It is having a low market share in the field.
- Whistles menswear is a new collection. It is lack of width and length.
O p p o r t u n i t y
- One of Whistles’ main competitor Reiss has develop a shopping phone application.
- There are opportunities for Whistles to develop a shopping application as well.
- Since, the awareness of Whistles menswear is low. There is opportunity to gain more attention by promoting its menswear in store
more.
- The width and length of Whistles menswear are low. Whistles can adds the width and length of menswear, to give its male customers
more choices.
T r e a t s
- The suppliers of Whistles are mostly from China, which is very far from them. It might face to risk the delay of shopping.
W H I S T L E S
15

S t r e n g t h
- Good personal services in store. Weiss got tailer in store which can help fix the size of the
products for customers.
- Got wide width and depth of menswear
- High brand awareness in UK
- Developed own phone application for its customers.
W e a k n e s s
- Old brand, not many young customers bought Reiss.
- Lack of fashion attribute based products
- Same textile, and fabric over seasons
O p p o r t u n i t i e s
- Add some fashion attribute based collections
- Use some new tech fabrics
- Try to manage more relationship with customers
T h r e a t s
- The competitors released magazines and newsletter, but Reiss does not.
- The supply chain is far.
S t r e n g t h
- Good Customer Relationship Management(CRM) COS releases newsletter, and magazine
every season in order show their attitude and style to customers.
- Wide width and depth of Menswear
- Strong parent company H&M
W e a k n e s s
- Lack of Advertising
- Size ran out quick in store, and it takes long time for them to get the products in store
- Hard to access in UK
- Lack of personal services in store
O p p o r t u n i t i e s
- Promote more on E commerce
- Offering personal services in store
T h r e a t s
- Competitors are offering more personal services.
R E I S S
C O S
16

C o n s u m e r A n a l y s i s
Gender: Male
Dogmatism: High
Age: 40+
Relationship: Married
Attitude: Like to try new things
Hobby: Travel
TV program: Soccer
Car: Range rover
Insurance: Safety insurances, Health insurances, Life insurance
Education: MA graduated
Sports: Hang gliding, Skiing
Cellphone: Sony X peria
Travel: A lot
Eating habit: Healthy, no MSG, no sugar, organic
Time surfing net: 5 hours
Job: Manager
Kids:No
Pets: Cat
Drinks: Black Coffee
Thoughts about the brand: simple, clean, sharp
Where do you eat: home mostly
Where do you shop: Department stores, outlets
Who do you shop with: wife
Where do you buy groceries : TESCO
What kinds of music do you listen to: David Bowe, Beatles
What other brands do you usually shop: Ted Baker
R E I S S
17

Gender: Male
Dogmatism: High
Age: 50+
Attitude:
Hobby: Travel, photoshoot
TV program: News, Economics
Car: Lexus
Insurance: Safety insurances, Health insurances, Life Insurance
Sports: Hiking, Swimming, basketball
Cellphone: i phone
Travel: Twice+ a year
Eating habit: Quiet healthy
Job: Manager
Kids: Yes
Pets: No
Drinks: Wine
Thoughts about the brand: An affordable price, in luxurious quality
Where do you eat: home, and outside
Who do you shop with: wife, kid
Where do you buy groceries : Market, Tesco
What other brands do you usually shop: Hugo Boss, Armani
C O S
18

V i s u a l M e r c h a n d i s i n g
Visual Merchandising
Space: Small
Windows: Decorated by dark blue plastic leaves, and displays both men and women mannequins.
To give the customers freshness the windows decoration changes every week
Floors and Walls: Light wooden walls and white walls created a fresh clean feel to the store.
Lighting: bright, Cold Mono. Wooden floor
Props: Plants
Graphics: Posters of image from the current season look book.(Changes every week)
Product Display: A kind of jackets has 2 sizes one colour display in store
Technology: smart pad
19

Space: Large
Windows: Both male and female mannequins
Floors and Walls: Dark wooden walls, with white shone
floors, creates an elegance sense.
Lighting: shades Cold,
Props: The props are mannequins, standing in the store.
Graphics: There are no graphics, just shades created by
the lighting.
Product Display: A kind of jacket has three sizes two co-
lours display in store
Technology: smart pad
Space: Large
Window: Display both male and female mannequins
Floors and Walls: Walls are painte in white and with light
grey stone floors created a timeless feel.
Lighting: bright, nude colurs, warm
Props: The space are divided by the black thin pole.
Product Display: A kind of jackets has 6 sizes one colour
display in store
20

S / S 1 6 J a c k e t s A n a l y s i s
Product: Suede Zip-Up Pocket
Overshirt
Price: 275
Colour: Black, Navy
Size: XS-XXL
Composition: 100% Suede
Wash Care: Specialist Dry Clean
Product: ZIP-UP COLLARED JACKET
Price: 63
Colour: Navy
Size: 46-54
Composition: 51% Polyamide
41% Cotton
Wash Care: Machine Wash in 30° C
Product: Finlay (Zip Jacket)
Price: 225
Colour: Navy
Size: XS-XXL
Composition:100% Polyester
Lining Composition:
50% Polyester 50% Viscose
Zip-up
Jacketfith
21

Product: Textured Knit Bomber
Jacket
Price: 135
Colour: Navy
Size: XS-XXL
Composition: 75% Viscose
25% Polyamide
Wash Care: Machine Wash
Product: Ryan
(Padded Bomber Jacket)
Price: 130
Colour: Navy
Size: XS-XXL
Composition: 60%Polyester
40% Nylon
Lining Composition:
53% Polyester 47% Viscose
Wash Care: Dry Clean
Bomber
Jacket
Product: BOILED WOOL ZIP-UP
JACKET
Price: 89
Colour: Indigo
Size: S-XL
Composition: 29% Viscose 26%
Polyester 25%Wool 20% Polyamide
Wash Care: Machine Wash
22

C O N S U M E R P R O F I L E S
Gender: Male
Dogmatism: Low
Age: 28-35
Relationship: Unmarried
Family Life Cycle: Bachelor Stage
Car: No
Insurance: Safety insurances
Education: BA graduated
Cellphone: I phone 6s
Travel: once a year
Eating habit: Healthy, no MSG, no sugar, organic
Job: Journalist
Kids: No
Pets: No
Where do you eat: Outside mostly
Where do you shop: Department stores
Who do you shop with: Alone, Friends
What kinds of music do you listen to: BANK!
What other brands do you usually shop: COS, Reiss, Allsaints
What kinds of magazine do you usually read: Esquire, GQ,
Vogue
Activities: Hangout with friends, visit art galleries and events
Interests: Photoshoot
Opinion about WHISTLES: Good quality in a affordable price.
U r b a n C o o l G u y
23

Gender: Male
Age:40-55
Dogmatism: Middle
Relationship: Unmarried
Family Life Cycle: Empty Nest II
Car: Yes
Insurance: Safety insurances, Life Insurance, Health insurance
Eating habit: Healthy
Job: Photographer
Kids: No
Pets: Yes
Where do you eat: Home and outside
Who do you shop with: Alone mostly
Where do you buy groceries : TESCO, M&S
What kinds of music do you listen to: Timmy Thomas,
Little Simz
What other brands do you usually shop: COS, Paul Smith,
Rick Owens
What kinds of magazine do you usually read: News, GQ,
Esquire
Activities: Visit art galleries and events, Jog
Interests: Reading, Cigar, Taste wine, Photoshoot, Cooking
Opinion about WHISTLES: Simple but fresh. Sophiscated design.
C O R E
24

C O N S U M E R P R O F I L E S
Gender: Female
Dogmatism: Middle
Age: 35-45
Family Life Cycle: Newly Married Couples
Dogmatism: Middle
Car: Yes
Insurance: Safety insurances, Life Insurance
Education: Professional
Eating habit: Fast
Job: Visual Merchandiser
Kids: No
Pets: No
Where do you eat: Mostly outside
Who do you shop with: Alone or with friends
What kinds of music do you listen to: LOW, Bath Orton
What other brands do you usually shop: COS, All Saints
What kinds of article do you usually read: News
Activities: Yoga, go to artistic events
Interests: Travel, reading books
Opinion about WHISTLES: Good fabric, fresh, mature.
H i d d e n
25

P E S T A N A L Y S I S
POLITICAL
Signing trade agreements with China
As the Chinese currency, Yuang is becoming more globally used, and even the British government is pro-
moting the buying London and circulation of the Yuang (reference please). The British government is con-
tinuing to sign contracts with the Chinese government. This action will bring benefits to Whistles. Since its
main suppliers are in China, the trade them between will become smoother.
ENVIRONMENT
Weather
Due to the fact that, global weather is unstable, some weather conditions have become extreme and un-
predictable. According to this, it is harder for Whistles to accurately decide on the date to release products
during the seasons.
Currency
The currency of China is in decline at present, and it is the main supplier of jackets for Whistles. Whistles
could benefit from the exchange rate profit as the value of the Chinese Yuang drops. This situation is allow-
ing the buyers from Whistles to purchase garments at a lower price. In other words, Whistles’ costs can be
directly reduced if the Yuang remains weak.
Fuel cost
Whistles’ suppliers are mostly located far from the UK. Thus, the shipping fee is a large amount for Whis-
tles. As the fuel market remains competitive, fuel companies are lowering the fuel prices. Whistles can save
some of the money from shipping.
SOCIAL
Agenda
From the author’s observations, it appears that at present, women are stepping up in society. In can be ar-
gued that nowadays, the payment of men and women is more equal Due to this, the gender gap is closing.
The thought of unisex is a growing idea globally. In this respect, it seems that Whistles is moving in the right
direction. By cooperating with Stutterheim, Whistles launched the unisex collection last year.
Muti-Culture
As more immigrants are moving into Europe, and due to the transparency on internet, Europe is becoming
increasingly multi-cultural. There might be an opportunity for Whistles to launch more multi-ethnic fashion
products to reach some of its target immigrant customers.
TECHNOLOGICAL
Smart clothing
3D printing techniques has been improving. There might be possibilities for people to print their own clothes
in the future. This might be a threat to Whistles as people can design and produce their own clothes, the
demand for purchasing clothes may possibily decrease. In other words, Whistles might lose customers.
Application shopping
Many brands like Reiss have developed their own Android and iPhone app for its customer to shop on. This
brings customers convenience, and helps to develop a close relationship with its customers. There is a
opportunity for Whistles to develop its own shopping app for its customers.
26

T R E N D D I R E C T I O N
T r e n d S y n o p s i s
Balanced and calm will be the leading attitude of Pause.
An easy feeling of simplistic sporty shapes is promoted through this collection. Clothes
are inspired by casual and simple themes.The usage of light weight cotton, metallic weft
blends, and edgy tailoring demonstrate the practical and sophisticated feel to Pause.
27

M o o d B o a r d
29

KET SHAPES: Sporty shirt jacket, Bomber jacket, Modern Harrington, Coach jacket,
Functional shell jacket, Quilted jacket.
31

DETAILS: Meshed typography, Perforated and cutout surface, Zip drawstring
SILHOUETTE: Smart, Relax, Airy, Sporty, Casual utility, Sharp, Practical, Sophisticated, Functional
32

Optimum blend yarns with innovative finishing, constructing a simple and comfortable at-
mosphere for Pause.
Dimensional crepe, waffle, and micro-cloqué fabrics add smoothness and softness to the
technical surface. A usage of linear prints and minimal graphics present the simpleness of
this trend.
FABRIC: lightweight, Stretchy, metallic weft blends, sub-
tle synthetic sheens, light weight cotton,matte milky mi-
crofibres, waffle amd micro-cloqué fabrics, blend yarns
TEXTURES: Flat, Soft,functionality,
perma- creased and crinkled texture,
breathy
33

PRINT&PATTERN: Minimal graphic, Repeat pattern, Mono stripes, Linear,
Combination of different levels of opacity
34

C AT W A L K I N S P I R AT I O N S
A c n e S t u d i o s
S / S 1 6
Silhouette: Casual, Neutural, Agender
Key shapes: Coat Jacket, Blazer, Shirt Jacket
Fabric: Light weight water proof materials
Detail: Shinny surface, Sharp edges
Styling: Modern, Unisex
35

A G I & S A M
S / S 1 5
Silhouette: Simple, Functional Aesthetic, Relax
Key shapes: Pilot bomber shape, shirt jacker, light weight coat
Detail: Zips on the front of the jacket, Pockets on the jackets
Styling: Modern, sporty
37

A G I & S A M
S / S 1 6
Silhouette: Modern, Sporty, Casual
Key shapes: Light weight coat, casual shirt jacket
Fabric: Light weight fabric, stretchy fabrics, nylon and metallic weft blends
Detail: Zips, strip patterns in the lining, linear prints
Styling: Tomboy style
38

M A T T H E W M I L L E R
S / S 1 5
Silhouette: Dandy, Monochrome, Stripes
Key shapes:Blazer, Coat, Fit
Fabric: Light and smooth
Detail: Typographies on the shoulder part of the jacket,
Styling: Modern, Dandy, Relax, Street style
39

M A T T H E W M I L L E R
S / S 1 6
Silhouette: Sharp, Between formal and casual
Key shapes: Coat, blazer
Detail: Fit, clean edges, layer
Styling: Sharp, Clean
40

S O C I A L M E D I A
a n d
S T R E E T S T Y L E R E S E A R C H
Facebook:
@Whistles
Pinterest:
@thisiswhistles
Instagram:
@thisiswhistles
@whistlesmen
Twitter:
@thisiswhistles
Youtube:
@Whistles
F o l l o w e r s
P o s t s
41

Robert Pattinson wearing Whistles AW15 Rib Front Sweater.
Tinie Tempah, wearing curved peak Whistles cap.
42

S O C I A L M E D I A
a n d
S T R E E T S T Y L E R E S E A R C H
43

Zips on the side of the jacket.
Midnight jungle prints in the inner
part of the jacket.
44

K E Y S H A P E S
Baseball Shirt JacketShirt Jacket Wind Breaker
T R I A L
P R O D U C T S
C O R E
P R O D U C T S
Shirt jacket is a basic item for
Spring Summer. It creates a
simplistic and effortlessness to
the feel of the outfit.
Baseball shirt jacket conducts a
playful and sporty atmosphere to
the early Summer outfit.
Wind Breaker with lightweight
fabric and breathable design
conducts a fresh and cool feel
during the high Summer.
45

Functional Shell Jacket Coach JacketBomber Jacket
F A S H I O N
P R O D U C T S
Functional shell jacket is a key
element for customers that like
outdoor activities. With wa-
ter proof surface and design of
functional pockets, shell jacket
displays a casual and practicable
feel in the Spring and Summer
season.
Bomber jacket is a classic item in
the Spring and Summer season.
With breathy and stretchy fabrics,
it demonstrates a delightful mood
through the seasons.
Shirt jacket brings a relax feel to
the collection. The sharp edges of
its silhouette and bold linear print
add a sprightly characteristic to
it.
46

Core Colours
Ascent Colours
48

P R I N T D I R E C T I O N
L
I
N
E
A
R
49

The collection follows the thread of Pause. It only
uses simple and clean linear prints, minimum prints
are used in this collection. The surface and meshed
of the texture tells the story of this collection more
than the prints.
50

F A B R I C T E X T U R E
A N D
C O M P O N E N T D E T A I L S
The usage of poly membrane and polyurethane conduct the
cleanness and neutral attitude of this collection. Blended cotton,
micro-cloqué, and perms-creased create a softness and flexibility
to the texture. Besides the elastic and functional atmosphere, the
usage of Eco-cotton matches the element of Whistles, sustain-
ability. It is a kind of cotton that was produce by a reducing energy
cost way.
51

LIGHTWEIGHT
B R E A T H A B L E
PERMA-CREASED
P O L Y M E M B R A N E
W A T E R P R O O F
MICRO-CLOQUÉ
52

F I N A L R A N G E
Price: 110
Product Composition:
66% Wool, 32% Polyester, 2%
Elastane/ Metal buttons
Price: 135
100%Cottons/ Metal buttons
Price: 345
50% PU (polyurethane) 50% poly-
ester/ Zipped
T R I A L
P R O D U C T S
C O R E
P R O D U C T S
Baseball Shirt JacketShirt Jacket
(BEST SELLER)
Wind Breaker
(RAINS x WHISTLES)
53

Price: 339
Rubberised coating in 100%PVC
on a cotton/
Polymembrane(52%Cotton, 48%
Polyester)/Metal Buttons/Strings
in 100%Cotton
Price: 275
75% Polyester, 17% Rayon,
8%Spandex/ Metal Buttons
Price: 250
100%Cotton/ Zipped
F A S H I O N
P R O D U C T S
Functional Shell Jacket Coach Jacket
(BEST SELLER)
Bomber Jacket
54

F I N A L R A N G E
C o r e P r o d u c t
Event Date(Plan) Date(Revised) Date(Actual) Responsibility Comments
Department Jackets First Fit 9/11/16 Garment Tech
Product Description Shirt Jacket Lap Dip/Trim Approval 16/11/16 Buyer
Country of Origin China Seal Approval 30/11/16 Garment Tech
Product Composition 66% Wool, 32% Polyester, 2% Elastane/ Metal buttons Bulk Approval 21/12/16 Buyer
Quantinty 1600 Raw Materials in House 11/1/17 Factory
1600 Cut Date 18/1/17 Factory
Options Khaki, Navy Production Sample 25/1/17 Factory
Size Range XS-XXL Ex Factory 22/2/17 Factory/
Merchandiser
Size Ratio XS-1, S-2, M-4, L-4, XL-2,XXL-1, TOTAL-14 ETA 15/3/17 Factory/
Merchandiser
Retail Selling Price 110 Phasing 22/3/17 Merchandiser
Margin 65%
Net Price 91.67
Gross Proﬁt 59.58
Cost Price 32.08
Leading Time 22 Weeks
Shipping Sea
Target Consumer:
Urban Cool Guy, Core, Hidden
55

Product Description Baseball Shirt Jacket Lap Dip/Trim Approval 2/11/16 Buyer
Country of Origin China Seal Approval 23/11/16 Garment Tech
Product Composition 100%Cottons/ Metal buttons Bulk Approval 14/12/16 Buyer
Width Light Grey Cut Date 18/1/17 Factory
Size Range XS-XXL Production Sample 8/2/17 Factory
Size Ratio XS-2, S-2, M-4, L-,3 XL-1,XXL-1, TOTAL-13 Ex Factory 15/2/17 Factory/
Merchandiser
ETA 8/3/17 Factory/
Merchandiser
Margin 68%
Net Price 112.50
Gross Proﬁt 73.13
Cost Price 39.38
Shipping Sea
Target Consumer:
Core
56

F I N A L R A N G E
T r i a l P r o d u c t s
Product Description Wind Breaker Lap Dip/Trim Approval 1/3/17 Buyer
Country of Origin Denmark Strike off 15/3/17 Buyer
Product Composition 50% PU (polyurethane) 50% polyester/ Zipped Seal Approval 22/3/17 Garment Tech
Quantinty 300 Bulk Approval 12/4/17 Buyer
Width Grey Raw Materials in House 26/4/17 Factory
Size Range XS-XXL Cut Date 17/5/17 Factory
Size Ratio XS-1, S-2, M-3, L-3, XL-2,XXL-1, TOTAL-12 Production Sample 24/5/17 Factory
Ex Factory 31/5/17 Factory/
Merchandiser
Retail Selling Price 345 ETA 14/6/17 Factory/
Merchandiser
Margin 78% Phasing 21/6/17 Merchandiser
Net Price 287.50
Gross Proﬁt 186.88
Cost Price 100.63
Shipping Road
Target Consumer:
Core
57

Product Description Functional Shell Jacket Lap Dip/Trim Approval 4/1/17 Buyer
Country of Origin Turkey Strike off 18/1/17 Buyer
Product Composition Rubberised coating in 100%PVC on a cotton/
Polymembrane(52%Cotton, 48% Polyester)/Metal Buttons/
Strings in 100%Cotton
Seal Approval 1/2/17 Garment Tech
240 Raw Materials in House 1/3/17 Factory
Width Khaki Green, Light Orange Cut Date 22/3/17 Factory
Size Ratio XS-2, S-2, M-4, L-2, XL-1,XXL-1, TOTAL-12 Ex Factory 5/4/17 Factory/
Merchandiser
Merchandiser
Net Price 282.50
Cost Price 98.88
Shipping Road
Target Consumer:
Core, Urban Cool Guy
58

F I N A L R A N G E
F a s h i o n P r o d u c t s
Product Description Bomber Jacket Lap Dip/Trim Approval 16/11/16 Buyer
Country of Origin Turkey Seal Approval 7/12/16 Garment Tech
Product Composition 75% Polyester, 17% Rayon, 8%Spandex/ Metal Buttons Bulk Approval 21/12/16 Buyer
Width Light Grey Cut Date 4/1/17 Factory
Size Ratio XS-1, S-2, M-4, L-3, XL-1,XXL-1, TOTAL-12 Ex Factory 25/1/17 Factory/
Merchandiser
ETA 8/2/17 Factory/
Merchandiser
Margin 75%
Net Price 229.17
Cost Price 80.21
Shipping Road
Target Consumer:
Core, Hidden
59

Product Description Coach Jacket Lap Dip/Trim Approval 7/12/16 Buyer
Country of Origin Turkey Strike off 21/12/16 Buyer
Product Composition 100%Cotton/ Zipped Seal Approval 28/12/16 Garment Tech
Width White Khaki Raw Materials in House 25/1/17 Factory
Size Range XS-XXL Cut Date 25/1/17 Factory
Size Ratio XS-1, S-2, M-4, L-3, XL-2,XXL-1, TOTAL-12 Production Sample 1/2/17 Factory
Ex Factory 8/2/17 Factory/
Merchandiser
Merchandiser
Net Price 208.33
Cost Price 72.92
Leading Time 14Weeks
Shipping Road
Target Consumer:
Urban Cool Guy, Core, Hidden
60

F I N A L R A N G E
T i m e T a b l e
F E B
M A R A P R J U N
Bomber Shirt Jacket
Coach Jacket Baseball shirt
Jacket
Windbreaker
Shell Jacket
61

Feburary
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 (Bomber
Jacket)16
17 18
19 20 21 22 23 24 25
26 27 28
EARLY SPRING
Approximate Contribution: 7%
Rain Fall: 50mm
Rain Fall days: 15
Chance of Rain: 50%
March
(Coach
Jacket)1
2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 (Shirt
Jacket)22
23 24 25
26 27 28 29 30 31
SPRING
Approximate Contribution: 9%
Rain Fall: 35mm
Rain Fall days: 16
Chance of Rain: 50%
April
1
2 3 4 (Baseball
Shirt Jacket)5
6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 (Functional
Shell
Jacket)26
27 28 29
30
Early Summer May(Early Summer)
Approximate Contribution: 12% Approximate Contribution: 12%
Rain Fall: 43mm Rain Fall: 50mm
Rain Fall days: 16 Rain Fall days: 15
Chance of Rain: 50% Chance of Rain: 50%
June
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 (Wind
Breaker)21
22 23 24
25 26 27 28 29 30 31
Summer Sale July(High Summer) Hottest Month
Approximate Contribution: 11% Approximate Contribution: 8%
Rain Fall: 43mm Rain Fall: 41mm
Rain Fall days: 13 Rain Fall days: 14
Chance of Rain: 50% Chance of Rain: 50%
Fashion Item
Core Item
Trial Item
62

C U S T O M E R O U T F I T
B U I L D S
-Khaki Green Shell Jacket
-Navy Carrot Leg
-White Baseball Cap
-Grey T-shirt
-Black Leather Loafer
63

-Yellow Functional Shell Jacket
-Light Grey Carrot Leg
-Black Beanie
-Striped T-shirt
-White Trainer
64

B U I L D S
-Light Grey Wind Breaker
-Navy Short
-Navy basball cap
-Faint Blue Espadrilles
65

-Light Grey Baseball Shirt Jacket
-Light Grey Short
-Black T-shirt
-White low Trainer
66

B U I L D S
-Light Grey Bomber Jacket
-Metal Grey Carrot Leg
-White T-shirt
-Khaki Trainer
67

-Khaki Grey Shirt Jacket
-Dark Grey Trouser
-Dark Grey T-shirt
-Black Hi Top Trainer
68

B U I L D S
69

M O C K I N - S T O R E L A Y O U T
S t o r e S p a c e
F I X T U R E S
A N D
F I T T I N G S
I N F O R M A T I O N
D E S K
S e a s o n
G r a p h i c s
F I X T U R E S
A N D
F I T T I N G S
W A L L
C A R P E T
71

R E F E R E N C E S
CEO
Whistles. (n.d) Jane Shepherdson. Available at :
http://www.whistles.com/whistles/janeshepherdson.html[5,March,2016]
Whistles. (n.d) Jane Shepherdson.[Image] Available at :
http://www.whistles.com/whistles/janeshepherdson.html[5,March,2016]
TimeLine
Macgregor, Ellen. (2014) Background Information of Whistles. Available at: https://prezi.com/65jkqf_iar_k/background-information/
[5,March,2016]
Style
Indvik, Lauren. (2014) How Whistles reemerged as one of the most exciting contemporary brands in fashion. Available at:
http://fashionista.com/2014/05/whistles-ceo-jane-shepherdson[5,March,2016]
Whistles. (2015) Mens Look book SS15. [Image] Available at:
http://www.whistles.com/look-book/menswear_springsummer_2015.htmlutm_campaign=MensSS15&utm_source=Social&utm_me-
dium=Pinterest[5,March,2016]
Core Value
Lizama, Allee. (2015) Whistles Marketing Strategy. Available at:
https://issuu.com/alleelizama/docs/whistles_final_presentation_[5,March,2016]
Whistles. (n.d) Animal Welfare. Available at:
http://www.whistles.com/our-responsibility/csr-animal-welfare.html[5,March,2016]
Whistles. (n.d) Code of Conduct. Available at:
http://www.whistles.com/our-responsibility/csr-code-conduct.html[5,March,2016]
Whistles. (n.d) Environmental. Available at:
http://www.whistles.com/our-responsibility/csr-environmental.html[5,March,2016]
Whistles. (n.d) Our Responsibility. Available at:
http://www.whistles.com/our-responsibility/csr-responsibility.html[5,March,2016]
Whistles. (n.d) Whistles x Edwin. Available at:
http://www.whistles.com/inspiration/whistles-edwin.html[5,March,2016]
Whistles. (n.d) Whistles x Edwin. [Image]Available at:
http://www.whistles.com/inspiration/whistles-edwin.html[5,March,2016]
Whistles. (n.d) Whistles x Moxham. Available at:
http://www.whistles.com/journal/news/Whistles-x-Moxham.html[5,March,2016]
Whistles. (n.d) Whistles x Moxham. [Image]Available at:
http://www.whistles.com/journal/news/Whistles-x-Moxham.html[5,March,2016]
Whistles. (n.d) Whistles x Stutterheim. Available at:
http://www.whistles.com/inspiration/stutterheim-x-whistles.html[5,March,2016]
Whistles. (n.d) Whistles x Stutterheim. [Image]Available at:
http://www.whistles.com/inspiration/stutterheim-x-whistles.html[5,March,2016]
Whistles. (n.d) Whistles x Trekstock. Available at:
http://www.whistles.com/journal/news/whistles-x-trekstock.html[5,March,2016]
Whistles. (n.d) Whistles x Trekstock. [Image}Available at:
http://www.whistles.com/journal/news/whistles-x-trekstock.html[5,March,2016]
Male Icons
Whistles. (2015) Whistles icon: Steve Jobs. Available at:
http://www.whistles.com/journal/style/Whistles-icon-Steve-Jobs.html[5,March,2016]
Whistles. (2015) Whistles icon: Steve Jobs.[Image] Available at:
http://www.whistles.com/journal/style/Whistles-icon-Steve-Jobs.html[5,March,2016]
Whistles. (2015) Whistles icon: James Dean. Available at:
http://www.whistles.com/journal/style/Whistles-icon-James-Dean.html[5,March,2016]
Whistles. (2015) Whistles icon: James Dean. [Image]Available at:
http://www.whistles.com/journal/style/Whistles-icon-James-Dean.html[5,March,2016]
Whistles. (2015) Mens look book SS15.[Image]Available at:
http://www.whistles.com/look-book/menswear_springsummer_2015.htmlutm_campaign=MensSS15&utm_source=Social&utm_me-

dium=Pinterest[5,March,2016]
Whistles. (2016) Mens look book SS16. [Image]Available at:
http://www.whistles.com/look-book/mens-look-book-ss16.html[5,March,2016]
Direct and Indirect Competitors
Acene Studios. (n.d) Logo.[Image]Available at:
https://www.acnestudios.com[5,March,2016]
A.P.C. (n.d) Logo.[Image]Available at:
http://www.apc.fr/wwuk/?gclid=CK6C8JuTqssCFUJmGwod56QMOw[5,MArch,2016]
COS. (n.d) Logo.[Image]Available at:
http://www.cosstores.com/gb/[5,March,2016]
French Connection. (n.d) Logo.[Image]Available at:
http://www.frenchconnection.com[5,March,2016]
Jigsaw. (n.d) Logo.[Image]Available at:
http://www.jigsaw-online.com[5,March,2016]
Reiss. (n.d) Logo.[Image]Available at:
https://www.reiss.com[5,March,2016]
Tseng, Nelson. (2015) Competitor Chart. [Editor’s research]
WareHouse. (n.d) Logo.[Image]Available at:
http://www.warehouse.co.uk/?lng=en&ctry=GB&[5,March,2016]
Brand Analysis
Tseng, Nelson. (2016) COS. [Editor’s Research]
Tseng, Nelson. (2016) Reiss. [Editor’s Research]
Tseng, Nelson. (2016) Whistles. [Editor’s Research]
Wise, Kane. (2014) Reiss. Available at:
https://prezi.com/iboxtyjcmcmy/reiss/[5,March,2016]
SWOT Analysis
Jennings, Sunny. (n.d) S.W.O.T COS. Available at:
https://www.emaze.com/@ALWTCOWT/s.w.o.t-Cos-stores[5,March,2016]
Lundberg, Beth. (2012) Reiss brand report. Available at:
https://issuu.com/bethlundberg/docs/reiss_illustrated_brand_report[5,March,2016]
Smith, Katie. (2012) Whistles’ success formula. Available at:
https://edited.com/blog/2012/10/whistles-success-formula-proof-in-data/[5,March,2016]
Consumer Analysis
Tseng, Nelson. (2016) COS.[Editor’s interview with a customer of COS]
Tseng, Nelson. (2016) Reiss. [Editor’s interview with a customer of Reiss]
Tseng, Nelson. (2016) COS. [Editor’s research]
Tseng, Nelson. (2016) COS.[Image] [Editor’s photoshoot image]
Tseng, Nelson. (2016) Reiss. [Editor’s research]
Tseng, Nelson. (2016) Reiss.[Image] [Editor’s photoshoot image]
Tseng, Nelson. (2016) Whistles. [Editor’s Research]
Tseng, Nelson. (2016) Whistles.[Image] [Editor’s photoshoot image]
SS16 Jackets Analysis
COS. (2015) Boiled wool zip-up jacket information. Available at:
http://www.cosstores.com/gb/Men/Coats_Jackets/Boiled_wool_zip-up_jacket/46909-39681642.1#c-22755[5,March,2016]
COS. (2015) Boiled wool zip-up jacket.[Image]Available at:
http://www.cosstores.com/gb/Men/Coats_Jackets/Boiled_wool_zip-up_jacket/46909-39681642.1#c-22755[5,March,2016]
COS. (2015) Zip-up collared jacket information. Available at:
http://www.cosstores.com/gb/Men_Sale/Zip-up_collared_jacket/30910026-27002039.1[5,March,2016]

COS. (2015) Zip-up collared jacket.[Image]Available at:
http://www.cosstores.com/gb/Men_Sale/Zip-up_collared_jacket/30910026-27002039.1[5,March,2016]
Reiss. (2015) Finlay information. Available at:
https://www.reiss.com/p/concealed-zip-jacket-mens-finlay-in-navy/?category_id=217[5,March,2016]
Reiss. (2015) Finlay.[Image]Available at:
https://www.reiss.com/p/concealed-zip-jacket-mens-finlay-in-navy/?category_id=217[5,March,2016]
Reiss. (2015) Ryan information. Available at:
https://www.reiss.com/p/suede-bomber-jacket-mens-cristo-in-navy/?category_id=217[5,March,2016]
Reiss. (2015) Ryan.[Image]Available at:
https://www.reiss.com/p/suede-bomber-jacket-mens-cristo-in-navy/?category_id=217[5,March,2016]
Whistles. (2015) Sude zip-up jacket information. Available at:
http://www.whistles.com/men/clothing/coats-jackets/suede-zip-up-pocket-overshirt-21334.html?dwvar_suede-zip-up-pocket-over-
shirt-21334_color=Dark%20Charcoal#prefn1=subCategory&prefv1=Coats+___and___+Jackets&start=1[5,March,2016]
Whistles. (2015) Sude zip-up jacket.[Image]Available at:
http://www.whistles.com/men/clothing/coats-jackets/suede-zip-up-pocket-overshirt-21334.html?dwvar_suede-zip-up-pocket-over-
shirt-21334_color=Dark%20Charcoal#prefn1=subCategory&prefv1=Coats+___and___+Jackets&start=1[5,March,2016]
Whistles. (2015) Textured Knit Bomber information. Available at:
http://www.whistles.com/men/clothing/tops/textured-knit-bomber-jacket-21438.html?dwvar_textured-knit-bomber-jacket-21438_
color=Navy#q=bomber&tcgid=root&start=1[5,March,2016]
Whistles. (2015) Textured Knit Bomber.[Image]Available at:
http://www.whistles.com/men/clothing/tops/textured-knit-bomber-jacket-21438.html?dwvar_textured-knit-bomber-jacket-21438_
color=Navy#q=bomber&tcgid=root&start=1[5,March,2016]
Customer Profiles
Tseng, Nelson. (2016) Customer Profile01. [Editor’s interview with Whistles customer]
Tseng, Nelson. (2016) Customer02. [Editor’s observation]
Tseng, Nelson. (2016) Customer03. [Editor’s observation]
Parker, Michael. (2015) White cube.[Image] Available at:
https://www.instagram.com/p/88Q_-1o8wI/?taken-by=boyinbreton[5,March,2016]
Parker, Michael. (2016) Interiors heaven in Glasgow.[Image]Available at:
https://www.instagram.com/p/BAMrR4pI82N/?taken-by=boyinbreton[5,March,2016]
Parker, Michael. (2016) BOY IN BRIGHTON.[Image]Available at:
https://www.instagram.com/p/9Rt7uWI823/?taken-by=boyinbreton[5,March,2016]
Jonathan Daniel Pryce, (2016) Sunday Ride.[Image] Available at:
https://www.instagram.com/p/BBe4wI8ELBG/?taken-by=garconjon[5, March,2016]
Jonathan Daniel Pryce, (2016) London Collections Men.[Image] Available at:
https://www.instagram.com/p/BAaYGsDELCp/?taken-by=garconjon[5,March,2016]
Whistlesmen (2016) Jonathan Daniel Pryce.[Image] Available at:
https://www.instagram.com/p/BCGRtaVNu6-/?taken-by=whistlesmen[5,March,2016]
Hamburg, Jonalu. (2016) Outfit.[image] Available at:
https://www.instagram.com/p/BBfRB9iDs76/?taken-by=jojonalu[5,March,2016]
Hamburg, Jonalu. (2015) Shoes.[Image] Available at:
https://www.instagram.com/p/9tsDKHjs1U/?taken-by=jojonalu[5,March,2016]
Hamburg, Jonalu. (2015) Sunday weekend.[Image] Available at:
https://www.instagram.com/p/6t_Z0vjszn/?taken-by=jojonalu[5,March,2016]
PEST
BBC. (2016) China bank chief says “speculators” caused yuan falls. Available at:
http://www.bbc.co.uk/news/business-35573266[5,March,2016]
BBC. (2016) US treasury delays China currency report. Available at:
http://news.bbc.co.uk/1/hi/world/asia-pacific/8602325.stm[5,March,2016]
Katz, Cheryl. (2015) Will global warming heat us beyond our physical limits? Available at:
http://news.nationalgeographic.com/2015/12/151215-global-warming-heat-wave-stress-death-climate/[5,March,2016]
Selfridges. (n.d) Agender. Available at:
http://www.selfridges.com/GB/en/content/agender[5,March,2016]

BBC. (2015) David Cameron sets up plans to tackle gender pay gap. Available at:
http://www.bbc.co.uk/news/uk-politics-33515629[5,March,2016]
Kingsley, Patrick. (2015) Over a million migrants and refugees have reached Europe this year, says IOM. Available at:
http://www.theguardian.com/world/2015/dec/22/one-million-migrants-and-refugees-have-reached-europe-this-year-iom[5,-
March,2016]
Elz, Kai. (2016) 3D printed clothing. Available at:
http://chicagodefender.com/2016/02/24/3d-printed-clothing/[5,March,2016]
Meola, Andrew. (2016) Users have downloaded 65 millions shopping apps from the app store since November. Available at:
http://www.businessinsider.com/app-store-shopping-section-downloads-soar-2016-3?IR=T[5,March,2016]
Trend Synopsis
WGSN. (2016) Pause. Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Menswear//S_S_17/24744[5,March,2016]
WGSN. (2016) Pause image01.[Image]Available at:
WGSN. (2016) Encounter image[Image]Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Menswear//S_S_17/247445,March,2016]
Mood Board
z
WGSN. (2016) Womenswear Pause image01.[Image]Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Womenswear//S_S_17/24620[5,March,2016]
WGSN. (2016) Visual Merchandising image01.[Image]Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Visual+Merchandising[5,March,2016]
WGSN. (2016) Visual Merchandising image02.[Image]Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Visual+Merchandising[5,March,2016]
Niice. (2015) Simple space.[Image]Available at:
https://niice.co/search/mini%20golf[5,March,2016]
Erinvale home in South Africa.(2013) Alexander Wang in Beijing.[Image]Available at:
http://atelierturner.squarespace.com/home/2013/4/18/hats-off-to-retail-design.html[5,March,2016]
Imgur. (2015) Issey Miyake.[Image]Available at:
http://m.imgur.com/6ZOEMjC[5,March,2016]
Yen, Kevin. (2015) Architectural and Environmental Signage.[Image]Available at:
http://pick.mydesy.com/archives/66837[5,March,2016]

Trend Direction
WGSN. (2016) PAUSE Key Shapes. Available at:
WGSN. (2016) PAUSE Silhouette. Available at:
http://ezproxy.bcu.ac.uk:2264/content/reports/#/Menswear//S_S_17/24744[5,March, 2016]
WGSN. (2016) PAUSE Details. Available at:
WGSN. (2016) PAUSE fabrics. Available at:
WGSN. (2016) PAUSE textures. Available at:
WGSN. (2016) PAUSE print and pattern. Available at:
WGSN. (2016) Pause key shapes image01.[Image]Available at:
WGSN. (2016) Pause silhouette image01.[Image]Available at:
WGSN. (2016) Pause silhouette image02.[Image]Available at:
WGSN. (2016) Pause details image01.[Image]Available at:
WGSN. (2016) Pause details image02.[Image]Available at:
WGSN. (2016) PAUSE fabric and texture01.[Image]Available at:
WGSN. (2016) PAUSE print and pattern image01[Image]Available at:
WGSN. (2016) PAUSE print and pattern image02[Image]Available at:
Catwalk Direction
Vogue. (2015) Menswear SS16 Acene Studios. Available at:
http://www.vogue.co.uk/fashion/spring-summer-2016/mens/acne-studios.[5,March,2016]
Vogue. (2015) Menswear SS16 Acene Studios image01.[Image]Available at:
Vogue. (2015) Menswear SS15 Agi&Sam. Available at:
http://www.vogue.co.uk/fashion/spring-summer-2015/mens/agi-sam[5,March,2016]
Vogue. (2015) Menswear SS15 Agi&Sam image01.[Image]Available at:
Vogue. (2015) Menswear SS16 Agi&Sam. Available at:
Matthew Miller. (2015) Menswear SS15 Matthew Miller. Available at:

http://www.matthewmillermenswear.com/collections?season=Spring+Summer+2015[5,March,2016]
Matthew Miller. (2015) Menswear SS15 Matthew Miller image01.[Image]Available at:
Matthew Miller. (2015) Menswear SS16 Matthew Miller. Available at:
Social Media and Street Style Research
Tseng,Nelson. (2016) Chart.[Editor’s own research]
Whistles. (2016) Robert Pattinson. Available at:
https://www.instagram.com/p/BAHU5-8tu_u/?taken-by=whistlesmen[6,March,2016]
Whistles. (2016) Tiniegram. Available at:
https://www.instagram.com/p/_Rfb7PNuxV/?taken-by=whistlesmen[6,March,2016]
Churchill, Maude. (2015) SS14 lookbook.[Image]Available at:
http://www.highsnobiety.com/2014/04/01/still-good-spring-summer-2014-suprematisme-lookbook/#slide-7[6,March,2016]
Fashionisto. (2015) Public School SS16 look.[Image]Available at:
http://www.thefashionisto.com/gallery/public-school-springsummer-2016-collection-new-york-fashion-week-men/[6,March,2016]
Flora, Flippo. (2014) How to know which colour matches best with your skin tone.[Image]Available at:
http://www.thethreef.com/en/2014/10/know-colors-match-best-with-your-skin-tone.html[6,March,2016]
Whistles. (2016) Robert Pattinson.[Image]Available at:
https://www.instagram.com/p/BAHU5-8tu_u/?taken-by=whistlesmen[6,March,2016]
Whistles. (2016) Tiniegram.[Image]Available at:
https://www.instagram.com/p/_Rfb7PNuxV/?taken-by=whistlesmen[6,March,2016]
Otokomaeken. (2015) Men with white raincoat.[Image]Available at:
http://otokomaeken.com/mensfashion/3131[6,March,2016]
Carrilho, Ulisses. (2014) Menswear.[Image]Available at:
http://itsallmentalmasturbation.tumblr.com/post/72828703269/thefuckmenswear-thefuckmenswear-street-style[6,March,2106]
Vogue. (2016) Phil Oh’s best street style pic.[Image]Available at:
http://www.vogue.com/slideshow/13394429/street-style-new-york-menswear-fall-2016?mbid=social_onsite_pinterest#69[6,-
March,2016]
Garbagelapsap. (n.d) Seoul.[Image]Available at:
http://www.fashionbeans.com/2014/anonymous-1027/[6,March,2016]
Tannerandteague. (n.d) Streetstyle.[Image]Available at:
https://www.pinterest.com/pin/347199452502976916/[6,March,2016]
Key Shapes
WGSN, (2016) SS17 Key shapes01[Image redrawn by editor]Available at:
Colour Palette
Garbagelapsap. (n.d) Seoul.[Image]Available at:
http://www.fashionbeans.com/2014/anonymous-1027/[6,March,2016]

Print Direction
WGSN. (2016) PAUSE Print and pattern01.[Image]Available at:
WGSN. (2016) PAUSE Print and pattern02.[Image]Available at:
WGSN. (2016) PAUSE Print and Pattern03.[Image]Available at:
Customizedbydaniel. (2016) Mens style.[Image]Available at:
https://www.pinterest.com/pin/347199452502716167/[6,March,2016]
Fabric Texture and Component Details
WGSN. (2016) PAUSE fabrics. Available at:
WGSN. (2016) PAUSE fabrics image01.[Image]Available at:
WGSN. (2016) PAUSE fabrics image02.[Image]Available at:
Stutterheim. (n.d) Raincoat.[Image]Available at:
https://stutterheim.com/uk/shop/limited-editions/ouur-colorblock-grey[6,March,2016]
Givenchy. (n.d) Antonioli.[Image]Available at:
https://www.antonioli.eu/it/GB/men/products/15j60633072-001[6,March,2016]
Final Range
Time Table
Jackson, Tim. and Shaw, David. (2001) Fashion Buying and Merchandising Management. CPI group
Holidayweather. (n.d) Weather data. Available at:
http://www.holiday-weather.com[6,March,2016]
Customer outfit builds
Glassing shop. (n.d) Stutterheim raincoat[Image]Available at:
http://glasswingshop.com/products/stockholm-rain-coat-by-sutterheim?utm_campaign=Pinterest+Buy+Button&utm_content=pin-
terest-buy-button-0ca3ed2c8-3a6e-43bf-ae2d-45bb5bcb8388&utm_medium=Social&utm_source=Pinterest[6,March,2016]
HBX. (n.d) Grey windbreaker.[Image]Available at:
http://hbx.com/brands/barney-cools/grey-o-g-zip-spray-jacket[6,March,2016]
Up-to-style. (2015) November.[Image]Available at:
https://www.instagram.com/p/9sm7mWEmdq/[6,March,2016]
Todayshape. (n.d) Streetwear.[Image]Available at:
http://www.todayshype.com/2015/03/stylehype-streetwear-menswear-looks-to_8.html?m=0#more[6,March,2016]
Whiskeysoaked. (n.d) Yellow raincoat.[Image]Available at:
http://whiskeysoaked.tumblr.com/post/9405894022[6,March,2016]
Mens style1. (n.d) Outfit 01[Image]Available at:
http://menstyle1.com/post/124154900330/casual-mens-style-follow-guidomaggi-shoes[6,March,2016]
Mens style1. (n.d) Outfit 02[Image]Available at:
http://menstyle1.com/post/124154900330/casual-mens-style-follow-guidomaggi-shoes[6,March,2016]
WGSN, (2016) SS17 Bottom01[Image redrawn by editor]Available at:

H&M. (n.d)White Tee Shirt.[Image]Available at:
http://www2.hm.com/en_gb/men.html[10,March,2016]
H&M. (n.d)Black Tee Shirt.[Image]Available at:
H&M. (n.d) White and Grey Tee Shirt[Image]Available at:
H&M. (n.d) Hat[Image]Available at:
H&M. (n.d) Blue Shirt[Image]Available at:

Whistles 13.0

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Whistles 13.0