Which process should be used 
to communicate new clothing collections?

The design of marketing and sales processes allows for the implementation of a Consumer-driven approach based on the needs of key customer segments, with an aim to create competitive offerings and effective communications. It significantly improves team collaboration and clearly defines roles and responsibilities.

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.

We were tasked with the collaborative building of a full new process and the practical application of its key stage related to the creation of cyclical plans and guidelines in the design of new collections. We also took care of the development of pro-client communication. During the project, we aimed to achieve consistency and improve the flow of knowledge between the collection design and marketing departments.

To begin, we created a detailed map of the collection’s design process and communication with all its participants. We identified the missing elements and responsibilities – this is how the new process was created. Further, we gathered knowledge of 5 Customer Personas, 6 global and local strategic megatrends, and their impacts on needs, attitudes, and buying scenarios. We created an opportunity marketing calendar for the most important target group. We built a full concept for one of the occasions: Persona – Situation – Needs – Solution – Communication Channels and Style – Customer Story.

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.