1. Production Process
Final Presentation
By: Laia Bonastre, Patricia Lorente, Olivia Llagostera - Production Process - 07.June.2010
2. Concept
Casual Lifestyle Brand
Women’s wear collection
Spring Summer 2011
Style: Comfortable, relaxed, easy to wear. Casual/day wear.
Doesn’t follow trends. It is very focused on creating a clothing line that everyone can feel
comfortable and identified, where clothes don’t change so much from Summer to Winter.
Brand and Store name
ODESSA
•Comes from Greek
•Odysseus
9. Target
fashion dependence
Follow mainstream trends
• Very dependent to their own casual style
• Shopping because they feel its necessary
• Enjoy doing other things rather than going shopping
• Loyal to brands
10. Target
shopping preferences
•Shopping Areas: Around the beach
•Type of Store: Casual independent stores, Multi-
brand stores and Internet.
•Type of Service: Don’t need attended service, they
are sure of what they want and are true to their style
14. Competitors
Alternative and more relaxed basic Brands
Alternative - Wildfox
• American Vintage-inspired women’s knitwear brand.
• Inspired by sleep-overs, beautiful books, fairies, dreams, vintage t-shirts and their friendship
• Based on love and having fun.
• Internationally, Wildfox Couture is distributed in over 30 countries worldwide: U.K., Germany,
Japan, South Korea, Australia, Russia and Taiwan, Harvey Nichol’s, Selfridges and Queen for a Day.
15. Competitors
Alternative and more relaxed basic Brands
Basic brands (AA, Scotch & Soda)
• Basics brand for people of all ages
• Global
• Don’t focus on any concrete target
• Simple yet attractive clothing
16. Competitors
Our Direct Competitors
WeSc
• ‘We are the Superlative Conspiracy’ is a Swedish clothing brand, based mainly on skateboarding
influences and style.
• Founded in 1999,
• WeSC has their own stores in among other places Tokyo, Beverly Hills, Munich, Berlin, Paris,
Oslo and New York, as well as being sold in a large number of other cities.
17. Competitors
Our Direct Competitors
American Eagle Outfitters
• American clothing line and accessories
• Targets teens and young adults.
• Catch phrase “live your life”
18. SWOT
strengths opportunities
•Basics - everyone can wear it •Becoming the leader in casual clothing
•Affordable •Expand our stores in Europe
•Wearable •To be the first choice for customers when
•Large Target buying basics
•Comfortable
•Spanish brand
weaknesses threats
•Not the best quality •Many competitors
•Easily replaced •Financial crisis
•New brand - no awareness
21. Benchmark Distribution
Roxy Scoth & Soda
Multi brand, Own store, Website Own Store, Multi- brand website
Rip Curl American Apparel
Multi Brand, Own store, Website Own Store, Website
Volcom WeSc
Multi brand, Own store, Website Website, Own store
Vans Wildfox
Multi Brand, Own store, Website Website
O’Neill American Eagle Outfitters
Multi brand, Own store, Website Own Store, Website
22. Distribution
Traditional
• Own Store
• Spain & France (14 selling points)
FRANCE SPAIN
• Hossegor •Barcelona (x2)
• Marseille • Tarifa (x3)
• Lyon • Sitges
• Zarautz
• Ibiza
• Playa de Aro
• Málaga
• San Sebastian
23. Timing
•Production trip
•Trips •Fast
Market In shop
Ideas •Sample store Pre Spring
Development •Catwalk •Order Fast Spring
Research •Colour
•Develop high Summer
card Market Summer
season
July August September October November December January
Garment Development Production
Traditional
24. Store
• Whole collection shown in all stores
• Small sized stores
• Relaxed, comfortable, friendly and casual atmosphere
Total amount of garments in Store - 41
T - shirts: 10
Tops and tanks: 3
Dresses: 8
Jeans: 2
Shorts: 3
Skirts: 3
Bikini: 8
Hoodies: 2
Sweaters & cardigans: 2
25. Collection Sizing
Sizes: 34, 36, 38, 40, 42
Two garments of each for each style (sizes 34, 42)
Three garments of each for each style (sizes 36, 38, 40)
•Continuity Garments - 2 small and big sizes, 3 middle sizes of
each garment
•Current Garments - 2 sizes of each garment
•High Fashion Garments - 1 size of each garment
26. Collection
Structure (Balance Triangle)
1 size each High Fashion 2 styles
10 garments 5% 15 garments
2 Garments
Total amount
of garments:
2 sizes each Current Fashion 2 styles
959
100 garments 25% 200 garments
10 Garments
3 sizes each Models
377 garments Continuity Fashion 754 garments
70%
29 Garments
36. Production
timing
Pre Spring in store Spring summer in store High summer in store
Garments sent to Garments sent to
(Garments from China, (Garments from China, (Garments from China,
China Morocco & Turkey
Morocco & Turkey) Morocco & Turkey) Morocco & Turkey)
Beginning October Beginning November December January March
•Everything with synthetics, jersey and wool goes to China and must
be sent before
•The rest is sent to Morocco and Turkey and will be sent after.
41. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Zipper Lace
Changes color according to rib color Changes color according to zipper and rib
Bead (x2) Circle (x2)
Fabric color Metallic color
42. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Trim
Color of the rib
43. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Center neckline
Left in the middle
Below the brand label in the center
44. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
Print
•All over print
•3 colors
Water Print
45. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
All over print
46. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Summer Hoodie
2 Sleeves
2 Hoods
1 Waist Band
1 Back
2 Front
6 Pockets
1
1
49. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
50. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Polyester100% Polyester 100%
Khaki Green
Hand Wash only
51. Spring Summer 2011 10. November, 2010
34. 36, 38, 40, 42 38
Crochet Chain Tank
Circle for chain
Circles forming a chain in order to keep the “holes”
open.
52. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Center neckline
On the left stitch
Under the brand label
53. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Crochet Tape
54. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Crochet Tape
55. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
1 Front
1 Back
56. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Crochet Chain Tank
Top Polyester 160 cm 65 cm 6€ 4€
Chain Metal 100 0.01€ 1€
Cotton 1 0.05€ 0.02€
Plastic 3 0.02€ 0.06€
1 hour 45 min. 0.4€ 1€
1 hour and half 0.4€ 0.80€
10 minutes
0.4€ 0.82€
Distribution 5 days 200€ 2€
8.9€
8.9€ x 2.5 = 22.25€
64. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
1 Front lining
1 Back lining
1 Top part
1 Bottom part
1 Embroidered front part
1 Embroidered Back part
1
1
65. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Dress
Bottom part of the dress Polyester 160 cm 6€ 5€
Lining Cotton Elastane 160 cm 100 cm 8€ 8€
Top part of the dress Cotton 160 cm 60 cm 7€ 3€
String Elastic 2 0.01€ 0.02€
Cotton 1 0.05€ 0.05€
Plastic 1 0.02€ 0.02€
2 hours 0.4€ 0.80€
30 minutes 0.4€ 0.2€
20 minutes 0.4€ 0.1€
Distribution 2 days 200 € 1€
Strings 10 minutes 0.4€ 0.1€
18.29€
18.29 x 2.5 = 45.72€
69. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
Circles (x3)
Must be sewn on by hand to allow the bikini to be
reversible and not see the seam. Wooden
70. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
No label because it is reversible
71. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
All over print - Fabric 1
Water print
Method: screen print
Colour 1 - Black (background)
Colour 2 - Purple
Colour 3 - Yellow
Colour 4 - Orange
72. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
All over print
Water print
73. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
4 Breast part
2 Front monokini
2 Back monokini
1 Neck strap
4 Back strap
3 Circles
2 - Both sides
1
For both fabrics (printed as well as plain)
74. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Reversible Bikini
China Production Prices
Bikini 1 side Polyamide - Elastane 150 cm 35 cm 5€ / m 1.75€
Bikini 2 side Polyamide - Elastane 150 cm 35 cm 2€ / m 0.70€
Circles Wood 3 0.20€ 0.60€
Size Cotton 1 0.02€ 0.02€
Cotton 2 0.10€ 0.20€
Cotton 1 0.05€ 0.05€
12 Minutes 0.04€ / min 0.48€
The fabric is already printed. Does not take time in the making
2 Minutes 0.02€ / min
Circles 1/2 Minutes 0.04€ / min 0.06€ / min
Distribution 5 dats 200€ 1€
4.86€
4.86€ x 2.5= 12.15€
79. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Center back waistline
Left font side
Center under the Brand label
80. Spring Summer 2011 10. November, 2010
34, 36, 38, 40, 42 38
Stretchy Broken Jeans
Broken effect
Washed out effect
Rib on sleeves and hem of the sweater