ByBrown: Range Planning &
Concept Development

Assigned during the first semester of the Development & Management course at AMFI, the ByBrown capsule collection was my first deep dive into the world of buying and range planning. While I hadn’t discovered the brand independently, I quickly became captivated by its identity: a technical womenswear label with a strong sustainability ethos and urban focus. From the beginning, I saw this assignment as more than just an academic exercise. It offered an ideal opportunity to understand how to develop a commercially grounded collection with the right product mix, pricing, and market positioning.

The foundation of this project lay in thorough brand and market research. I began by analysing ByBrown’s Brand Key, mapping its identity, tone of voice, values, and consumer profile. To understand the brand’s current offer, I built infographics that visualised its size curve, colour palette, product categories, and pricing architecture. These insights directly informed the development of my concept: **Regeneration: Technical Urban Athleisure**. A hybrid direction that blends the utility of outdoor gear with the comfort and aesthetic codes of athleisure. The goal was to offer garments suitable for both the city and nature, reflecting the active and conscious lifestyle of the ByBrown consumer.

The final range consisted of six items: a hoodie and sweatpants set designed for outdoor workouts (DWR coating, additional storage features), a lightweight jersey T-shirt with mesh side panels for breathability, a performance legging with hidden pockets and waterproof details, a functional windbreaker, and a tailored trench coat as the elevated fashion item. Each piece was designed to balance utility with a refined, feminine silhouette.

(The rangeplan outlines six technical athleisure garments designed with urban functionality in mind, including features like DWR coating and mesh ventilation. It also shows financial metrics such as profit margins, target pricing, and final cost calculations.)

The financial development of the range was one of the most insightful parts of the process. Starting from a planned retail price and desired profit margin, I back-calculated the target cost price. From there on out each item was broken down in a Bill of Materials (BOM), that included everything from fabric and trims to labor and packaging. After filling in the BOM, I reviewed the actual sample cost prices and recalculated the margin. If the margin was too low, I had to look for ways to reduce costs, either by changing materials, simplifying design features, or renegotiating assumptions. If the margin was too high, I considered whether we could elevate quality or add value in ways that better matched the price point. This iterative process allowed me to truly understand the commercial constraints and creative trade-offs of developing a range.

This project demonstrates two of the key services I aim to offer as a buying professional: **Trend & Market Research** and **Range Planning & Product Segmentation**. It shows how storytelling, product design, and finance must work together. A concept is only as strong as its execution and its ability to land in the right market at the right price.

(This brandkey provides a strategic breakdown of BYBROWN’s DNA, including its target audience, values, tone of voice, and market positioning. It formed the foundation for the capsule concept ‘Regeneration: Technical Urban Athleisure’.)