MATERIAL DIRECTION^TM

Retailers and brands are constantly seeking out ways to be faster to market. Process innovation is where the gains are made. There are many areas within product creation that are ripe for improvement.

Materials and all things related to them is a rich area of opportunity which is rarely explored.

Which is a very curious this because materials make up every product we sell!

In fact, the term “materials” accounts for patterns, zippers, ties, trims and more. Yet, most materials are an afterthought in the product creation process.

First, we design and then consider what materials to use, whether or not they are actually available! Materials teams do not sit alongside design and are often located overseas to be close to mills and factories. Further, materials teams often report into sourcing and are isolated from other functions.

This model has been working for years but it allows for inefficiencies to creep in.

There is another layer of complexity to consider. The concept to market (a.k.a. go to market) calendar outlines the time needed to design, assort, produce and ship products to a distribution center or store. The calendar marks crucial decision-making moments. It is common for brands to have overlapping calendars. Meaning, teams are working on more than one season at a time.

As a result, it is very common to find materials teams scrambling to meet short-term deadlines. In fact, many of these deadlines are pushed out leading to products being late to market.

This costs a retailer or brand valuable profits and gross margin. Further, long-term innovation goals are also sacrificed.