GLOBAL FASHION INDUSTRY COURSE - FINAL PROJECT
ORIGINAL PRODUCT LINE SUPPLY CHAIN PLAN
for an existing brand // ASOS DESIGN
ASOS Design provides a massive variety of affordable, stand out pieces shipped worldwide, allowing 20-something year old women to express themselves confidently at any time, any place, for any moment in their 20s…
AND 20-SOMETHINGS LOVE MUSIC!
Creative Planning
This season’s vision is to develop a line that’s just as memorable as the music and moments its pieces will accompany. Wearing ASOS design’s boldest creations yet, women at music festivals worldwide will proclaim their limitless spirits, unafraid of judgment in this season's product line.
Colors are inspired by the bright and vibrant energy that comes with the environment along with shades of silver and deep gray for the night sky and stars that blanket a late night celebration of music and lights.
All colors align with the ASOS Design style and portray a fun, youthful energetic vibe
Fabrics are comfortable and light to medium weight to accommodate for different environments and activities
ASOS Design offers an array of clothing options for nearly every woman in every location and this line will do the same by offering numerous styles to match different aesthetics and body types while staying cohesive with each other and brand identity
3 TECH PACKS
BUSINESS PLAN
TIMELINE
started with a basic timeline – product only being sold online so only account for delivery to fulfillment cites
Dates correlate to the start of the buying season for the theme of the brand
LINE PLAN
array of product options for different environments – weather, in/outdoors, all-day, one show etc.
Product choices based on current trends in the U.S. and Europe festival fashion niche while maintaining ASOS Design Identity
Full line cost margin report
VALUE-BASED PRICING: The ASOS Design customer is a 20-something-year-old, self-described fashion lover who want to look their best and feel confident in their own unique style, and also not bruising their bank account. ASOS Design has maintained its target market for more than two-decades by understanding the need for affordable pricing while appealing to the desire of style and quality. This Fall/Winter 2023 collection with use value-based pricing, allowing us to focus on the need of this affordable pricing and being able to make to maintain the best possible quality during the production process that stays within that price-point needed by our target market.
COMPETITIVE PRICING STRATEGY: Our festival fashion collection will follow a competitive pricing strategy, given that most brands and lines within this niche maintain the same price point that average’s to the ASOS Design average price point. Our competive advantage lies in our ASOS quality of product, which will exceed the that of our competitors.
PRIVATE LABEL: ASOS Design’s new Fall/Winter 2023 festival collection will remain a private label only being sold on ASOS.com, as most of our product already is. In order to compete with other festival fashion brands, we must keep our product completely online, rather than in stores.These customers usually head to the internet to make their search and keeping this collection only on ASOS.com will allow easiest access and generate the most traffic.