As Senior Designer I estabished the seasonal design direction after researching market trends, attending industry trade shows and interviewing skiers and snowboarders in ski resorts. Once informed of what was happening in the market we established themes and constructed the range segmentation to ensure we had a good balance of products that would stand out from the crowd and those that would be sales driven or a combination of the two. This meant we could be commercial while remaining original and recognizable. I would present the collection several times to the sales team during the course of development where we would gain valuable feedback and make changes or tweaks where necessary. Each season we would host focus groups with our Pro-riders to get valuable feedback on the past seasons products and listen to their ideas regarding future trends and personal preferences.