final production process
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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
Technical Sheets5 garments
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
Cotton 95%Elastane 5%
Brown
Light pink
Purple
Cotton 95%Elastane 5%
• Washing Machine• No tumble dry
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 2011
Trim
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
Color of the rib
Center necklineLeft in the middle
Below the brand label in the center
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
Print•All over print•3 colors
Water Print
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
All over print
2 Sleeves2 Hoods1 Waist Band1 Back
Front26 Pockets
11
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
38Summer Hoodie34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
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€
Technical Sheets5 garments
Crochet chain tank
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 2011
Center necklineOn the left stitch
Under the brand label
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
Crochet Tape
Crochet Tape
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
11
FrontBack
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
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€
38Crochet Chain Tank34, 36, 38, 40, 42
10. November, 2010Spring Summer 2011
10 minutes0.4€ 0.82€
Technical Sheets5 garments
Dress
38Dress
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 2011
Cotton 90%Elastane 10%
Polyester 100%
Grey GreyBeige
White Beige White
Cotton 90%Elastane 10%
Polyester 100%
Washing machineNo tumble drier
34, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 2011
Elastic string (x2)
One goes on the waist, the other above the bust
34, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 2011
Center back necklineCenter of the left side
Under the center of the Brand label
34, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
Swiss Embroidery
38Dress
10. November, 2010Spring Summer 2011
Embroidery
34, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 2011
1 Front liningBack lining1
1 Top partBottom part1
1 Embroidered front partEmbroidered Back part1
11
34, 36, 38, 40, 42
38Dress
10. November, 2010Spring Summer 2011
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€
Technical Sheets5 garments
Reversible bikini
38Reversible Bikini
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
38Reversible Bikini
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
No label because it is reversible
38Reversible Bikini
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 2011
All over printWater print
34, 36, 38, 40, 42
38Reversible Bikini
10. November, 2010Spring Summer 2011
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
10. November, 2010Spring Summer 2011
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
Technical Sheets5 garments
Stretchy broken Jeans
38Stretchy Broken Jeans
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
Cotton 98%Elastane 2%
Cotton 100%
Dark denim
Light denim
Bleached denim
Red
Black
White
Cotton 98%Elastane 2%
Cotton 100%
Washing Machine
34, 36, 38, 40, 42
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
Zipper
Metal zipper
Button
Bronze colour - metallic button
Strass (x14)
Bronze colour
34, 36, 38, 40, 42
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
Center back waistlineLeft font side
Center under the Brand label
34, 36, 38, 40, 42
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
Broken effectWashed out effect
34, 36, 38, 40, 42
Rib on sleeves and hem of the sweater
38Stretchy Broken Jeans
10. November, 2010Spring Summer 201134, 36, 38, 40, 42
Wash effectBroken effect
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
2222
Front legBack legPockets
411
6
WaistbandZip cover
Mini pocket4 Cotton pockets
Waistband
Canseu
34, 36, 38, 40, 42
38Stretchy Broken Jeans
10. November, 2010Spring Summer 2011
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
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