Roles Of A Fashion Buyer

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Executive Summary

The project entailed to take on the role of a fashion buyer, to strategically assess the brand “Browns Fashion” a family owned business started by Joan Burstein with her husband Sydney in 1970 based at South Molten Street 27, London. The role involved gaining in-depth knowledge about the brand & studying the market where the brand operates, to identify customer profile; comprehend closest competition; to analyze key fashion trends and as a result ‘Browns Fusion’ capsule range was developed under the parent brand. Therefore, in order to accomplish, a well-defined research methodology was deployed, consisting primary and secondary research methods. (Such as interview, surveys, observations and online resources)
The
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The Browns fashion has been successfully catering to international clients, with £4.5 million hits per year and 1,185 transactions per month.
The Browns Fashion’s customer profile is quite selective and chic by nature. The customer lifestyle board in the below illustration tells a lot about the customer’s preferences. For instance they prefer travelling to places and enjoy glamorous lifestyle. They love shopping especially at iconic places like Oxford Street, etc. They have a keen interest in fashion, media and arts and overall they share a creative culture.

Illustration 1: Customer Lifestyle Board

1.2 SWOT Analysis
The table below shows internal auditing of Browns Fashion and the explanation below analyze how the factors highlighting in the SWOT could benefit the fashion buyer or marketing manager to achieve the strategic fit.

Table 1: Browns SWOT Analysis
1.2.1 Explanation
Observing the intrinsic factors it was analyzed that exclusiveness of product line; having industry finest designers on board and strong industry PR resulted as crux of Browns Fashion. Secondly, being a family owned business allows securing company information and 40 years of business history in London enables to build a strong heritage. Thirdly, the Omni channel operations triggers Push/Pull factors in terms of product offering and entertaining international customers. Unfortunately, less customer traffic, congested store layout, no owned women wear
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