In business class2, we learnt about Fashion Buying and Merchandising and understand the importance of the range plan. A brand needs to have products at different price levels. And also, we created the merchandise mind map to figure out a brand has a variety of products line.
After the task in class, we found out that the brands tend to produce similar products but have different prices to encourage customers to buy them. Through the range pyramid, we could easily figure out a specific brand that wants to attract which level of customers. There have diamonds shape and triangle shapes that could explain different brand positioning.
The triangle shape (traditional) in rang plan means the brands who want to focus on the core range. By contrast, the shape of the diamond means they focus on the fashion range. The interesting thing is we could not find any brand’s range plan is an inverted triangle, no matter in the task in class or in my own shop report. I think it is because the products’ main purpose in leading-edge is not for daily life or ordinary people. They most are made for a special situation, like a promotion or attracting customer’s attention.