Range Planning & Collection Strategy
Plan your collection like a pro. Learn the four roles every product must play.
I once worked with a founder who had 27 products in her first collection. She sold 3 units. The designs were beautiful. The range plan was missing. This chapter ensures that never happens to you.
The Four Roles Every Product Must Play
- Hero Product: Your bestseller. Broadest appeal, best margin, easy to reproduce. Every brand needs at least one.
- Gateway Product: Affordable entry point. A scarf, a basic tee, an accessory. Converts browsers into buyers.
- Statement Piece: Premium item that elevates brand perception. Fewer sales but builds credibility.
- Complementary Piece: Pairs with hero/gateway to increase basket value.
If a product doesn't fit one of these roles, cut it.
Pricing Your Range as a System
Three tiers: Entry (£25-50, gateway), Sweet Spot (£50-120, hero), Premium (£150+, statement).
When a customer sees your premium at £250, your hero at £85 suddenly feels like incredible value. This is price anchoring.
Target: blended margin across all products of at least 60% at retail. Calculate this before you sample.
How Many Products You Actually Need
First collection: 5-8 products. One hero in 3-4 colourways. One gateway. 1-2 complementary. One statement if budget allows.
Earn the right to expand by selling through your first range and understanding what customers respond to.
Building Your Range Plan Document
Five sections: 1) Collection overview (one paragraph), 2) Product grid (name, role, price, cost, margin, colourways, sizes), 3) Pricing architecture visual, 4) Production notes, 5) Merchandising plan. Total: 2-3 pages. A working tool, not a business plan.
Chapter 4 Templates & Worksheets
Range Plan Document Template
5-section template: overview, product grid, pricing architecture, production notes, merchandising
Product Role Assignment Matrix
Assign hero/gateway/statement/complementary to every product
Pricing Architecture Worksheet
Map your 3 pricing tiers with margins and price anchoring
First Collection Calculator
Calculate total sampling, production, and photography costs for 5-8 products
Your Action Step
List every product idea. Assign each a role: hero, gateway, statement, or complementary. No role = cut it. Then check: at least one hero and one gateway? Pricing across two tiers? That's your range plan.
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