Target customer The target customer for the 4 Chic brand is a female aged 25-30. She is an urban resident and lives an active lifestyle. The target customer can be an office worker who has various commitments outside of work, such as social events or sports. She enjoys shopping and likes to plan her outfits for the future, which is why she is looking for items that can be easily matched with accessories or other clothing. Key Competitors Sportmax is one of the major competitors of the new brand. It focuses on simple silhouettes with special details, such as ruffles and pleats, and offers items in a variety of color options. The prices for Sportmax items range between $300 and $750 for bottoms and tops and between $350 and $800 for dresses. One significant weakness of Sportmax is the limited variability of accessories, bags, and shoes offered in the store. Alexander Wang is another key competitor of the new brand. Similarly to Sportmax, Alexander Wang styles feature a lot of details, including lace, cuts, and ruffles. Moreover, the brand offers both casual and evening wear. A major advantage of Alexander Wang is the price structure, which allows every customer to find something appropriate for his or her budget. The price range is $195-$995 for tops, $295-$1,295 for dresses, and $495-$1,295 for bottoms. On the other hand, the abundance of details in Alexander Wang items can be a disadvantage for some customers, as they make most of the styles unsuitable for wearing to work. Finally, Jacquemus is a French brand that is also a potential competitor of 4 CHIC. Jacquemus tops cost between $450 and $540, whereas prices for bottoms range between $500 and $750. Dresses can be bought for $585-$660. One major advantage of Jacquemus for the target customer is that the brand’s items can be worn both to work and to social events. However, the limited number of styles available – only 3 to 5 in each category – can be a significant disadvantage of the brand. Theme The name of the chosen theme is “Water.” The theme is separated into three moods: peace water, water drops, and waterfalls. Such division suits the brand philosophy, “to be the real you,” by offering enough variability in styles and colorways to allow each customer to choose items that suit her mood and image. For instance, the brand will offer both classic silhouettes and styles fitted with special details, such as asymmetric styling, batwing sleeves, and pleats. The theme also responds to current trends in styles, fabrics, and colors. For instance, denim is among the key trends for Spring/Summer 2018, according to Pieri. Denim relates to the theme, as it is made from natural materials and comes in different shades of blue. The theme also allows responding to the latest trends in fabrics. As noted by ISPO, the next seasons will focus on combining human-made and natural materials. 4 CHIC will use both natural fabrics, such as cotton and silk, and human-made fabrics, such as mesh, chiffon, and jersey. Furthermore, the Water theme allows using the colors identified by Feitelberg as the leading Spring/Summer tones, including Sailor Blue 19-4034, Harbor Mist 14-4202, and Warm Sand 15-1214. Price and Size Range The price range of 4 CHIC will be similar to the ones of