Marketing Fashion You - Gigi Morris of Fashion... · 2016. 9. 28. · The Business of Fashion Third...

First Day

The Creative Process

Second Day

The Business of Fashion

Third Day

Marketing Fashion &

Elements & Principles of

Design

Learn More About your

Fabric

Product Development & the Sample

Process

Basics of Draping

Evolution of Fashion- The world of fashion started with individual couturiers and evolved, as a result of the Industrial Revolution, into a mass-

market industry.

- Important names to remember, Rose Bertin & Charles Frederick Worth

Introduction to Fashion Industry- Fashion occurs in a global environment

- Fashion arena covers large base of fashion related careers in design, manufacturing, marketing, retailing and yes,

entrepreneurship.

The Industrialization of Fashion- Fibers are no longer being milled and spin manually; and

fabrics are no longer sewn by hand.

- Various machines were invented. Walter Hunt invented sewing machine in 1832 but because he did not apply for a patent. In 1846, Elias Howe received the first patent for sewing machine

and because of this regarded as its inventor. In 1858, Isaac Singer design a machine that worked by the use of a foot

treadle. With this invention, women began to sew professional-looking clothes, and saw the birth of apparel factories.

The Segmentation of the Fashion Industry

The Textile Industry

The Manufacturing Industry

The Retail Industry

The Fashion Communication

component of the Fashion industry

The Market Consultant/ Fashion Forecasting

Segment of the industry

Elements of Design

-Silhouette

- Texture

- Color

- Details & trimmings

ELEMENTS & PRINCIPLES of DESIGN

Silhouette – the outline of the entire outfit and is also called the “shape or form” of the dress.

FIVE BASIC SILHOUETTES:

- Tubular or Straight- A-line

- Hourglass- Wedge

- Bell

TUBULAR SILHOUETTES:

A-LINE SILHOUETTES:

HOURGLASS SILHOUETTES:

WEDGE SILHOUETTES:

BELL SILHOUETTES:

Can you identify?

- as an element of design it provides excitement, mood and emotion to a design. It is the single element that

contributes the greatest visual impact without major affect on the

price or costing of the product.

The Color Wheel

Color terms to remember:

Hue – the technical term of the color

Value – the lightness or darkness of a color. The lightest color are achieved by different amounts of white and are called tints. The darkest colors are achieved by the addition of black and is referred to as shades.

Intensity – refers to the color’s saturation or purity, the brightness or dullness. A color maybe dulled by adding gray or its complement.

Color Schemes

TEXTURE

- is the look and feel of fabrics whether woven and non-woven. Understanding

texture means understanding the behavior and characteristics of the fabric.

Texture affects how the fabric maybe manipulated. It also affects the coloration

of the fabric.

TEXTURE

- As an element of design is basically about the fabric but not limited to it. Trims, accessories and other finishing

applied or use in the garment also affect the overall texture of an apparel.

Let’s take a critical look

Details & Trimmings

Detail – is the artistic treatment used on a garment that visually enhances the design and sometimes increases its functionality.

Trimmings – the ornamentation in a garment. It provides pizzazz, glitter and excitement to a design. Findings are trimmings that also add a functional element. Some trimmings are both decorative and functional

-the design detail that highlights the face and the neck.

NECKLINE

– the design feature that face and draws attention to it. A collar is an extra piece of fabric attached to an apparel

at the neckline.

COLLAR

– the is a decorative feature used in fashion design. It is often used as a main feature in a design placed at the

back, hips or a the back of a garment. Oftentimes, edge is finished in an angle rather than straight line. It is also

used a fastener..

BOWS & TIES

– are made from fabric in a circular pattern. The side attached to the garment is a smooth line while the outer part flares. They are used as a major detail such a a full-

flounce skirt and can also be used as a decorative treatment for neckline or hemline.

FRILLS & FLOUNCES

– used in variety of places on garment to achieve extra fullness. It can be used a major detail like a full-gathered

skirt and can be used as decorative treatment for the garment.

- Gathers are achieved by “gathering fabrics” to give extra fullness and therefore reduces the width of the

fabric to about ½ or 1/3 of its original width.

- Depending on the fabric used, the effect will vary from very soft folds of jersey silk or fine wool to the rich

gathers produce on brocade, taffeta or cotton. Gathers fall best on the lengthwise grain of the fabric.

GATHERS

–design details used in neck area in which the fabric falls in soft folds.

–like cowls, it is a design details in which the fabric falls in soft folds.

- Drapes can be used in different parts of the garment. To use effectively, soft fabrics and fabrics with good

draping qualities should be used.

- Use draping in the design to give a soft, sensual, sexy and seductive look.

DRAPES/DRAPING

– are folds of fabric and maybe added to a design by allowing enough extra fabric where it is required and

folding into place.

- It gives movement and are used in design in variety of ways; on the skirt, bodice or sleeves. Can also be used as

a style detail for pocket within a yoke or panel, etc.

PLEATS

– A design detail that is both functional and decorative. It comes in variety of types. It can be constructed as separate piece and sewn to the garment or maybe

created as part of the garment.

POCKETS

– Seam is achieved when joining two pieces of layers of fabrics together.

- Stitching happens whenever a threaded needle is stitched through a fabric.

- Seams have more functional purpose while stitches are more decorative; although both can be used as a design

details.

- Examples are overseaming, piped seam, SNTS, DNTS, etc.

SEAMS & STITCHES

STITCHES

– a technique used commonly when making bed comforters. It is “puffed up” effect is created by

stitching a design on two layers of fabric with padding inserted between layers. This can be creatively used as

design detail in garment as well.

QUILTING

– every conceivable type of knitted, woven or crocheted fabric produced in narrow strips for application as a trim.

FABRIC TRIMS

– involves interlacing three or more yarns of strips of fabric to produce a narrow decorative trim.

- Braiding can also be used creatively as a design detail in garment construction.

– involves interlacing three or more yarns of strips of fabric to produce a narrow decorative trim.

- Braiding can also be used creatively as a design detail in garment construction.

– is a small, individual pieces of fabric used to create a design detail. It is cut out pieces of fabric sewn and fastened to a larger pieces of fabrics to form a trim.

- oftentimes, combined with embroidery work.

APPLIQUE

– is a design detail using various yarns to form decorative patterns or designs. It can be hand sewn or

produced by machine.

EMBROIDERY

Beads – beading is a popular method of decoration when glitter and sparkle finish is wanted on the

garment. Most are glass and metal beads; and comes in variety of styles, colors and shapes.

Rhinestones – are small bits of glass that has been cut to resemble diamonds and other precious and semi-

precious stones.

Sequins – small metallic disks that reflects the light. They come in variety of styles, shapes and colors.

Traditionally, they are circular but they are also made in other shapes as well.

BEADS, SEQUINS & RHINESTONES

Beads – beading is a popular method of decoration when glitter and sparkle finish is wanted on the

garment. Most are glass and metal beads; and comes in variety of styles, colors and shapes.

Rhinestones – are small bits of glass that has been cut to resemble diamonds and other precious and semi-

precious stones.

Sequins – small metallic disks that reflects the light. They come in variety of styles, shapes and colors.

Traditionally, they are circular but they are also made in other shapes as well.

BEADS, SEQUINS & RHINESTONES

RHINESTONES

SEQUINS

RHINESTONES

Beads & Rhinestones

- originally use as closure but also used to trim a garment. So it is both functional and decorative.

Available in pearl, wood, metal, glass, leather, etc.

BUTTONS

- originally used on the inside of the garment then came into their own status providing identifier for fashion

brands.

DECORATIVE LABELs

Eyelet - usually made of metal and available in different finished; gold, silver, pewter, antique brass, antique

silver, etc. Often used to finsished round opening where drawstring and other materials are interlaced. They are

available in different sizes. Both functional and decorative.

EYELET, GROMMETS, SNAPS, etc.

Grommet – similar to an eyelet, grommets are usually made of metal and available in different finishes.

SNAPS – press studs made of metal and comes in different sizes, shapes and design.

Decorative trimmings made from real or synthetic feathers. They lend a flamboyant finish to a design.

Comes in different types, colors and make.

FEATHER, BOA, etc

FEATHER, BOA. Etc.

PIPING – made from diagona cut fabric (bias) and used on edges of garment to give a clean, finished look. It is also used as decorative feature and usually made in a

contrasting fabric color. Sometimes used with cording or filling inside

BINDING – usually sewn flat on the garment and can be use effectively when a designer wants to add

contrasting color to the design. It is also used on the outer edges of the garment for a finished and clean look.

PIPING & BINDINGS

PIPING

BINDING

Principles of DesignIn the design process, when manipulating the elements

of design, the designer can use this principles as guidance.

- Balance- Emphasis- Proportion- Rhythm- Harmony

BALANCE

- There are two kinds of balance

• Symmetrical – both side of design are a mirror of each other

• Assymetrical – irregular or uneven on other side

EMPHASIS

- Drawing attention to a particular area of design.

RHYTHM

- Is the repeated use of line, shapes, colors, trims and details to create pattern that the eye can follow throughout the design.

HARMONY

- Is the feeling of unity between all parts of the design, thereby, creating a sense of completeness.

The Textile Industry

The Manufacturing Industry

The Retail Industry

The Fashion Communication

component of the Fashion industry

The Market Consultant/ Fashion Forecasting

Segment of the industry

FABRICS/TEXTILE INDUSTRY

- Primary and Secondary sources of fabrics.

• Primary – mills and converters (make are create fabrics)

• Secondary sources – Jobbers & Retailers (responsible for selling fabrics)

FABRICS/TEXTILE INDUSTRY

Mills & Converters

Jobbers & Retailers

Manufacturers & Consumers

FIBER – they are either natural or man-made (manufactured)

• Natural Fibers – ex. Cotton, flax, ramie, wool and silk

• Man-made or manufactured fibers – ex. Rayon, acetate, acrylic and nylon.

YARN – they are either natural or man-made (manufactured)

• Natural Fibers – ex. Cotton, flax, ramie, wool and silk

• Man-made or manufactured fibers – ex. Rayon, acetate, acrylic and nylon.

YARN – are formed when fibers are twisted together. The process where fibers are twisted together is called spinning.

• Spun – short length twisted or spun to hold them together.

• Filament – continuous strands of fibers.

FABRIC CONSTRUCTION

• Weaving – the process of combining warp and weft components to make a woven structure. Yarns are interlaced in a regular order called binding system or weave. Ex. Plain weave, twill weave, basket weave, jacquard, etc.

• Knitting – the process interlocking loops of yarns by means of needles/knitting machine.

COLORING THE FABRIC

• DYEING FABRIC – examples are fiber dyeing, yarn dyeing, piece dyeing, garment dyeing.

• PRINTING FABRIC – examples are screen printing, roller printing, heat-transfer printing.

FINISHING THE FABRIC

- Means adding the final treatment to the fabric that will enhance both its performance and aesthetics and make it suitable for its intended use.

Elements & Principles of

Design

Learn More About your

Fabric

Product Development & the Sample

Process

Basics of Draping

Product development and the sample-making process is the heart of an apparel manufacturing system; this is where most of

the creative process happens.

Designs are develop into actual finished garment.

The process between creating design ideas to ultimately creating an actual “product” involves both creativity and

precision.

Is the product development process different between a couture shop and mass-market company?

Every design team adopts a different method of “creative process” but in the end the design ideas need to be sketch and

presented.

Then a specification form is created for that design idea.

What is the role of technology in the product development process?

The result of technology applied in product development is greater standardization and efficiency in managing data;

improved and faster product development process.

Sample-making stage is done in several phases. Mass-market apparel company creates the most effective method of

sampling process to meet the demand of sales and marketing department.

What is the relationship of sales and marketing department with the product development/sample department?

Marketing Fashion You - Gigi Morris of Fashion... · 2016. 9. 28. · The Business of Fashion Third...

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