1. DESIGN FOR DEMAND
Designing for demand means creating products that directly meet consumer needs and wants, thereby minimizing overproduction and waste. This approach focuses on understanding market demand, producing accordingly, and incorporating sustainability practices to ensure that fashion products are both desirable and environmentally friendly.
Here’s an expanded exploration of how to design for demand from a customer need and want perspective, with concrete examples and supporting statistics.
1. Understanding Consumer Needs and Wants
Explanation: Designing for demand starts with a deep understanding of what consumers want and need. This involves market research, trend analysis, and direct consumer engagement to gather insights.
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2. On-Demand Production
Explanation: On-demand production involves manufacturing products only after an order is placed, reducing the risk of overproduction and excess inventory.
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3. Limited Edition and Capsule Collections
Explanation: Producing limited edition and capsule collections can create a sense of exclusivity and urgency, aligning production more closely with demand and reducing overstock.
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4. Real-Time Data and AI
Explanation: Leveraging real-time data and artificial intelligence (AI) helps brands predict demand more accurately and respond quickly to market changes.
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5. Sustainable Materials and Processes
Explanation: Incorporating sustainable materials and processes into products designed for demand ensures that environmental impact is minimized even as consumer needs are met.
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5. Pre-Order Campaigns
Explanation: Pre-order campaigns allow brands to gauge interest before committing to production, reducing the risk of overproduction and ensuring that only desired products are made.
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6. Customer Engagement and Co-Creation
Explanation: Engaging customers in the design process ensures that products meet their preferences and needs, fostering a stronger connection and reducing the risk of unsold inventory.
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Designing for demand enhances circularity and sustainability by aligning production with consumer needs and wants, minimizing waste, and promoting the use of sustainable materials and processes. By adopting these strategies, fashion brands can create high-quality, desirable products that meet market demand while reducing their environmental impact.
Demand – driven production – design out overproduction – unsolds and discounts.
Design-sell-make model instead of Design -make-sell model
Between 20% and 60% of all the products produced is never sold or is sold at discount.
Change from supply-driven to demand driven production.
As a brand – as yourself these questions:
– What products does your customer WANT and NEED?
Designing for demand is an approach that can significantly improve the longevity of products. In this model, businesses shift from a traditional design-make-sell model to a design-sell-make model. This means that businesses focus on creating products that customers want, rather than producing products and hoping that customers will buy them.
One example of this approach is the Lululemon “We Made Too Much” sales campaign. This campaign offers discounts on products that the company has overproduced, rather than discarding them. By focusing on designing for demand, Lululemon is able to reduce the amount of excess inventory that they have, which in turn reduces waste and saves money.
To implement a design for demand approach, businesses need to shift to a demand-driven production model. This means designing products based on sales data and customer information, rather than making assumptions about what customers want. By understanding customer preferences and behaviors, businesses can make informed decisions about collection structure and range planning.
One benefit of this approach is that businesses can reduce the amount of unsold products and inventory that they have. This not only saves money but also reduces waste, as excess inventory is often discarded or sold at a discount. By designing for demand, businesses can ensure that they are producing products that customers want, which in turn reduces the need for discounts and clearance sales.
Another benefit of designing for demand is that it can lead to higher quality products. By focusing on creating products that customers want and need, businesses can invest in quality materials and production processes. This can result in products that are more durable and longer-lasting, which in turn promotes sustainability and reduces waste.
In conclusion, designing for demand is an effective approach for businesses that want to improve the longevity of their products. By shifting to a demand-driven production model and focusing on creating products that customers want, businesses can reduce waste, save money, and create higher quality products. By using sales data and customer information to inform collection structure and range planning, businesses can make informed decisions that promote sustainability and longevity.
Brands already have sales data and customer information – use this to make informed decisions to not overproduce.
GOOD DESIGN AND STRONG VISUAL APPEAL
Good design and visual appeal is extremely important for customers to want and purchase a product.
As a brand, ask yourself these questions before producing new products:
– Is the product good looking? Is it attractive?
– Are the lines carefully considered, are the trims the correct ones, are the colors and color combinations perfect?
– Is the product over designed?
Evaluate Aesthetic Quality:
When assessing the visual appeal of a product, it’s crucial to consider whether the design is genuinely attractive and pleasing to the eye. This involves evaluating key elements such as lines, trims, colors, and overall aesthetic harmony. A well-designed product should captivate consumers, balancing beauty with functionality and desirability.
Careful Consideration of Lines:
The lines of a garment play a fundamental role in its visual appeal. Ensure that the lines, seams, and contours of the product are carefully considered to enhance the body’s natural shape and proportions. This can involve strategic seam placements, flattering cuts, and thoughtful draping. Clean, purposeful lines contribute to a refined appearance and a polished look.
Selecting the Right Trims:
Choosing the appropriate trims, such as buttons, zippers, and embellishments, can significantly impact the overall aesthetic. Trims should complement the design without overwhelming it. They must align with the garment’s style and functionality, adding subtle details that enhance the visual appeal. Consider both the practical and decorative aspects of trims to achieve a cohesive design.
Perfecting Colors and Combinations:
Colors and color combinations are vital to a product’s attractiveness. A well-considered color palette can evoke emotions, convey brand identity, and appeal to target consumers. Pay attention to color theory, trends, and how colors interact when combined. Aim for harmonious combinations that are visually engaging and suitable for the intended use and audience of the product.
Avoiding Over-Design:
Resist the temptation to over-design. Excessive details, unnecessary embellishments, or overly complex patterns can detract from the product’s appeal and functionality. Strive for a balance where each design element has a purpose and contributes to the overall aesthetic without cluttering the product. Simplicity often enhances elegance and versatility, making the product more appealing to a broader audience.
Co-Creation with Customers and Community:
Engage in co-creation with customers and community members to enhance the design process. Brands that invite input from their audience often find greater success in creating products that resonate with consumers. This approach allows customers to share their preferences, feedback, and ideas, fostering a sense of ownership and involvement. Products co-created with customers are likely to be more appealing, as they reflect the tastes and desires of those who will ultimately use them.
Co-creation not only results in products that better meet consumer needs but also strengthens customer loyalty and satisfaction. When people feel that their opinions are valued and see their input reflected in the final product, they are more likely to buy, keep, and cherish it longer. This engagement builds a community around the brand and enhances the emotional connection with the product.
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By focusing on these aspects, you can create products that not only meet functional needs but also captivate consumers with their visual appeal. Engaging customers in the design process further enhances the desirability and emotional connection to the product, contributing to long-term brand loyalty and success.
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