Product Development
Product development is the first step in the manufacturing process. This involves lots of research and inspiration. For the start-up entrepreneur it will mean a great deal of research and market analysis in order to come up with a product which will be in demand. Manufacturers and even large retailers such as The Gap, J.C.Penney, Sears, and The Limited all spend a great deal of money on product development and formulating new ideas. This could mean a trip to Europe to view the collections and research ideas in European stores and on the streets. It may involve exhibits and professional trend services that predict styles, fabrics and colors for the next season. Design is an on-going process and as soon as one line is complete, the designer will have to begin on the next season's designs, producing four to six collections each year.
As a start-up manufacturer developing a first line, coming up with fresh ideas for the next line can often be problematic. Remember that you will never have as much time to develop a future line as you have had for the first line you produce and market.
Each garment must be individually styled, and although it may be similar to other garments in the line, as well as to garments in the preceding line, it will still need new individual features of its own. These similarities represent the signature look for the individual company, which retailers and customers come to recognize and return for. This is called "Branding " and it is important that a manufacturer can achieve a look that is recognized and as such has a brand image. To perform this miracle of styling, the designer starts with structure, trimming and fabric. The necessity for balanced proportions, good fit and quality for the money paid by the customer is another important aspect of producing a sellable line of clothing.
Within the limitations mentioned the number of "pieces" in a line depends on the size of the company and the price range of the product. For a start-up manufacturer keeping the line small and manageable is important. Finding a product that can fill a need in a market that is saturated with old styles, and with a price ticket that will allow the start-up to provide product and make a profit, will make the difference between success and failure. Some successful companies have begun with one item, which sold in large quantities and made it possible for them to grow slowly. Of course there have been many manufacturers who have been "one trick ponies" that have not been able to develop another successful item and are gone in a few short months of starting their business. Product development is where it starts and finishes.
