US fashion designer Derek Lam International has selected Centric's SMB PLM solution – a cloud-based tool tailored for emerging businesses – in a bid to speed up product development, improve costs and increase market responsiveness.

The move is part of a strategy by the design firm to implement an efficient design and development process, with its future growth requires a "modern, centralised PLM system that is rich in functionality and easy to use". Additionally, the company wants to simplify collaboration between internal teams.

Derek Lam is a New York designer whose labels include Derek Lam and Derek Lam 10 Crosby. The brands are known for their modern approach of blending minimalist designs with thoughtful detailing.

"The challenge was finding the right balance between creativity and structure," says David Meir Sasson, chief operating officer of Derek Lam International. 

Sasson adds that one of the key benefits of the Centric tool is how it facilitates communication. "Now all of our departments – design, marketing, development, production, finance and sales – will have access to the same information. Better communication promotes a natural workflow and will improve collaboration between our teams.

"Best of all, by reducing the amount of administrative work required, our designers will now able focus solely on creativity, which is crucial for our brand."