Final production process

By: Laia Bonastre, Patricia Lorente, Olivia Llagostera - Production Process - 07.June.2010

Production ProcessFinal Presentation

ConceptCasual Lifestyle BrandWomen’s wear collectionSpring Summer 2011

Style: Comfortable, relaxed, easy to wear. Casual/day wear. Doesn’t follow trends. It is very focused on creating a clothing line that everyone can feel comfortable and identified, where clothes don’t change so much from Summer to Winter.

Brand and Store name

ODESSA•Comes from Greek•Odysseus

ConceptClothing:

• Tops: Hoodies, T-shirts, Tops, Shirts, Cardigans• Bottoms: Jeans, Shorts, Skirts• Dresses• Accessories: Hats, Jewelry, Bags, Sunglasses• Swim-wear: Bikinis• Footwear: Sneakers, flip flops, sandals

PriceAffordable prices in comparison to Competitors• Vans 25 € - 70 €• American Apparel 10 € - 100 €• Roxy 20 € - 100 €• O’neill 17 € - 130 €• Wildfox 45€ - 139€

• Scotch and Soda 20 € - 250 €• Rip curl 25 € - 310 € • Volcom 30 € - 260 €• Wesc 19 € - 200 €• American Eagle 10 € - 180 €

US 7€ - 95€

Price

ClothingTops: 15€ - 35€ 28€ - 59€Hoodies: 35€ - 60€ 62€ - 79€Sweatshirts: 25€ - 49€ 50€ - 79€ Shirts: 25€ - 40€ 40€ - 69€Shorts: 18€ - 32€ 37€ - 65€Jeans: 49€ - 80€ 69€ - 90€Dresses: 39€ - 55€ 65€ - 79€Skirts: 28€ - 35€ 40€ - 65€Jackets: 50€ - 80€ 65€ - 119€

Affordable prices in comparison to Competitors

Footwear Flip Flops: 7€ - 20€ 16€ - 45€Sandals: 20€ - 45€ 35€ - 55€Sneakers: 39€ - 85€ 59€ - 89€

Swim-wearBikinis: 10€-35€ 51€-78€

AccessoriesBackpacks: 16€-35€ 25€-50€Belts: 11€-30€ 23€ - 50€Underwear:11€-40€ 26€-40€Sunglasses: 45€-79€ 75€-95€Hats: 14€-25€ 16€-37€

Target

What brands do they buy? • Roxy• Volcom• Wildfox• Vans• Wesc• American Eagle• Rip Curl• American Apparel• Scotch & Soda• O’Neill

life stageAge: 16 - 26Gender: Female Occupation: Students, First Jobs, InternshipsIncome: First salary - Depend on Parents (Middle Income)Personality: Fun, Adventurous, Relaxed, Friendly, Active, outgoing, experimentive, open minded, Free-spirited, discovering new things

Targetlifestyle

Books: Best sellers, travel books.Music: Indie, minimal, electronic, Rock.Hobbies: Being with friends, trying new things, DJing, learning music instruments (guitar)Interests: Reading, Adventurous sports, the outdoors, Traveling, Photography, Art, music festivalsActivities: Wind Surf, Snowboarding, Surfing, Swimming, Kite-surf, Skateboard, RunningCelebrities: Tallulah Morton, Kate Hudson, Lou Doillon

Target

Fabrics: Cotton, jersey, synthetic fibers, Polyester, Denim

Colors: White, Black, Grey, Beige, Bright colors (Pink, Blue, Green, Orange)

Prints: Graphics T’s, squares, stripes

Types of Clothing: Comfortable, casual garments.

E.g: Broken Jeans, comfortable shoes (Sandals), Graphic tank-top and Cardigan.

wearing style

TargetFollow mainstream trends • Very dependent to their own casual style

• Shopping because they feel its necessary

• Enjoy doing other things rather than going shopping

• Loyal to brands

fashion dependence

•Shopping Areas: Around the beach

•Type of Store: Casual independent stores, Multi-brand stores and Internet.

•Type of Service: Don’t need attended service, they are sure of what they want and are true to their style

Targetshopping preferences

Targetdrivers

quality

price

casualsporty look

relaxed

colors

soft fabrics

comfortcool prints

CompetitorsTwo types of competitors

Alternative and more relaxed, basic brands:Surf lifestyle Brands:

CompetitorsSurf Lifestyle Brands

Women's surfer lifestyle brand• Surfers, snowboards, Skate boarders, • Clothing, Accessories and Swim Wear• Young Market• Distribute Globally

CompetitorsAlternative and more relaxed basic Brands

Alternative - Wildfox• American Vintage-inspired women’s knitwear brand.• Inspired by sleep-overs, beautiful books, fairies, dreams, vintage t-shirts and their friendship• Based on love and having fun.• Internationally, Wildfox Couture is distributed in over 30 countries worldwide: U.K., Germany,

Japan, South Korea, Australia, Russia and Taiwan, Harvey Nichol’s, Selfridges and Queen for a Day.

CompetitorsAlternative and more relaxed basic Brands

Basic brands (AA, Scotch & Soda)• Basics brand for people of all ages• Global• Don’t focus on any concrete target• Simple yet attractive clothing

CompetitorsOur Direct Competitors

WeSc• ‘We are the Superlative Conspiracy’ is a Swedish clothing brand, based mainly on skateboarding

influences and style. • Founded in 1999,• WeSC has their own stores in among other places Tokyo, Beverly Hills, Munich, Berlin, Paris,

Oslo and New York, as well as being sold in a large number of other cities.

CompetitorsOur Direct Competitors

American Eagle Outfitters• American clothing line and accessories• Targets teens and young adults. • Catch phrase “live your life”

SWOTstrengths

threats

opportunities

weaknesses

•Basics - everyone can wear it•Affordable•Wearable•Large Target•Comfortable•Spanish brand

•Becoming the leader in casual clothing•Expand our stores in Europe•To be the first choice for customers when buying basics

•Many competitors•Financial crisis

•Not the best quality•Easily replaced•New brand - no awareness

PositioningSurf style vs. casual

PositioningSurf style vs. casual

ODESSA

- Surf Style

+ Surf Style

+ Casual Style

- Casual Style

Benchmark

RoxyMulti brand, Own store, Website

Rip CurlMulti Brand, Own store, Website

VolcomMulti brand, Own store, Website

VansMulti Brand, Own store, Website

O’NeillMulti brand, Own store, Website

Scoth & SodaOwn Store, Multi- brand website

American ApparelOwn Store, Website

WeScWebsite, Own store

WildfoxWebsite

American Eagle OutfittersOwn Store, Website

Distribution

DistributionTraditional

• Own Store• Spain & France (14 selling points)

FRANCE

• Hossegor• Marseille• Lyon

SPAIN

•Barcelona (x2)• Tarifa (x3)• Sitges• Zarautz• Ibiza• Playa de Aro• Málaga• San Sebastian

Timing

July

IdeasResearch

August

Development

September

•Trips•Catwalk•Colour card

October

•Fast Market•Order Fast Market

November

•Production trip•Sample store•Develop high season

December January

Pre Spring Summer

In shop Spring

Summer

Garment Development Production

Traditional

Store

Total amount of garments in Store - 41T - shirts: 10Tops and tanks: 3Dresses: 8Jeans: 2Shorts: 3Skirts: 3Bikini: 8Hoodies: 2Sweaters & cardigans: 2

• Whole collection shown in all stores• Small sized stores• Relaxed, comfortable, friendly and casual atmosphere

CollectionSizing

Two garments of each for each style (sizes 34, 42)

Three garments of each for each style (sizes 36, 38, 40)

Sizes: 34, 36, 38, 40, 42

•Continuity Garments - 2 small and big sizes, 3 middle sizes of each garment

•High Fashion Garments - 1 size of each garment•Current Garments - 2 sizes of each garment

CollectionStructure (Balance Triangle)

High Fashion5%

2 Garments

Current Fashion25%

10 Garments

Continuity Fashion70%

29 Garments

1 size each10 garments

2 sizes each100 garments

3 sizes each377 garments

Total amount of garments:

959

2 styles15 garments

2 styles200 garments

Models754 garments

CollectionStructure (Triangle of

Contents)

CollectionFabrics

CottonDenim

Polyester

Jersey

WoolLycra

-

CollectionPrints

Tribal Graphics Dots

StripesFlorals

CollectionApplications

ButtonsZipperStuds

Beads

CollectionFinishes

Mélange effectBroken in effect

Embroideries

Collectioncolour cards

Pre spring summer collection

Spring summer collection

High summer collection

Collection1st income

2nd income

3rd income

CollectionPre spring summer collection (Example)

Production

Morocco & Turkey China

Fabrics: Cotton and denim Fabrics: Jersey, wool and synthetic fibers (polyester, lycra)

Garments• Tanks• T-shirts• Jeans• Shorts• Sweaters & Hoodies• Skirts• Dresses• Cardigans

Garments• Tanks• Sweaters & Hoodies• Skirts• Dresses• Swim-wear

Productiontiming

•Everything with synthetics, jersey and wool goes to China and must be sent before

•The rest is sent to Morocco and Turkey and will be sent after.

Garments sent to China

Garments sent to Morocco & Turkey

Beginning October Beginning November

Pre Spring in store(Garments from China,

Morocco & Turkey)

December

Spring summer in store(Garments from China,

Morocco & Turkey)

January

High summer in store(Garments from China,

Morocco & Turkey)

March

Technical Sheets5 garments

Reversible bikiniSweatshirt DressCrochet chain

tankStretchy

broken Jeans


Sweatshirt

38Summer Hoodie34, 36, 38, 40, 42

10. November, 2010Spring Summer 2011

Cotton 95%Elastane 5%

38Summer Hoodie34, 36, 38, 40, 42

Beige

Purple

Black

Printed


Brown

Light pink

Purple


• Washing Machine• No tumble dry


Zipper Lace

Bead (x2) Circle (x2)

Changes color according to rib color Changes color according to zipper and rib

Fabric color Metallic color

38Summer Hoodie34, 36, 38, 40, 42


Trim

38Summer Hoodie34, 36, 38, 40, 42


Color of the rib

Center necklineLeft in the middle

Below the brand label in the center

38Summer Hoodie34, 36, 38, 40, 42


38Summer Hoodie34, 36, 38, 40, 42


Print•All over print•3 colors

Water Print

38Summer Hoodie34, 36, 38, 40, 42


All over print

2 Sleeves2 Hoods1 Waist Band1 Back

Front26 Pockets

11

38Summer Hoodie34, 36, 38, 40, 42


38Summer Hoodie34, 36, 38, 40, 42


Cotton / ElastaneSweater 160 8€ 16€

Cotton 1 0.05€ 0.02€

Polyester3 0.02€ 0.06€

Zipper Metal 1 0.30€ 0.30€Lace Cotton - Acrylic 1 0.02€ 0.02€Bead Metal 2 0.02€ 0.04€Circle Metal 2 0.01€ 0.02€

Trim 1 0.01€ 0.01€

15 minutes 2€ 0.5€

Trims 20 minutes 2€ 0.80€

30 minutes 2€ 1€

19.87€

19,87€ x 2.5 = 49.67

Distribution 2 days 100€ 0.5€€

Plastic

200

2 seconds

10 minutes5 minutes 2€

2€ 0.4€0.2€


Crochet chain tank

38Crochet Chain Tank34, 36, 38, 40, 42




Polyester100%

Khaki Green

Polyester 100%

Hand Wash only

Circle for chain

Circles forming a chain in order to keep the “holes” open.

38Crochet Chain Tank34. 36, 38, 40, 42


Center necklineOn the left stitch

Under the brand label





Crochet Tape

Crochet Tape



11

FrontBack



PolyesterTop 160 cm 65 cm 6€ 4€

Cotton3 0.02€ 0.06€Plastic

Chain Metal 100 1€0.01€

1 hour and half 0.4€ 0.80€

Distribution

1 hour 45 min. 0.4€ 1€

5 days 200€ 2€

0.05€ 0.02€1

8.9€

8.9€ x 2.5 = 22.25€



10 minutes0.4€ 0.82€


Dress

38Dress

10. November, 2010Spring Summer 201134, 36, 38, 40, 42

38Dress



Polyester 100%

Grey GreyBeige

White Beige White


Polyester 100%

Washing machineNo tumble drier

34, 36, 38, 40, 42

38Dress


Elastic string (x2)

One goes on the waist, the other above the bust

34, 36, 38, 40, 42

38Dress


Center back necklineCenter of the left side

Under the center of the Brand label

34, 36, 38, 40, 42

38Dress


Swiss Embroidery

38Dress


Embroidery

34, 36, 38, 40, 42

38Dress


1 Front liningBack lining1

1 Top partBottom part1

1 Embroidered front partEmbroidered Back part1

11

34, 36, 38, 40, 42

38Dress


PolyesterCotton ElastaneLining

Bottom part of the dress

Top part of the dress

160 cm160 cm160 cm

CottonPlastic

String Elastic 2

11

0.01€ 0.02€

0.05€0.02€ 0.02€

0.05€

Distribution 2 days 200 € 1 €

34, 36, 38, 40, 42

100 cmCotton

2 hours

30 minutes

0.4€ 0.80€

0.4€ 0.2€

6€ 5€8€ 8€

60 cm 7€ 3€

18.29€

18.29 x 2.5 = 45.72€

20 minutes

Strings 10 minutes

0.4€

0.4€

0.1€

0.1€


Reversible bikini

38Reversible Bikini


38Reversible Bikini


PolyamideElastane

PolyamideElastane

Main Fabric

Printed Black

Fuchsia Pink

Polyamide 80%Elastane 20%

•Hand Wash•No Tumble drier•Dry clean

34, 36, 38, 40, 42

38Reversible Bikini


Circles (x3)

Must be sewn on by hand to allow the bikini to be reversible and not see the seam. Wooden

34, 36, 38, 40, 42

38Reversible Bikini


No label because it is reversible

38Reversible Bikini


All over print - Fabric 1

Water printMethod: screen print

Colour 1 - Black (background)Colour 2 - PurpleColour 3 - YellowColour 4 - Orange

34, 36, 38, 40, 42

38Reversible Bikini


All over printWater print

34, 36, 38, 40, 42

38Reversible Bikini


422

41

Breast partFront monokiniBack monokini

Neck strapBack strap

For both fabrics (printed as well as plain)

3 Circles

2 - Both sides1

34, 36, 38, 40, 42

38Reversible Bikini


Bikini 1 sideBikini 2 side

Polyamide - ElastanePolyamide - Elastane

150 cm150 cm

35 cm35 cm

China Production Prices

5€ / m2€ / m 0.70€

1.75€

Circles Wood 3 0.20€ 0.60€

SizeCottonCotton

Cotton 121

0.02€0.10€0.05€

0.20€0.02€

0.05€

12 Minutes

The fabric is already printed. Does not take time in the making

CirclesDistribution

1/2 Minutes

2 Minutes

5 dats

0.04€ / min 0.48€

0.02€ / min

0.04€ / min200€

0.06€ / min1€

4.86€

4.86€ x 2.5= 12.15€

34, 36, 38, 40, 42


Stretchy broken Jeans

38Stretchy Broken Jeans





Cotton 100%

Dark denim

Light denim

Bleached denim

Red

Black

White


Cotton 100%

Washing Machine

34, 36, 38, 40, 42



Zipper

Metal zipper

Button

Bronze colour - metallic button

Strass (x14)

Bronze colour

34, 36, 38, 40, 42



Center back waistlineLeft font side

Center under the Brand label

34, 36, 38, 40, 42



Broken effectWashed out effect

34, 36, 38, 40, 42

Rib on sleeves and hem of the sweater



Wash effectBroken effect



2222

Front legBack legPockets

411

6

WaistbandZip cover

Mini pocket4 Cotton pockets

Waistband

Canseu

34, 36, 38, 40, 42



Jeans Cotton / elastane 150 cm 6€ 9€

Zipper MetalButton Metal

11

0.30€

160 cm

0.30€0.05€ 0.05€

Strass Metal

PlasticCotton

14

11

0.02€

0.05€0.02€

0.05€0.02€

0.28€

2 hours20 seconds

ZipperStrass

Distribution

1 minute20 minutes

2 days

2€ 4€0.06€2€

2€2€

100€

0.03€0.80€0.50€

1576€

15.76€ x 2.5 = 39.4€

34, 36, 38, 40, 42

10 minutes 2€ 0.25€

10 minutes5 minutes

2 minutes 2€ 0.1€

2€2€

0.25€0.15€

thank you for your attention

Documents

Final production process