The document provides details about Lee, an American denim brand owned by VF Corporation. It discusses Lee's brand strategy, target customers, and design process for an upcoming Spring/Summer collection. The methodology section describes Lee's trend forecasting process which included market surveys, trend spotting, comparative studies and story development to inform the collection's designs. Key trends identified for tops and denims included varied silhouettes, washes, hem details and pocket treatments. Challenges of pattern development and sourcing materials on time are also summarized.

1. VF CORPORATION LTD
Guidence under
Mr. Geofery Prasanna
Mr.Heman Das
Ms. Samita

2. OBJECTIVE
To develop a range of 8 garments for S/S 14-15

3. Understanding
brand & its
working system
Documentation
on its working
system
Start the design
process by
market survey
Comparative
study with other
brands
Trend spottingForecast study
Story
development
sourcing
Development
of tech packs
Patterns
development
Production Presentation
METHODOLOGY

4. ABOUT THE BRAND
•Lee is an American brand of denim jeans, first produced in 1889 in Salina,
Kansas.
•The company is owned by VF Corporation, the largest apparel company in
the world. Its headquarters is currently in Merriam, Kansas, just outside of
Kansas City, Missouri.
•The company states that they are an international retailer and
manufacturer of casual wear and work wear and that they have more than
400 employees in the United States.

5. Lee business strategy
• Segmenting
• targeting
• Positioning
Right
stp’s
• Product
• Price
• Place
• Promotion
Right
4p’s

6. HISTORY & ITS IMPORTANT INNOVATIONS

11. LEE
STORES

12. LEE WOMENS
CUTOMERS-
18 – 35 YRS
UPPER MIDDLE CLASS
USP
YOUTH; EASY GOING;
BRAND HAS POSITIONED
ITSELF AS EVERYONE JEANS

13. DESIGN
PROCESS
Comparative study
Trend spotting
Forecast study
Story development

14. Design Process was based on
• Forecast
•Trend Spotting
Being a retail giant , Lee’s Apparel collection not only focuses on it’s
personality but tries to reflect the personality of the consumer.
Hence, a thorough forecasting was an important part of determining the
collection.
From the forecast, the following has been derived,
• The direction in which the denim brands are moving.
•The new innovations and trends for the upcoming season
•The denims are being explored more in terms of the details that gives the
brand a great opportunity for the invention of new trends

15. MARKET SURVEY
STORES VISITED & BRANDS STUDY THROUGH NET
LEVI STRAUSS
WRANGLER
PEPE
Competitors Other aspiration brands
VERO MODA
ZARA
TOMMY HELFIGER
DIESEL

16. PRICES

17. DENIMS

18. Trend forecast
S/S 2014-2015

19. Forecasting sites
www.wgsn.com
www.promostyl.com
www.stylesight.com
www.pinterest.com
www.fashionforecast.com

20. FORECAST STUDY S/S 14-15
TOPS

21. TOPS TRENDS S/S 14-15
HEM VARIATION
Different panel hem
Square
cut
back
hem Assymetrical
hemlines

22. SILLOUHETTES
•Straight cut
•Boxy fit
•Use of different
panels
•Back openings

23. SLEEVE VARIATIONS
USE OF NET
VARIATION OF
CAP SLEEVES
BELL SHAPED
CUT OUTS
STRAIGHT

24. EXPOSED ZIPPER
zipper at front
(mock)
Functional
exposed zipper
Some of the front & back
exposed zippers

26. Variation of cowled/ overlap tops

27. Printed fabrics on
yoke & pockets
Enzyme washes
on denim
Prints & Graphics on
t-shirts

29. FORECAST STUDY S/S 14-15’
DENIMS

30. VARIATION IN FITS
STRAIGHT FIT
SKINNY
TAPERED AT HEM
BAGGY
HIGH WAISTED
TROUSER DENIMS

31. VARIATION AT HEMLINES
FOLDED HEM CROPPED HEM
DIFFERENT COLORD
FABRIC FOLD
DIFFERENT FABRIC
INSIDE
DIFFERENT PATTERN

32. VARIATION IN POCKET DETAILINGS
PATCH POCKETS
USE OF ANOTHER FABRIC
UNDER PATCH POCKET
SURFACE
DEVELOPMENT ON
BACK POCKET
STUDS ON COIN
POCKET
PATCH POCKET AT
FRONT

33. VARIATION IN WASHES & PRINTS LAZER PATTERNS
TIE &DYE PATTERNS
DISCHARGE PRINT
ILLUSION EFFECT

34. DIFFERENT COLORED PANEL DENIMS

35. Trend spotting

36. Methodology of trend spotting
1. Visiting stores
2. Visiting brand websites
3. Visiting online shopping sites
4. Taking street shots
5. Observing trends among my batch mates, relatives & friends.
6. Discussion among the girls about their choices & preferences.

37. Trend study
Tops

42. CONCEPT & INSPIRATION

44. MY STORY

45. COLOR STORY

46. Specification sheets

78.  TOOLS USED: BROWN PAPER
 BASE SPEC OF DENIMS: 28” MAXI & JEGGINGS
 BASE SPEC OF T-SHIRTS: BASIC BLOCK ‘M’ SIZE
 CHALLENGES:
1. ALTERNATIONS IN PATTERNS WITH THE HELP OF MASTERS
2. REDO OF PATTERN DEVELOPMENT
 KEY LEARNINGS:
1. FIT SAMPLE IS VERY IMPORTANT TO UNDERSTAND THE PATTERN
CORRECTLY
2. THE PERFECTION IN PATTERN MAKING COMES WITH EXPERIENCE IN
SAMPLING UNIT
 VENDORS OF PATTERN AND SAMPLE DEVELOPMENT:
1. DENIM JEANS: INDURO LIFESTYLE RESOURCES
2. TOPS : HNN APPARELS LTD
PATTERN MAKING

79. CHALLENGES
1. Sourcing right materials & right trims
2. Production houses busy in their own productions so
coordinating according to it.
3. Explaining to the pattern master
4. Technical mistakes
5. Time factor

80. Thank you