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

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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

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Design Trend2

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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.

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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.