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| Jil Sander, Dover Street Market - Caroline Wong |
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| Jil Sander, Dover Street Market - Caroline Wong |
When looking into the target market for Jil Sander, I decided it would be a good idea to check the stockists. As creating maximum revenue is a priority for Jil Sander, we want to ensure that our range would have the ability to sell. Because of this, I found that Jil Sander doesn't have a boutique in London and is only sold as concessions in department stores such as Selfridges, Harvey Nichols and Dover Street Market.
To conduct my research, I looked into the difference in stock at Selfridges and Dover Street Market. Selfridges, as it is catered toward the mass market, sold more of Jil Sander's trend pieces that are not typical 'Jil'. Dover Street Market, catering for the more informed and design conscious customer, only stocked the range that was typical of Jil Sander- modern and minimal, with coats and knitwear being the main focus of the range.
I then relayed this information to the designers in my group so that they could make a range that would feature both the usual Jil Sander-esque designs and the more trend-related pieces. With this knowledge, the designers were able to finalise their designs for the final collection.
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