Design plays a crucial role in the product and brand development within Bhs. The process often begins with the design team presenting trends to the buying teams, focusing on styling, colour and graphic/print direction. The design team will research these trends on the High Street, on websites and trend books and will be constantly feeding information to the business on what new ideas are coming through. This information is then utilized by the buying teams, whereby buyers and designers work together in developing their ranges for the coming season, interpreting the trends at a commercial level ensuring that they are suitable for our target market. Meetings will then take place with our suppliers and manufacturers ensuring the ideas which we have are understandable and can be interpreted by the suppliers from which representable samples can be made.

This process continues when the samples are all returned and it gives the opportunity for the buying teams and designers to reflect on what has been produced and what will actually be selected into the range. Other areas where design is involved include looking at the branding, photographic styles and getting involved in press shows whereever possible.

What makes a good designer at Bhs? Firstly it has to be ideas. Someone who enjoys having to think about what new ideas the business needs. It's also essential that a designer sees themselves as a "creative unit" for the business and not just as a clothing designer as there are many other demands of the business which require creative input and it is important that a designer can be adaptable and use their design skills in as many different ways as possible.

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