6. Strategic Marketing
Original Idea ‐ Trend & Concept Research
The original idea or concept can come from many sources. In this process, Design
team conduct trendand concept research by shopping US and European markets and
conducts market research through mediums such as WGSN, WWD and etc., including
competitive landscape, consumer research, reviewing sales data and brainstorming.
Consumer Research
In consumer research, consumer statistics and behavior are studied to
understand the consumer, to anticipate his/her product needs. Consumer is the
person who actually purchases the product at retail. Consumer statistics include
their gender, age, household income, education level, profession and interests.
Design team then starts developing season line trend boards.
Sales Data Analysis & Retail Pricing
Sales data provide the actual sales performance of existing brands, product lines,
and single products. It is a valuable tool to determine what the future products
should be. In some cases, Merchandising team will communicate with customers
to identify best sellers and key items and feedback to Design team.
7. Strategic Marketing
Brand Development
The brand map allows you to see the competition in terms of their pricing and
performance, and to identify the position of your brand. Brands can have more than
one sub‐brand, sub‐brands can have more than one product line or collection, and
collections can have more than one product. Each product has a unique function in
the line. No two products should overlap. If two products have the same function,
you create "dollar trading", asking the consumer to choose one (not both) and diluting
your product mix.
Line Initiation
In Line Initiation, Design team starts process of laying out season concept boards by
utilizing buy samples and research materials. Design team puts together trend boards
for showing to customer.
Launch Calendar
A launch calendar is a timing plan for production introduction. The launch calendar
considers the consumers' mind‐set at any point in the year, for example, what events
are occurring in the market at the time of the planned launch? What holidays? What
are his or her needs based on that are considered. Based on the launch calendar of the
product, the Merchandising team usually creates target Time & Action calendar for
sampling and producing the product.
8. Product Development
Trend & Concept Alignment
After trends and concepts are identified and directed, Design team
starts sketching and graphic art design of the product.
24. Basic Costing Procedure
Received Tech File
Review the file
Make Fabric Consumption
Collect Fabric & Accessories price from concern supplier
Determine CM (Cost of Manufacturing)
Price quotation
25. Some Examples
Men’s Basic Denim Pant:
From: 'Mahmud / U2D Dhaka'
Sent: Wednesday, July 30, 2008 4:23 PM
To: 'Monir'
Cc: 'Dedar'; Sunil/Up2date Dhaka
Subject: Benetton Men’s basic: 4UI357528
Dear Monir,
See the below fabric details and confirm the price for this style for Benetton India.
Fabric details:
Style# 98275.
12 oz Dark Indigo Cross Hatch Denim.
Count:7.2x8.
Const:65x50.
Width:58/59"
*Fabric Price: US$ 2.35/yd
This is urgent and so please quote the price on top priority basis.
Best regards
Zia Uddin Mahmud.
