Case Study: Fashion Products, Labels & Sales - Elegant&Boldly Brand

This case study examines the establishment of the Elegant&Boldly fashion brand by Andy Torres, focusing on a spring/summer ready-to-wear collection. The study details the brand's name and catchy phrase, followed by an elaboration of the product assortment strategy, which includes a product depth assortment strategy and a wider assortment strategy, targeting women with products like Italian Flair, slacks, jeans, and dresses. The collection planning strategy emphasizes trendy collections based on customer reviews, utilizing public relations, digital galleries, and press coverage to enhance visibility. The best-selling products are identified as bodycon dresses and floral print crop tops, chosen for their material, comfort, and affordability. The online distribution strategy incorporates direct distribution through e-commerce websites, social media distribution using platforms like Facebook and Instagram, and dual distribution to reach a larger target market. The analysis concludes that effective distribution channels are crucial for sustaining the brand image and achieving further success.

The management of Fashion
Products Fashion Labels &
Sales in Fashion

Table of Contents
Overview.....................................................................................................................................1
Brand name.................................................................................................................................1
Product assortment strategy........................................................................................................1
Collection planning strategy.......................................................................................................1
Best-selling products...................................................................................................................2
Online distribution strategy.........................................................................................................2
REFERENCES................................................................................................................................6

Overview
The present study is based upon fashion industry where a well-renowned fashion blogger
and influencer Andy Torres, @stylescrapbook want to set up a net spring season. For that a
document will be prepared that helps to attract the range of people by offering high quality
products as per the season.
Brand name
Brand name: Elegant&Boldly
Catchy phrase: Go forth & be fabulous
Product assortment strategy
The assortment strategy is a strategic tool that helps retailer to manage and increase
sales. Also, the quoted brand will use a product depth assortment strategy as a component in
which product offered under each product line. (Assortment strategies, 2020) As the brand is
deal only for a particular summer collection, then it offers hundreds variety of products and thus,
variety determines the product depth. Along with this, wider assortment strategy has been also
used by the quoted firm in which brand main aim is to offer lot of different products lines and
categories. Such that the main product line is clothes but brand offer range of products to their
customers under jeans, tops, dresses. This in turn assist to satisfy the customers need in which
firm can offer range of products to their users in order to attract customers.
Brand will offer Italian Flair, slacks and jeans, scarf, travel outfit, skirts with the latest
colors, elegant summer dresses, bodyccon dresses, trousers etc. The fashion products are for
women only because there are variety of products which can be used by them that helps to
attract. Also, women's fashion is undoubtedly a competitive niche, so targeting only women is
better to enhance sales.
Collection planning strategy
The collection planning strategy used by the company must be trendy and as per the
reviews offered by the customers. Therefore, new collections are launched in record time and at
each season, the collection must be changed by focusing upon vigorous marketing and
communication campaigns that helps to attain visibility. For effective collection planning,
different strategies has been used which are as mentioned below:
Public relation: As the collection is present online, so the PR and sales team will have
much more success in attaining visibility of a fashion brand. Offering product online by
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categorized through digital galleries will be more beneficial that helps to let people know about
new offers (Gazzola and et.al., 2020).
Press coverage: Another strategy that helps to let people understand about new trend and
maintain good PR as well. Also, to let people know about new offers company can conduct a
Press coverage where randomly selected people can be gifted in order to increase their
engagement towards brand.
Best-selling products
From all the products, bodycon dresses will be the biggest selling piece because is had
been popularized by celebrities and also this is available in different colors, patterns and styles.
Apart from this, cropped and floral print crop tops will be another top best-selling pieces that
attract the range of females towards it. The reason for popularize this product is due to its
material and comfort (Shirvanimoghaddam and et.al., 2020). We offer cotton and linen products
that actually contain low elasticity and also gives a fresh hand feel to customers.
Today, majority of the people prefer quality of products instead of quantity. Also, the
selected products are made up of linen and cotton which boast longevity, luster and lovely drape.
However, the main rationale for choosing this product is due to its price. Such that middle class
people can also afford the same that is why, it is considered among best-selling products.
Online distribution strategy
In order to promote the brand in next level of success, it is necessary to use online
distribution channels that assist to let people know about the products. Also, it has been analyzed
that there are range of online distribution strategy and it is depended upon the company's brand.
In the context of Elegant&Boldly, it uses three different types of online distribution channels
which are as mentioned below:
 Online distribution strategy: In this, company uses direct distribution strategy that
helps to sell the products directly to their customers (Neumann, Martinez and Martinez,
2020). Under this, company might use e-commerce websites, as a key player where
customer pay directly to the company. Also, this is considered an effective method in
order to enhance the customer's bases who have moderate knowledge about technology.
 Social media distribution strategy: Highly recommended distribution strategy that
helps to enhance the customer base. It has been analyzed that more than 80% of the
people uses different platform of social media in order to get aware of the same.
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Similarly, for the current brand, company uses Facebook, Instagram and Twitter in order
to attract the customers. Along with this, influencer strategy has been also used under
social media because research indicate that customer will be highly influenced when
company uses influencing strategy.
 Dual distribution: It is also used by the company in order to distribute the products
where company sells their products directly to more than one distribution channel. With
the help of this distribution channel, company is able to reach a larger target market
(Colucci and Vecchi, 2021). Moreover, with the help of this strategy, company get
higher rate of return and this in turn assist to increase the overall performance. Thus, it
can be stated that with the help of such effective distribution channel, company sustain
the brand image at further level of success.
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REFERENCES
Books and Journals
Colucci, M. and Vecchi, A., 2021. Close the loop: Evidence on the implementation of the
circular economy from the Italian fashion industry. Business Strategy and the
Environment. 30(2). pp.856-873.
Gazzola, P. and et.al., 2020. Trends in the fashion industry. The perception of sustainability and
circular economy: A gender/generation quantitative approach. Sustainability. 12(7).
p.2809.
Neumann, H. L., Martinez, L. M. and Martinez, L. F., 2020. Sustainability efforts in the fast
fashion industry: consumer perception, trust and purchase intention. Sustainability
Accounting, Management and Policy Journal.
Shirvanimoghaddam, K. and et.al., 2020. Death by waste: Fashion and textile circular economy
case. Science of The Total Environment. 718. p.137317.
Online
Assortment strategies. 2020. [Online]. Available through:
<https://corporatefinanceinstitute.com/resources/knowledge/strategy/assortment-
strategies/>.
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