Katie Craxton

BSc. Fashion Buying and Merchandising 

For my Buying Strategy project, I developed two range plans for a new sub brand for Miss Selfridge, named Miss S Curve. The idea of this market penetration strategy was to extend Miss Selfridge’s current consumers, as they have been widely criticised for marginalising plus sized consumers as well as missing an opportunity within the growing plus size market. The target consumers will be aged 18-34 years old (slightly older than Miss Selfridge’s existing customers) and will wear a UK size 20-30. To ensure they are not marginalised, the translation has focused on high fashionability through following the Homespun trend and using other directional influences including a competitor analysis, street style and social media. As the risks were so high with this strategy, incorporating Miss Selfridge’s signature styles and best sellers was also essential to reduce the risks. Overall the colours, prints and silhouettes have balanced consumer wants and needs, Miss Selfridge’s brand image and ensuring the latest trends are followed to outcompete rivals
Email: katiejanecraxton@live.co.uk
Linkedin: http://linkedin.com/in/katie-craxton-782428170