Line Development Studio
THE ASK
This project focused on creating a data-driven apparel concept for Abalone by defining the target customer, designing products aligned with their lifestyle, and building a complete cost sheet covering materials, labor, logistics, and markups. The final presentation unified strategy, product design, pricing, and brand positioning. Overall, the work required a balance of creativity, research, financial precision, and teamwork to deliver a cohesive, retail-ready concept.
Meet the Team
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Maddy Hahn
CREATIVE DIRECTOR
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Katherine Kraft
FINANCE & OPERATIONS LIASION
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Emily Umeres
DESIGN TEAM LEAD
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Nicole Randolph
PRODUCT DEVELOPMENT
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Kodie Wilkins
RESEARCHER & ANALYST
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Izaac Jackson
COMMUNICATIONS STRATEGIST
Key Skills
1. Consumer & Market Research
2. Product Development
3. Costing & Financial Analysis
4. Trend Forecasting
5. Presentation Design
6. Cross-Functional Communication
The Process
The Process
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We developed detailed personas based on demographic, psychographic, and lifestyle data:
“Stressed Out Single Working Woman”
“Overstimulated Working Married Mom”
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Using the insights above, we identified key product attributes:
Soft, organic, comfortable materials
Low-maintenance everyday wear
A balance of minimalism and personality
Accessible pricing with premium feel
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We created the garment concept, including a sketch, fabrication notes, and construction details.
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From sourcing to packaging to labor, we calculated:
Example (from uploaded cost sheet):
Material Cost: $2.63
Trim Cost: $0.28
Labor Cost: $3.05
Total Manufacturing Cost: $8.31
Wholesale Price: $15.00
Retail Price: $38.00
These margins aligned with required manufacturing MU% (40–45%) and planned retail MU% (50–65%).
The Outcome
Key Takeaways
Stronger Understanding of Costing: Accurately building cost sheets improved our understanding of financial feasibility and margin strategy.
Customer-Led Design Works: By grounding the product in real consumer pain points (stress, overstimulation, time scarcity), the final concept felt relevant and commercially viable.
Collaboration Elevates the Work: Dividing responsibilities allowed each team member to work within their strengths, resulting in a polished final deck with cohesive storytelling.
Predicted Impact
A focus on calming, minimalist, wellness-adjacent apparel signals a growing market trend toward soft living and mindful wardrobe choices—a trend Abalone is well positioned to capitalize on.
The final retail price ($38) fits within the competitive landscape for elevated basics, supporting potential profitability.
