FFPD Session 3 Final - Dt 05-10-10 (1)

8/8/2019 FFPD Session 3 Final - Dt 05-10-10 (1)

http://slidepdf.com/reader/full/ffpd-session-3-final-dt-05-10-10-1 1/20

ProductDevelopment



10/27/2010 2

Contents• Variations in Product

development.• Role of product developer in

exports, retail, domesticbrands.



10/27/2010 3

Product developmentProduct development• Exports• Retail• Domestic



ProductProduct

developmentdevelopmentin Exportsin Exports



10/27/2010 5

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 .



10/27/2010 6


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.



10/27/2010 7


• 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.



10/27/2010 8


• Merchandiser develops theproto-sample and works onthe cost and quantitynegotiations .



Product

developmentat Retail



10/27/2010 10

Product developmentProduct developmentat Retailat Retail

• Retail outlets like – Department Stores – Discount stores



10/27/2010 11


• Product developer starts with

market research for the newseason.

• Inspiration from – Visit the fashion shows – Shop the competitors – Trend forecasting agencies – Last season sales



10/27/2010 12


• 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 .



10/27/2010 13


• In Small business retailers- – Buyer holds the responsibility of

product development.

– Every season buyer undergoesPD process and develops thenew range.



10/27/2010 14

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.



10/27/2010 15

Private label

• Sometimes retailers enter intolicensing agreement withdesigners which gives rights tobrand for certain time.

• Exp- Issac Mizrahi and Liz range for target.



ProductProductdevelopmentdevelopmentfor Domesticfor Domestic

brandsbrands



10/27/2010 17

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.



10/27/2010 18

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.



10/27/2010 19

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.



Enjoy! Dear

productdevelopers!!

Documents

FFPD Session 3 Final - Dt 05-10-10 (1)