THE 5-LAB METHOD
A Precision Framework PROCESS For Brand Merchandising
lab 01: Discover
brand insight lab™
RESEARCH/DISCOVER:
BRAND AUDIT & PERCEPTION
COMPETITIVE REVIEW & ANALYSIS
MERCHANDISE AUDIT
CUSTOMER SEGMENTS
INDUSTRY TRENDS
deliverables:
DISCOVERY WORKSHOP
AUDIENCE PROFILES
OPPORTUNITY ASSESSMENT
lab 02: define
consumer intelligence lab™
strategy:
BRAND NARRATIVE
MERCHANDISE POSITIONING
PROGRAM ARCHITECTURE
COLLECTION STRATEGY
deliverables:
MERCHANDISE BLUEPRINT
COLLECTION ARCHITECTURE
CAMPAIGN THEMES
lab 03: design
collection development lab™
creative development:
mood & trend boards
collection concepts
product concepts
merchandise/blueprint guides
deliverables:
Creative Direction
Product & collection style guides
product storytelling
lab 04: develop
innovation lab™
product system creation:
Product selection
category planning
supplier sourcing
sustainability strategy
deliverables:
Collection build out
product matrix
supplier strategy & Recommendations
lab 05: deploy
activation lab™
go-to-market strategy:
launch plans
communications
merchandising
sales enablement
deliverables:
launch toolkit
presentation assets
sales story
campaign assets