Design Intelligence
data driven fashion and home design forecast
Trends or shopping data?
New assortment launching, sales or up sales are always risky. We give you data based solution for better risks minimization.
Volume
We measure trends indicator of your audience to make you know what kind of trends to use. Accurate customized forecasts.
Promo
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker. Deep understanding of your target audience makes you release more accurate ad messages.
Profit
Data based forecasts increase the retention rate and minimize frozen capitals from warehouses.
R&D for assortment and best period for launch.
Design Intelligence solves the main topic of assortment. When to launch, how to manage it. When comes the time of sales. How to decrease frozen capital from warehouses.

  • shopping data and trends timeline based analysis;
  • targeted offer, assortment segmentaion;
  • working out the couple "product + communication"
case home textile
Data based product strategy
Recently we have done a study for trends indicator of local buyers for different region in Russia.

The target was to get a trends indicator for more accurate R&D process with higher convertion.
Design is values driven
Now it is possible to quantify the relationship of values and design preferences. Design is more values driven than demographic criteria driven. Additionally, it gives a deep understanding based picture for more accurate trend forecasts.
International practice
Values based audience clusterization is the most efficient practice for better targeting. With no major adaptation this method is applicable internationaly.
What is the difference?Regional buyers and theirs preferences.
It is a frequently asked question. We are often asked about the difference between Moscow and "other" regions in Russia. So we made a geo-separated study to draw the picture.

*The studies we make, make us believe that it is not only Moscow and "others" that we need to observe. Any region has particular preferences in design.

We distinguish many consumer clusters. Schematically we can operate with 4 major clusters: Pragmatist, Willful, Responsive and Visionary.

Statistically Visionary people represent smaller part of audience. However, if the survey in done in the professional environment (here – home textile buyers) this cluster become very important.

As we can see form the diagram, regional buyers are more Pragmatists than Willful poeple.

Here by some examples of design preferences of Pragmatists, 27% of regional buyers audience.


A significant group of Pragmatists in the regions - buyers of home textiles - is guided by the purchase criteria of functionality and affordability. Key personal values are the stability of lifestyle, family character, respect for elders and conservatism in design.

- conservatism
- tradition
- thrift
- spending time with relatives

The study showed that the key feature of the Pragmatists group in regions is adherence to traditional ornaments in home textiles, restrained colors, but with bright accents.




Trends indicator

At the same time, there are a number of major trends that affects all areas of design. By tracking the growing and decreasing trends indicator, we can predict the demand for design types within 1-2 years for certain groups of the audience.

So the trends indicator of monochrome interior solutions, loose textured fabrics and light achromatic contrast in textiles - which combines the trend of the Practicum - is more pronounced in Moscow and St. Petersburg. Whereas in regions the trend will come in 2018/19.




The visual preferences of the Pragmatist audience reach a maximum in the trends of 2016/17. In other words, the perception of this audience - 0 (-1), which allows you to model a design strategy with a good accuracy factor.

Evaluation of the proposed types of design in general was more emotional - positive or severely negative - in contrast to the estimates of respondents from Moscow. This allows to make a conclusion about the necessary targeting of communications: with a more or less emotional message.




Design concept of home textiles for Central Region Pragmatists

* Intelligent design in light colors with the addition of rare color accents.
* the architecture of the pattern, corresponding to the classical tapestry or "simple", built on a simple grid
* Flower motifs in natural shades, as well as simple geometric in more contrasting colors.

Design Intelligence
step by step
1
Clustarisation
We made a clusterisation of the target audience by key life values and aesthetic preferences. 8 major clusters resulted from this study.
2
Trends indicator
Trend indicator was determined for each of the audience groups: sensitivity and rejection.
3
Trend Timeline
Launch strategy results from audience trend indicator and Trend timeline match. As result we get an accurate design forecast 2 years toward.
4
Product strategy
We selected the most relevant trends. Then we formulated concepts for each collection with product characteristics and sales strategy.
5
Geo targeting
Product strategy can be geo targeted for even more efficient work with audience local demand.