Management
BRAND DEVELOPMENT
DIGITAL STRATEGY
Who are we selling to? Main areas of deviations
How do we face this niche? PRIMARY
Core (anthropological) solution: In-depth research and our own size chart Supply solution: Local materials, cooperation with local craftsmen for hand-made “Sri Lankan” production
SECONDARY
Design solution: Illusion techniques, Gestalt laws Website solution: Customization options
SILHOUETTES
CHECK OUT THESE PRODUCTS
What are we selling? Product WOMEN
1-2 piece bikini
MEN? Customized “pins� to put on swimming suit
Board shorts
Customized short/bikini strings
Service (options) On-demand production (no stock) Fabric burn out on demand Reflective/rubber digital print on demand
Size customization as per specific body size Digital styling (client to designer direct interaction)
Color customization as per appearance Design customization as per location/social circle
Concept of the product Core values Always in the product
SURF/ TECHNOLOGY PERFORMANCE
Dynamic values May be adjusted over time
CUSTOMER PREFERENCES
Category values 1 of several brand proposals
SURF PARTY
Seasonal values Changes each season
BLUE WHALE
p.2
p.3-4
p.5
p.6
COLORS
p.7
FABRIC
p.8
COLLECTION CONCEPT
Supply chain Range planning
Distribution
Sri Lanka (AB design team)
Worlwide
Fabric; Trimmings labels China/Taiwan/ Thailand/Vietnam
Production/ manufacturing Sri Lanka (AB design team)
Warehouse
Hand-made crafts
Sri Lanka
Sri Lanka
Product development chain Developing season range, calculating bulk order Bulk order from East Asian suppliers Developing collection designs Production of hand-made elements Development of sample documentation: patterns with grading, techpacks with stitching specifications Digital printing for samples (in-house if possible) Samples development (stitching) Promotion Photoshooting, pre-order placing, placing for sales Getting orders Either in-house on-demand production or small bulk production based on samples developed in house Distribution Product support? (Providing services)
Design team work Developing season range, calculating bulk order
Developing collection designs Development of sample documentation: patterns with grading, techpacks with stitching specifications Digital printing for samples (in-house if possible) Samples development (stitching) Either in-house on-demand production or small bulk production based on samples developed in house
Product support? (Providing services)
Planning number of designs
Design silhouettes
Patterns for each designs
Decide on type of fabric, trimmings
Color palette
Grading of patterns to approved number of sizes
Prints preparation for sampling
Compound collections
Seams specifications (flow chart of stitching process)
Detailed techpack for each design
Sublimation
Fabric supply from warehouse
Cutting
Fabric supply from warehouse
Stitching
Recycling
Trimming attachment
Trimming attachment
Cutting Sublimation
Repair
Prints
Design labels
Stitching
Customized design/print
Packaging
Redesign
Equipment PATTERN DEVELOPEMENT
SAMPLING
Scanner
Plotter (may be outsourced)
Multifunctional household stitching machine
Printer
Paper scissors
Household coverstitching machine
CADs - Illustrator, photoshop
Tailor table
Household overlock machine
Fabric/color swatches
Pins
Magnet boards
Tailor chalk
Markers
Measuring tape
Magnets
Rullers
DESIGN STAGE
Fabric/color swatches
Tailor dummy
ball-point needles Iron
Iron desk Household printer for sublimation
Team members DESIGNER
DESIGNER
PATTERN MAKER SEAMSTRESS
SEAMSTRESS
Work timetable Kate
April/May
Sample collection development: from skretch and to stitching
June/July
Branding
August
Ordering fabric
September
Establishing office
October/ November
Developing collection
December
Begin sales
Web-site
Ordering trimming
Equipment
Prints
Ishanthi
Sample collection development: from skretch and to stitching
Year product range
Establishing collaboration with suppliers and manufacturers
Ordering labels
Hiring stuff
Documents
Samples
Budget SAMPLE ROOM
~1000$ (1 time investments)
MANUFACTURING
DESIGN TEAM
5 stuff members salary
RESEARCH/ COLLABORATION
Sublimation
Trade show/ to suppliers trips
Craftsmen labor cost
Trip to Arugam Bay
SUPPLY
Fabric ($2 -4 per m)
Trimmings
Labels