Fashion retail is by definition, a rapidly evolving industry. Embryonic consumer preferences, changing trends and technological advancements have led to the market witnessing significant shifts in design, production, and marketing strategies.
To succeed in this dynamic, fashion retailers need to turn profitable and at the heart of a profitable fashion business is the product. The simple equation therefore is – the better the quality of your product, the more profitable your business. But managing a product is no simplistic task.
Product management – with an Apparel Product Manager at the center of operations – typically brings together the work of the design studio, pattern cutting and production departments, ensuring a fashion collection achieves the required style, production standards, price points, delivery dates and points of sale.
The job is so advanced that more and more fashion retailers – small scale and large scale – are hiring Product Managers.
IMAGES Business of Fashion brings to you, a series on skilled Product Managers who handle a wide range of responsibilities at various stages of apparel’s life cycle from buying to final delivery. These accomplished experts develop a roadmap for products based on their company’s vision, customer and market research and industry insights.
This week, the spotlight is on Latika Kapoor, Head- Product Insights & Styling, FS, Life, the parent company of womenswear brand FableStreet.
Latika’s current role and responsibilities at FableStreet include leading product and customer insights and market analysis driven product campaigns and collections across FS Life brands.
She has 15+ years of experience across retail operations including styling, customer experience and product development. Her specific skill set comprises of astute market understanding, driving product strategy and building and nurturing a great team of Product Managers.
Design & Development Process
Latika explains that at FS Life – the parent company of FableStreet, Pink Fort, and March – products are crafted keeping in mind latest trends as well as genuine needs and desires of customers.
“Our process leans heavily on the feedback we gather from our clientele, combined with insightful market research which helps us understand the ever-evolving fashion landscape. By delving into social media analytics, we’re able to pinpoint emerging styles and weave them seamlessly into our designs,” she states.
She gives a peek into the company’s meticulous design and product development journey:
- Conceptualization: Every season, our creative minds come together to envision a fresh concept that harmoniously blends prevailing fashion currents, insights from customer feedback, and our unique brand essence.
- Design Crafting: With a solid concept in place, our designers breathe life into their visions. From rough sketches to comprehensive mood boards and colour palettes, every design element is thoughtfully curated.
- Sampling: It’s then time to turn our designs into tangible samples. Each one undergoes rigorous testing to ensure they embody our commitment to quality, durability, and aesthetic appeal.
- Fit Perfection: Our dedication to impeccable fits is unwavering. We conduct extensive fit checks on women of various sizes and body contours. We believe in the beauty of diversity and make sure our designs flatter every silhouette. It’s only when we’re convinced of a universally flattering design that we give it the green light.
- Assuring Quality: Before making its way to you, every piece goes through a stringent quality assessment. This is our pledge to maintain and uphold the standards our customers have come to expect from us.
- Launch: With everything in place, our newest creations are unveiled on our website, ready to find a place in your wardrobe and heart.
Product Development = Constantly Innovating
Latika says the following factors personally excite her about leading product development for your brand:
Innovation & Creativity: The opportunity to constantly innovate and introduce new products to the market is thrilling.
Problem-Solving: Challenges are an integral part of product development. Whether it’s finding the right fabric or perfecting a fit navigating these complexities makes the journey even more satisfying.
Impact on Consumers: There’s an unmatched joy in knowing that the products we develop play a part in our customers’ lives. Whether it’s an outfit that boosts their confidence or a choice that resonates with their values, knowing our work has an impact is deeply motivating.
Collaboration: Working closely with a team of designers, tailors, and marketers creates a synergy where ideas flow.
Continuous Learning: The fashion and apparel industry is ever-evolving. Leading product insights means I’m always learning, always adapting, and always growing. The pace and dynamism of the industry ensure that there’s never a dull moment.
What Inspires Her
Latika says that drawing inspiration for creating new products is a multi-faceted process, and sources of inspiration are as diverse as the world around us. Some of the key inspirations that I find myself reaching out to are:
- Market & Consumer Trends: Keeping a finger on the pulse of current market trends and understanding consumer preferences are crucial. Analyzing data, attending trade shows, and studying market reports offer insights into what might resonate with the target audience.
- Nature: Nature is full of patterns, from flowers to wavy lines, giving us endless ideas for unique prints. Its simple beauty inspires our designs every day.
- Geometrics: With their sharp lines and structured forms, fuel creative ideas with a modern edge. Their symmetry and balance provide a solid foundation for innovative designs.
She explains that balancing current fashion trends with timeless designs requires a blend of keen observation and foundational principles.
“I always begin by staying informed about the latest styles and trends, ensuring our creations are relevant and on-point. Yet, at the core of each design, I prioritize versatility, classic elements, and quality craftsmanship. This ensures that while our pieces echo contemporary aesthetics, They also have a lasting appeal that goes beyond short-lived trends. By merging the new with the timeless, we craft pieces that are both of-the-moment and enduring classics.”
Some quality control measures that she has strictly put in place for her team include:
Fabric Inspection: Before anything else, we thoroughly inspect all incoming fabrics for flaws, ensuring they meet our criteria for strength, colour, and texture.- Pattern Accuracy: Our patterns are double-checked for accuracy, ensuring each garment piece fits together perfectly and adheres to our design specifications.
- Sampling: Before diving into mass production, we create sample garments. This helps us identify any potential design or fitting issues.
- Seam and Stitch Inspection: We place emphasis on the durability of seams and the consistency of stitches. Each garment undergoes checks to ensure the stitching is uniform,
- Fit Trials: Every design is tested on women of different sizes to ensure they fit as intended across our size range.
- Wash Tests: To ensure colour fastness and fabric durability post-wash, select garments are washed multiple times and examined for any changes.
- Final Inspection: Each garment undergoes a comprehensive final inspection where it’s checked for correct sizing, seam integrity, and any visual defects.
- Feedback System: We always welcome and act on feedback from our customers. This helps us identify any overlooked issues and continually refine our quality control processes.
- Regular Training: Our production team is regularly trained to keep them aligned with our quality standards and to introduce them to best practices in garment production.
Approach to Sustainability
Aside from maintaining quality, FS Life is a brand which is conscious as well.
Latika states that as far as sustainability is concerned, as a brand FS Life is driven by the idea of ‘value of good’.
“Giving back to the environment is always our top priority. Sustainability packaging is one of our major endeavors along with using scrap fabric for our samplings. This saves a huge amount of scrap fabric and adds value to our business,” she states.
Top 3 Challenges in Product Development
“The Indian apparel industry, though thriving, faces a myriad of challenges due to its unique market dynamics and vast consumer base. These are top three challenges as per me, which are specific to product development and market competition:
Catering to Diverse Demographics: India’s vast and diverse population means a wide array of tastes, cultural nuances, and purchasing behaviours. From urban to rural settings, from north to south, consumer preferences can vary dramatically. Brands are constantly challenged to develop products that cater to these varied tastes, often necessitating diverse collections and region-specific product lines, which can increase production complexities and costs.
Rapid Fashion Cycles: The fast-paced nature of fashion trends, amplified by social media and influencer culture, means that styles can become outdated quickly. Apparel brands must maintain a rapid product development cycle to stay relevant, leading to potential challenges in quality control, supply chain management, and inventory management.
Intense Market Saturation: The Indian apparel market has seen a surge of brands, both homegrown and international. With the low entry barriers, especially for online brands, competition is fierce. Standing out in a crowded market becomes a significant challenge. Brands not only need to produce quality apparel but also invest heavily in marketing, brand-building, and customer engagement initiatives to carve out a niche.”
Latika’s Top 3 Technologies & Innovations
3D Printing: 3D printing allows designers to create intricate, customized designs layer by layer, offering a new level of personalization in fashion. Similarly, advanced 3D knitting machines can produce entire garments directly from digital designs with little to no waste. It revolutionizes the prototyping phase, reduces waste, and makes bespoke fashion more accessible. Brands like Adidas have already explored using 3D printing for customized footwear.
AI in Fashion: From Design to Supply Chain: AI’s influence in fashion will span across various facets, from garment creation to supply chain optimization. Through AI-driven tools, brands can enhance inventory efficiency, cut down on manufacturing expenses, and forecast upcoming style trends, ensuring they stay ahead in the competitive market.
Growth of Mobile Commerce: As smartphones increasingly anchor the retail experience, mobile shopping is poised to flourish even more. Fashion labels will refine their online platforms for mobile users, ensuring effortless navigation and expedited checkout options.
Her Favourite Product from Her Brand
“Choosing a single favourite collection is a challenging endeavour. With Fablestreet, the Livin Pants definitely stand out. Crafted from a versatile four-way stretch fabric, these pants promise comfort while complementing diverse body shapes, ensuring neither too tight nor too loose a fit. Launching a trouser line adaptable for varied sizes and body types was both a thrilling and demanding undertaking, For PinkFort, our venture into the age-old Dabu (Rajasthani block printing) while infusing a modern touch was truly a rewarding endeavour. As for our jewellery brand, March, the journey from brass to sterling silver jewellery holds a special place in my heart, marking an evolution I cherish,” she says.
“Every garment goes through multiple stages of scrutiny before it reaches our customers. This rigorous process ensures that what you wear from our brand not only looks good but also stands the test of time,” she concludes.
