Asenne 2014 -mallisto : Kaupallistaminen mallistosuunnittelussa

Abstract

Opinnäytetyön tavoitteena oli suunnitella Asia Promo -yrityksen Asenne-brändille 2014 miestenvaatemallisto. Mallisto julkaistaan kerran vuodessa ja se myydään kesämallistojen ajankohtana. Malliston tavoite on toteuttaa ensisijaisesti kevät-kesä-sesongin kysyntä, mutta sen tulisi olla ajankohtainen myös syksy-talvi-sesongilla. Toisena tavoitteena on tutkia brändin asemaa ja kaupallisuuden vahvistamiskeinoja suunnittelun avulla.

Tutkimus toteutettiin tapaustutkimuksena. Kaupallistamiskeinoja tutkittiin sisäisen ja ulkoisen benchmarkingin avulla. Sisäisessä benchmarkingissa tutkittiin vuosien 2012 ja 2013 mallistojen kaupallista menestymistä tuotteittain. Ulkoisessa benchmarkingissa Asenne-brändiä vertailtiin samantyyppisiin kansainvälisiin brändeihin.

Vertailututkimuksen jälkeen tutkittiin suunnitteluprosessia kaupallistamiskeinojen näkökulmasta. Trendiennusteita, kaupallista suunnittelua, brändäyksen keinoja sekä cool huntingia käytettiin tapoina havaita ja kerätä tietoa. Myös edellisten mallistojen kokemukset olivat tärkeitä lähteitä suunnitteluprosessissa. Läpikäytäviä aiheita ovat tiedonkeruu, malliston koko, teema, väri- ja materiaalivalinnat sekä tuotteet.

Opinnäytetyön tuloksena syntyi mallisto, joka on kaupallisesti kilpailukykyinen kuvaten Asenne-brändin imagoa sekä tietopaketti kaupallisuuden lisäämistä koskevista keinoista yrityksen tarpeeseen. Opinnäytetyön päätavoitteen toteuttanut mallisto valmistui aikataulussa ja siitä ryhdytään valmistuttamaan mallikappaleita sekä myyntimallistoa. Opinnäytetyö sisältää teemakuvauksen, moodboardin, mallisto- ja värikartan.

The primary objective for this thesis is to create a commercial collection for Asia Promo Ltd under its in house brand Asenne. The collection is published once a year and it is sold during the sales of spring-summer collections. Asenne collection should primarily meet to the need of the spring-summer season, but it should also be current during the autumn-winter season. The second objective for the thesis is to study the position of Asenne as a brand and the means to reinforce the commercial aspects through design.

Firstly, the study was conducted as a case study. The commercial aspects were studied by both internal and external benchmarking. The commercial success of the 2012 and 2013 collections were studied in the internal benchmarking. Simultaneously, in external benchmarking, Asenne was studied against international niche surf brands.

Moreover, after benchmarking, the research is focused on the design process specializing in commercialism. Trend forecasts, commercial design, branding and cool hunting were used to gather information for the collection’s design. Also experiences with the previous collections were important sources to study the design process. Altogether, matters discussed were information gathering, collection size, theme, products and, color and material choices.

As the result of the thesis, the Asenne collection 2014 was born. It reflects the brand image and is commercially competitive. The information package as a means to increase commercial aspects in design was also created for the needs of the company. The collection met its deadline and next step is to produce the prototypes and the sales catalogue. In addition, the thesis includes collection sheet, color palette, theme information and mood board.

The primary objective for this thesis is to create a commercial collection for Asia Promo Ltd under its in house brand Asenne. The collection is published once a year and it is sold during the sales of spring-summer collections. Asenne collection should primarily meet to the need of the spring-summer season, but it should also be current during the autumn-winter season. The second objective for the thesis is to study the position of Asenne as a brand and the means to reinforce the commercial aspects through design.

Firstly, the study was conducted as a case study. The commercial aspects were studied by both internal and external benchmarking. The commercial success of the 2012 and 2013 collections were studied in the internal benchmarking. Simultaneously, in external benchmarking, Asenne was studied against international niche surf brands.

Moreover, after benchmarking, the research is focused on the design process specializing in commercialism. Trend forecasts, commercial design, branding and cool hunting were used to gather information for the collection’s design. Also experiences with the previous collections were important sources to study the design process. Altogether, matters discussed were information gathering, collection size, theme, products and, color and material choices.

As the result of the thesis, the Asenne collection 2014 was born. It reflects the brand image and is commercially competitive. The information package as a means to increase commercial aspects in design was also created for the needs of the company. The collection met its deadline and next step is to produce the prototypes and the sales catalogue. In addition, the thesis includes collection sheet, color palette, theme information and mood board.