My favourite part of the design process has always been making sense of research inputs and building on ideas using evidence. Insights from research are consolidated in the form of ‘reports’ — from thumbnails of styles with their distinguishing characteristics to design theme assortments and clubbing of concepts all visualised through slideshows and boards.
This highly collaborative process requires thorough brainstorming among design teams, framing stories with stakeholders of various levels to (design heads, buying team) filtering out of strong, core concepts that are not only promising but also form a cohesive whole with fashion ranges across the parent brand. These concepts are then churned out into numerous ideas in the form of sketches, and parallelly, we find the right vendors to supply raw material.