DON’T LOOK NOW BUT FASHION IS CHANGING….
Given the vast changes and challenges that our industry is facing right now RangeRoom brings a refreshing, broad reaching solution to many different aspects of businesses within the fashion retail world, or in fact any businesses that are focussed on a consistent and compelling aesthetic product range, at an incredibly important moment in time.
With many fashion retailers reeling from the impact that online retail has made on market shares across the globe their cultures and the way they work are now, more than ever, being tested to the core – the seam slippage test of the fashion business is right here, right now. Those cultures and processes that haven’t been tested for this new rigour, agility and flexibility in a long time (and in some cases not at all) are being confronted with possible tears in the fabric of their businesses. We’re in a new digital age & many businesses haven’t had to look at how they work as closely because it hasn’t appeared broken, or not broken enough to fix. Often this has been due to a complacency and comfort level around their core markets & how their customers have shopped in the past. That comfort level is fast receding. Work cultures and processes that have had to deal with expansions into other regions to meet price demands, opening offices far and wide, are faced with product development processes that take the product further & further away from the day to day dealings of design & buying offices. So what’s suffering the most? The product. And so too is the customer.
At RangeRoom we wanted to reinvigorate and refocus the importance of Product – by putting it at the heart of the platform….with all the red tape and bureaucracy thinned out to create a leaner, more efficient process.
At RangeRoom we wanted to reinvigorate and refocus the importance of Product – by putting it at the heart of the platform. Everything starts and revolves entirely around the product and the range building aspect – visually – the same way that the customer will see it, keeping the importance of the emotional connection that we all ultimately want to attract the customer we serve. But with all the red tape and bureaucracy thinned out to create a leaner, more efficient process, increasing the ability to communicate in open, transparent and accountable ways with the necessary visibility of cross-functional teams. It’s a tool that encourages a post-ego behaviour by being utterly open to all, with product front and centre.
Creative Time…something we talk about a lot at Range Room…this frees up design teams to be able to concentrate on items that speak to the brand’s design identity, those not-so-secret brand ambassadors – the pieces that brands are remembered for.
By refocusing the attention on the product and the strengths of the suppliers, the biggest unlock has been that it frees up Creative Time. Something we talk about a lot at Range Room. Apparel businesses everywhere have been de-prioritizing the role of design teams. In efforts to cut costs, many businesses have opted for more direct-to-supplier models. Now whilst this can be beneficial in many ways, without the right processes, communication and relationships in place, this can have an impact on the design DNA of a brand’s product. So RangeRoom is looking at where suppliers can bring the most value to businesses and its very clear that the biggest ‘bang for your buck’ is in fashion apparel that services different tiers of the ‘fashion pyramid’. This ultimately frees up design teams to be able to concentrate on items that speak to the brand’s design identity, those not-so-secret brand ambassadors – the pieces that brands are remembered for, that might get ‘anniversaried’ for years to come. Or that become iconic brand items. These are where the time and close ties to a head office mean the most. This is the ultimate Creative Time – when it can impact a brand’s design identity. This focus on the gift of Creative Time also means that businesses can look at different ways of working, especially as offices & work ecosystems morph into more empathic shapes.
These are just a few of the key elements of RangeRoom and a small part of our vision in terms of the way we want to impact new ways of working for the fashion & creative industries.
For more information Download the Whitepaper here or Read more about Product and Design. We’d love to hear your feedback here at RangeRoom