Chapter 11: Developing and Managing Products

Just to start off the discussion of product management and development G-Star always stands by their catch phrase "just the product". The meaning behind this phrase is that the goal for majority of G-Star products is to not be to extra on the detail but to fit the appeal of those who are heavy on style. For example, you could possibly find a shirt from G-Star with an abnormal font but not something so crazy as to there being a giant design on the front and back of the shirt. G-Star is not too big on the release of new products but they are always performing some form of innovations to even their smallest of products. One example of an innovation is the constant alteration of the raw materials they use for the creations of their products. One day while shopping at G-Star I remember buying two shirts of similar design but the material of each made so much of a difference I felt as though I had to leave with both. One was an organic cotton material that was very breathable and actually pretty loose. The other was more a closely fitted shirt although I do not remember the proper name for the material I am sure it is not organic cotton. Along with the differentiation in the materials of the shirts they both have a different look on me when I wear them. One looks much more relaxed while the other appears to be more of a fashion based look. When it comes product strategy two main things that G-Star must focus on are; "what makes the product different from its predecessor" and "is it eco-friendly"? 

Upon generating the idea of what the product looks like developers must always keep the concept of "just the product" in mind solely because that is a code in which G-Star develops everything it sells. During screening products must be checked for comfort, material strength and usage time frame. By usage time frame I mean how long the product itself will last before it begins to decline. G-Star is still in its growth process of the product life cycle. They are constantly modifying their products and in addition to such are always attracting new loyal customers at an increasing rate. G-Star does not really promote test marketing where they have a trial run of a product but what I have noticed is that they often make larger amounts of the merchandise that sells faster just as any other retailer would do.