SUBJECT: PRODUCT DESIGN & DEVELOPMENT

ASSIGNMENT # 1

SUBMITTED BY: MUHAMMAD HANZALA ASIF

(9870)

SUBMITTED TO: SIR NABEEL AMIN

DATE: 28-08-2021

DISCIPLINE: MASTER’S IN DESIGN MARKETING & MERCHANDISING

Contents
INTRODUCTION ......................................................................................................................................... 3
PRODUCT: ................................................................................................................................................... 3
IDEA GENERATION: ................................................................................................................................. 4
COMPOSITION ........................................................................................................................................... 4
APPLICATION OF PRODUCTS: ............................................................................................................... 4
Type of Fashion Business.............................................................................................................................. 5
Type of Fashion Retail .................................................................................................................................. 5
Business Structure......................................................................................................................................... 5
Target Market ............................................................................................................................................... 5
Market Segmentation .................................................................................................................................... 6
✓ Geographic Segmentation ................................................................................................................. 6
✓ Gender ............................................................................................................................................... 6
✓ Age Group......................................................................................................................................... 6
✓ Psychographic Segmentation ............................................................................................................ 6
Market & Trend Analysis .............................................................................................................................. 6
Marketing strategy ........................................................................................................................................ 6
METHODOLOGY OF PRODUCTION ........................................................................................................ 7
Open To Buy Strategy ................................................................................................................................... 7
Product Design Process ................................................................................................................................ 7
Prototypes ..................................................................................................................................................... 8
MARKETING AND PRICING .................................................................................................................... 9
Price .............................................................................................................................................................. 9
Costing, Profit & Loss Statement: .............................................................................................................. 10
Place ........................................................................................................................................................... 10
Distribution ................................................................................................................................................. 10
Social marketing ......................................................................................................................................... 10
Digital Marketing........................................................................................................................................ 10
Implement or design strategies ................................................................................................................... 11
Retailing ...................................................................................................................................................... 11
References:.................................................................................................................................................. 12
 INTRODUCTION

Nowadays advance consumers are searching for a durable,

sustainable, and reasonable price product. Advance customer are
those people which belongs to generation x, y, z & alpha. These
people have seen technology and how it’s advancing day by day.
Advance people own at least one black pair of jeans which they
didn’t want to fade away easily, the product should be develop
with sustainable means and it should be in range of their buying
power. In order to carter this market we came up with product
vantablack. Vantablack is jet black denim garment collection that will not fade away easily up to
30 home laundries. Usual black denim fades away after 5 to 10 washes depending upon the hue
of color. Conventional denim product is also very hazardous for our environment. It produces
non hazardous waste that is really destroying our ecosystem.

As seen in the picture this new color is in trend for its unique jet-black tone which was used by
BMW in their new product. Sharing further details about vantablack along with reference

Vantablack is a material developed by Surrey Nano Systems in

the United Kingdom and is one of the darkest substances
known, absorbing up to 99.965% of visible light (at 663 nm if the
light is perpendicular to the material).

PRODUCT:

As a textile technologist by education and Research and Developer by profession, I have

developed “vantablack” capsule collection. This unique product is Black denim fabric which is
developed with ring dyeing effect. Usually ring dyeing effect in black denim fabric is achieved
chemically which have its own consequences. vantablack is not used in past by any
manufacturer and vendor in denim world. Its unique characteristics help us to save water
chemicals and harm full chemicals which are not environment friendly. vantablack will be a
patented product to reserve its copy rights.
IDEA GENERATION:

Denim is the worldwide much popular form of fabric. A faded stylish look can be achieved due
to ring dyeing of warp yarns of denim garments. This effect occurs naturally in the process of
Indigo dyeing below are some available products in market which help me out to think about this
product.

Naveena’s X.0 collection touted laser-sensitive fabrics dubbed Beam Denim.

Kassim Denim presented Automic, a process that allows brands to eliminate dry processes.

Artistic Fabric and Garment Industries (AFGI) bowed M-Power fabrics

And Rudolf Hub 1922 sought ways to make laser finishing more efficient with the application of
Laser Primer

COMPOSITION

vantablack manufacturing involve two different sets of yarn, one is hydrophobic, and one is
hydrophilic. Hydrophobic yarn is in core and hydrophilic yarn will be spun over core. Due to its
unique characteristics when it will be proceed for dyeing only hydrophilic part will absorb dye
and get the desire color while hydrophobic part will not absorb dye and will remain un-dyed.
Thus, we can achieve efficient ring dyeing effect in Sulphur dyeing, which is very difficult to
achieve with conventional dyeing process.

APPLICATION OF PRODUCTS:

Black jeans are the most common color other than blue, everyone has at least one pair of black
top and bottom. vantablack can be used in any denim fabric where black shades are required. We
can use vantablack in bottoming, topping, sandwich and over dye shades with efficient ring dye
effect in washes.
Type of Fashion Business

Our product belongs in luxury fashion business. As it’s not an essential good that is necessary for
daily life. Due to its uniqueness of vantablack color, sustainable ways of production and market
competitive price this belongs to luxury fashion business product.

Type of Fashion Retail

We are planning to sell this product via multi channel commerce module. By using this module
we can sell it through both online and offline channels. By using both channels we can generate
more sells which will leads to more profit. With off line channels we can interact with customer
via social media, phone and in our physical display room. With online presence we can use
digital marketing tools to market our product and generate sells.

Business Structure
Business structure needs a vertical denim production unit where we start from a yarn than end on
garment packing. We can use both techniques either we set up a vertical denim production
similar to Artistic Denim Private Limiter or we can outsource it from other denim producer by
developing our product from there. Both models have their own pros and cons for example
vertical unit requires huge amount of capital to set up. On the other hand, by outsourcing, it we
are providing our recipe to other vendors which they can copy easily. So, in my opinion it would
be better if we could generate enough funds to set up our own vertical unit. After setting up a
vertical unit will take help from our marketing team to market this product via both channels.
Firstly, through social interactions with customer by sending them samples, presenting them in
physical meetings and show casting our product in exhibitions. Secondly through digital
marketing tools, website, adds and virtual exhibitions, this type of marketing will help us out in
covid type of scenario which we have experienced currently.

Target Market

Target customers belongs to Y, Z and alpha generations as these generation have seen
technology and how its advancing. These generations have seen all trends, how trends come and
go. But a black jean is a product that is constant throughout these generations. They at least own
one pair of black jeans which they didn’t want to fade away easily. We are planning to market
this product in all seasons with changes in products. For example, for summers and spring we
will launch it with Coolmax All season fiber which regulate body temperature and give wearer a
cooling effect as black color absorbs all color which results in rising body temperature. For
autumn and winters this product is hot item as by nature black absorbs all color which results in
giving wearer warmth. We will target foreign consumer markets and try to sell our products to
them. With respect to our market, we can target teens, teenagers and adults both male and female
by selling them our trademark vantablack denim in their size.
Market Segmentation

✓ Geographic Segmentation
We will target foreign consumer markets and try to sell our products to them.

✓ Gender
both male and female

✓ Age Group
We can target teens, teenagers and adults by selling them our trademark vantablack
denim in their size

✓ Psychographic Segmentation
The segmentation is done on the basis of attitudes, behaviors and traits of people belong
to our target market.

Market & Trend Analysis

As per my research in this market nowadays biggest trend in denim industry is scalable
sustainability. Scalable sustainability is a type of sustainability in which we can measure how
sustainable is our product and its credibility via authentic certifications / testing from third
party laboratories. Denim industry is growing day by day and with increase in demand we have
to search on more sustainable ways for development of denim. This is why we have chosen
vantablack which is by far the most sustainable denim product in whole denim industry. It take
less water, less hazardous compound are used during process and saves energy also which
results in low carbon footprint product.

"About 6 billion pairs of jeans are made a year so that means 2 billion pairs are now being
made in a more sustainable way."

It takes around 7,500 litres of water to make a single pair of jeans, according to the UN

Marketing strategy

Vantablack will be launch globally through an online exhibition, biggest exhibition for lovers are
Kingpins, premier vision and denim and jeans. We will share our collection to brands which we
are working already. Moreover we have our own brand DL1961 in USA; we will launch it
thorough that also. Our target market will be brands which are focusing more on sustainable
products for example Levis, KONTOOR, H&M, PRIMARK and many more. There are many
brands which required sustainable black for production as conventional black is not environment
friendly.
METHODOLOGY OF PRODUCTION

Cotton fiber will be used as raw material, we will spun two different yarns
with cotton then these two yarns will be treated with hydrophobic
treatment to achieve desire result. After treatment we will core spun
hydrophilic yarn over hydrophobic. Initial part is technical remaining is
very simple. Then yarn is dyed with reactive black dye. Reactive black
dye has excellent color fastness properties. We can process this through
conventional denim production.

Open To Buy Strategy

As we have learn in lecture about open to buy strategy. This strategy includes research on buying
power of our target market. The merchandiser plays a vital role in this strategy. Merchandiser
helps the buyer to evaluate which course of action will be best for the business to take. Buyers
generally claim that open to buy is never enough for them. On the other hand Buyer always has
more styles to buy than they have money to spend on them.

Merchandising is there to help the difficult decision-making processes. With modern computers
and information systems, today’s merchandiser has an ever-increasing ability to analyse sales
and stock information in more and more innovative and detailed ways.

Product Design Process

An eventual outcome design is additionally to be made so that there can be a get-together of
that item.

Emphatize

Testing Define

Prototype Ideate
Prototypes
 MARKETING AND PRICING

Price

Garment cost is 8.27 $

Total cost is 1339.7 rupees which is equal to 8.27 $ @ 162

Costing, Profit & Loss Statement:

Costing is done through traditional costing method. Raw material cost is updated as per current
market rates. After that overheads cost is added in to raw material cost. Then utilities, bills and
taxes are added in the total. Our cost is 20 percent higher than conventional product. Due to our
competitive advantage we are selling it with a big profit margin. We are producing a single
garment at a rate of 1339.7 rupees and we are selling it on a price of 27,999 rupees. This selling
price is set with respect to our brand perception in consumer market and buying power of our
target market. We are earning 26659 on a single garment and the more garments we sell the
more profit it will generate.

Place
Online Store, Website, physical shops, flagship distributor, etc.

Distribution
The distribution channels that we will use for our product is through:

• Through our online store and Facebook page.

Social marketing

Conventional denim marketing strategy will use to carter our customers. We will set meeting
with brands and present them our collection physically. Moreover we will take part in physical
and virtual exhibition to gain more buyers.

Digital Marketing
Promotions on social media sites like Facebook, Instagram via content marketing, that is sharing
informational and awareness contents related to product and its benefits which is handled by a
hired digital marketing team.

Enrolling customers on Facebook pages and groups in order to spread awareness and assist them
with different contents and helps.

We can also take help from online web portals which are providing services to sell product
digitally. Example of these portals is Amazon and Daraz.
Implement or design strategies
We will be taking help from our product development team for future update on trends and
technology advancement is in the process. We will conduct monthly based meeting with PD
team. Our PD team will develop collection on basis of our customer taste, current trend and brief
received from fashion buyer. Through this strategy we will be redesigning our product
periodically.

Retailing
Retailing of our products depends upon the orders that we are receiving from our buyers. We will be
explaining it through below examples.

Scenario no. 1 is where we received bulk garment orders from our fashion buyer. We will provide order
on our standard lead time which is 45 days. Starting from yarn till garment it includes much process
which needs time for production. Then transit time of transportation is included in delivery where our
customer wants its product. This supply chain of product consumes too much time.

Scenario no. 2 is for shorter lead time we have set up a local ware house in our customer location. We
will be working on projections in this scenario to entertain our customer is less transit time. These kinds
of retail strategy help us to entertain customers that are working in lesser quantity and highly fashionable
garments.

Scenario no. 3 is for our customers that are purchasing product through digital means. We will try our
best to update our new collection on digital marketing tools this pool is managed by or digital
merchandiser. This merchandiser is responsible for communication with digital buyer than providing him
services till he delivers the product. Through this strategy we are catering our digital customers.
References:

Webber, K. (2019, December 18). The environmental and human cost of making a pair of jeans.
EcoWatch. https://www.ecowatch.com/environmental-cost-jeans-2544519658.html.

CBC/Radio Canada. (2020, September 16). How jeans became one of the most Polluting
garments in the World | CBC Radio. CBCnews. https://www.cbc.ca/radio/ideas/how-jeans-
became-one-of-the-most-polluting-garments-in-the-world-1.5280773.

Wikipedia contributors. (2021, August 1). Vantablack. Wikipedia.

https://en.wikipedia.org/wiki/Vantablack

Course lecture.

THANKYOU…