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Range Development

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PRINCIPLES AND TECHNIQUES OF MERCHANDISING

SIGNATURE OF THE FACULTY

SUBMITTED BY: ALOK JAISWAL HAGE MONYA EL DIM NIANG SIANG KULDEEP SINGH LIPSA MOHAPATRA MONIKA VERMA

SWETA DAS

RANGE DEVELOPMENT ON WOMENS SPRING- SUMMER WEAR 09 IN GOKALDAS IMAGES BANGALORE

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RANGE DEVELOPMENT PROCEDURE

RANGE DEVELOPMENT

RESEARCH

FORECASTING

STORY MAKING

LOOK

CASUAL LOOK

FORMAL WEAR

JEANS WEAR

PRODUCT DEVELOPMENT

FABRIC SELECTION

DOCKETING

SAMPLING

TRIM SELECTION

PRESENTATION

SAMPLE SELECTION

ORDER PLACEMENT

COSTING

TNA

ALL APPROVALS

SHIPMENT

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RANGE DEVELOPMENT It basically depends on the Season selected Buyer(his own ranges) Buyer strategy

A manufacturer design or product development department plans and creates new styles within the companys image or identity. Merchandisers or product managers, designers, and their assistants are all involved in the development of a line or collection of the fashion manufacturers product. Product/Range development is the process of market and trend research, merchandising design, and development of the final product. In a large company, a designer, a merchandiser, perhaps a product manager, and their assistants are assigned to each division. Mainly its the team effort that gives the results. Each season, the design and merchandising departments of each division are responsible for creating a new line, the seasonal collection, that the manufacturer will sell to store retail buyers. 4

Work of a new line begins approximately eight months before the selling season. Say sportswear design begins a year in advance of the selling season. The design and merchandising team has about two and a half months to complete line development. Designers and merchandisers also work on two or more lines at once, designing a future collection while checking samples from the one that is about to be produced. They are finishing work on the spring line while beginning fabric research for summer. Most womens wear companies produce four or five seasonal lines a year; spring, summer, transitional, fall ,and holiday or resort. Mens sportswear firms also have four line releases a year as compared to mens suits, which have just two. Childrens wear firms have three or four, depending on the product focus. RESEARCH In this the designers along with the manufacturers go for research on the basis of preferences done by the buyer. They research their target market to learn buying habits and preferences. Manufacturers and retailers ask consumers directly about their preferences.

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Consumer reactions are compiled and tabulated to find preferences for certain garments or accessories, colors, or sizes, and so on, or preferences for particular retailers. This information can be used to create new products to fit specific consumer tastes. Methods of questioning consumers can be formal or informal. Buyers and sales associates may talk with customers in the store. Manufacturers may hire market research companies to make inquiries by telephone or mail and to hold consumer focus group meetings. Every manufacturer and retailer researches its own sales records. Rising sales statistics show what styles have passed their peak. Overall weak sales show that a style is not meeting consumer needs for fashion, quality or fit. FASHION FORECASTING Designers, merchandisers and buyers must learn to predict trends, which are new directions in fashion. It would be impossible to ask consumers what they will want to wear a year or two in advance they would not know themselves. Designers, merchandisers and retailers must work so far ahead of the selling season to produce or stock the fashions their customers will want, they must learn to anticipate customers wants and needs to be fashion forecasters of the future.

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Fashion forecasting involves: 1. Studying market conditions consumers buying behavior is influenced by society, economics, technology, and the environment 2. Noting the life-styles of the men, women, or children who are the customers 3. researching sales statistics to establish sales trends 4. Evaluating the popular designer collections to find fashions (colors, silhouettes, fabrications, lengths) that suggest new directions or trends 5. Surveying fashion publications, catalogs, and design services from around the world 6. Observing street fashions(what people are wearing) and what celebrities are wearing 7. Keeping up with current events, the arts, and the mood of the public STORY MAKING This is followed by forecasting. In this the designers have to look for all the factors that need to be taken into part when forecasting a new product. Say if they go for a womens garment then they have to look for all the added accessories to it, which has to be in tune with the product to be forecasted. This in tune has to be season based, else its of no use. Based on the work, they need to decide the graphics for print, embroidery, styling, etc. Color palette is done on the basis of color selection.

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LOOK This again depends on the type of attire the manufacturer is into. When a manufacturer thinks of producing a garment then he goes for casual look, formal wear, jeans wear. In casual look he has to go for colors and prints which give a cool and comfortable look, and this should match with the season, its feel and everything. In formal wear the look has to be very professional, as a result of which things have to be planned accordingly. The trousers, cufflinks, and belts should match with the look. In jeans wear, the look will be very casual and T-shirts, shades and watches etc have to be matched accordingly. Jeans are again of various colors and GSM which has to be chosen by the designers looking into the target market

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PRODUCT DEVELOPMENT

PRODUCT DEVELOP MENT

MARKET AND TREND RESEARC H

COLOR

ECONOMI CAL, GLOBAL & TECHNOL OGICAL INFLUENC ES

FABRIC

CULTURA L& ARTISTIC RESOURC ES

COMPANY GOALS

MERCHAN DISING: PLAN, BUDGET, LINE, SIZE

DESIGN: IDEA/ HSKET

SAMPLE PATTERN

SEWING/ FITTING

SAMPLE GARMENT

LINE SELECTIO N

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Merchandisers or product managers, designers and their assistants are all involved in the development of a line or collection of the fashion manufactures product. This is known as product development or range development i.e. a development of a line of products according to the season or occasion or theme chosen. The product development team Responsibilities for product development, design and merchandising vary from manufacturer to manufacturer. Product development is the process of market and trend research, merchandising, design and development of the final prod Merchandising: Merchandising is planning to have the right merchandise at the right time in right quantity and at the right price to meet the needs of the companys target customers. It is also the manner in which a group or line of garments is presented to the public the way the line will look in the stores. Cost merchandising: Based on costs for last seasons styles, merchandisers establish price points for garments to be designed. It is very important for merchandisers and designers to understand how fabric and production costs affect pricing.

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Scheduling : The merchandiser, or product manager, sets up a schedule of deadlines for styling, finished samples, and production to meet the required shipping dates. These dates are, of course, coordinated with the production department. Merchandisers meet regularly with designers, the sales staff, and production managers to discuss company goals, budget requirements, line size, delivery dates, sizes and so on. Merchandisers and designers have to plan production based on how they think the line will sell by group, color, and size in the stores. Seasons Each season, the design and merchandising departments of each division are responsible for creating a new line, the seasonal collection, that the manufacturer will sell to retail store buyers. Work on a new line begins approximately eight months before the selling season. The design and merchandising team has about two and a half months to complete line development. Design elements: Keeping the theme of the group in mind, a designer must incorporate a pleasing combination of all elements of good design color, fabric, line, and shape into each garment.

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Fabric : Designers and merchandisers first select fabrics for each group in the line and specific fabrics for each style. It includes: 1. Fabric selection 2. Fabric characteristics - texture - performance - weight and hand 3. Fiber content 4. Patterns 5. Price considerations 6. Sample cuts Color Color is the first element to which consumers respond, often selecting or rejecting a garment because of its color appeal. Color is particularly important in todays fashion. Therefore designers must consider their customers and provide colors that are both appealing and flattering. People connect certain colors with holidays and seasons. We can choose warm colors, cool colors and neutrals.

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Color dimensions: It has three different dimensions: - hue - value - intensity Line After selecting the fabric, the designer must consider the other elements of good design. Line refers to the direction of visual interest in a garment created by construction details such as seams, openings, pleat, gathers, tucks, topstitching, and trims. Lines have the power to create moods and feelings. Vertical lines remind us of upright, majestic figures and suggest stability. Horizontal lines are like lines at rest, they suggest repose, quiet, and calm. Soft, curving lines express grace, and

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