METHOD · Architecture

It is built in order.

The four phases

The system is delivered operating.

01

Diagnosis

We read the whole: identity, product, costs, sales history and channels. We locate the root incoherence with evidence and establish where to intervene first.

02

Architecture

Collection, price, channel and calendar, from the identity and the business objectives. An executable structure, with priorities, resources and owners.

03

Projection

We visualise collection, campaign and space before committing production or investment. Seeing the direction makes it possible to assess it.

04

Implementation

We lead the execution within the agreed scope. We train the team and leave it the tools to sustain the system.

Team trained and criteria transferred.

Four directions

Each one calibrates the others.

Product, buying, brand and marketing are not four departments. They are a single system, and none of the four is executed separately.

Product

Collection and tier architecture, sampling and quality control. What enters the range, in what proportion and in which tier.

Buying and sourcing

Supplier selection and audit in Europe, Asia and LATAM. Negotiation of price, MOQ, lead times and production capacity. Margins by line and channel.

Brand

Identity, positioning, pricing and channel aligned with the business. A brand is not communicated: it is proven in every product decision.

Marketing

Narrative, communication, social media and web. Expression arrives when the structure is already resolved, never before.

The architecture, drawn

Product, price and channel are built at the same time.

The three pieces are the same system read from three places. A decision in any of them moves the other two.

Product pyramid
Price
Top tierPure trend. Nearshore production. Limited edition. Short run. Aspirational customer.
Mid tierProduct that builds the brand. Stable replenishment. Target customer.
Entry tierBasics. Simple construction, long run, high turnover. Across the range. Direct customer.
Volume
The mid tier sustains the push of the top tier and cushions the fall of the entry tier. Without it, the pyramid is two extremes with no connection.
Price pyramid
Price
TopPure-trend drops. Sets the brand’s price ceiling.
MidThe collection. The mid-range prices that make up the brand and sustain the margin.
BaseHero product and timeless basics. Sets the opening price and sustains the volume.
Volume
Without a mid tier, the customer jumps from the opening price to the ceiling, and the brand is left with no margin to live in.
Channel split
Brand criteriaMarket needsCustomer
Web
Retail
Wholesale

The split is not fixed

The three channels are stable. The weight of each is decided by brand criteria, market needs and the customer. When a channel weighs more than the brand decided, it stops being a channel and becomes the strategy.