LINE & PRODUCT DEVELOPMENT

LINE DEVELOPMENT
Definitions: The process of determining the styles, fabrications, colours and sizes to be offered for sale. Applying real merchandise to the line plan. Translating trend information into actual sketches of styles. A product line is a group of products that are closely related because they may:
function in a similar manner be sold to the same customer groups, be marketed through the same types of outlets fall within given price ranges

LINE DEVELOPMENT

Approaches to line planning

Original designs Style modification Knockoffs

Legal protection for the design of apparel

Copyright protection Trade mark

Organising the line

Item line development (Lines created around goods that are intended to be sold alone, one piece at a time)
Coordinated group line development (Apparel items that are organized around fabric groups and intended to be purchased and worn together.)

LINE DEVELOPMENT

Considerations for line development

Pricing Timing considerations Balancing the line Assortment variety (how many variations of a particular product a store carries) Assortment width (how many different types of products a store carries) Assortment distribution (allocation of variety & width)

PRODUCT DEVELOPMENT

Communicating Design Concepts

Concept boards Line review

Classification of products
Product categories Size ranges

PRODUCT DEVELOPMENT

Product positioning (Consumers opinion of a

product)

Price categories
Couture Designer ready-to-wear Contemporary designer and bridge Mass market

Season

Branding
Brand image Brand extensions Brand equity

PRODUCT DEVELOPMENT
Branding
Brand is the name, term, sign, or design, or a combination of these, that identifies the maker or seller of a product or service. Consumer benefits Quality Consistency Seller benefits Segmentation Communicate product features

BRAND IMAGE

The current view of the customers about a brand. The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings).

Brand image is developed over time through advertising campaigns with a constant theme, and is genuine through the consumers' direct experience.

BRAND EXTENSION
Brand Extension :

A firm marketing a product with a well-developed image uses the same brand name in a different product category. The use of an established brand name on new brand within the same broad market or product category . Successful brand names help introduce new products

Merits of Brand Extensions

Reduces risks and less costly than outright launch Introduction of new a brand can benefit core brand.

BRAND EQUITY
The value brand names give to a product beyond the functional benefits provided. i.e.why you pay more for Versache. Measure of the strength of a brand in the market place by adding value to a company through the resulting sales and profits.

Building Equity provides: Constant flow of improved and innovative products Creative advertising and activation Excellent trade & consumer service High sales and profits

BRAND EQUITY

Brands with strong equity have many competitive advantages:

High consumer awareness Strong brand loyalty Helps when introducing new products Less in danger to price competition

LICENSING

Licensing is a contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret, or other property for a fee.

Licensing also assists companies in entering global markets with minimal risk.