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Up to the present, Kerstin Krause Madrid, has had clear the type of clothing and service<br />
it wants to provide to its customers. The brand has a type of product that appeals to that<br />
type of target group, the Kerstin Krause Madrid woman. But now that Kerstin Krause<br />
Madrid is on the process of expanding it wants to create a greater impact to the public and<br />
start acquiring settled and loyal customers for the brand.<br />
In this process of expansion, things change, the image dilates, new challenges, greater<br />
infrastructure, new environments …etc. Thus, it is necessary to redefine the type of<br />
product the brand is selling to the customer, so that Kerstin Krause Madrid can send to<br />
the customer a clear and refreshed message of the brand and its products.<br />
Moreover, to reach better the customer, Kerstin Krause Madrid has to have clear: what<br />
are their products, what do they say about the company and its design. This redefining<br />
has to happen from within, somewhere along the design process and the collection<br />
building stage, and then be portrayed outwards to the customers. By the use of a collection<br />
building method, this can be implemented easily on any type of collection as depending<br />
if a product is profile, core or basic can help the brand segment its garments into helpful<br />
categories for many different purposes, especially design wise.<br />
Considering Kerstin Krause Madrid’s type of clothing and couture designing, we can fit<br />
the brand into the prism model (appendix 1), consisting of a bigger segment of core<br />
products, a smaller of profile and finally a small group of basic pieces. When putting up<br />
a collection, this type of frame- does not limit you- it gives you a structured and clear<br />
picture of what the products say about the brand. For instance the profile pieces are the<br />
brand building, the eye candy, your showpieces to your customers and these and often<br />
profitable and are high-end priced. The Core pieces define the brand, its DNA when it<br />
comes to the design, these are the main part of the collection and characterise the product<br />
and are of mid-price. At last, we have the basic pieces, the invisible pieces of the<br />
collection but which the brand survival depends upon. It is here were we count on making<br />
money, as these products are low-prices and basic for dressing.<br />
Therefore, in these expanding times Kerstin Krause Madrid can benefit of using the prism<br />
model, when building a collection, independently of the line, as subsequently it can<br />
identify the pieces that define the brand, it can know where to invest design wise (profile)<br />
or where to save money by having re-runners. Thus, the brand can put the emphasis where<br />
it is needed for instance nowadays, which would be on the core products as well as in the<br />
profile as it wants to redefine and build the brand throughout its own clothing. With this,<br />
the brand also achieves an effective structure and a schematic way of seeing all the styles<br />
and it can easily see the strengths and weaknesses of the collections.<br />
With this Kerstin Krause Madrid can estimate, calculate, and plan what their products<br />
portray to the customer, what defines the brand, where to invest and develop product wise<br />
and where to make sure money. This in any design company establishes a fixed<br />
methodology when setting up collections, Moreover it makes the design process flow<br />
smoother creating a more efficient and internal brand structure. It is a long-term<br />
advantage, benefit and investment as it can later be applied to any upcoming future lines.