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In response to the fashion industry's need for expansion into the plus-size market, I developed a new range for leading womenswear brand, Zara for my Strategic Buying project. From Zara's core values, the range incorporates a new sizing system and merchandising strategy, whilst incorporating external and internal analysis. The new proposed strategy enables Zara to fulfil a gap in the plus-size market by offering trend-driven, affordable clothing. Developed through wide trend research and translation, the range focused on styling, colours, details, prints, fabrics and silhouettes.
S/S 21 trend 'Homespun' gave insight on how to create a versatile range whilst staying passionate to minimalism, sustainability and longevity of Zara Plus' products. This project helped develop knowledge into my future in Buying with the Fashion industry.
Email: caitiekennedy@hotmail.com
Linkedln: caitie-kennedy-7b771412a
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