Fashion Marketing

1
Chapter 7
Designing Fashion
The Design Process
Making Fashion
2
Chapter Objectives

• Describe the three divisions of apparel
  manufacturers
• Explain the roles and types of fashion designers.
• Identify the elements and principles of design
  used to create fashion.
• Identify the steps in the garment production
  process.
• Compare haute-couture production and
  prêt-à-porter production.
• Explain how womens and mens apparel are sized.

3
Apparel Company Divisions

• The three divisions of apparel manufacturers are

DesignDivision Buy Fabrics/ Design a line
ProductionDivision Produce the garments
SalesDivision Sell completed apparel to stores
Section 7.1
4
The Role of the Fashion Designer

• Designers must anticipate what
  their target market will buy
• Select the appropriate fabrics that will sell.
• Produce finished garments or accessories at
  prices that customers will pay.
• Create original designs and choose appropriate
  fabrics
• Supervise assistants who carry out their ideas.
• May also spend time on administrative tasks.

Section 7.1
5
Types of Designers
The Role of the Fashion Designer
Self-EmployedDesigners
Design-HouseDesigners
Designers forManufacturers
Section 7.1
5
6
Elements of Design

• The elements of design are

• Color
• Silhouette
• Line
• Fabric
• Texture

Section 7.1
7
Elements of Design

• Research has shown that customers respond to
  color before any other design element.
• Texture is determined by fibers, yarns, and the
  method of construction.

color a visual characteristic, representing hue
and tone, that is one of the most important
elements of fashion design texture a
characteristic of the surface of a material in
terms of how it feels and looks
Section 7.1
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Elements of Design

• The next considerations are the silhouette and
  line.

silhouette the overall form, or outline of a
garment
line a distinct elongated mark that directs the
eye movement when viewing the garment
Section 7.1
9
Principles of Design

• Besides using the basic elements of design, a
  skilled designer also applies the principles of
  design.

principles of design the standards for creating
good design that include proportion, balance,
rhythm, emphasis, and harmony
Section 7.1
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Principles of Design
The relationship of all the spaces of the garment.
Proportion
The relationship (either symmetrical or
asymmetrical) of one side of the garment to the
other.
Balance
A sense of movement through the repetition of
lines, shapes, and colors.
Rhythm
The center of interest, or the focal point, of
the garment.
Emphasis
Harmony is achieved when the designer has applied
all of the principles of design to a fashion
design.
Harmony
Section 7.1
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11
Steps of the Design Process
Design Process and Schedules Marketing period is
6 months before customers will purchase Designers
have it ready 2-3 months before that!
Step 1
Step 2
Step 3
Basic Decisions
Step 4
Step 5
Step 6
Design Presentation
Section 7.1
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12
Design Process and Schedules

• Designers use computer-aided design (CAD) systems
  as a tool, like a paintbrush, to produce
  creations.

computer-aided design (CAD) computer programs
that perform many design functions to create
design
CAD allows for quick production through
technology and machines.
Section 7.1
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The Garment Production Process

• The fashion industry uses computer-aided design
  (CAD) systems to complete patternmaking.

patternmaking the process of transforming the
design into the appropriate pieces needed to
produce an apparel item
Computer systems also facilitate
grading.
grading the technical process of increasing or
decreasing the sizes of a pattern to correspond
to a garment size
Section 7.2
14
The Garment Production Process

• Costing is the process of calculating the
  production costs of a garment in order to set a
  wholesale price.

wholesale the price that retail buyers pay for
goods they purchase from manufacturers
Section 7.2
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The Garment Production Process

• Garments are mass-produced and cut and sewn in an
  assembly-line manner.

computer-aided manufacturing (CAM) a system
that automatically moves the garment parts
through each phase of the cutting-and-sewing
process
Many manufacturers use computer-aided
manufacturing (CAM).
Section 7.2
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The Garment Production Process

• After a garment is constructed
• An inspector checks it for flaws.
• Hangtags attached to garments provide information
  such as fabric content and care instructions.
• Labels attached to garments identify the name of
  the manufacturer or the line of clothing.

Section 7.2
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The Garment Production Process

• Haute couture is the French term for high-fashion
  custom made designer clothing.

prêt-á-porter French term for designer
ready-to-wear clothing
Prêt-á porter is less expensive than haute
couture, but it generates more income for couture
fashion houses.
Section 7.2
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Size Classifications

• The different groupings of a sizing system in
  retail stores are known as size classifications.

sizing system a set of sizes based on common
assumptions and methods of development Vanity
sizing gives the customer the illusion of
being able to fit into a smaller size.
Standard measurements vary from one manufacturer
to another
Section 7.2
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Womens Size System- based on shape of figure
Misses Womens/Large Juniors Petites
Styling Conservative adaptation of previous seasons styles Same as misses with some junior styles Young, trendy, figure-conscious styles Same as misses styles
Age 25 and up 18 and up 15 to 25 25 and up
Size Range Even sizes 0-20 Even sizes 16-26W, 16-26WP or higher Odd sizes 3-15 Petite 0-14
Figure Fully developed over 54 Larger proportioned Not fully developed Fully developed under 54
Section 7.2
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Size Classifications-Mens sizing

• More standard than womens sizing.
• Mens slacks, dress shirts, and tailored apparel
• are sized with a dual-sizing system,
• or a combination of two measurements.
• Example pants 30/32 (waist/length)
• dress shirts 16, 34/35 (neck/sleeve
  length)
• Most mens sports shirts and sweaters are offered
  in small, medium, large, and extra large.

Section 7.2
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7.1

• What are some roles of the fashion designer?
• Anticipate what target market will buy, produce
  finished products at prices customers will pay,
  create original designs, select appropriate
  fabrics, supervise
• What are the five basic principles of design?
• Proportion, balance, rhythm, emphasis and harmony
• What are the three divisions of apparel
  manufacturing and what do they accomplish?
• Design Division Buy fabrics, design a line
• Production Division Produce the garments
• Sales Division Sell completed apparel to stores

1.
2.
3.
Section 7.1
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7.2

• What are the six key steps in the apparel
  production process?
  Basic decisions -gt Design concepts and
  samples -gt Sales research analysis -gt Design
  presentation -gt Purchase orders -gt Production
• What are the production differences between haute
  couture and prêt-á-porter?
• Haute-couture garments are more precise,
  custom-made by hand (hand sewn) to fit the
  customer. Pret-a-Porter garments require very
  little hand sewing and are mass produced in
  ready-to-wear styles and sizes (not custom)
• What is the difference between womens and mens
  sizing? Womens clothing is based on shape of
  the figure and includes numbered sizes. Mens
  sizing is more standard and uses a dual sizing
  system based on measurement numbers.

4.
5.
6.
Section 7.2