THE 5-LAB METHOD
A Precision Framework For Brand Merchandising
lab 01: Discover
brand insight lab™
Brand Audit & Perception
Competitive Review & Analysis
Merchandise Audit
Customer Segments
Industry Trends
RESEARCH/DISCOVER:
Discovery Workshop
Audience Profiles
Opportunity Assessment
deliverables:
lab 02: define
consumer intelligence lab™
Brand Narrative
Merchandise Positioning
Program Architecture
Collection Strategy
strategy:
Merchandise Blueprints
Collection Architecture
Campaign Themes
deliverables:
collection development lab™
lab 03: design
Mood & Trend Boards
Collection Concepts
Product Concepts
Merchandise/Blueprint Guides
creative development:
Creative Direction
Product & Collection Style Guides
Product Storytelling
deliverables:
lab 04: develop
innovation lab™
Product Selection
Category Planning
Supplier Sourcing
Sustainability Strategy
product system creation:
Collection Build Out
Product Matrix
Supplier Strategy & Recommendations
deliverables:
lab 05: deploy
activation lab™
Launch Plans
Communications
Merchandising
Sales Enablement
go-to-market strategy:
Launch Toolkit
Presentation Assets
Sales Story
Campaign Assets