ABSTRACT
This chapter will outline the key stages of range development and the responsibilities of buyers and merchandisers. The development of new products is key to a business’s success and the continuation of customer loyalty. Thus, increasing the frequency and ‘newness’ of fashion collections has become crucial to the survival of many fashion companies. Trend translation is the process whereby the original trend ideas are developed into product variations that reflect the brand’s identity and signature direction as well as the tastes of their target market. Once trend-forecasting research has been conducted, a clear vision is presented of the key looks, colours, styles, details, and fabrics that are important for the season. This method of range development minimises the amount of product-development activities as there is little time spent on creative development. These ranges can, therefore, be much more efficient to manufacture and much more cost-effective.
