BuildTheDreamBrand
Build a balanced, profitable collection with clear product roles, smart pricing, and strategic merchandising.
Start with the big picture. Define what this collection is about before you get into individual products.
Collection name:
Season:
Launch date:
Total number of styles:
Total number of SKUs (styles x colourways x sizes):
In one paragraph, describe the story, mood, and inspiration behind this collection. This statement should guide every design and marketing decision.
Revenue target for this collection: £
Units target:
Average order value target: £
Sell-through target (%):
Key customer segment this collection serves:
| Colour Name | Pantone / HEX | Role (Core / Accent / Seasonal) | Used in Styles |
|---|---|---|---|
This is the master overview of every product in your collection. Every style has a role. Complete this grid to see your full range at a glance.
| Product Name | Category | Role | Retail Price | Cost Price | Margin % | Colourways | Sizes |
|---|---|---|---|---|---|---|---|
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % | |||||
| £ | £ | % |
A strong collection has clear pricing tiers. Your customer should be able to enter at an accessible price and trade up over time.
STATEMENT TIER
Price range: £_____ — £_____
% of collection: _____%
Products:
HERO TIER (Core Collection)
Price range: £_____ — £_____
% of collection: _____%
Products:
GATEWAY TIER (Entry Point)
Price range: £_____ — £_____
% of collection: _____%
Products:
For each product in your range, capture the key production details in one place. This sheet travels with the product from sampling through to delivery.
Style name:
Style number:
Manufacturer:
Fabric supplier:
MOQ per colourway:
Lead time from order to delivery:
Cost per unit: £
Total units ordered:
Total production cost: £
| Size | Ratio | Units per Colourway | Total Units |
|---|---|---|---|
| XS | |||
| S | |||
| M | |||
| L | |||
| XL |
Merchandising is how you present your collection to customers. Plan your website layout, lookbook structure, and styling combinations.
| Position on Page | Product | Why This Position |
|---|---|---|
| 1st (Hero banner) | ||
| 2nd | ||
| 3rd | ||
| 4th | ||
| 5th | ||
| 6th |
Plan 3-5 complete outfits or styling combinations to photograph and promote.
| Outfit Name | Products Included | Combined Retail Value | Target Customer Moment |
|---|---|---|---|
| £ | |||
| £ | |||
| £ | |||
| £ | |||
| £ |
Step back and check that your collection is balanced. Too many heroes and no gateways means high AOV but low conversion. Too many gateways and no heroes means no brand equity.
| Role | Number of Styles | % of Total Range | % of Projected Revenue | Target % |
|---|---|---|---|---|
| Hero | % | % | 30-40% | |
| Gateway | % | % | 20-30% | |
| Statement | % | % | 10-15% | |
| Complementary | % | % | 20-30% | |
| TOTAL | 100% | 100% | 100% |
© BuildTheDreamBrand. All rights reserved. This template is part of the BuildTheDreamBrand Course.
BuildTheDreamBrand
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© BuildTheDreamBrand. All rights reserved.
This template is part of the BuildTheDreamBrand Course. Not for circulation, copying, or resale.