Merging Creativity and Commercialism through Data
Brand O is a contemporary fashion brand that focuses on conceptual womenswear. The designer of the brand is highly inspired by shapes and patterns with a strong emphasis on garment construction. Established in 2009, the brand has formed an iconic and distinctive style of utilising patchwork and prints in its design executions.
The Problem: Translating Conceptual Designs to Commercial Everyday Wear
Brand O has built a substantial following with its highly conceptual pieces, however, the founder realised that the brand had low scalability. At the same time, new contemporary brands are entering the same product space, so the brand could foresee stiff competition in the near future.
To expand its customer base and increase market share, a strategic assortment expansion is necessary.
However, the main challenge was: how does the brand adapt to a wider consumer target while retaining the signature style that it’s known for?
The Solution: Creating a Commercial Merchandising Strategy
The brand referred to Omnilytics to re-strategise its collections.
- Identifying commercial designs
To understand what design styles drove high sell-out, the designer of the brand first dived into the trade performance of other competitors with similar aesthetics. Omnilytics allowed them to gain insights into each competitor brand, down to subcategories and SKU performance.
- Colour story selection
Once the designs were validated, the designer refers to Omnilytics again to identify the top trending colours within a relevant market. The data findings enabled the designer to produce variations of the brand’s signature prints and patterns in colours that were commercially successful.
The key solution to the brand’s issues is to balance new market demand without losing sight of its signature styles. Data has the ability to bridge that gap by providing a detailed and accurate analysis of the products being offered by the market leaders of that segment. This information guides the designers on how to apply commercial aspects to their products while still maintaining their creative signature.
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 […]