Version 2.0 of Backbone will be rolled out in December.

By adding “visibility to the product skeleton,” Backbone PLM hopes to support the product development process, directing funds from an $8 million investment this past August into new initiatives like Backbone 2.0.

Rolling into beta in December, Colorado-based product lifecycle management platform, Backbone PLM unveils its Backbone version 2.0, offering “module-based” enhancements for bettering communication across the product lifecycle stage.

With a focus on growing the middle market and leveraging the direct-to-consumer path for brands, Backbone pinpoints success with a list of digital-native clients, as well as enterprise brands to be on-boarded next year. Already utilizing this technology is Serena and Lily, Allbirds and Outdoor Voices, and a waiting list exists to secure trial access of Backbone 2.0.

Within version 2.0, brothers and cofounders Andrew and Matthew Klein speak to WWD about the increased “calls to action to daily average users” built into designated modules within the platform. Tech packs can be created in the design module, while the production module allows separate organization of quotations, real-time costing and vendor collaboration “without writing any code.”

[Backbone 2.0] is built to “drive collaboration and clarity in product development” with additional retail metrics in a revised executive dashboard. Highlighting a new service the Kleins nicknamed “factory matchmaking” — in which suppliers are identified for clients.

Aside from “bridging silos” between vendor and brand during the design phases, Backbone 2.0 aspires toward an end goal — putting a finished product in the hands of consumers.

“Customers want products when they want them — and they want them now,” said Matthew Klein, referencing the heightened timelines that have made fast-fashion brands, such as Zara, a zeitgeist for product development timeline strains.

The apparel industry has traditionally operated across silos wherein product developers, design teams, sample-makers and manufacturers would take days or weeks to communicate changes. But with technologies that leverage real-time data and collaboration via “centralized communication,” products are being moved from design to market in some cases 10 times faster than traditional methods.

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