Build a range brief a buyer could sign
A mid-market brand asks for a nine-option range for one category and season. You have the brand's positioning, price architecture and a customer group but no new research budget.
Who this is for: Buyers, brand and product marketing staff, merchandisers and design managers.
What you produce: A range brief: the customer definition, the range architecture with price points, the rationale per option, and what you would measure in-season.
Nobody marks this for you. Write your own answer, compare it with the guidance under each task, then mark the capstone done when you are satisfied with it. Your writing is saved on this device, and to your account when you sign in.
Task 1
Define the customer for this range in terms of need and occasion, not demographics alone, and state what evidence you are using.
What a good answer contains: A good answer describes behaviour and use occasion, names its evidence — existing sales, returns reasons, customer feedback — and says plainly where it is assuming rather than knowing.
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Task 2
Lay out the range architecture: options by price point and role — entry, core, statement — and the width you are giving each.
What a good answer contains: A good answer gives every option a job in the range and avoids duplicating the same product at two prices.
0/1500 characters — saved when you click away.
Task 3
For three options, write the rationale a buyer would need: why this product, at this price, for this customer.
What a good answer contains: A good answer connects product features to the customer's need and to the price position, and states the competitor set it is judged against.
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Task 4
State the in-season measures that would tell you the range worked, and the action you would take at week four if one option fails.
What a good answer contains: A good answer names measures — sell-through rate, full-price share, return rate — with a review point and a decision rule agreed in advance.
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0/4 tasks have a written answer