– This ruffle shoulder cowlneck top was a best seller
for women’s casualwear in
Spring 2011
– Was available in three
different colors: simple
ivory, vibrant magenta and
hacienda coral
– Buyers want to update the
top to continue to be a
best seller in Spring 2012
– This item is already a bestseller
– With a price point of $70-$100 there is a budget large
enough to adjust the design, updating it for the next
season
– The ruffle sleeve design is not flattering for many
women; can make shoulders look broad
– Many of the department store’s customers own the
top from Spring 2011, and may not purchase again
– The item only comes in three colors, so there is
room to add more or change color scheme
– Age range for this top is nearly universal, so it can
be sold in both women’s and juniors departments
– Since item was a bestseller last season,
competitors may copy it in Spring 2012
– Lower-end retailers may create top at lower price
point, making it hard to sell at $70-$100 range
• Soft, flowy, and sheer fabrics
• Loose, fitted tops, as well as high-waisted
palazzo pants
• Tribal concept with cheetah and geometric
prints
• Use of bold, bright colors – Mix of pinks, bluegreens, oranges, and yellows
• Colors contrast well with the prints chosen
• Gold accents work well with the tribal theme
• The line also has a mix and match concept- all
pieces are interchangeable; this way multiple
outfits can be made from minimal pieces
• The garments are made for confident, bold,
fashionable customers who are ready to be
fashion forward.