You are to assume the role of the merchandising manager for Bright Ties, a women’s apparel retailer. The director of merchandising wants your help in planning merchandise assortment to appeal to a new demographic.
Bright Ties has been operating for over forty years offering professional wear and occasion wear in women’s sizes. Most customers are female professionals aged 34-59 years old. Bright Ties is known for good quality merchandise and is considered a high-end brand.
Executives at Bright Ties have noticed there is a gap in apparel brands between childhood sizes and adulthood. Executives are hopeful that a second chain, focused on a younger audience, can fill that gap by providing apparel that teenagers and young adults will appreciate.
As executives discuss the new chain operated by Bright Ties that will focus on the new younger demographic, they have asked for the merchandising department’s recommendations on the types of apparel and accessories to offer teenagers and young adults.
The director of merchandising wants your help in planning the merchandise assortment for the new chain that will target teenagers and young adults. You must identify emerging trends, analyze competitors’ offerings and make suggestions for the new chain’s product mix.
