Style and Design
Creative design can differentiate products in competitive retail markets. Innovation can take diverse materials and turn them into unusual products. Companies with local roots have forged a path to success using first class design and a splash of creativity.
Event Held on 6th July 2006
Interviewees:
- Sue Copeland, design director of menswear for Paul Smith
- Simon Burnett-Boothroyd, sales and brand development manager at Toray Textiles
Key Messages
Business Strategy
- Keep to core products but differentiate across
- geographic markets (local and international)
- sector needs
- Core product/style with constant innovation of style on the periphery (Paul Smith English Gentleman Plus)
- Enter into sectors you know about
- Move into niche if traditional positioning is not sustainable
- Build brands
Business/Founder Values
- Be obsessive and passionate about the company, its processes and its products
- Have self belief
- Aim for energy, long days and longevity
- Wear heart on your sleeve
- Be tenacious and don’t let go of things
- There is a place for intuition
- Interest in competition is less important than listening to customers, particularly feedback about market differences through the sales team
- Be aware of other business cultures
- Plan in detail projects, products and outlets
- Be willing to wait for opportunities with good products
- In fashion use architecture, art, film and other cultural trends
- Use 2 or 3 manufactures, ensure they listen and deliver at the right price
- Show belief in products
- Add some new to an old success to keep things contemporary
- Understand why changes are necessary in order to overcome any doubts
Drivers of Innovation
- Personal obsession to succeed with the brand and business
- Need to encourage ideas but also assess them realistically
- Up front Leader as a role model
Company Culture
- Attention to detail
- Cleanliness/tidiness
- Work around problems
- Learn something new everyday
Business Skills and Competencies
- Select good students and sponsor them
- Take people through the processes of the company
- Achieve creativity but within the discipline of the brand