Design & Development with Market Insights
Brand H is a specialist Hijab brand that exclusively produces square scarves that serve the mature consumer demographic. The mid-market brand launches a new collection every month with capsule collections for special events or for a celebrity collaboration.
The Challenge: Designing with the Consumer in Mind
Given the brand’s mature consumer demographic, its in-house fashion designers are constantly challenged to create new print designs that are trending and appeal, without alienating the brand’s loyal customers.
The Solution: Utilising Data to Research Customer Preferences
To get a better understanding of the Hijab market, the designers at Brand H turned to Omnilytics to guide their product development process.
1. Balancing trends with consumer demands
The designers at Brand H refer to Omnilytics data to view the major trends across various retailers within the modest wear segment. Inspired by the insights provided by Omnilytics data, the designers are more confident to incorporate relevant and commercial trends into their designs.
2. Identifying key colour palettes
An important factor in Hijab design is the application of colour. Prior to using Omnilytics, the designers created a lot of Hijabs in a light colour palette. However, after evaluating its competitors through Omnilytics data, they realised that a darker and bolder colour palette was better suited for the brand’s target audience.
Omnilytics data helped Brand H to better understand the demands of its target market, which has enabled more focused designs that best fulfil the needs of its consumers.
Like to see more of this? Sign up to receive the latest industry insights, news, and weekly updates delivered straight to your inbox.
Spot Trends, Not Fads
Specialising in signature-cut clothing suitable for corporate and social meetings, Brand D’s aesthetic is classic style with a modern twist, perfect for women with an understated yet sophisticated fashion sense. The Challenge: Keeping Up With Seasonality Even though its main customers are mostly middle-aged women in corporate professions, Brand D needs to stay up-to-date with […]
Innovating Through Technology with Strategy and Focus
This Malaysian fashion brand first opened its doors to the public in 2008, promising an array of assortments for the youth market to experiment and develop their own style. However, after 11 years, Brand K soon realised that it has digressed from its original brand promise. The Problem: Failing to Innovate The internal teams have […]
Meet Demand with Market Insights and Analytics
Brand C is a womenswear plus-size brand that specialises in both contemporary and classic styles. The brand first started as a blog shop that catered to the masses, but quickly saw an opportunity for the plus-sized market and shifted its business strategy. However, Brand C soon found that its business decisions failed to lead the […]
Craft an Effective Markdown Strategy
Retailer E is the official distributor of an eco-friendly footwear brand in Singapore and Malaysia. The company functions in a typical push-based supply chain model, where it has little control over product design, intake or price. The Problem: Lack of Know-How in Markdowns Retailer E does have full control over its markdown executions including promotions […]