Independent Task: Identify a potential new womenswear collection/ collaboration for Spring/ Summer 2013 from a retailer of your choice.

As an additional piece to my portfolio I have chosen to look the Uk's favourite department store John Lewis. Having recently made a big push to expand and develop their Womanswear section, I find it of particular interest to look at a potential new designer who will compliment and develop the retailer's product range. Having won Retailer of the year at the Orcale Retail Awards in 2011 and advertising new brands such as Day Birger Et Mikkelsen, BCBG Max Azria along with current favourites Toast, Mint Velvet John Lewis have made their mark on

women's retail despite originally placing their pride in interiors.

Areas to consider: Product

Is the collection appropriate for the John Lewis client? e.g. Shape, texture, colour? Is is suitable for the every day or only evening? Is it on trend?

Price Will the line be high- end or low end? Promotion Will the collection's image compliment John Lewis' already successful

advertising strategies or is there an element of risk? Place Depending on the price will it be on sale in most stores? Where will it sit within

the Womenswear on the shop floor?

The Client: John Lewis

From a quick look through their website, it is made evident how highly the retailer regards itself. The site is fresh, professional and concise reflecting their brand values. Imparticularly they make clear that quality is an invaluable part of their conduct; ensuring it in every aspect of the company from the suppliers, the environment and employees.

Competitive pricing is used whereby if competitors set a lower price in the local area, they too will meet that amount.

I do however struggle to find the company's take on their female customer. I consider that the average JL customer is between mid 30s to 50s, I'd like to think she is the 'Yummy Mummy' of our time, although cannot generalise. Whether she is the busy full-timer or stay at home mother, she has an interest in fashion; although does not want to appear as 'mutton dressed as lamb'. Fit and colour is important after possibly having children. She is willing to spend a reasonable amount if the product is right.

Spring Summer trends 2013

• Botanical: 'Secret Garden'- Fresh florals and nature-inspired prints • Pastels: 'Fresh palettes'- Work sartorial sorbet hues and pale tones for the new season • Stripes: 'Instantly Chic'- A transitional classic

The following are some of JL's 'Fresh Picks' from next season:

Images: www.johnlewis.com

o Simple, clean silhouettes o Bold statement pieces o Prints o Embellishment o Texture o No overall colour of the season

Proposed Designer collaboration: Isabel Marant

Photograph by Ines Van Lamsweerde and vinoodh Matadin

Confidence and nonchalance is key to French designer Isabel Marant. Her clothes epitomise the effortlessly chic French woman blending ethnic bohemia and sophisticated, and easy-luxe. A poster girl for the yummy mummy; the girl next door; think Rachel Weisz or Sienna Miller.

I think a fusion-range from Isabel Marant would be ideal for John Lewis. From her draped tunics to sheer tees her designs are universally accessible to the everyday women, but Marant manages to stamp her own unique style whether it be a few studs; a 'House-on-the-prairie' finish or quirky colour clash. Her designs are quintessentially feminine; perfect for the John Lewis customer who wishes to be trendy, but in-keeping with her lifestyle. This was clearly the thinking behind her hugely successful and controversial wedged high-top that bounced down catwalks last year as revealed in Grazia (September 2012.)

Isabel Marant Spring/ Summer 2013

Pictures: Vladimir Potop

For next season's collection the designer sticks to her easy chic trade mark. Although French to her core she takes inspiration from Americana. Following from her cowgirl last season Marant mixes Elvis' Las Vegas showman with a tres chic ‘Bardo-esqu’ femininity. The collection includes easy casual pieces, embellished jeans, the embroidered outwear, whilst also containing her staple lacy separates and bohemian paisleys.

Although pricey to the everyday shopper, there are affordable pieces such as the Lucas skinny jeans at £155; which I think would be a reasonable price for the John Lewis shopper. The Price range is similar to that of John Lewi's current offerings such as 7 For all Mankind and Day at Birger et Mikklesen. Key pieces such as the tropical pants and floral blouses could be chosen for John Lewis' botanical trend.

I think some kind of fusion from the cool girl's-go-to for Parisian insouciance would look great alongside 'Somerset' by Alice Temperley who caters for a more classic-styled woman on a similar budget.

Somerset by Alice Temperley Mesh embroidered top £99

East Anjohi Tunic £55

A fusion-range from Isabel Marant would even sit nicely next to East instore despite the lower price bracket. I think that visually, both brands would look lovely with their ethnic prints and rich colour palettes.

Lola Rose feather print scarf £55

And finally John Lewis' current jewellery and accessories would look great alongside the potential new collection. Offering quirky individual pieces to echo Marant's creative vision, from silver at Chambers and Beau and prints at Lola Rose.

Chambers & Beau Personalised Bracelet £60