Sample work presentation by sanjeet Kumar singh

Sample work Presentation Sanjeet Kumar Singh

(Deputy Manager) Conceptualize / founder Of Colorplus Sports .

About •Changed the way an Indian man dress. It appealed to the emerging discerning tastes of inspirational Indian Men. • Fulfilled the need to break away from everyday formals. • Created a new category “ Smart Casuals”

Role of the Brand – Color Plus • Since its inception in 1993, the brand Colorplus has developed into an ‘ iconic’ brand with loyalty base not found normally in any other men’s apparel home grown brand. It created clear identity for the category of “ non-jeans led casual wear” which was defined by CP as “Smart Casuals”. •As consumers mature & evolve, they reward high end quality products with a premium. CP is uniquely poised to deliver this need of the discerning consumers at a non-luxury price. •The Role of the Brand Colorplus is to widen its appeal & increase the relevance across age groups, however keeping intact the existing bond with current core consumers. • The role is to rejuvenate the brand & continue to build connect with consumers for long term profitable growth.

Brand Positions

• Not much differencebetween brands, elsethebrands would havebeen on theboundary. • Most of thebrands areon theleft side indicating VFM brands…..very few on the right sideof the globe.

Current Consumer Profile

• Age: : 35+ • Target consumer: Professional growth most important. Ambitious, determined. • Mind space: Knowledgeable. Meticulous, Planned & Logical. Social, Friendly, Inviting, Genuine. understated, discreet. Prefers buying established brands and willing to pay premium for reliability and quality. Seeks value for premium paid. Expects the brand to make him look good. • Frameof Reference: India’sOriginal Smart Casual Brand. • Significant Benefit: Today – Original Smart Casual wear. In Future- To becomea completelifestylebrand of the matured and discerning Indian men. • Reason to believe: CP’s brand image of Premium Smart Casuals in fine quality. Sharp designs and classic styling with unique fabric finishes and fits. Exclusive – not being Ubiquitous. Brand understandswhat I want – feeling .

Brand Challenges • Brand awareness

• Brand relevance for a current Non-ColorPlus audience • Brand relevance for a “ youthful audience” • Premium brand imagery (worth paying more for) • Brand loyalty (higher share of wallet)

Marketing Objectives

• Rejuvenate the brand in the mind & heart of the consumer through new look. • Nurture & Grow existing clientele by providing more occasion driven product line. • Rope in new customer base from younger age group of 22-35 and establish ColorPlus as a “ Lifestyle Brand” .

Where will this growth come from???

The market today

• Growing Youth segment :- Product & communication • Indian men becoming more casual in dressing. • Influx of foreign brands in Metros • Emerging competitors: Tommy Hilfiger & others

• Product & communication focus • Opportunity with youth segment

“ Sports “ route is more relevant to Colorplus as New Line . • The Growth of the competition mainly contributed by line extension into younger Targer group . 1) Jeans Fashion (Extremely Young Aggressive, Grungy) 2) Sports inspired (Active & elegant)

Key • A line that makes you look Younger Driver : • Find ways to express youthfulness • Addresses need of serious fun vs. business casuals • Responsible youth

ď&#x192;&#x2DC;The Key Look direction for Colorplus sports line.

BRING IN THE YOUNGER whileretaining and regaining the Older RETAIN, BUILD ON OUR STRONGHOLD IN THE CONTROL SEGMENT with “ CoreCPUser“ and his “Potential peers” & Make this need state and itsassociated personality/imagery aspirational to the younger consumers.

DESIGN PHILOSOPHY SIMPLICITY IS THE KEY TO ELEGANCE. COLORS ,PATTERNS, STYLING & DETAILING TALK IN THE DEFINING LOOK . I BELIEVE IN CREATING LIFE IN MY PRODUCTS.

DESIGN PROCESS CHART C D S V B Trade Show

MC In Store Delivery - Consumer

A.15

A.14

EBO Buying

Line Edit

A.13 A.1 2

A.16

End of SS13

D S V C B

Final Line Presentation with Key Stories

A.11 B C FC D C D P

Brand brief

Tech pack Handover

D M

A.1

Start of AW013

Analysis

Option Plan

Mill / Vendor Visit

A.2

A.10

A.3

A. 9

A.4 A.5

C D F

Season Mood Board and Color, Concept Plan Presentation

A.6 â&#x20AC;˘

A. 7

Fit, Style and Wash development

D P

A.8

Sampling Yardage Approval

D P

Desk loom/ Lab dip* Approval

Feedback Incorporation and Fabric Exits

Internal Range Presentation of CADs

D P D

D K C

DESIGN PROCESS TIME LINES •

AUTUMN-WINTER

•

SPRING-SUMMER

Key Activity

TimePeriod

Brand Brief and Option Plan

1 week

Mood Board and Concept Presentation

1 week

Presentation of CAD line Feedback incorporation & Exits of CADs

76 days

Tech pack handover – Sampling Exit

10 days

Internal Presentation with Key Stories to the Sales Team

1 day

Final Line Edit

3 days

Trade Show

18 days

DESIGN CALENDER NEW PROPOSED

Process Idea To shelf - SEASON AW-14

Duration

248

Trend Presentation

Brand Brief + Sales plan for ss 14

Previous Season analysis Option Plan

Mill visit + all trim supplier

concept presentation AW 14/ color & theme /look and styling directions at sketch level/ stripes and checks direction

THEME PRESENTATION

THEME FINALISATION BETWEEN BRANDING AND DESIGN

color pallete exit

Start

Finish

27-09-2013

02-06-2014

23-07-2013

26-07-2013

16-07-2013

09-08-2013

03-08-2013

24-08-2013

20-08-2013

12-10-2013

21-10-2013

21-08-2013

16-09-2013

20-09-2013

21-08-2013

24-09-2013

24-08-2013

03-09-2013

21-09-2013

27-09-2013

13-08-2013

16-08-2013

20-08-2013

29-08-2013

30-08-2013

31-08-2013

Design range presentation at CAD level/ style mocks + blocks presentation

pc - blazer & denims direct yardage exit

Yarn Color Matching with Mills -

PHOTOSHOOT LOOK AND SITUATION INDICATION / SS14 REQUIREMENTS FROM DESIGN

CAD EXIT FOR PHOTOSHOOT + STYLE BLOCKS/TECHPACKS key ensemble)

EXIT OF TRIMS REQUIREMENT, PACKAING AND TAGS REQUIREMENT. USP OF EACH CATEGORY INDICATION / SPECIAL CATEGORY INDICATION/ TRADESHOW REQUIREMENTS FROM DESIGN

tag, packaging , writeup finalisation

AW14 Flash requirement release to design team

AW14Flash exit by design team AW 14 Flash fabric order exit by CATMAN

10 2

SELECTION OF INSPIRATION •DIVERSITY •MOOD •LOOK •VISUAL STIMULATION •COLOR DIRECTION •GLOBAL TRENDS

DIVISION INTO STORIES •LOOK •COLOR PALETTE •GRAPHICS

•INSPIRATION

•INTERPRETATION

•APPLICATION

ď&#x192;&#x2DC;Competition â&#x20AC;&#x201C; up market to premium segment Premium

Formal

Casual

Up market

ď&#x192;&#x2DC; In the current market scenario, customers have a wide variety of brands to choose from â&#x20AC;&#x201C; both Indian and international.

Aspirational Brands

Compititors

Tier Cities

Brands

Metros & Tier I -Eg: Delhi, Mumbai, Patna, Surat, Bhopal, Indore

Tier II & III

Eg: Raipur, Ranchi, Moradabad, Gurgoan, Ajmer

Tier IV and V

Eg: Churu, Hugli, Fatehpur, Vaishali, Siwan

Regional Players

Autumn-Winter (013)

Delivery-1. Equestrian

Colour story (Del-1)

Delivery-2. Sail Away

Colour story (Del-2)

Delivery-1. Equestrian Range presentation (Graphical Representation)

â&#x20AC;˘ The collection gives the over all idea of the season at early stage of CAD development.

Delivery-2. Sail Away

Delivery-2. Sail Away Range presentation (Graphical Representation)

â&#x20AC;˘ The collection gives the over all idea of the season at early stage of CAD development.

Delivery-2. Sail Away Range planning (Graphical Representation)