01 / Customer need
The existing product no longer solves the customer need.
Missing size coverage, unsuitable length, insufficient support, material or comfort issues, an unavailable colour or a missing product function can justify a deeper brief.
02 / Differentiation
The brand needs product-level differentiation.
A proprietary silhouette, recognisable fit, exclusive material placement, custom hardware, original print or a product combination not available in ready stock can create a strong reason to develop.
03 / Project readiness
The evidence and project inputs are becoming clearer.
Bring references, a moodboard, an existing product to improve, a physical sample, target measurements, material direction, target price, quantity, colour plan and launch timing where available.
04 / Selective investment
Customise the product, not every variable.
A focused custom hero product can sit alongside Ready Stock and Private Label. Custom Development usually starts around 300 pieces per style with approximately 100 pieces per colour, so the commercial case should be visible.
Move into custom development when the product opportunity is stronger than the added complexity.