The document summarizes a production process and final presentation for a casual lifestyle women's clothing brand called ODESSA. It outlines details of the brand concept, including the style, name origin, target market, and competitors. Product categories include tops, bottoms, dresses, and accessories. Pricing and distribution channels are also summarized. The brand aims to position itself as a casual, comfortable alternative to surf lifestyle brands by focusing on basics and affordability.

1. Production Process
Final Presentation
By: Laia Bonastre, Patricia Lorente, Olivia Llagostera - Production Process - 07.June.2010

2. Concept
Casual Lifestyle Brand
Women’s wear collection
Spring Summer 2011
Style: Comfortable, relaxed, easy to wear. Casual/day wear.
Doesn’t follow trends. It is very focused on creating a clothing line that everyone can feel
comfortable and identified, where clothes don’t change so much from Summer to Winter.
Brand and Store name
ODESSA
•Comes from Greek
•Odysseus

3. Concept
Clothing:
• Tops: Hoodies, T-shirts, Tops, Shirts, Cardigans
• Bottoms: Jeans, Shorts, Skirts
• Dresses
• Accessories: Hats, Jewelry, Bags, Sunglasses
• Swim-wear: Bikinis
• Footwear: Sneakers, flip flops, sandals

4. Price
Affordable prices in comparison to Competitors
• Vans 25 € - 70 € • Scotch and Soda 20 € - 250 €
• American Apparel 10 € - 100 € • Rip curl 25 € - 310 €
• Roxy 20 € - 100 € • Volcom 30 € - 260 €
• O’neill 17 € - 130 € • Wesc 19 € - 200 €
• Wildfox 45€ - 139€ • American Eagle 10 € - 180 €
US 7€ - 95€

5. Price
Affordable prices in comparison to Competitors
Footwear
Flip Flops: 7€ - 20€ 16€ - 45€
Sandals: 20€ - 45€ 35€ - 55€
Clothing Sneakers: 39€ - 85€ 59€ - 89€
Tops: 15€ - 35€ 28€ - 59€
Hoodies: 35€ - 60€ 62€ - 79€
Sweatshirts: 25€ - 49€ 50€ - 79€
Shirts: 25€ - 40€ 40€ - 69€ Swim-wear
Shorts: 18€ - 32€ 37€ - 65€ Bikinis: 10€-35€ 51€-78€
Jeans: 49€ - 80€ 69€ - 90€
Dresses: 39€ - 55€ 65€ - 79€
Skirts: 28€ - 35€ 40€ - 65€
Accessories
Jackets: 50€ - 80€ 65€ - 119€
Backpacks: 16€-35€ 25€-50€
Belts: 11€-30€ 23€ - 50€
Underwear:11€-40€ 26€-40€
Sunglasses: 45€-79€ 75€-95€
Hats: 14€-25€ 16€-37€

6. Target
life stage
Age: 16 - 26
Gender: Female
Occupation: Students, First Jobs, Internships
Income: First salary - Depend on Parents (Middle Income)
Personality: Fun, Adventurous, Relaxed, Friendly, Active, outgoing, experimentive, open minded,
Free-spirited, discovering new things
What brands do they buy?
• Roxy
• Volcom
• Wildfox
• Vans
• Wesc
• American Eagle
• Rip Curl
• American Apparel
• Scotch & Soda
• O’Neill

7. Target
lifestyle
Books: Best sellers, travel books.
Music: Indie, minimal, electronic, Rock.
Hobbies: Being with friends, trying new things, DJing, learning music
instruments (guitar)
Interests: Reading, Adventurous sports, the outdoors, Traveling,
Photography, Art, music festivals
Activities: Wind Surf, Snowboarding, Surfing, Swimming, Kite-surf,
Skateboard, Running
Celebrities: Tallulah Morton, Kate Hudson, Lou Doillon

8. Target
wearing style
Fabrics: Cotton, jersey, synthetic fibers, Polyester, Denim
Colors: White, Black, Grey, Beige, Bright colors (Pink, Blue, Green, Orange)
Prints: Graphics T’s, squares, stripes
Types of Clothing: Comfortable, casual garments.
E.g: Broken Jeans, comfortable shoes (Sandals), Graphic tank-top and Cardigan.

9. Target
fashion dependence
Follow mainstream trends
• Very dependent to their own casual style
• Shopping because they feel its necessary
• Enjoy doing other things rather than going shopping
• Loyal to brands

10. Target
shopping preferences
•Shopping Areas: Around the beach
•Type of Store: Casual independent stores, Multi-
brand stores and Internet.
•Type of Service: Don’t need attended service, they
are sure of what they want and are true to their style

11. Target
drivers
quality
relaxed comfort
cool prints
price soft fabrics
colors sporty look
casual

12. Competitors
Two types of competitors
Surf lifestyle Brands: Alternative and more relaxed, basic brands:

13. Competitors
Surf Lifestyle Brands
Women's surfer lifestyle brand
• Surfers, snowboards, Skate boarders,
• Clothing, Accessories and Swim Wear
• Young Market
• Distribute Globally

14. Competitors
Alternative and more relaxed basic Brands
Alternative - Wildfox
• American Vintage-inspired women’s knitwear brand.
• Inspired by sleep-overs, beautiful books, fairies, dreams, vintage t-shirts and their friendship
• Based on love and having fun.
• Internationally, Wildfox Couture is distributed in over 30 countries worldwide: U.K., Germany,
Japan, South Korea, Australia, Russia and Taiwan, Harvey Nichol’s, Selfridges and Queen for a Day.

15. Competitors
Alternative and more relaxed basic Brands
Basic brands (AA, Scotch & Soda)
• Basics brand for people of all ages
• Global
• Don’t focus on any concrete target
• Simple yet attractive clothing

16. Competitors
Our Direct Competitors
WeSc
• ‘We are the Superlative Conspiracy’ is a Swedish clothing brand, based mainly on skateboarding
influences and style.
• Founded in 1999,
• WeSC has their own stores in among other places Tokyo, Beverly Hills, Munich, Berlin, Paris,
Oslo and New York, as well as being sold in a large number of other cities.

17. Competitors
Our Direct Competitors
American Eagle Outfitters
• American clothing line and accessories
• Targets teens and young adults.
• Catch phrase “live your life”

18. SWOT
strengths opportunities
•Basics - everyone can wear it •Becoming the leader in casual clothing
•Affordable •Expand our stores in Europe
•Wearable •To be the first choice for customers when
•Large Target buying basics
•Comfortable
•Spanish brand
weaknesses threats
•Not the best quality •Many competitors
•Easily replaced •Financial crisis
•New brand - no awareness

19. Positioning
Surf style vs. casual

20. Positioning
Surf style vs. casual
+ Surf Style
- Casual Style
ODESSA + Casual Style
- Surf Style

21. Benchmark Distribution
Roxy Scoth & Soda
Multi brand, Own store, Website Own Store, Multi- brand website
Rip Curl American Apparel
Multi Brand, Own store, Website Own Store, Website
Volcom WeSc
Multi brand, Own store, Website Website, Own store
Vans Wildfox
Multi Brand, Own store, Website Website
O’Neill American Eagle Outfitters
Multi brand, Own store, Website Own Store, Website

22. Distribution
Traditional
• Own Store
• Spain & France (14 selling points)
FRANCE SPAIN
• Hossegor •Barcelona (x2)
• Marseille • Tarifa (x3)
• Lyon • Sitges
• Zarautz
• Ibiza
• Playa de Aro
• Málaga
• San Sebastian

23. Timing
•Production trip
•Trips •Fast
Market In shop
Ideas •Sample store Pre Spring
Development •Catwalk •Order Fast Spring
Research •Colour
•Develop high Summer
card Market Summer
season
July August September October November December January
Garment Development Production
Traditional

24. Store
• Whole collection shown in all stores
• Small sized stores
• Relaxed, comfortable, friendly and casual atmosphere
Total amount of garments in Store - 41
T - shirts: 10
Tops and tanks: 3
Dresses: 8
Jeans: 2
Shorts: 3
Skirts: 3
Bikini: 8
Hoodies: 2
Sweaters & cardigans: 2

25. Collection Sizing
Sizes: 34, 36, 38, 40, 42
Two garments of each for each style (sizes 34, 42)
Three garments of each for each style (sizes 36, 38, 40)
•Continuity Garments - 2 small and big sizes, 3 middle sizes of
each garment
•Current Garments - 2 sizes of each garment
•High Fashion Garments - 1 size of each garment

26. Collection
Structure (Balance Triangle)
1 size each High Fashion 2 styles
10 garments 5% 15 garments
2 Garments
Total amount
of garments:
2 sizes each Current Fashion 2 styles
959
100 garments 25% 200 garments
10 Garments
3 sizes each Models
377 garments Continuity Fashion 754 garments
70%
29 Garments

27. Collection
Structure (Triangle of
Contents)

28. Collection
Fabrics
Jersey Denim Cotton
-
Polyester Lycra Wool

29. Collection
Prints
Tribal Graphics Dots
Florals Stripes

30. Collection
Applications
Studs Zipper Buttons
Beads

31. Collection
Finishes Embroideries
Broken in effect Mélange effect

32. Collection colour cards
Pre spring summer
collection
Spring summer
collection
High summer
collection

33. Collection
1st income
2nd income
3rd income

34. Collection
Pre spring summer
collection (Example)

35. Production
Morocco & Turkey China
Fabrics: Cotton and denim Fabrics: Jersey, wool and synthetic
fibers (polyester, lycra)
Garments Garments
• Tanks • Tanks
• T-shirts • Sweaters & Hoodies
• Jeans • Skirts
• Shorts • Dresses
• Sweaters & Hoodies • Swim-wear
• Skirts
• Dresses
• Cardigans

36. Production
timing
Pre Spring in store Spring summer in store High summer in store
Garments sent to Garments sent to
(Garments from China, (Garments from China, (Garments from China,
China Morocco & Turkey
Morocco & Turkey) Morocco & Turkey) Morocco & Turkey)
Beginning October Beginning November December January March
•Everything with synthetics, jersey and wool goes to China and must
be sent before
•The rest is sent to Morocco and Turkey and will be sent after.

37. Technical Sheets 5 garments
Crochet chain Reversible Stretchy
Sweatshirt Dress
tank bikini broken Jeans

38. Technical Sheets 5 garments
Sweatshirt

39. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie

40. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Cotton 95% Cotton 95%
Elastane 5% Elastane 5% Cotton 95%
Elastane 5%
Beige Brown
Purple Light pink
Black Purple
Printed • Washing Machine
• No tumble dry

41. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Zipper Lace
Changes color according to rib color Changes color according to zipper and rib
Bead (x2) Circle (x2)
Fabric color Metallic color

42. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Trim
Color of the rib

43. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Center neckline
Left in the middle
Below the brand label in the center

44. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Print
•All over print
•3 colors
Water Print

45. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
All over print

46. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
2 Sleeves
2 Hoods
1 Waist Band
1 Back
2 Front
6 Pockets
1
1

47. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Sweater Cotton / Elastane 160 200 8€ 16€
Zipper Metal 1 0.30€ 0.30€
Lace Cotton - Acrylic 1 0.02€ 0.02€
Bead Metal 2 0.02€ 0.04€
Circle Metal 2 0.01€ 0.02€
Cotton 1 0.05€ 0.02€
Plastic 3 0.02€ 0.06€
Trim Polyester 1 0.01€ 0.01€
30 minutes 2€ 1€
2 seconds
15 minutes 2€ 0.5€
10 minutes 2€ 0.4€
5 minutes 2€ 0.2€
Trims 20 minutes 2€ 0.80€
Distribution 2 days 100€ 0.5€€
19.87€
19,87€ x 2.5 = 49.67

48. Technical Sheets 5 garments
Crochet chain
tank

49. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank

50. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Polyester100% Polyester 100%
Khaki Green
Hand Wash only

51. Spring Summer 2011 10. November, 2010
34. 36, 38, 40, 42 38
Crochet Chain Tank
Circle for chain
Circles forming a chain in order to keep the “holes”
open.

52. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Center neckline
On the left stitch
Under the brand label

53. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Crochet Tape

54. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Crochet Tape

55. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
1 Front
1 Back

56. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Top Polyester 160 cm 65 cm 6€ 4€
Chain Metal 100 0.01€ 1€
Cotton 1 0.05€ 0.02€
Plastic 3 0.02€ 0.06€
1 hour 45 min. 0.4€ 1€
1 hour and half 0.4€ 0.80€
10 minutes
0.4€ 0.82€
Distribution 5 days 200€ 2€
8.9€
8.9€ x 2.5 = 22.25€

57. Technical Sheets 5 garments
Dress

58. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress

59. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Polyester 100% Cotton 90%
Polyester 100%
Elastane 10%
Cotton 90%
Elastane 10%
Grey Beige Grey
White Beige White
Washing machine
No tumble drier

60. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Elastic string (x2)
One goes on the waist, the other above the bust

61. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Center back neckline
Center of the left side
Under the center of the Brand label

62. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Swiss Embroidery

63. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Embroidery

64. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
1 Front lining
1 Back lining
1 Top part
1 Bottom part
1 Embroidered front part
1 Embroidered Back part
1
1

65. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Bottom part of the dress Polyester 160 cm 6€ 5€
Lining Cotton Elastane 160 cm 100 cm 8€ 8€
Top part of the dress Cotton 160 cm 60 cm 7€ 3€
String Elastic 2 0.01€ 0.02€
Cotton 1 0.05€ 0.05€
Plastic 1 0.02€ 0.02€
2 hours 0.4€ 0.80€
30 minutes 0.4€ 0.2€
20 minutes 0.4€ 0.1€
Distribution 2 days 200 € 1€
Strings 10 minutes 0.4€ 0.1€
18.29€
18.29 x 2.5 = 45.72€

66. Technical Sheets 5 garments
Reversible
bikini

67. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini

68. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
Polyamide 80%
Main Fabric Elastane 20%
Polyamide Polyamide
Elastane Elastane
Printed Black
Fuchsia Pink
•Hand Wash
•No Tumble drier
•Dry clean

69. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
Circles (x3)
Must be sewn on by hand to allow the bikini to be
reversible and not see the seam. Wooden

70. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
No label because it is reversible

71. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
All over print - Fabric 1
Water print
Method: screen print
Colour 1 - Black (background)
Colour 2 - Purple
Colour 3 - Yellow
Colour 4 - Orange

72. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
All over print
Water print

73. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
4 Breast part
2 Front monokini
2 Back monokini
1 Neck strap
4 Back strap
3 Circles
2 - Both sides
1
For both fabrics (printed as well as plain)

74. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
China Production Prices
Bikini 1 side Polyamide - Elastane 150 cm 35 cm 5€ / m 1.75€
Bikini 2 side Polyamide - Elastane 150 cm 35 cm 2€ / m 0.70€
Circles Wood 3 0.20€ 0.60€
Size Cotton 1 0.02€ 0.02€
Cotton 2 0.10€ 0.20€
Cotton 1 0.05€ 0.05€
12 Minutes 0.04€ / min 0.48€
The fabric is already printed. Does not take time in the making
2 Minutes 0.02€ / min
Circles 1/2 Minutes 0.04€ / min 0.06€ / min
Distribution 5 dats 200€ 1€
4.86€
4.86€ x 2.5= 12.15€

75. Technical Sheets 5 garments
Stretchy
broken Jeans

76. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans

77. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Cotton 98% Cotton 100% Cotton 98%
Elastane 2% Elastane 2%
Cotton 100%
Dark denim Red
Light denim Black
Bleached denim White
Washing Machine

78. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Zipper Button
Metal zipper Bronze colour - metallic button
Strass (x14)
Bronze colour

79. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Center back waistline
Left font side
Center under the Brand label

80. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Broken effect
Washed out effect
Rib on sleeves and hem of the sweater

81. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Broken effect Wash effect

82. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
2 Front leg
2 Back leg
2 Pockets
2 Canseu
4 Waistband
1 Zip cover
1 Mini pocket
4 Cotton pockets
6 Waistband

83. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Jeans Cotton / elastane 160 cm 150 cm 6€ 9€
Zipper Metal 1 0.30€ 0.30€
Button Metal 1 0.05€ 0.05€
Strass Metal 14 0.02€ 0.28€
Cotton 1 0.05€ 0.05€
Plastic 1 0.02€ 0.02€
2 hours 2€ 4€
20 seconds 2€ 0.06€
2 minutes 2€ 0.1€
10 minutes 2€ 0.25€
10 minutes 2€ 0.25€
5 minutes 2€ 0.15€
Zipper 1 minute 2€ 0.03€
Strass 20 minutes 2€ 0.80€
Distribution 2 days 100€ 0.50€
1576€
15.76€ x 2.5 = 39.4€

84. thank you for your attention