Work experience report Marta Maillet Tapias

What could also be an advantage to Kerstin Krause Madrid is that we too suggest a fixed
methodology within the design process. Meaning that for instance independently of the
inspiration, theme…etc. of the collection at the end of the process we have fixed
outcomes, in this case would be mood boards. With the making of moodboards, the brand
creates a very important and visual internal tool for the company. A tool that becomes
the starting point of any collection and that is later in the process, a reference point.
It is a tool that itself requires a process when making, research, theme selection, compiling
the research…etc. But, it is this process that later makes the mood board such a strong
statement of the concept/ theme. As what the mood board does is to visualize the message
and content in a clear and visual language that speaks for itself.
Therefore, it would an advantage for the brand’s design process, as it creates a stable and
concrete ground for any collection to be built upon. It can help you see which themes can
be good foundations for future collections and adding to that at Kerstin Krause Madrid it
would contribute with stability in the design process and a methodology can be applied
to any future collections and lines, result of the brands expansion.
Kerstin Krause Madrid’s always-present aim has been to maintain a constant process of
innovation and creation therefore; it is always among the brand’s purposes to develop
new products that respond to the continuous demands of the market. Therefore a solution
to the question: How can
acquire future customers with
a pret-a-porter line without compromising the already women couture line?
Can be launching a pret-a-porter children’s wear line- this new line would put in practice
the implementations of the fixed design methodology of the moodboards and the
implementation of the prism model to the collection building of the line. We can ask why
a children’s line, the strategy behind this children’s wear line would be introducing the
products since an early stage to the customer, and thus familiarizing since an early age
with the brand. They with time will get familiar, comfortable and used to dressing Kerstin
Kruse Madrid. Thus, at least from a theoretical point of view we expect a percentage of
these children to become settled and loyal customers in the future.
Nowadays many luxury brands for instance: Gucci, Chloé, Blumarine, Dior…etc expand
into a kids wear collection and junior collection in order captivate the clients for the
future. By doing this, the DNA of the brands –including Kerstin Krause Madrid- does not
change as these new customers are the younger generation of the brand’s target group.