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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


ďƒ˜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

D

C D F

Season Mood Board and Color, Concept Plan Presentation

A.6 •

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

1

Brand Brief + Sales plan for ss 14

1

Previous Season analysis Option Plan

25

Mill visit + all trim supplier

22

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

1

THEME PRESENTATION

1

THEME FINALISATION BETWEEN BRANDING AND DESIGN

1

color pallete exit

1

Start

Finish

27-09-2013

02-06-2014

23-07-2013

23-07-2013

26-07-2013

26-07-2013

26-07-2013

26-07-2013

16-07-2013

09-08-2013

03-08-2013

24-08-2013

20-08-2013

20-08-2013

12-10-2013

12-10-2013

21-10-2013

21-10-2013

21-08-2013

21-08-2013

16-09-2013

16-09-2013

20-09-2013

20-09-2013

21-08-2013

24-09-2013

24-08-2013

24-08-2013

03-09-2013

03-09-2013

21-09-2013

27-09-2013

27-09-2013

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

1

pc - blazer & denims direct yardage exit

1

Yarn Color Matching with Mills -

35

PHOTOSHOOT LOOK AND SITUATION INDICATION / SS14 REQUIREMENTS FROM DESIGN

1

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

1

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

7

tag, packaging , writeup finalisation

1

AW14 Flash requirement release to design team

4

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


ďƒ˜Competition – up market to premium segment Premium

Formal

Casual

Up market


ďƒ˜ In the current market scenario, customers have a wide variety of brands to choose from – 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)

• 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)

• The collection gives the over all idea of the season at early stage of CAD development.


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


CATEGORIES

FABRIC OFFERING Chief Counts/ Blends

PRICE POINTS

Range Offering: 1399/-2599/-

SHIRTS

40’s,50’s ;60s;2/80s (100% Cotton)

Key: Contribution: 70% 1599/-2199/Range Offering: 1799/-2699/-

TROUSERS

JACKETS

16s; 20s; 30s’ ,40’s, 2ply (100% Cotton)

30’s, 40’s,2ply (100% Cotton)

T-Shirts & flat knits

30’s, 2ply, 24s;Mercerized (100% Cotton)

Jeans

9 0z,10 0z,11 0z (100% Cotton)

shorts

30s’ ,40’s, 2ply (100% Cotton)

Key: Contribution: 70% 1799/-2399/Range Offering: 3199/-5999/Key: 3199/-4599

Contribution: 70%

Range Offering: 899/-2199/Key: Contribution: 80% 899/-1799/Range Offering: 1799/-2699/Key: 1799/-2399/-

Contribution: 80%

Key: Contribution: 80% 1599/-2195/-


Designing CollectionProcess:at a glance (Key looks)


Looks at a Glance

Style no. 001

Style no. 002

Style no. 003

Style no. 004


Looks at a Glance

Style no. 005

Style no. 006

Style no. 007

Style no. 008


Trade presentation


Sports model shoot


Sports model shoot


Product Sports photo Shootshoot


Product Shoot


Product Shoot


Product Shoot


Product Shoot


In store Display


In store Display


Autumn Winter 2013 Shirts style Feature:-

1) 2) 3) 4) 5) 6) 7)

Engineered Pattern CP 20 years celebration embroidery Contrast facing Side Gusset/ contrast facing Slim polo placket Removable collar bone Chain stitch at under placket

Shirts Tech pack in detail


Autumn Winter 2013 T-Shirts style Feature:-

1) 2) 3) 4) 5)

Slim fit 30’s solid polo pique CP 20 years celebration embroidery at band collar Contrast facing Side slit contrast tape reinforcement. Mix & match

Shirts Tech pack in detail


Autumn Winter 2013 Trouser style Feature:-

1) 2) 3) 4) 5) 6) 7)

Casual Chino Self waist band Well constructed inner waistband detail Cording at back pocket Decorative stitching detail at back pocket Extended waist band tab Enzyme softener wash for hand feel

Trouser Tech pack in detail


Autumn Winter 2013 Shorts style Feature:-

1) 2) 3) 4) 5) 6)

Slim fit shorts Zigzag stitch at inner waist band Contrast facing Conceal back pocket flap Self waist band construction Chain stitch at inner waist band detail

Shorts Tech pack in detail


Autumn Winter 2013 Denim style Feature:-

1) 2) 3) 4) 5)

Slim fit denim Brand & size embroidery at inner waist band Mock welt pocket at back pocket Triangular patch at back yoke Front coin pocket with CP logo embroidery

Denim Tech pack in detail


Autumn Winter 2013 Casual Blazer style Feature:-

1) 2) 3) 4) 5) 6)

Slim fit, half line & two button blazer Patch pocket with inverted box pleat Contrast piping finish Bio enzyme softener wash CP logo Embroidery at inner pocket centre vent slit

T-shirts Tech pack in detail


Autumn Winter 2013 Sweaters & Cardigan style feature:-

1) 2) 3) 4) 5) 6) 7)

Slim fit Asymmetrical design Argyle pattern Knit & pearl Art work embroidery Half sleeve cardigan Bio enzyme wash for good hand feel


Label Development & placement Guide line.


Golf line Project work:-


…..Thank you…..

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