Planning Your Product Range: B2B Vs B2C


01 December 2023

Planning Your Product Range: B2B Vs B2C

For any contour fashion business, range planning is a strategic process that sets the stage for success. Range planning involves strategically designing and organising a collection of products for a particular season or time frame. It encompasses the process of deciding what items will be part of the collection, considering factors like styles, colours, fabrics, and pricing to create a cohesive and marketable line.

Range planning involves understanding target customers, market trends, and brand identity to curate a diverse yet harmonious assortment of products that will appeal to the intended audience. It typically involves collaboration among designers, merchandisers, and marketers to ensure the collection aligns with the brand’s vision and meets the demands of the market. These variables may shift depending on whether your collection is catering to Business-to-Business (B2B) or Business-to-Consumer (B2C) markets, as they have varying demands, objectives, and dynamics of their own target markets. Join Bodywear Lab as we explore the key differences between range planning for B2B Vs. B2C and what your lingerie, swimwear or activewear brand needs to know in order to cater to either. 


For B2B range planning, lingerie, swimwear and activewear brands must concentrate on satisfying retailers and wholesalers, rather than the consumer. This involves a deeper analysis of market trends, consumer behaviour, and specific retailer requirements. These factors are also affected by the location of the retailer as well as the retailer’s own target market rather than the brands. B2B range planning requires collaboration with buyers, focusing on factors like price points, volume, and unique selling propositions tailored to each partner’s clientele. In contrast, B2C range planning revolves around engaging directly with end consumers. Brands delve into consumer insights, preferences, and buying patterns. They channel efforts into creating compelling collections that align with their brand identity while satisfying the diverse tastes and preferences of individual customers. 


Both B2B and B2C range planning begin with comprehensive market research and trend analysis. However, the emphasis and depth of this analysis may differ. B2B planning entails scrutinising industry forecasts, competitor analysis, and trend reports to cater to a diverse set of retailers. Conversely, B2C range planning involves a more nuanced understanding of consumer behaviours, social media trends, and lifestyle choices to directly address consumer desires.

Need support understanding your target market? Our sister company, London Contour Experts can help you better understand your business strategy with 1-1 workshops. 



In B2B range planning, brands often offer a broader assortment with variations tailored to different retailers’ needs. This can involve providing exclusive collections or variations in colours, sizes, or styles to cater to diverse consumer segments served by different retailers.

Contrarily, B2C range planning involves a more streamlined approach, focused on creating a cohesive and curated assortment that resonates with the brand’s target consumers. Brands concentrate on creating a story with their collections, ensuring that each piece complements the overall narrative and fulfils the desires of their direct customers.

At Bodywear Lab, we consider your business at every step. That’s why we our design experts will help you to create a collection during our Product Vision service that not only feels totally you and your brand, but that considers your long term business goals, including target market. 



B2B range planning usually adheres to strict timelines and seasonality cycles dictated by retailers’ schedules. Brands engage in long-term planning, often working on collections well in advance to meet buyers’ requirements and production deadlines. On the other hand, B2C range planning may allow for more flexibility in seasonal cycles, with brands having the freedom to adapt to rapidly changing consumer trends and preferences. This agility enables them to respond promptly to market shifts and maintain a competitive edge.


B2B range planning involves aligning marketing efforts with retailers’ strategies, and providing marketing collateral and support to aid in the sale of collections. Brands focus on establishing strong relationships with retailers and assisting them in promoting the products effectively.

In the B2C realm, brands concentrate on developing their marketing and promotion strategies to directly engage with consumers. This encompasses social media campaigns, influencer collaborations, and experiential marketing to create buzz and drive sales through direct channels.

Over at our sister company, HYSCULPT, we can help you create 360 campaigns utilising the latest technology and trends whilst maintaining your brand identity. 


Both B2B and B2C range planning increasingly rely on technology and data analytics. B2B brands leverage systems that facilitate communication and data sharing with retailers to ensure seamless operations and inventory management. For B2C brands, technology aids in understanding consumer behaviour, enabling personalised marketing strategies and enhancing the overall shopping experience through online platforms, mobile apps, and AI-driven recommendations.

We also have the capability to create stunning 3D designs of your products that can be used in B2B to help retailers visualise your collection before any production takes place – therefore keeping your budget down and reducing wastage. 3D also can be used in mesmerising marketing campaigns and across socials to capture the eye of your target consumer for B2C. 

While range planning for both B2B and B2C markets requires thorough research, market analysis, and trend forecasting, the nuances lie in catering either to intermediary retailers or end consumers directly. Successful range planning demands an acute understanding of the distinct demands, preferences, and dynamics of these markets, allowing brands to craft collections that resonate and drive success in their respective spheres. While B2B emphasises strategic collaborations, scalability, and streamlined processes, B2C centres on consumer preferences, trends, and direct engagement. B2B facilitates efficient production, distribution, and partnerships, fostering long-term brand growth and industry alliances. Whilst B2C sharpens focus on consumer insights, allowing brands to resonate with their audience, adapt swiftly to trends, and create compelling, market-driven collections. 

Successful lingerie, swimwear or activewear brands often find synergy by integrating elements of both B2B and B2C range planning strategies. Balancing the needs of industry relationships and consumer demands is a delicate art, harnessing the strengths of each approach to achieve a robust, adaptive, and commercially successful brand strategy in the ever-evolving body fashion landscape. Ultimately, understanding the nuances and leveraging the strengths of both B2B and B2C range planning is key to navigating the complexities and thriving in the competitive contour sphere. 


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What is Brands of Tomorrow?

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.

What is Brands of Tomorrow

Brands of Tomorrow is a curated program, designed to support the growth of an exclusive group of creative entrepreneurs embarking on the journey to develop their businesses in the bodywear sector.

Interested? Find out more on our sister company,
London Contour Experts website.