Brand Strategy. Trendconsulting. Design.

We support fashion and lifestyle brands in their strategic and creative direction.

Permanent research ensures that our customers always have an overview of market developments and current trends. This allows them to focus entirely on their product and the optimisation of their brand performance.

We know the market, continuously analyse all changes and support brand managers in adapting the brand strategy to the latest developments and optimising assortment concepts as required.

Our seasonal trend consulting takes the respective brand positioning into account; trend themes and colour concepts are developed exclusively. We also offer the design of styles and artwork.

For years we have been working in partnership and with commitment with creative teams at home and abroad and provide exactly the support needed to develop collections that are successful and tailored to the target group in the long term.

Brand Strategy

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A clearly formulated (own) brand strategy and its permanent monitoring is precondition for the success of the collections in a dynamic, rapidly changing market.

Based on our thorough analyses  we develop or sharpen the  brand profile, and develop a target customer profile and a style DNA for the Collection.

The result is a clear price and style positioning.

  • As-is analysis (brand performance, KPIs, target groups, bestsellers)
  • Market analysis (competitive environment, market trends, general trends)
  • Workshops to develop the positioning (price/fashion and style)
  • Development and visualisation of a style “DNA”, the brand`s handwriting
  • Development of a general assortment concept
  • Definition of % shares of the different product categories/season
  • Weighting of sales prices per product category/season
  • Definition of quality requirements

Trendconsulting

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Not every trend is important for every brand. We  provide the overview and  develop a seasonal, exclusive trendbook, which is tailored to the respective brand(s).

Whether moodboards, looks, keystyles, details, fabrics  or Pantone colour cards – the contents are individually compiled, as detailed as desired.

Our focus is on the womenswear sector, kidswear, bodywear, accessories and living.

  • Permanent trend research
  • Analysis of national and international fashion shows
  • Trade fair reports
  • Storecheck information
  • Development and visualisation of target group-specific trend themes
  • Visualisation of looks and details per target group
  • Definition of key fabrics/accessories and key styles per target group
  • Creation of Pantone colour cards per target group
  • Joint workshops to coordinate the colour card and bestseller management
  • Creation of a seasonal trendbook (digital and print-out) as a guideline for product development and design
  • “Updates” on new trend developments

Design

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We support product management and design teams to implement trends creatively and commercially successful.

From design concept to styles or artwork – the implementation is tailored to the target group and individually for the respective brand. The digital designs are on request supplemented by detailed, technical sketches.

We provide inspiration and design ideas without losing sight of the implementation possibilities.

  • Support in the development of seasonal design concepts
  • Style development (Adobe Illustrator or Coral Draw)
  • Preparation of detailed technical drawings
  • Creation of allover prints and placement prints (Adobe Illustrator, Photoshop, Coral Draw)
  • Creation of embroideries and appliqués
  • Development of thematically coordinated labels/badges
  • Visualisation of collection overviews
  • pattern making

About us

After many years in leading positions in product management and purchasing, I founded Textrend Fashion Consulting in 2007 to focus entirely on the topics I have always been passionate about. In my opinion, a suitable brand strategy, a coherent and effective positioning and a creative implementation that is coordinated with it form the foundation of successful collections.

My expertise in brand management and my feeling for market developments are the basis for sustainable strategies. Through my international projects, I have gained detailed insight into both global procurement markets and international sales markets. This knowledge and my deep understanding of collection processes enable me to professionally support brand managers in all brand and assortment related issues.

Together with my creative team, I work with our clients in a spirit of trust and partnership. Our goal is to develop successful solutions for and with our clients; always in coordination with the requirements and needs of the existing organisation.

The result is an individual brand and collection management that strengthens the company in a sustainable and successful way.

Michaela Behnen

Partner company/network: https://www.teamretailexcellence.de
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Michaela Behnen

Professional Experience

01/2007 – 

Managing director
Textrend Fashion Consulting

03/2000 – 10/2006

Central buyer/team leader purchasing
Karstadt GmbH, Essen

08/1993 – 02/2000

Product manager/international procurement
C&A Brenninkmeyer, Brussels

Academic Background

1998 – 2000

Nimbas University (NL)/University of Bradford (UK)
Business management

– Degree: MBA
– Focus: international marketing

08/1987 – 08/1993

C&A Brenninkmeyer
Executive training program

 1986 – 1987

University Münster
Business management