The product mix and range planning 661 The nature of the product mix
The product mix or product range is the assortment of goods a company offers for sale at any time. Before each season the organization must not only consider how it might alter or modify its classic (i.e. more basic) lines, which are less liable to radical change, it also must undertake careful planning of its fashion ranges in terms of width, depth and fashion content (and simultaneously anticipate and plan for the risk involved). Decisions concerning the mix of products also will relate to changes in broader company objectives. These may range from sales and profit growth, via emphasis on increasing market share or targeting new markets to return on investment targets, etc.
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