2. Scope:
Design Process Improvement
Objective:
1. Current structure of design dept.
2. Proposed new design dept. structure
3. Design process flow & monitoring system
4. Use of Information Technology
3. Genesis of DPI (Design Process Improvement) Project
1. People driven dept. to system driven dept.
2. Customized design solution to market segment specific
solution
3. Individual garment design to story based approach
A transformation from design support to design led department
Improvement areas :
1. Feedback mechanism between marketing & design dept.
2. Defined KPI for design department
3. Availability of design library
4. Strong design process
4. KPI of the design department
1. Order conversion ratio
2. New buyer strike rate
3. On time delivery of projects
4. COO’s feedback
Operational effectiveness
Service quality
Business development
Customer satisfaction
8. KEY ELEMENTS DESIGN PROCESS
OBSERVE
IDEATE
SHARE
DESIGN
MARKETING BRIEF
EVALUATE
PRESENT
9. MARKETING BRIEF : range architecture, qualitative
feedback
OBSERVE : customers, competition & international
trends
IDEATE : brainstorm & inspiration
SHARE : seasonal concepts, colors, product direction
DESIGN : detailed style sheets for proto development
REVIEW : line architecture
PRESENT : line presentation & booking
10. _SEASON BASED RANGE PLAN
Capturing detailed range plan, brand positioning | sub categories | avg FOB price
_CATEGORY BREAK UP
Highlighting the focus categories for the season | any specific initiative / gaps
_QULITATIVE FEEDBACK
Summarize market specific product requirement | new market opportunities &
competition tracking
MARKETING BRIEF :
11. FASHION SEASONS
Sub-season Period
Early Spring February
Spring (Events – e.g. Valentine’s Day) February / March
Early Summer (Holiday) April / May
High Summer May / June
Summer Sale July
Transitional Autumn August
Back-to-school September / October
Autumn October / November
Christmas / Party December
Winter Sale December / January
12. OBSERVE :
THE CONSUMER
_MEET THE TARGET CONSUMER IN THEIR SURROUNDINGS
Visit popular hang out places to understand the lifestyle & preference of the target consumer
THE COMPETITION
_LOOK AT THE KEY COMPETION BRANDS - PRODUCT CATEGORY SPECIFIC
Understand & Analyze category specific competition | New retail development
INTERNATIONAL TRENDS
_WGSN - SEASONAL TRENDS
Translate global trends for local requirements
_TRADE SHOWS
B&B See & understand the direction that global trend is taking
13. IDEATE : BRAINSTORM &
INSPIRATION
_KEY DIRECTION FOR THE SEASON | FABRICS & TRIMS | COLORS | SILHOUETTE
Finalise Key product direction across product categories
_RELEVANT IMAGERY & PRODUCT PICS
First cut visualization of the seasonal concepts | Ideas using product images
_CATEGORY SPECIFIC FABRIC & TRIM BOARDS
Includes specific fabric development needs
24. SHARE : SEASONAL CONCEPTS, PRODUCT
DIRECTION
_Concept presentation to the buyer’s design team
_Key competition analysis takeaways
_Key international trends
_Seasonal concept board
_Silhouette / graphic direction
25. DESIGN : DETAILED STYLE SHEETS
FOR PROTO DEVELOPMENT
_FIRST CUT SKETCHES WITH GRAPHIC / SILHOUETTE / COLOR DIRECTION
_STYLE SHEET WITH GRAPHICS & KEY MEASUREMENTS HANDED OVER FOR
PROTO MAKING
_WASHING & FINISH DEVELOPMENT
32. REVIEW : LINE ARCHITECTURE
_Share concepts / stories / graphics direction with entire marketing team
_Wash developments samples, proto & sketches
_Record marketing teams feedback & rating on product line & gaps
_Review, evaluate & incorporate line arch consolidated comments
33. SELL : LINE PRESENTATION & BOOKING
_Share concepts / color / graphics direction with buyers
_Share key look | must buy big merchandising ideas
_Share visual line plan for easy ref for booking
_Product presentation
34.
35. LOOK BOOK SS & AW
_Online display of look book for the seasons/ testimonials on design by buyers
