PRODUCT DESIGN & DEVELOPMENT Paola Bertola, Chiara Colombi, Giuseppe Stabilini
PRODUCT DESIGN & DEVELOPMENT From merchandising planning to design planning: the collechon s architecture 2
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
MERCHANDISING PLAN: INPUTS history, positioning, company strategy market trends (sell in and sell out data) early selling season s forecast selling goals
MERCHANDISING PLAN: WHO NEEDS IT The whole company, as a guideline The style office to plan the design activity
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
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
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
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
SKU TIPOLOGY STYLE FABRIC COLOR 1 SKU
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)
MERCHANDISING PLAN is not related to the stylistic contents, that are managed by ad hoc tools (collection brief, stylistic theme, colors palette, etc..)
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
FORMAL WORK
INFORMAL WORK
INFORMAL EVENING / INFORMAL SPECIAL OCCASION
EVENING
LEASURE / CASUAL
LEASURE / ACTIVE
OCCASION OF USE: THE BRAND CONTEXT WORK LEISURE SPECIAL OCCASIONS FORMAL INFORMAL CASUAL ACTIVE FORMAL INFORMAL WORK LEISURE SPECIAL OCCASIONS INFORMAL CASUAL INFORMAL
HAUTE COUTURE: DIOR VS CHANEL INFORMAL
HAUTE COUTURE / DIOR
HAUTE COUTURE / DIOR / FORMAL WORK
HAUTE COUTURE / DIOR / INFORMAL WORK
HAUTE COUTURE / DIOR / INFORMAL SPECIAL OCCASION
HAUTE COUTURE / DIOR / FORMAL SPECIAL OCCASION
HAUTE COUTURE / CHANEL
HAUTE COUTURE / CHANEL / FORMAL WORK
HAUTE COUTURE / CHANEL / INFORMAL WORK
HAUTE COUTURE / CHANEL / INFORMAL SPECIAL OCCASION
HAUTE COUTURE / CHANEL / FORMAL SPECIAL OCCASION
HAUTE COUTURE / DIOR vs CHANEL
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
LUXURY PRET-A-PORTER / GUCCI
LUXURY PRET-A-PORTER/ GUCCI / FORMAL WORK
LUXURY PRET-A-PORTER/ GUCCI / INFORMAL WORK
LUXURY PRET-A-PORTER/ GUCCI / INFORMAL SPECIAL OCCASION
LUXURY PRET-A-PORTER/ GUCCI / FORMAL SPECIAL OCCASION
LUXURY PRET-A-PORTER/ BV
LUXURY PRET-A-PORTER/ BV / FORMAL WORK
LUXURY PRET-A-PORTER/ BV / INFORMAL WORK
LUXURY PRET-A-PORTER/ BV / INFORMAL SPECIAL OCCASION
LUXURY PRET-A-PORTER/ BV / FORMAL SPECIAL OCCASION
LUXURY PRET-A-PORTER/ GUCCI vs BV
PRET-A-PORTER: MAX MARE VS PINKO CASUAL
PRET-A-PORTER / MAX MARA
PRET-A-PORTER / MAX MARA / FORMAL WORK
PRET-A-PORTER / MAX MARA / INFORMAL WORK
PRET-A-PORTER / MAX MARA / INFORMAL SPECIAL OCCASION
PRET-A-PORTER / MAX MARA / FORMAL SPECIAL OCCASION
PRET-A-PORTER / PINKO
PRET-A-PORTER / PINKO / FORMAL WORK
PRET-A-PORTER / PINKO / INFORMAL WORK
PRET-A-PORTER / PINKO / INFORMAL SPECIAL OCCASION
PRET-A-PORTER / PINKO / FORMAL SPECIAL OCCASION
PRET-A-PORTER / PINKO / CASUAL
PRET-A-PORTER / MAX MARA vs PINKO
YOUNG PRET-A-PORTER: MIUMIU vs VERSUS
YOUNG PRET-A-PORTER / MIU MIU
YOUNG PRET-A-PORTER / MIU MIU / FORMAL WORK
YOUNG PRET-A-PORTER / MIU MIU / INFORMAL WORK
YOUNG PRET-A-PORTER / MIU MIU / INFORMAL SPECIAL OCCASION
YOUNG PRET-A-PORTER / MIU MIU / FORMAL SPECIAL OCCASION
YOUNG PRET-A-PORTER / VERSUS
YOUNG PRET-A-PORTER / VERSUS / FORMAL WORK
YOUNG PRET-A-PORTER / VERSUS / INFORMAL WORK
YOUNG PRET-A-PORTER / VERSUS / INFORMAL SPECIAL OCCASION
YOUNG PRET-A-PORTER / VERSUS / FORMAL SPECIAL OCCASION
YOUNG PRET-A-PORTER / MIU MIU vs VERSUS
CASUAL: TOMMY HILFIGER vs AQUASCUTUM CASUAL ACTIVE
CASUAL / TOMMY HILFIGER
CASUAL / TOMMY HILFIGER / LEISURE / CASUAL
CASUAL / TOMMY HILFIGER / INFORMAL WORK
CASUAL / TOMMY HILFIGER / FORMAL WORK
CASUAL / TOMMY HILFIGER / INFORMAL SPECIAL OCCASION
CASUAL / AQUASCUTUM
CASUAL / AQUASCUTUM / CASUAL
CASUAL / AQUASCUTUM / INFORMAL WORK
CASUAL / AQUASCUTUM / FORMAL WORK
CASUAL / AQUASCUTUM / INFORMAL SPECIAL OCCASION
CASUAL / TOMMY HILFIGER vs AQUASCUTUM