In one of the team discussions, the Creative Director talked about the Brand history. It was surprised to hear that Peter England is 1887 ka brand. The first Peter England was established at that time. According to him, Peter England was launched as a premium apparel brand in India. Also, in 1997, there was no concept of branded apparel and ready to wear Menswear. Mostly, it was tailored and Raymonds was one of biggest shirt-fabric making brand at that time.
Following is the brief history of the Brand from their Point of View:
Peter England was launched in India as a premium brand, but due to the recession, they cut back on the brand value and made it an affordable brand. Since, I am from an younger generation, this insight could not come to me. Since that recession, Peter England could not regain its premium brand image and the current design team is working hard to regain it.
I conducted a brainstorming workshop with my design team. The workshop was about mainly understanding the fashion designers, their frame of mind, their expectations from technology in apparel. Also, I asked 4questions and analyzed the data afterwards. The four questions were:
1. What apparel can do?
2. What do you “wish” apparel can do?
3. What are your problems or issues?
4. How are you trying to solve them?
The objective of the workshop is to collect data and see patterns. Patterns give us insight on what are common issues, and what are the triggers. We can find something different and interesting too. I am not looking for direct ideas from the workshop, but triggers and white-spaces.
So, I invited everybody for the brainstorming workshop, but due to last minute changes in their calendars of some important event, totally 6 people only could turn up. It was great experience for myself, (and hopefully them also, hehe) as I got to know them, saw a lot of relatable things, and being a reserved person, it was exciting to listen and talk to their thinking.
I was so engrossed in conducting the workshop, talking and taking notes, that I could not take much photographs, nonetheless took a couple of photos in the end.
Based on the collected sticky notes, I derived few insights. But before that I followed an affinity diagramming process and categories the notes on various categories.
Following are some of the collected notes:
Among the insights, there was one particular insight which caught my attention and left me thinking:
Mohit, Creative Lead for Visual Merchandising, Peter England, rightfully said, “I don’t want to carry any more gadgets, in fact if possible I don’t even want to carry my car keys.” This statement of his, and validating his desire with others made me realize that Men don’t like to carry stuff with them, unlike women. It was an important understanding for me to understand what men want in terms of their gadgets and all, and became a founding stone for ideation.
In my design process, I have always given a lot of important to research and analysis. Sometimes, to n extent where I was in my comfort zone while researching and did not want to come out of it. Also, analyzing data has been a constant struggle for me in my earlier projects. Very Consciously I am trying to attack all those weaknesses and also not getting stuck with research. I realized that since, the projects are conceptually challenging and difficult for my capabilities, I feel scared to take certain design jumps, I try and get more and more comfortable by doing more research. Data gives me confidence and comfort, it makes me I am not taking a blind leap of faith, but the more data I collect, the more coward I become.
So, in this project, I am consciously trying not to get that stage. I have taken few necessary design jumps. They are various dots, which hopefully will get connected when I look back at the project after completion. This is the post about a design jump that I am taking after the consumer research and analysis. I am planning to straight away start with ideation with intuitive design process. Since, from past one month I am constantly collecting and analyzing data, my brain is bubbling with ideas. And it may not seem linear, but that data has formed a certain degree of Intuition, which I am gonna trust and take a leap of faith.
Let’s hope I don’t crash!