FFPD Session 3 Final - Dt 05-10-10 (1)
Transcript of FFPD Session 3 Final - Dt 05-10-10 (1)
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ProductDevelopment
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Contents• Variations in Product
development.• Role of product developer in
exports, retail, domesticbrands.
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Product developmentProduct development• Exports• Retail• Domestic
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ProductProduct
developmentdevelopmentin Exportsin Exports
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Product developmentProduct developmentin Exportsin Exports
• Export houses have separate PD
department.
• PD department is headed by thehead PD designer and assistantdesigners.
• PD department functions in closecontact with Merchandising team .
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Product developmentProduct developmentin Exportsin Exports
Functioning of PD DepartmentFunctioning of PD Department
• Design Guidelines, tech-pack receivedfrom overseas buyer- productdeveloper.
• Export house product developer develops designs- – Embroidery/detail swatches – New Fabric designs – Design sample
• Product developer is in seek of new
trends . They travel for fashion shows,shop the competitors brands.
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Product developmentProduct developmentin Exportsin Exports
• They work on season specificseason specificcollectionscollections for the buyer.
• The design collection is sent to buyer .PD may travel with the collection.
• Buyer team selects the design from thecollection with or without changes.
• The proto development tech-pack withany changes are received by themerchandiser.
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Product developmentProduct developmentin Exportsin Exports
• Merchandiser develops theproto-sample and works onthe cost and quantitynegotiations .
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Product
developmentat Retail
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Product developmentProduct developmentat Retailat Retail
• Retail outlets like – Department Stores – Discount stores
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Product developmentProduct developmentat Retailat Retail
• Product developer starts with
market research for the newseason.
• Inspiration from – Visit the fashion shows – Shop the competitors – Trend forecasting agencies – Last season sales
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Product developmentProduct developmentat Retailat Retail
• They work in close co-ordinationwith retail merchandiser/ buyer.
• Season specific range developed.
• Range is presented in the RANGEMEETING.
• Buyer selects the styles for their different branch stores .
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Product developmentProduct developmentat Retailat Retail
• In Small business retailers- – Buyer holds the responsibility of
product development.
– Every season buyer undergoesPD process and develops thenew range.
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Private labelPrivate label• Private label products are developed
and merchandised for exclusive
distribution.
• Developed by retailers own PD team.
• Private label PD focuses on- – Gaps/ best selling Trends in the store – The product is usually a knockoff of brands
sold in the store , – But customized in color, fabric and price.
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Private label
• Sometimes retailers enter intolicensing agreement withdesigners which gives rights tobrand for certain time.
• Exp- Issac Mizrahi and Liz range for target.
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ProductProductdevelopmentdevelopmentfor Domesticfor Domestic
brandsbrands
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Product developmentProduct developmentfor Domestic brandsfor Domestic brands
• Product developer researches on new trends.
• Important points to consider- – Style requirements for different
retail/ formats.
– Past sales trends- region andretail format specific.
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Product developmentProduct developmentat Domestic brandsat Domestic brands
• As per trends , product developer
works on the new range.
• Range presentation is very
important step in Domesticbrands.
• PD team presents the range tovarious franchises and retailers . – Eg- Arrow organizes – ROAD shows.
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Product developmentProduct developmentat Domestic brandsat Domestic brands
• Domestic brand or wholesalebrand PD focuses onPD focuses on – Retailer/region specific
preference. – Presentation and marketing of
the range. – Once range is selected,
production is generallyoutsourced.
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Enjoy! Dear
productdevelopers!!