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MLF Design. We want one ? please!!! Yes, that's how it all started. I have ...
clothing. COMPANY: MLF Design is a one-man company. The ...
... First, Six Sigma provided a common problem-solving framework, and language that
would help MLF to design processes from the very beginning, improving existing ...
Submitted by Mainer on December 1, 2007
Category: Business
Words: 7882 | Pages: 32
Views: 170
Popularity Rank: 68,008
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We want one please!!!
Yes, that's how it all started. I have always been designing my own clothing and on many occasions' friends, neighbours and colleagues have talked me into making something for them too. May 2002 I completed a year-long course in the manufacturing of haute-couture and ready-to-wear clothing. The course even made me capable of designing my own sew-ing patterns opening up a wide range of opportunities. One of these going from hobby into real business.
This paper is exploring the marketing-related issues of going into business with MLF De-sign.
The Product
I make all sorts of ladies wear except lingerie - "standard-sized"-garments or garments in-dividually tailored. They can be divided in the following categories:
MATERIAL GARMENT ADJUSTMENT (If individually fitted) EFFECT OF ADJUSTMENT
fleece, wool, cotton, stretch Jackets, cardigans, t-shirts, light skirts minor Minor - major
cotton, stretch Shirts major major
Satin, silk, cotton, flax Dresses, trousers major major
Fig.1
All garments can be individually decorated which means that they will be unique even though no individual fitting have been done (attachment A)
MARKETING SITUATION ANALYSIS.
MARKET:
Since I make both ready-to-wear clothing and tailored clothing there are two relevant main market segments.
Ready-to-wear market segment: The segment is selling oriented. Products sold are both low, medium and high priced - the higher the price, the more focused on the brand (exam-ples: low price: Vero Moda, medium priced: Esprit/InWear, high priced: By Malene Birger/Sand/MUUS)
Product Life Cycle: Mature
Adjusted/tailor-made market segment: The segment is production oriented.
Product Life Cycle: Introduction
Clothing is essentially a necessity...
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