PRODUCT DESIGN & DEVELOPMENT Paola Bertola, Chiara Colombi, Giuseppe Stabilini MILANO FASHION INSTITUTE

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1 PRODUCT DESIGN & DEVELOPMENT Paola Bertola, Chiara Colombi, Giuseppe Stabilini

2 PRODUCT DESIGN & DEVELOPMENT From merchandising planning to design planning: the collechon s architecture 2

3 MERCHANDISING PLAN: GOAL Planning the COLLECTION PRODUCT MIX considering Permanent core products (iconic products) Strongly representing the brand stylistic identity Renewed core products Seasonally interpretation of core products (fabrics, colours, costructions) Seasonal products Lasting just one season Basic products Satisfying basic needs, complementary products

4 MERCHANDISING PLAN: INPUTS history, positioning, company strategy market trends (sell in and sell out data) early selling season s forecast selling goals

5 MERCHANDISING PLAN: WHO NEEDS IT The whole company, as a guideline The style office to plan the design activity

6 MERCHANDISER is not a fashion designer, but has the knowledge of the trend well knows the rhythm and method of the products development is not a production specialist, but knows the references and the rhythm of the production process has a deep knowledge of the market

7 MERCHANDISER the Merchandiser (Brand Manager, Product Man, Category Manager, etc..) is a connection figure: commercial structure style structure production structure product structure is a figure not encoded in the small businnes, but is strongly increasing in the middle - big companies needs to have a technical approach in terms of style, marketing, commercial and economic world one merchandiser for each line/brand

8 MERCHANDISER introduces the collection to the commercial figure, who inturn introduces it to buyers assists sales campaign is up-to-date about marketing strategy of compertitors (new lines, prices, way of distribution..) prepares the MERCHANDISIGN PLAN and diffuses it inside the company

9 SKU (Stock Keeping Unit) Is the combination among STYLE X FABRIC X COLOR With different combinahon formula, to define the width and depth of the product range

10 SKU TIPOLOGY STYLE FABRIC COLOR 1 SKU

11 MERCHANDISING PLAN Relationship among Planned SKU really introduced SKU sold SKU (sell in) delivered SKU (production needs, minimum sales...) sold SKU to the final consumer and best seller (sell out)

12 MERCHANDISING PLAN is not related to the stylistic contents, that are managed by ad hoc tools (collection brief, stylistic theme, colors palette, etc..)

13 MERCHANDISING PLAN The qualitative aspect of merchandising plan is related to covering all occasion of use which are appropriate to the brand and specific collection

14 FORMAL WORK

15 INFORMAL WORK

16 INFORMAL EVENING / INFORMAL SPECIAL OCCASION

17 EVENING

18 LEASURE / CASUAL

19 LEASURE / ACTIVE

20

21 OCCASION OF USE: THE BRAND CONTEXT WORK LEISURE SPECIAL OCCASIONS FORMAL INFORMAL CASUAL ACTIVE FORMAL INFORMAL WORK LEISURE SPECIAL OCCASIONS INFORMAL CASUAL INFORMAL

22 HAUTE COUTURE: DIOR VS CHANEL INFORMAL

23 HAUTE COUTURE / DIOR

24 HAUTE COUTURE / DIOR / FORMAL WORK

25 HAUTE COUTURE / DIOR / INFORMAL WORK

26 HAUTE COUTURE / DIOR / INFORMAL SPECIAL OCCASION

27 HAUTE COUTURE / DIOR / FORMAL SPECIAL OCCASION

28 HAUTE COUTURE / CHANEL

29 HAUTE COUTURE / CHANEL / FORMAL WORK

30 HAUTE COUTURE / CHANEL / INFORMAL WORK

31 HAUTE COUTURE / CHANEL / INFORMAL SPECIAL OCCASION

32 HAUTE COUTURE / CHANEL / FORMAL SPECIAL OCCASION

33 HAUTE COUTURE / DIOR vs CHANEL

34 PRET-A-PORTER DI LUSSO: GUCCI vs BOTTEGA VENET WORK LEISURE SPECIAL OCCASIONS FORMAL INFORMAL CASUAL ACTIVE FORMAL INFORMAL WORK LEISURE SPECIAL OCCASIONS FORMAL INFORMAL FORMAL INFORMAL

35 LUXURY PRET-A-PORTER / GUCCI

36 LUXURY PRET-A-PORTER/ GUCCI / FORMAL WORK

37 LUXURY PRET-A-PORTER/ GUCCI / INFORMAL WORK

38 LUXURY PRET-A-PORTER/ GUCCI / INFORMAL SPECIAL OCCASION

39 LUXURY PRET-A-PORTER/ GUCCI / FORMAL SPECIAL OCCASION

40 LUXURY PRET-A-PORTER/ BV

41 LUXURY PRET-A-PORTER/ BV / FORMAL WORK

42 LUXURY PRET-A-PORTER/ BV / INFORMAL WORK

43 LUXURY PRET-A-PORTER/ BV / INFORMAL SPECIAL OCCASION

44 LUXURY PRET-A-PORTER/ BV / FORMAL SPECIAL OCCASION

45 LUXURY PRET-A-PORTER/ GUCCI vs BV

46 PRET-A-PORTER: MAX MARE VS PINKO CASUAL

47 PRET-A-PORTER / MAX MARA

48 PRET-A-PORTER / MAX MARA / FORMAL WORK

49 PRET-A-PORTER / MAX MARA / INFORMAL WORK

50 PRET-A-PORTER / MAX MARA / INFORMAL SPECIAL OCCASION

51 PRET-A-PORTER / MAX MARA / FORMAL SPECIAL OCCASION

52 PRET-A-PORTER / PINKO

53 PRET-A-PORTER / PINKO / FORMAL WORK

54 PRET-A-PORTER / PINKO / INFORMAL WORK

55 PRET-A-PORTER / PINKO / INFORMAL SPECIAL OCCASION

56 PRET-A-PORTER / PINKO / FORMAL SPECIAL OCCASION

57 PRET-A-PORTER / PINKO / CASUAL

58 PRET-A-PORTER / MAX MARA vs PINKO

59 YOUNG PRET-A-PORTER: MIUMIU vs VERSUS

60 YOUNG PRET-A-PORTER / MIU MIU

61 YOUNG PRET-A-PORTER / MIU MIU / FORMAL WORK

62 YOUNG PRET-A-PORTER / MIU MIU / INFORMAL WORK

63 YOUNG PRET-A-PORTER / MIU MIU / INFORMAL SPECIAL OCCASION

64 YOUNG PRET-A-PORTER / MIU MIU / FORMAL SPECIAL OCCASION

65 YOUNG PRET-A-PORTER / VERSUS

66 YOUNG PRET-A-PORTER / VERSUS / FORMAL WORK

67 YOUNG PRET-A-PORTER / VERSUS / INFORMAL WORK

68 YOUNG PRET-A-PORTER / VERSUS / INFORMAL SPECIAL OCCASION

69 YOUNG PRET-A-PORTER / VERSUS / FORMAL SPECIAL OCCASION

70 YOUNG PRET-A-PORTER / MIU MIU vs VERSUS

71 CASUAL: TOMMY HILFIGER vs AQUASCUTUM CASUAL ACTIVE

72 CASUAL / TOMMY HILFIGER

73 CASUAL / TOMMY HILFIGER / LEISURE / CASUAL

74 CASUAL / TOMMY HILFIGER / INFORMAL WORK

75 CASUAL / TOMMY HILFIGER / FORMAL WORK

76 CASUAL / TOMMY HILFIGER / INFORMAL SPECIAL OCCASION

77 CASUAL / AQUASCUTUM

78 CASUAL / AQUASCUTUM / CASUAL

79 CASUAL / AQUASCUTUM / INFORMAL WORK

80 CASUAL / AQUASCUTUM / FORMAL WORK

81 CASUAL / AQUASCUTUM / INFORMAL SPECIAL OCCASION

82 CASUAL / TOMMY HILFIGER vs AQUASCUTUM

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