I’ve been a member of the marketing and visual department of FILA Philippines and had first person experience on how retail marketing works. My design process involves 3 steps:

• Gathering of Data - this involves getting all the date with several involved parties such as purchasing, production and regional managers. The reason for this step is to align the uploading of files to social media accounts and website, and to align the changes of in-store and concessionaire prints such as billboards, large shop front campaign posters and digital banners nationwide.

• Gathering of Assets - this is the step where I usually ask the production the features of the product highlight or campaign details for marketing department. This will basically serves as the foundation of the approach and theme of my designs and gimmicks to catch the customers’ attention.

• Design Phase - design phase is the step where I product initial designs with multiple variations, design iterations depending on the feedback from the team members and involved parties, and aligning with production, purchasing and marketing department to know where and how the campaign or product highlight will be uploaded or installed.

The KPI or metric for this is based from the sales of the retail, concessionaire and online shops.