
Which process should be used to communicate new clothing collections?
How do you create a process based on customer needs?

Zakres:
Ideacja, Badanie potrzeb i problemów, Zbieranie wymagań, Projektowanie UX i UI, Programowanie Low-Code, Testy z użytkownikami, Utrzymanie
Rynek:
Human Resources, Administracja
Status:
wdrożone, w rozwoju
Challenge
- design and communication of collections in a Product-driven approach with low-competitive offerings
- a necessary shift in the collection design process toward a Consumer-driven approach with a strong focus on the key customer segments’ needs and megatrends
Actions
- we determined the current design process and identified the necessary changes for the new process
- we analyzed customer personas and market megatrends
- we created an opportunity marketing calendar
- we showed how to build a marketing concept for a fashion collection
Results
- we provided practical knowledge on how to apply the Consumer-driven approach in a new process based on specific Personas, shopping needs, and fashion collections
- we integrated the roles of the Marketing, Collection Development, Communications, and Sales teams
Service description
Our client

Challenge
The client faced challenges such as a weakened competitive offering, a limited customer base, rising production costs, and the need for deep price promotions, as well as undefined processes and roles in the collection’s design and insufficient long-term thinking in terms of customer needs.
To build an integrated and collaboratively developed marketing and operational process in a Consumer-driven approach, a decisive change was required. It needed to consider the expectations of Personas and their buying opportunities, as well as strategic market megatrends.
Our goals
Key actions
Results
- a new marketing and sales process was built;
- Marketing, Collection Development, Communications, and Sales teams were integrated around it;
- a knowledge base on the needs of a key customer segment was created;
- practical knowledge of how to apply the new process independently was shared;
- further steps for its full, cyclical implementation by designing based on Personas were defined and
- a semi-annual calendar of buying occasions and situations was created.

Client benefits
Reorienting the new process from a Product-driven approach to a Consumer-driven one allows for a more competitive offering. Moreover, its communication is strongly tailored to the needs of the strategic target group. Planning the design and production of collections in relation to buying occasions months in advance allows for the creation of coherent marketing and operational plans. It also helps reduce losses associated with the creation of unnecessary products.
With this approach, the design team is better able to notice and respond to quick changes in ongoing communications by regularly adjusting the long-term plan to reflect the current state of the market.
By understanding their roles and responsibilities, all participants in the process can increase their involvement, efficiency, and satisfaction levels.
Summary
In many companies, a Product-driven approach prevails when the development of an offering is done in isolation from the needs of strategic customer Personas, their buying opportunities, and regardless of the impact of the market environment. Communication is based on the presentation of the product and its price without telling a story to engage the customer. Product development is tactical, and the marketing and sales teams do not understand each other’s needs and the necessary collaborative efforts.
We can address these clients’ challenges by designing new marketing processes in a short period of time and with little investment.
Let’s talk about your business

Jerzy Kurgan
Managing Director

Jerzy Kurgan
Managing Director