Merchandisng 13


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Merchandisng 13

  1. 1. Subject: Merchandising Session: 13 Content: Range Development process, general Range development and specific range development Jagriti Mishra, NIFT, Gandhinagar
  2. 2. Product/Range development <ul><li>Product/Range development is the process of market and trend research, merchandising design, and development of the final product. </li></ul><ul><li>Merchandisers or product managers, designers, and their assistants are all involved in the development of a line or collection of the fashion manufacturers’ product. </li></ul><ul><li>Product/Range development is the process of market and trend research, merchandising design, and development of the final product. </li></ul><ul><li>Line development is the creation of a line, also referred to as a collection( a group of garment styles that is presented by apparel companies to their customers for sale and delivery during a specific time period. </li></ul>
  3. 3. DEFINITIONS <ul><li>Product range: The total product range that you are developing for a particular market e.g. Export Product Range. </li></ul><ul><li>Style: A distinctive common aspect that appears in all products, determined by the raw materials, the production techniques or inspiration behind the products e.g. Contemporary, Traditional, Classic. </li></ul><ul><li>Theme/Story/Concept: A subject of trend where ideas are drawn and collated from common inspiration to create a unified ‘look’. </li></ul><ul><li>Storyboard/Concept board: A visual representation of the theme/story/ concept. </li></ul><ul><li>Product group: Groups of products that have the same overall function or are produced from the same material type. </li></ul><ul><li>Collection: Families, groups or sets of products that have common elements of design linking them to each other e.g. decoration, shape, finish. </li></ul>
  4. 4. Product/Range development <ul><li>It basically depends on the : </li></ul><ul><li>Season selected </li></ul><ul><li>Buyer(his own ranges) </li></ul><ul><li>Buyer strategy </li></ul>
  5. 5. The line development must achieve the following: <ul><li>Understanding: acquire and maintain a thorough sense of market and target consumer by line development team. </li></ul><ul><li>Conceptualization: be able to quickly and effectively visualize new styling ideas and communicate the concepts. </li></ul><ul><li>Creation: the ability to develop finished garment styles that meet the expectations set forth in conceptualization stage through an efficient design process. </li></ul>
  6. 7. Research <ul><li>Understanding of target markets </li></ul><ul><li>Predict market apparel requirements </li></ul><ul><li>Responsibility of translating marketing strategies into salable products. </li></ul>
  7. 8. <ul><li>Market research: Merchandisers can determine the characteristics of a market through segmentation studies or by collecting data directly from a company’s target market. </li></ul><ul><li>Fashion trend research : Merchandisers must keep themselves updated on fashion marketplace which can be achieved through reading trade publications, international fashion magazines, using predictive services, etc. </li></ul><ul><li>Color research : By forecasting agencies like Color Council, Promostyl, International Color Authority, etc. </li></ul><ul><li>Fabric and trim research: Valuable forecasting on by fiber organizations like DuPont, Wool mark, Cotton Incorporated </li></ul>
  8. 9. Line plan <ul><li>Sets parameters for company’s product line </li></ul><ul><li>Chart organized by product categories which shows the number of styles, fabrics, colors, sizes that are expected to be included in a line </li></ul><ul><li>The line must take into account the following: </li></ul><ul><ul><li>The brand’s positioning </li></ul></ul><ul><ul><li>Projected sales </li></ul></ul><ul><ul><li>Economic conditions </li></ul></ul><ul><ul><li>Balance by price ranges </li></ul></ul><ul><ul><li>Balance to accommodate climate </li></ul></ul><ul><ul><li>Balance for fashion content </li></ul></ul>
  9. 13. Color Board
  10. 14. Styling Directions <ul><li>Styling concepts which meet the need of the target market </li></ul><ul><li>Primary factors to consider are color, fabric and sillouhette </li></ul><ul><li>Inspiration from arts, music, sports, fashion etc. drives the creative process. </li></ul><ul><li>Styling concepts can be communicated through style boards </li></ul>
  11. 16. Product development <ul><li>Process of creating each individual style within the line </li></ul><ul><li>After the research process is over, silhouettes are developed, fabrics and trims selected, prototypes made and specifications created. </li></ul>
  12. 17. Fabric selection <ul><li>Must take into consideration the following factors: </li></ul><ul><li>Fiber content, </li></ul><ul><li>fabric-construction, </li></ul><ul><li>texture and engineered effects, </li></ul><ul><li>prints, </li></ul><ul><li>color range, </li></ul><ul><li>performance characteristics-wear factors, care requirements, drape, etc. </li></ul><ul><li>Versatility </li></ul><ul><li>Price and terms </li></ul><ul><li>Availability </li></ul><ul><li>Minimum order quantities </li></ul>
  13. 18. Silhouettes <ul><li>Transforming garment ideas into final garment sketches </li></ul>Line sheets <ul><li>Line sheets are created for each style group in a line plan </li></ul><ul><li>Designers provide the sketches of each style in the group along with fabric and color swatches </li></ul>
  14. 20. Prototyping <ul><li>After the silhouette has been approved, the next step is to create a prototype or the first sample. </li></ul><ul><li>Try prototype on a fit model </li></ul><ul><li>There are two primary methods to create prototypes: </li></ul><ul><ul><li>Draping </li></ul></ul><ul><ul><li>Flat patterns </li></ul></ul>
  15. 21. Following data are critical for a prototype request <ul><li>Company name </li></ul><ul><li>Season and date </li></ul><ul><li>Style code </li></ul><ul><li>Product identification </li></ul><ul><li>Prototype identification code </li></ul><ul><li>Detailed description of the garment </li></ul><ul><li>Technical drawing </li></ul><ul><li>Sample pattern identification code </li></ul><ul><li>Sample size measurements </li></ul><ul><li>Fabric description </li></ul><ul><li>Bill of materials </li></ul><ul><li>Cutting instructions </li></ul><ul><li>Sewing construction details </li></ul><ul><li>Labeling instructions </li></ul><ul><li>Finishing Instructions </li></ul><ul><li>Packaging Instructions </li></ul><ul><li>Target Price </li></ul>
  16. 22. Pre-costing <ul><li>Determine estimated cost for each new style </li></ul><ul><li>This estimate is called pre-costing </li></ul><ul><li>The precost formula must consist of material, labor, overhead design and distribution, general and administrative costs and mark up </li></ul>
  17. 23. Specifications <ul><li>Preliminary product specifications are made. </li></ul><ul><li>Product engineering is the analysis of a style to determine whether any pattern adjustments or construction changes can reduce the cost of producing the style while still achieving the desired design results. </li></ul>
  18. 25. Final costing <ul><li>Final costing or costing for sale based on data available </li></ul>
  19. 26. Adoption <ul><li>Line to viewed in entirety and evaluated </li></ul><ul><li>Company decides which styles will be dropped from the collection and which should be retained </li></ul>