Design management and product development play a central role in the creation of a collection. Professionals who work in this area combine creativity with technical know-how, turning a brand’s visionary ideas into reality. The international company Esprit, known for its positive values and sustainable fashion, offers a fascinating environment in which these experts can fully develop their talents.
The creation of a collection: Design Management
At Esprit, the process of creating a collection begins with trend research by the design managers. They collect inspiration for new patterns and graphics that reflect current fashion trends but remain true to Esprit’s brand identity. For example, the design managers decide on a nature-inspired theme, derived from current trend trends, and within this theme they focus on minimalist shapes and muted earth tones in order to appeal to Esprit’s end customers. These professionals then sketch designs, select appropriate fabrics and work closely with the materials research and development team to select materials that are aesthetic, sustainable and cost-effective, but also meet the technical requirements of the design.
After prototypes are created, designs are fine-tuned in collaboration with the Senior Vice President of Central Design, followed by preparation for production. Design management in a large corporation like Esprit is often different than, for example, in a small, local brand. In addition to a creative vision and an eye for the new, design managers also need a feeling for the direction of the brand, a feeling for the wishes and expectations of end consumers and an analytical and realistic view of the suitability of various trends for their target group.
Technical fine-tuning: product development
The product developers at Esprit take on a crucial role in the implementation of the proposed designs. They take up the concepts of the design managers and begin to look for technical and economic solutions to realize the product. This process includes working closely with design and merchandising teams to ensure alignment with brand strategy. Sticking with the example of nature-inspired designs, they could be responsible for implementing a collection of nature-inspired women’s dresses, paying attention to aspects such as fit, comfort and finish. Product developers work with the prototype and so-called ‘samples’, which they use to identify where there is a need for improvement and where complications could arise when selling and wearing the clothing. In close coordination with suppliers and producers, various materials are selected through an exclusion process and produced as samples.
After producing and testing these samples, the product developers initiate adjustments to improve quality and monitor the entire production process – including compliance with production and shipping deadlines. As team leaders, you are not only responsible for individual product categories, but also guide the entire team through the development process. Product developers need a keen eye for details, organizational skills and the ability to make critical decisions. Many everyday tasks involve weighing up various aspects; it is often a matter of finding the best middle ground between creative design and realistic, efficient implementation.
Goal-oriented implementation of creativity
From the initial idea to the finished product, the design managers and product developers at Esprit are essential. They combine artistic vision with technical precision to create garments that are fashionable, practical and in line with the values of sustainability and quality – an Esprit hallmark. Although the two positions differ significantly in their intricacies and everyday tasks, their core is very similar: they combine technical knowledge and creative talent to create everyday, yet inspired fashion for Esprit customers.