5CTA2035 Concept to Customer · Week 1 · Tutor Run-Sheet
Cross-Industry Collaboration
How to deliver all 35 slides
Morning 10:00-12:30 (theory + brief) · Afternoon 13:30-16:00 (Strategic Selection Lab). Clock times are suggestions - the case block is the flexible part, trim a minute per case if you run late.
Live version: every slide already carries these notes inside the deck - press N during the talk to show Teaching / Accuracy / Discussion for the current slide. This sheet is the same content laid out so you can read ahead or print it.
Welcome + framing (10:00-10:15)
1
University of Hertfordshire · 5CTA2035 Concept to Customer · Week 1
Cross-Industry Collaboration
10:002 min
Say
Open on the hero. One sentence: a strong collaboration keeps both identities recognisable, combines capabilities, and gives the customer something new. That sentence is the whole module in miniature.
Do
Don't read the slide. Let the image sit, deliver the sentence, then move.
Ask the room
Ask the room: name one collaboration you actually bought into, and one that felt decorative.
Accuracy
Teaching assumption is Year 2 / Level 5. Tasks also suit Year 3.
2
Where we are
Concept to Customer, in plain language
10:023 min
Say
This is the fix for the old confusing slide. Point at each of the five stages and say the module walks ALL of them; today is only stage one. Students think this is a design module - correct that now.
Do
Point physically at 'You are here'. Do the walk-it-backwards exercise with a real object from the room.
Ask the room
Ask: name the last thing you bought. Walk it backwards through these five stages out loud with the room.
Accuracy
Keep the language concrete. Avoid saying strategy until stage one is clear.
3
The test we use all day
What separates a real collaboration from two logos
10:054 min
Say
These three conditions are your spine for the whole day. Every case gets held against them, and the afternoon rubric is literally these three. Make them memorable - say them twice.
Do
Run the 'do this now': one collab they bought into, one decorative. Take 3-4 answers out loud, name which condition the decorative one failed.
Ask the room
Ask the room: which of the three do brands fail most often, and why? Push for an example, not an opinion.
Accuracy
These are designed teaching outcomes, not quoted official module learning outcomes.
4
Today
The shape of the day
10:093 min
Say
Quick map of the day so nobody is lost. Morning = theory + brief. Afternoon = the Lab. Flag the deadline is TBC. Flag the one-fashion-one-non-fashion rule now - it saves pain later.
Do
Don't dwell. This is a signpost, 3 minutes max.
Ask the room
Flag now that the final pairing must be one fashion brand plus one non-fashion organisation. A fashion celebrity does not count as non-fashion.
Accuracy
The /15 score in the afternoon is formative guidance for critique. It is not a summative module grade.
The brief (10:15-10:40)
5
Assignment 1 · Issued 5 October 2026 · Submission date to be confirmed
The Brief, before the theory
10:122 min
Say
Divider. Say plainly: we're doing the brief BEFORE the theory, on purpose, so the cases make sense as evidence for your own project.
Do
Ask who already has a pairing in their head. Take three, write on the board, promise to revisit at 12:30.
Ask the room
Ask: who already has a pairing in their head? Take three. Write them on the board and come back to them at 12:30.
Accuracy
Weighting is 100% of the Assignment 1 grade and it links across to 5CTA2031. The deadline is TBC: update the slide once it is fixed.
6
The brief at a glance
Four facts, then the whole task in one sentence
10:144 min
Say
Four facts, then the task in ONE sentence - say that sentence twice. Deadline is TBC: say it's TBC, going on Canvas, don't invent a date.
Do
Ask a student to say back what they're making in one sentence. Correct until it's right.
Ask the room
Ask: in one sentence, what are you being asked to make? Take two answers and correct them until the sentence is right.
Accuracy
Submission is one A3 PDF portfolio via Canvas. Confirm file size limits with the Canvas setup before the session.
7
The task
The mandatory mix, and it is not negotiable
10:184 min
Say
The rule they break most: Brand B must be non-fashion. Siblings in a luxury group are fine; two fashion houses or a celebrity are NOT cross-industry.
Do
Crowdsource three non-fashion partners nobody's said yet. Push them off car brands - too easy.
Ask the room
Ask the room for three non-fashion partners nobody has thought of yet. Push them away from car brands.
Accuracy
The example list in the brief is Leica, Tesla, NASA, Rimowa, Apple, SpaceX. Treat it as illustrative, not a shortlist. Reward students who go outside it with good reasoning.
8
What you hand in
Four parts, one A3 PDF portfolio
10:224 min
Say
Four deliverables, one A3 PDF. The key insight: only ONE part is written (the 500-word rationale). The other three are visual - that's why the AI/CLO3D workflow matters.
Do
Ask which part is hardest to fake with AI. Answer: the seeding strategy, it needs real audience evidence.
Ask the room
Ask: which of these four do you think is hardest to fake with AI? The answer is the seeding strategy, because it needs real audience evidence.
Accuracy
500 words equivalent for the rationale. 3 to 5 campaign images. 5 named influencers with rationale. Do not let students pad the word count with brand history.
9
How you are expected to work
The hybrid workflow, digital to physical
10:265 min
Say
The hybrid workflow. AI for speed at the front, CLO3D to make it technically real, then hype assets. The line that matters: AI output is a draft, never the final deliverable.
Do
Ask at which step the idea becomes a product. Answer: step two, CLO3D. This is your professional method - own it.
Ask the room
Ask: at which step does the idea stop being a picture and start being a product? The answer is step two.
Accuracy
Students must be able to say which tool did what. Undisclosed AI use with no refinement step reads as unfinished work, not as efficiency.
10
What is actually being assessed
Five things this project is testing
10:314 min
Say
Name what's actually assessed under the pretty visuals: understanding, strategy, evidence, communication, ethics. Then bridge: the rest of the morning gives you the method.
Do
Ask which of the five they feel least sure about. Bridge straight into the theory.
Ask the room
Ask: which of these five do you feel least confident about? Whatever the room says, that is where you spend the extra ten minutes this afternoon.
Accuracy
These are the module aims as written in the brief. Keep the wording plain when you say them aloud.
Theory: evolution + DNA (10:40-11:15)
11
Theory · Twenty-five years in seven objects
How collaboration developed
10:408 min
Say
THE CAROUSEL. Walk left to right through the seven eras. The argument is NOT that one collab invented this - it's that credibility changed hands. House brings craft + distribution; outsider brings a language the house can't manufacture.
Do
Point at any card: what did each side bring that the other couldn't buy? Ban the word 'cool'. This is your visual centrepiece - take your time.
Ask the room
Point at any card and ask: what did each side actually bring that the other could not buy? Do not accept the word cool.
Accuracy
Y-3 debuted on the runway in October 2002 for Spring/Summer 2003. Full 439 word introduction is in lecture_support/evolution_of_collabs.md. Imagery is from public sources for teaching use, credits retained.
12
Theory · The two routes
Interruption, or platform
10:485 min
Say
Two routes, shown with Sprouse vs Y-3. Interruption = short, loud, finite. Platform = slow, compounding, still alive. They fail differently.
Do
Make students separate two questions: which is HARDER, and which creates MORE value. Not the same answer.
Ask the room
Ask: which is harder to execute, the interruption or the platform? Then ask which creates more long-term value, and make them separate the two questions.
Accuracy
Sprouse was a limited seasonal intervention on existing silhouettes. Y-3 became a standing line with its own runway presence and product development cycle.
13
Method
Brand DNA beyond the logo
10:539 min
Say
The DNA method - six fields. Field 06 'cannot compromise' is the one they skip and the one that does the most work. Every field needs a concrete cue, not an adjective.
Do
Run the paired exercise: describe a brand in the room in six fields without naming it, partner guesses. If they can't, the fields are adjectives.
Ask the room
Pick any brand in this room, on a bag or a pair of shoes. Describe it in six fields without saying the name.
Accuracy
The worksheet is an original teaching adaptation of brand-prism and commercial-diagnostic lenses. It is not a reproduction of a commercial model.
14
Discipline
Separate what you know from what you think
11:028 min
Say
The grade-lifter. Keep fact / interpretation / proposal separate. Most weak analysis collapses all three into one confident paragraph.
Do
Ask for a fact, an interpretation and a proposal about any brand, in that order, three sentences. Do one live.
Ask the room
Give me a fact, an interpretation and a proposal about any brand, in that order, in three sentences.
Accuracy
Where evidence is limited, approve a research question rather than an unsupported factual claim.
Five cases (11:25-12:15)
15
Case 01 · Fashion x Consumer technology
Gentle Monster x Google x Samsung
11:255 min
Say
CASE 1 starts. Gentle Monster x Google x Samsung. Three-way capability split. Teach as a development/campaign case, NOT a proven retail success - no sales disclosed.
Do
This slide has context. Next slide is the DNA audit table.
Ask the room
Which recognisable Gentle Monster code must survive when electronics impose thicker temples and extra weight?
Accuracy
The nine-hour battery figure is a manufacturer claim, not independently tested performance. Google's first wave is audio eyewear. Do not suggest every frame has an AR display.
16
Case 01 · DNA audit
Three partners, three contributions
11:303 min
Say
The DNA audit for Case 1. The brand-DNA column is YOUR teaching interpretation, not disclosed strategy - say so.
Do
Ask: strip the logos, would you still know it's tech? Should you?
Ask the room
If you removed the Google and Samsung logos, would you still know this was a technology product? Should you?
Accuracy
The Verge read the original partnership as Google taking style seriously, contrasting Gentle Monster's expressive positioning with Warby Parker's accessibility. Editorial coverage is not quantified sentiment.
17
Case 02a · Archive translation
Mugler x Gentle Monster
11:334 min
Say
Case 2a: Mugler x Gentle Monster. Archive translation - the 1997 Les Insectes couture reference. THE EMBEDDED FILM plays here. Important: Mugler and Jennie are TWO separate 2024 projects, not a three-way deal.
Do
Let the 18s film loop while you talk. Correct the three-party myth explicitly.
Ask the room
Does the campaign world translate into a product detail, or does it exist only in the photograph?
Accuracy
Two Mugler silhouettes. NYLON presented the pieces as an accessible entry into the Mugler universe. No case-level unit sales located.
18
Case 02b · World-building
Jennie x Gentle Monster
11:374 min
Say
Case 2b: Jennie x Gentle Monster. World-building and participatory fandom - charms, pop-ups. Contrast with Mugler's archive route.
Do
Make them distinguish fashion-x-celebrity from the fashion-x-non-fashion their own brief requires.
Ask the room
Students must distinguish fashion x fashion and fashion x celebrity precedents from the fashion x non-fashion partnership their own proposal requires.
Accuracy
No reliable case-level unit sales or comparable social totals found for either project.
19
Case 02 · Comparison
One host, two different worlds
11:413 min
Say
Case 2 comparison: one host, two worlds. Proof a fashion brand can be a VENUE for other identities while keeping its own.
Do
Ask which route they'd pick if their partner has no archive at all.
Ask the room
Which route would you choose if your non-fashion partner has no archive at all?
Accuracy
Do not fuse the two projects into a fictional single deal. They are separate 2024 collaborations.
20
Case 03 · Fashion x Industrial manufacture
Dior x RIMOWA
11:444 min
Say
Case 3: Dior x RIMOWA. Kim Jones' test - everything has to work together. Heritage moved into a manufacturing process (anodising), not just a motif.
Do
Ask which element stays useful if you remove the Dior monogram.
Ask the room
Which element remains useful if you remove the Dior monogram?
Accuracy
Historical comparator, not a new 2024 to 2026 launch. Price range reported January 2020. Case-level sales and ROI unavailable. Enthusiastic editorial language is not customer research.
21
Case 03 · Where the heritage actually lives
Heritage in the making process
11:484 min
Say
Case 3 deepened: heritage lives in the MAKING process. This is your benchmark case - the clearest capability exchange in the set.
Do
Ask them to name a manufacturing process their non-fashion partner owns that fashion can't buy in.
Ask the room
Name a manufacturing process your non-fashion partner owns that a fashion brand could not buy in.
Accuracy
No capsule-specific commercial results were found. GQ praised the meeting of aluminium construction, house logos and blue shading; that is press reception, not revenue.
22
Case 04 · Luxury x Street icon
Tiffany & Co. x Nike
11:524 min
Say
Case 4: Tiffany x Nike. Jewellery codes into a street icon. Treat as a legacy comparator, not current-season. Divided reception - say so.
Do
Ask: democratising luxury, or a familiar object made scarce? Demand access evidence.
Ask the room
Is this democratisation of luxury, or a familiar object made scarce? Defend your answer with access evidence.
Accuracy
Do not repeat the unverified claim that production was exactly 1,837 pairs. Reception was genuinely divided: Highsnobiety defended the understated design, Vogue Business questioned whether the youth-facing direction lacked substance.
23
Case 04 · The access problem
Visibility is not availability
11:563 min
Say
Case 4 problem: visibility is not availability. Stops students equating hype with strategy. Resale figure is a dated snapshot.
Do
Ask how they'd fix the access problem without killing desirability.
Ask the room
If you were briefed to fix this collaboration's access problem without losing its desirability, what would you change?
Accuracy
No disclosed capsule revenue or profit. $11m MIV covers five days only.
24
Case 05 · Fashion x Biotechnology
Coperni x HeiQ C+ Carewear
11:594 min
Say
Case 5: Coperni x HeiQ. Fashion x biotechnology - the benefit lives INSIDE the textile. Students need the customer benefit, not the chemistry.
Do
Ask what evidence/care promise makes an invisible benefit credible.
Ask the room
What evidence, care instructions and support promise would make an invisible textile benefit credible?
Accuracy
Official skincare and durability claims remain separate from independently verified outcomes. No case-level revenue or sell-through found.
25
Case 05 · The hardest communication problem in the set
Selling a benefit nobody can see
12:034 min
Say
Case 5 hard part: selling a benefit nobody can see. The 40-wash claim - what happens at wash 41, what does the brand owe them?
Do
Ask whether a recognisable benefit survives past launch publicity.
Ask the room
Does a recognisable brand benefit survive beyond launch publicity here?
Accuracy
Coperni's current product page supports a current DTC retail route. This does not establish a new 2026 drop or prove customer demand.
26
Extra comparator · Fashion x Spatial computing
Meta x Ray-Ban Display
12:074 min
Say
Comparator: Meta x Ray-Ban Display. THE SECOND EMBEDDED FILM plays here. Same category as Case 1, opposite strategy: Ray-Ban familiarity-led, Gentle Monster distinction-led.
Do
Let the 30s demo loop. Ask what makes someone keep wearing it in month six.
Ask the room
What would make a customer keep wearing the product after the launch excitement fades?
Accuracy
The historical international-expansion plan is not proof it happened. Do not teach it as current availability.
27
Analysis
Evidence has different meanings
12:114 min
Say
Analysis: evidence has different meanings. MIV is media value, not revenue. Portfolio volume is not product sell-through. Teach them to not turn a missing number into zero.
Do
Trick question: which case has the strongest commercial proof? None disclose it.
Ask the room
Which of our five cases has the strongest actual evidence of commercial success? Trick question: none of them disclose it.
Accuracy
Do not turn a missing metric into zero or treat an announcement as a sale.
Synthesis (12:15-12:30)
28
Synthesis
Five cases, tested against the three conditions
12:1515 min
Say
Synthesis. All six cases held against the three conditions. Run as a ranking line: logo-transfer to capability-transfer, defend the order.
Do
This closes the morning. Revisit the three pairings you wrote on the board at 10:12. Hand off to lunch.
Ask the room
Which of these six would you most want to work on, and which has the clearest customer benefit? They may not be the same answer.
Accuracy
Risks listed are teaching interpretations, not reported outcomes.
Afternoon: Strategic Selection Lab (13:30-16:00)
32
Afternoon · 13:30 to 16:00
Strategic Selection Lab
13:302 min
Say
Afternoon divider. Reset the room. Three submissions by 16:00. Re-state the one-fashion-one-non-fashion rule and suggest territories.
Do
Energy reset after lunch - keep it short.
Ask the room
Remind the room: one fashion brand plus one non-fashion organisation. Suggested territories are transport, food, gaming, museums, consumer technology, outdoor science and home objects.
Accuracy
Do not collect personal data through the offline worksheet files.
33
Run of show
How the two and a half hours work
13:323 min
Say
Run of show for the Lab. Walk them through the clock so they self-manage. Flag the 14:30 tutor checkpoint - unsupported pairs get sent back.
Do
Make sure every student knows the checkpoint is a gate, not optional.
Ask the room
Open and download the case videos before the session starts. If playback fails, use the stills and the case text.
Accuracy
Accessibility: allow written pitches, provide image descriptions, offer the digital form or larger print. Printed worksheets contain prompts and substantial blank space.
34
Lab tool
Collaboration Roulette
13:405 min
Say
Open the roulette slide as a linked tool. Draw one fashion brand and one non-fashion organisation, then test the fit before students commit.
Do
Approve, redraw or assign an alternative if the pairing is unsuitable or impossible to evidence.
Ask the room
Which partner owns fashion identity, which partner owns capability, and what customer benefit might connect them?
Accuracy
Roulette outputs are research prompts, not endorsements.
35
Deliverable 01
The Brand DNA map
13:45work block
Say
Deliverable 1: the DNA map. This IS the afternoon's first work block (to 14:30). Give them the working proposition sentence at ~15:10.
Do
Circulate. If a student can't fill 'cannot compromise' for either partner, send them back to research.
Ask the room
If a student cannot fill Cannot Compromise for either partner, they have not researched enough. Send them back.
Accuracy
Describe the non-fashion partner's product and service competence, not only its visual identity.
36
Deliverable 02
The Marriage of Brands proposal
14:40work block
Say
Deliverable 2: the Marriage of Brands proposal. One hero idea only. Use the proposal stress test: brand synergy, customer benefit and feasibility. Route-to-market mechanics come later.
Do
Kill any 'collection' scope - one product only, or they won't finish.
Ask the room
Limit scope to one hero idea. Students who propose a collection instead of a product will not finish.
Accuracy
Avoid speculative engineering specifications or invented manufacturing costs in the feasibility section.
38
Deliverable 03
Peer review, scored out of 15
15:20work block
Say
Deliverable 3: peer review in triads, scored /15. Three 8-min rounds. Judge reasoning and evidence, not drawing skill.
Do
Reviewers leave four lines: Keep, Change, Test, and the presenter's recorded response.
Ask the room
Reviewers must leave four written lines: Keep, Change, Test, and the presenter's recorded response.
Accuracy
Formative only. Do not convert directly into module marks. If two peers differ by two or more points, make them discuss the evidence.
39
15:53 to 16:00
Submit, then the exit ticket
15:537 min
Say
Close: submit three files, then the exit ticket - two blanks: the element I protected (=DNA), the assumption I must test (=customer). Show two strong examples first.
Do
Everyone writes the exit ticket before they leave. This is your attendance + learning check.
Ask the room
The two blanks map directly to the module: what you protect is DNA, what you test is the customer.
Accuracy
Formative /15 scoring is guidance for critique, not a summative grade.
40
Tutor prep · Not for projection
Film index, open these before the session
Say
TUTOR PREP ONLY - do not project. Your film index. Open every link before class; the two embedded films work offline.
Do
Check the Google I/O link especially - it was throttled during research.
Ask the room
If the room has no internet, you can still teach the full set: the two embedded films plus the stills carry the argument.
Accuracy
All links are public sources retained with credits. Public availability is not a reuse licence: check permission before republishing or uploading anything to the LMS.