Young Designers 2009

 
Tanushree Sharma
Strategic Design Management | PGDPD
tanusharma.20@gmail.com
 
Strategic Solutions
End of Season Sale
Guide Krishnesh Mehta
Sponsonr Tommy Hilfiger, Bangalore
Keywords
> Tommy Hilfiger
> Lifestyle brand
> End of Season Sale
> Strategic design
My project with Tommy Hilfiger focused on critically analyzing its End of Season Sale (EOSS) from the shop floor and recommending scope for improvements. The idea is to liquidate and carry dead stock forward, with craft. Since every lifestyle brand goes into the sale mode at more or less the same time, the objective was to offer the consumer the most lucrative value proposition.

My design strategies were grounded in a solid research process. I studied the retail scenario and consumer preferences, Hilfiger Stores and the competition landscape in Bangalore; the study of preferences of diverse value groups (college goers, young couples, friendsí circles, affluent families, foreign visitors) etc. I also studied competitors such as United Colors of Benetton, Puma and Espirit. For deeper cultural insights, I undertook qualitative research using the Zaltman Metaphor Elicitation Technique. Subsequently, I decided to mingle with many stakeholders Ďunder coverí without letting them know that I was a researcher. This facilitated unadulterated and varied insights.

Based on a synthesis of my research findings, I conducted an analysis of strengths and weaknesses of the products, modes of communication, visual merchandising, events of EOSS (e.g. sales previews for its loyal customers), strategic planning and services and proposed ideas which were positively received. I also constructed a time-line that mapped flow of consumers into Tommy Hilfiger vs. Competitor Brands.

The project has been an invaluable opportunity to hone my entrepreneurial skills and has sharpened my ability to use design-thinking for creating desired value, perception and differentiation.
Communication Design
AFD 9
ED 5
FVC 13
GD 18
Industrial Design
CGD 9
FID 11
PD 15
TGD 4
TrAD 8
Interdisciplinary Design
DRE 14
Strategic Design Management 17
Adel Anwar
Ajit Chandrakant Dandekar
Ameya Nabar
Anand Saboo
Anju Gupta
Bhavna Bahri
Jitendra Singh Rajput
Ketakee Patankar
Pankaj Sehjowalia
Prassun Saha
Sachita Agarwala
Samarth Mungali
Saurabh Kumar
Sujata Sanke
Tanuja Kane
Tanushree Sharma
Vaibhav Bhardwaj
I.T. Integrated Design
DDE 7
IDD 9
NMD 10
SUID 9
Textile Design
ADM 17
LAD 10
TD 37
Guide
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