final porfolio 2013_01
Post on 22-Jul-2015
123 Views
Preview:
TRANSCRIPT
lisa bentley-phillips 2012
About our team:
The Kids II Trend & Surface team is a multi faceted set of experts that delivertrend right solutions for each our customers worldwide. Our team is comprised of experienced individuals each with a unique skill set and background. The team consists of trend researchers and strategists, designers, material specialists, and in house prototype engineers.Every year our team travels globally to attend trade shows, trend shop and conduct market research.
Our team understands and delivers on the individual market needs of each of our retail partners.
Who we areTrend & Surface Team
Evolutionary Revolutionary
EvolutionaryIncremental
New Users
Existing Users
New
Offerin
gs
Exis
tin
g O
ffer
ing
s
Finding the right balance:
Our team uses a variety of trend services and forecasting consultancies to provide us with key information and datathat will impact our future businesses and how we capitalize on it.
Our job is to take that information and translate it into meaningful brand appropriate designs that are responsive tofuture trend and styling, not reactionary.
We use many of resources to carefully plan and strategize the direction of our brands and products. Our results are a fine balance Brand Appropriateness, Trend Influences, Market Research, and Retailer Sales and Feedback.
What we doTrend & Surface Team
TrendInsight
MarketResearch
CategoryExpertise
fashion development process01.03.12Trend & Surface Team
trend forecasting product development production
april/may 2012
trend service consultation
Macro Trends - Future Consumer Insight Presentation
Once yearly ‘big picture’ audio/visual presentation that outlines the social, cultural, political and economic drivers that will shape Kids II consumers taste (parents and grand-parents), affect their budget and influence their mood. Detail precisely how this information impacts behaviour in and around the home and on retail in general. Presentation must include: -trend forecasting -market knowledge and data -referencing social data -statistics -consumer behaviour directions -new materials -technology developments
march 2012
brand lifestyle defining
Indentify where each of our brands live stylistically
Establish a corporate point of view on each of brands and define them by a Good, Better & Best segmentation strategy.Create and utilize tools to help define where each of our brands reside as well as identify white space opportuniteswithin our assortment and product offerings.
Tools to be utilized and created: -consumer segmentation study -brand lifestyle axis -market research -competetive landscape analysis -trend curve
fashion development process01.03.12
brand & product strategy development
Kids II Internal Development Kids II Internal Development Kids II Internal Development
design trends provided by trend consultation
tailor trends to brands
june-july 2012
brand trend development
Trends Tailored to Kids II owned brands
Once yearly analysis and definition of how own our Micro trends can individually effect and apply to each of our brands.To be completed internally by the Trend and Surface team or externally by a Trend Consultantcy. Micro Trends to include: -visual trend boards -color direction -material direction -print and pattern direction
01.03.12
fashion development process
Design Trend1
BrightStarts
Taggies InG C&H
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
tDesignTrend
3
BrightStarts
Taggies InG C&H
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
Design Trend2
BrightStarts
Taggies InG C&H
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
con
cep
t d
evel
op
men
t
trend development
fashion development processaugust 2012
product concept development
Retailer Channel Strategy Development
Define and update new product proposals for individual retailers. -identify retailer channel whitespce -understand competetive landscape -partner with product management -define retailer channel strategy
september-october 2012
product design development
-Development of new platforms and new construction prototypes.-Internally design art for collection development.-Review layflat designs for internal conscensus and fashion direction.-Proceed to 3d renderings for final approval.
product concept & channel strategy development
tier 1: BRU, TGT, WMT
tier 2: BBB, International
tier 3: all others
1. cut & sew exploration
2. layflat art placement
3. rendering 3d
01.03.12
fashion development process01.03.12
prototyping, testing & line reviews
november 2012 - january 2013
sample and prototype development
-Internally write and review specs.-Release specs for prototyping.-Review Samples-Revise and Refine Specs for 2nd Sample.
january-february 2013
consumer/user testing studies
-Review new products with consumer groups-Test new fashions and designs in online surveys-Conclude data and calculate next steps
march-april 2013
line review meetings
-Internally review sales call needs.-Prepare individual retailer presentations.-Present to retailers-Revise and refine product designs as needed.
$
may 2013 - july 2013
fnalize product development
-Approval of Rollers and Lab Dips-Release specs for Final Spec-Review “Golden” Samples- SAS Approval and Sign Off
Trend and Fashion Development Calendar
january february march april may apriljunejuly august september october november december january february marchjuly august september october november december
20132012 2014
Trend Consultants: Design Works - Trend InsightNarrative - Trend Casting ServiceTrend Bible - Trend & Color BookMix (UK) - Quaterly Trend Book
Research Sources:WGSN/Style SightMud PieFashion Snoops
-Finalize Renderings-Internal Approval-Retailer Buy In
-Fashion Concept Research-Fashion Concept Re�nement-Fashion Reviews w/ Retailers-Fashion Mock Up Consumer Testing
Trend Re�nement:-Brainstorming-Analysis-De�ning
Industry Trade Shows & Retail Research:Kind & JugendBubble LondonPlaytime Paris
Fashion Develop.Kick O�End of Year 2014.
trend forecasting product development
FinalSpec Release11/08/14 OBS
PreliminarySpec Release11/08/14 OBS
LondonParisAmsterdamNY & LA
function 1 : Trend Consultation and Direction Kick O� function 1 : Fashion Development Concept Development
function 2 : Retail Trend Shopping and Trade Show Reporting function 2 : Fashion Development Validation
function 3 : Online Trend Sourcing and Cross Validation function 3 : Fashion Development Con�rmation
function 4 : Trend De�nition and Building function 4 : Preliminary Sample Speci�cation
function 5 : Final Presentation Building function 5 : Final Product Design Speci�cation
function 6 : Corporate Trend Presentation function 6 : Finalize Product Design
Spec/Design Modi�cationsPresentation Build
production
Trend Presentation2013-1403.21.13
Fun
Sophsticated
ClassicModern
Brand Fashion Lifestyle AxisIn Home Gear
Product Expression2012 - 2014GEAR
Who is the Bright Starts Consumer?Primary Consumer: The Bright Starts™ Mom The Bright Starts™ mom is looking for product solutions that not only meet her busy lifestyle but also fit the requirements of her growing baby. From newborn to toddler, from playtime to nap time, the Bright Starts™ mom is looking for the perfect products thatmeet her budget and her babies needs.
Bright Starts™ products have a strong appeal for younger, ethnically diverse, first time moms and provide great product solutions at an exceptional value. Our products are also perfect for the experienced parent who has grown to know and love the Bright Starts™ brand and wants to share the fun and delight our products deliver with her new baby or growing toddler.
What does she want?It is important to the Bright Starts™ mom that she provide her baby with products that are:
Secondary Consumer: Family & FriendsBright Starts™ products are also ideal for grandparents, family members, and friends who are shopping for a special occasion (newborn, holiday, or baby’s first birthday) or just want to give a great gift that will deliver fun while matching baby’s growing set of skills.
o Qualityo Durableo Easy to use
o Safeo Fun & Playfulo Creative
o Educationalo Affordableo Appropriate
color development
placement prints
Fashion Guardrails2012 - 2014GEAR
character development print development
approachable, sweet scenic
simple flat graphics
playful, dynamic colorful, fresh
makes you smile
character toss simple dots
mutli colored stripes bright and graphic
graphic textures
Fun and delight are the emotional benefits of the brand and of the products we offer. We will remain dedicated to consistently delivering onthis promise and to making a connection with babies and moms by:
• Providing the most engaging play patterns with the most exciting visuals, vibrant colors, adorable characters and playful graphics• Delivering value across our product lines• Incorporating fun into all of our products and everything we do!
The Bright Starts color palette for Gear productshould be fresh and approachable and overall
appropriate to category and market needs.
Key descriptors of the palette may include:Bright, Fun, Vibrant, Fresh, Clean, Lively,
Energetic, Approachable, and Recognizable.
Color Combinations should be generally:Bright, Unique, Delightfully Unexpected,
Appropriate to the product category. Large Gear should be grounded in neutrals
to help balance and not polarize the Fashion.
top related