Fashion Retailing: the link between Manufacturing and Consuming:-

The global fashion apparel industry is one of the most important sectors of the economy in terms of investment, revenue, and trade and employment generation all over the world. Apparel industry has short product life cycles, tremendous product variety, volatile and unpredictable demand, long and inflexible supply processes. The industry has been in a transition over the last 20 years.

Clothing makes a statement, and ultimately people are judged by their fashion selections the minute they step outside. Fashion is no longer only for the rich and thanks to the development of fashion retailing it is available for the majority at affordable prices. Fashion clothing is fast moving from a once utilitarian and functional product towards an inspirational and more psychologically uplifting aspect of consumer purchasing. Fashion is not only to be found at 'haute couture' fashion shows, but can be found on the street or even in charity or secondhand shops. Good fashion buyers leave no stone unturned as to where they seek inspiration for the next fashion trend. Being out and about looking in clubs, street markets, parks and beaches-in fact, most public places-is part of the daily Iife of the best fashion buyers. People buy the newest styles to establish themselves as individuals, but the styles aren't new for very long. Soon they turn into trends, with everyone parading around town in the same clothes. This cycle allows people to once again purchase a unique item of clothing, re-establishing their individuality.Here in comes the fashion retailing where the tastes of consumers are brought into light in the forms and shapes of basic silhouettes and costumes preferred. The ability of fashion retailers quickly to deliver the latest fashion looks of the shop floor is now an imperative as fashion styles and trends to change at increasing speed and regularity. This concept is not so very new to Indian retailers too. There are a number of fashion retailers, developed, developing and yet to develop in this ever glorious area of success. So, fashion retailing is gaining its own Elysium of fame. Some choose to wear the latest styles, trying to place themselves among the elite strata of the society. But regardless of whether it's "in" or "out," people are conscious of the choices they make

The black cloud’s silver lining Fashion designers find inspiration in the economic slowdown; and consumers can expect better valueKolkata-based Kiran Uttam Ghosh has taken designer John Galliano’s words seriously. “He said, ‘There’s a credit crunch, not a creativity crunch.’ That’s become my new mantra,” says the designer. Her newest collection includes recycled fabrics and combines inexpensive materials such as cotton netting with plush fabrics such as silk jersey. This season, frugality is the new blackDesigners are using the economic slowdown as a source of inspiration for their upcoming Autumn/Winter collections, which are being showcased at the ongoing Wills India Fashion Week or Delhi Fashion Week, both being held in New Delhi. Some designers will show at Lakme Fashion Week, starting 27 March in Mumbai. Raghavendra Rathore’s collections for men and women will lean to the left, to mirror the economics and politics of the times. “In a normal garment, the balance of design is the centre. Without making it look absurd, I have moved all the detailing and embellishments to the left,” he explainsRahul Mishra’s latest collection is titled Reversing the Recession. Mumbai-based Mishra is offering what he calls “buy one get one free” because his line is full of reversible garments, much like the ones he has showcased in the past. New Delhi-based Anupama Dayal says she wanted her collection to celebrate life, albeit within the parameters of the slowdown. Her line features expensive fabrics such as brocades, jacquard and hand-printed satin that have been crafted into day and

cocktail dresses. “The clothes are not based on seasonal trends. Now everyone is thinking investment pieces, and people have cut down on buying whimsical or ‘flavour of the month’ designs,” Dayal adds.Rathore echoes this sentiment: “People are buying everyday clothing. Anything that looks like it’s an edgy trend from Paris is ignored. The Indian market is very practical.” Mishra’s two-sided collection, with graphic motifs, is also a practical alternative. The fall, cut, texture and weave on the inside of the garment is totally different from the outside, letting wearers use it both ways, without looking like they have worn the same piece twice, he says. Noida-based Hemant & Nandita, too, has a collection titled My Recession Shiny Black which, the designers say, showcases their optimistic take on the slowdown. “Intelligent people are talking about it in a positive way,” says Nandita Raipurani. Their collection includes dresses with kimono sleeves and cowl necks, as well as semi-fitted dresses of varied lengths.Ghosh has used a technique she calls twinning. Her silk couture jackets were teamed with leggings and T-shirts from high-street brands. “Instead of showing draped silk trousers, I’m showing the same jacket with leggings. The customer then also has the liberty to decide that they only need the jacket as they already have similar leggings,” she says. Ghosh’s show, too, was a no-frills affair with a simple ramp, music and lights. Instead of the bound look-book she gives to buyers every season, this time she has cut costs by tying a bunch of pictures with raw jute. “That cuts out the binding and cover design costs. At the end of the day, we pass on all these costs to the buyer, so I’m giving them better prices by thinking smarter instead of compromising on design.” Her aim is to lower the price of her garments by 30%.Dayal says that is the “painful part”. Her prices too have been brought “ruthlessly down” by 30%. Mishra says he is putting his skills to good use by developing new patterns to make the best use of the expensive Banarasi silk he is using. Hemant & Nandita’s prices have dropped as well.Even multi-designer retail stores such as Ensemble are trying to get more conscientious about pricing. “If something seems slightly overpriced, we try and work with the designer to see how we can offer better value to customers,” says Tina Tahiliani-Parikh, executive director, Ensemble.For Rathore, saleability is not a big concern. “My clothes have always been commercial. I know they will sell,” he says. Most of the other designers are also confident of selling. The slowdown is an opportunity to sharpen their creative skills, which had been buried under an excess of Swarovski and zardozi. And they are more than aware of this. “I know we will emerge smarter and sharper out of this,” says Ghosh.

Lakme Fashion Week round-up

We saw way too many celebrities and too little good fashion at Lakme Fashion Week

Mumbai’s just-concluded Lakme Fashion Week (LFW) changed its appearance this season. It moved venues, from the National Centre for the Performing Arts, Nariman Point, to the Grand Hyatt hotel, Santacruz. Though the plum-carpeted NCPA had become a biannual home of sorts for the city’s fashion crowd, it was a refreshing change to move to the Grand Hyatt, which has a bigger area for the designers’ stalls

and was more organized and had better serviceThe hotel’s suburban location is also very convenient for the dozens of A, B and Z-grade celebrities who converge during the LFW to walk for known or unknown designers or attend shows. This season’s celebrity turnout included Shah Rukh Khan, Akshay Kumar, Preity Zinta, Katrina Kaif, Deepika Padukone, Malaika Arora Khan, Madhu Sapre, Ujjwala Raut, Arjun Rampal, Mehr Jessia, Sushmita Sen, Farhan Akhtar, Milind Soman, Genelia D’Souza, Asin, Minissha Lamba, Kangana Ranaut, Mugdha Godse, Rahul Bose, Rahul Khanna and a few more. There were also some more “celebrities” on the ramp, whose names we cannot provide because we have absolutely no idea who they are. The most-awaited appearance of the week was that of supermodel Naomi Campbell. She modelled for the Mai Mumbai show, a fund-raiser organized by hotelier Vikram Chatwal, for the victims of the 26/11 attacks. Striding down the runway, Campbell was more

graceful and at ease in a sari (by Sabyasachi) than some of the newer Indian models. Equally fabulous was model Madhu Sapre, looking sculpted and glowing. Sure she had a few extra centimetres on her body, but she projected an air of healthy radiance, that few of the others can match.As for the shows, it was a mixed bag. The Mai Mumbai show was one of the most entertaining and also gave the Indian audiences a chance to see creations by some big names in international fashion, such as Versace, Dolce & Gabbana, Isaac Mizrahi, Matthew Williamson, Oscar de la Renta, Roberto Cavalli, Vera Wang, YSL and Zac Posen. Menswear Day was a disappointment this season, apart from Troy Costa’s sharp formal wear and Narendra Kumar’s tuxedo jackets with a quirky twist. The first show on the same day was devoted to accessories, with four designers displaying their work,

and like last season, we pitied the brands that followed Little Shilpa’s showing. After her superb war-themed neck and head pieces, there was no accessory brand that could match her creativity or theatrics. Other designers who stood out were Nachiket Barve and Rahul Mishra, both for superb cuts and wearability, Rishta by Arjun (Saluja) for a strong, graphic collection, Walnut for its sheath dresses and Wendell Rodricks, Narendra Kumar and Manish Gupta for their wearable collections for Westside.

Strategy for perfect Jewellery DesigningWhile designing a piece of jewellery for an individual, so many things should be kept in mind. Firstly the person from whom you are designing, secondly shapes, styles, and colors for that particular type of design, including all requirements and limitations that are necessary to make the piece comfortable and functional. If these aspects are kept in mind, your client will have a piece of jewellery that will fit an individuals personality, way of life, and be most becoming to her his appearance. In this way client will accrue jewellery that can become an integral part of their wardrobe and remain cherished possession for many years and perhaps many generations. The first and foremost thing to be remembered is:Preferences of design First important point is that the person for whom we are designing is a male or female. Knowing this would make the work easier and a designer can design the piece accordingly. We must also concern on age factor i.e., kid, youth and aged while designing. Other then this we should focus on the variety of jewellery to be constructed i.e. ring, earring, pendant, brooch, necklace etc...? This is the most important point which needs to be remembered during designing any jewellery because lacking here might cause a complete mess in further designing.If we have decided this then numerous variations are there to be taken care of, i.e. it should be a real or costume jewellery.Theme & Occasion: After deciding the type of jewellery a designer should identify costumer's interest in design. Some time costumer orders all designs on a particular theme for example love, music, ocean etc.So we must design on those themes by keeping the latest trend in concern. Along with this the occasion on which costumer is going to wear it matters a lot, it may be

Engagement, Wedding , Birthday, Anniversary, Valentines Day, Deepawali, Id, Christmas, official gathering etcSize of Jewellery Piece:Some jewellery pieces needed a certain size to wear i.e. Ring, Bangles, Bracelets, Necklaces, etc. Ring Size may be 5 us to 13 us (15.7 to 22.2 m.m). Use a ring that fits you to determine your ring size. Place your ring over the nearest size circle. The inner edge of the ring should align with the outer edge of the circle then if your ring appears to fit between two sizes, buy the larger size. Women's Standard Necklace Sizes can be 16" Choker length , 17-18" Will reach the collarbone and bead string- 30" Below the chest and for male's Standard Chain Sizes can be 18" Base of the neck -for smaller neck sizes, 20" to collarbone -The most common length for the average size man, 22"to 24" A few inches below the collarbone. Similar to ring and necklace bracelet must design according a particular size. The Standard Bracelet Sizes is 7" Average woman's wrist, 8" Average man's wrist or woman with larger wrist & 9" For man with larger wrist. So keep in mind size factor too. The design would very accordingly

Reasons behind the Failure of MallsMalls as we understand, is a form of organized retailing. They lend an ideal shopping experience with an amalgamation of product, service and entertainment.The story of great Indian mall boom started from the emergence of Gurgaon, an industrial suburb of Delhi. In a development that surprised many town planners, Gurgaon transformed itself overnight by first housing the headquarters of many multinational corporations and banks, and then calling itself the "shopping-mall capital of India".Then to join the bandwagon was Rajouri Garden with a number of world class malls coming up within a short duration of time. But this Mall Clutter led to a gradual & continuing downfall of some of the malls in Delhi which was accelerated by the economic recession affecting the world with India & specifically Delhi as no exception to this impact. But that is a broader picture; we will specifically talk about the failure of some shopping malls & big retail concepts in Delhi. In spite of big brand names existing in those malls & good location, why these malls failed? What can be the possible reasons?On the basis of Market research & analysis, it can be inferred that the most important factor in the failure of these malls is the mismatch of the brand & the consumer. The brands selected for the mall should be consistent with the kind of demographic profile of that region or location.

Now it is very difficult to attract the brands first before deciding or finalizing on the location of the mall & without proper specification & layout of the entire real estate. So, the better & most logical approach is to finalize the location first & then attract suitable brands very carefully. It is very important to keep the consumer or client profile of that region in mind. The brands should be in accordance with the type of customers in that region because they form the majority of the footfalls. So in order to understand the client profile, their psychology, decision making criteria, buying behavior, tastes & preferences & motivations or driving force behind purchase decision should be carefully examined & inferred. For example, if the consumers of that region are observed over time to have spent more on food than clothing, then a few good restaurants & fast food corners are a must for the success of that mall.A research was carried out in the region Shalimar Bagh in North-West Delhi, where a Mall called Shoppin' Park resulted in a complete failure because from survey it is established that the majority of the population prefer to spend more on food & they prefer to shop Apparel from local markets & approximately 30% of the population as found to be fashion conscious. The remaining population is not bothered about the brand name or the values associated with the brand. They lacked motivation to buy Branded apparels.Another example can be the failure of Spencer's store in Ring Road Mall in Rohini, where in spite of an excellent store in terms of ambience & assortment mix, the store is failing to attract customers.Moreover, the presence of a strong Anchor store is also a very critical factor in determining the success of that mall. Strong brands like Pantaloons & Shoppers Stop acts as a pillar to protect the brand. They attract the majority of the customer through their brand names & it results in the increase of footfalls in the malls & thereby generating more sales to other stores also.SHOPPIN' PARK witnessed the downfall of "Indiabulls" as a retail store & hence the entire mall crumbled down.Adding to the woes is the rising prices of real estates. The real estate developers interests are not matching with the retailers interests as the retailers are paying heavy rentals on real estate & their monthly sales is not covering their rentals for months in continuation.So the picture depicted for future of the Mall Culture is that the competition is fierce among the malls to survive & only those malls will survive which will successfully go through a detailed research on the consumer decision making process of those regions in particular. This means taking a microscopic view of the consumer behavior including the study of consumer psychology & studying their tastes & preferences & the factors which can influence their buying behavior in a positive direction. The idea is to add a regional touch to the malls keeping in mind the regional variations in buying behavior of the target consumers

Trends in Leather Jackets: Robust Fashion for YouIts time for you to make a strong fashion statement with leather jackets that can suit your style. New Leather fashion has emerged with great vigor especially among the teens. Though leather jackets were worn occasionally a few times back but since everybody is involved in the run to select something in leather which is in vogue leather jackets today are a pleasure to wear and the ultimate in comfort. There is something for everyone out there reaching out to men, women, children and teens.Colors for the leather jackets have also captured the seasons trend depending more on the looks you want to achieve. A more formal feel can come out with black leather jackets complimented by cool blue denims or jeans with hazy shades of colors and faded textures in them. Brown colors exemplify vintage and a cow boy look as well along with other light color options like white and grey. You can then match it with Denim jeans or casual trousers. Women can have other vibrant color options as well

The bestsellers in leather jackets have come out with some rejuvenated robust styles with no gender bias as such. It comprises of the classic style town bomber leather jackets, black bomber style leather coat of soft Napa leather for a more casual look, cool James Dean style coat, Las Vegas style jacket complimenting the European blazer style, New Zealand lamb skin jacket, black leather blazers with double lapel and side slash pockets and a satin liner, classic black leather riding coat, rugged original motorcycle leather jackets in cowhide pure leather, trench hooded coats based on traditional western duster and with shoulder rain shield style, soft mens leather jackets in cow suede material with a satin liner are famous among men who like suede. Then there are patriotic leather jackets symbolizing country and nationality to a great extent. These have a place in trendsetting leather fashion as well with marines' bomber style coats and USA flag embedded leather jackets and Eagle biker vests for men. Women leather jackets have definite show stealers with womens black blazer made from Napa leather ultra soft black New Zealand lamb skin leather jackets, comfortable and soft Napa leather coat with fake fur collar, robust yet chic womens motorcycle leather jacket, light weight classic braided womens motorcycle leather jackets and bolder fashion of Black leather ladies vest with braids and lace sides. The kiddies range include warm kids bomber leather jacket or flight jacket with a military style for smart kids going with the trend. The leather jackets have eagle patch in them.

To conclude of it is worth mentioning that leather clothing especially the winter collection will definitely build up a fashion statement for this approaching New Year. The leather accessories are eye-capturing too and are the all time favorites with leather handbags, belts, wallets and purses etc. Leather fashion this year and for the coming year is surely going to fascinate shoppers as there will be the grand portrayal of rugged leather fashion of Leather motorcycle jackets, blazers, kids leather jackets, ladies fashion bags and wallets etc.

Recession Fashion-When To Skimp Or Spend?We used to live in a world of spend, spend, spend but ever since the recession we're holding onto our fashion dollars just a little bit tighter. Faced with limited cash, you may be looking more closely at what you really want, and more importantly, need to buy in order to look fashionable and hip.Which items deserve a good portion of your budget and which ones should be inexpensive add-ons? Check out our Skimp or Spend Checklist below to find out.1. Skimp on AccessoriesOne sure way to waste money is to buy expensive accessories to complete a look of the moment. Accessories are very important to finish a look, but be careful. It's fine to pay top dollar for a belt you wear all the time but don't waste your money on an expensive belt with a short style life.2. Spend on the Important BasicsSpending a decent amount on a great classic shirt, a beautiful cashmere sweater and one great white stretch t-shirt is important, even it means paying a higher price. These, along with other wardrobe basics, are investment pieces. The foundation of your wardrobe should be quality staples that will get daily wear; they tend to cost a little more but will certainly be worth it for the amount of wear they will get.3. Skimp on Casual ShoesUnless you're buying shoes for work (which need to be the best quality you can find) shoes do not need to be expensive. Go often to your favorite discount shoe stores to get the best offerings. If you are just running around on the weekends, you don't need to wear expensive shoes.  Save your money for buying shoes when it really matters, like great work shoes or sneakers to exercise in.4. Spend on JeansThe most important thing about jeans is to find a pair that fit you perfectly, regardless of price. Get over the label obsession and keep shopping until you find the perfect pair for your body. Remember, no one will notice the brand of jeans if they're looking at your fabulous figure in perfectly fitting jeans.

5. Spend on a Good BraThink of your outfit as a building. Without a good foundation, the whole thing will crumble.  Keep this in mind when you go bra shopping, and make sure you get professionally fitted for a bra that will lift and separate. A good bra will make you look taller and thinner by picking the girls up off your tummy and getting them back on your chest where they belong!6. Skimp on Expensive JewelryIt's nice to have some high end jewelry, but pearl necklaces and diamond studs can only get you so far.  It's more stylish and fun to add costume jewelry to your wardrobe. Big chunky necklaces, flashy cocktail rings, and long dangly earrings add personality to your outfits. You can find great costume jewelry at just about any clothing store. It's the easiest way to add color and excitement to an ensemble

Fast Fashion: Fast Thinking & Fast ChangingDemanding a change in culture, fast fashion requires businesses to respond rapidly to the consumer demand, and plan new market strategies. People are getting exposed to different way of lifestyle. Accordingly fashion trends also keep changing. The question is how can one adjust with the fast changing trends? As buying fashionable clothes requires an investment, the customer is more focused on the trends in which he would be investing the money. Fast fashion comes in panorama here.  The term Fast Fashion refers to the term of clothing collection that is based on the most recent fashion trends, especially of the West. They facilitate the main stream customer to buy stylish apparels with matching with the current trends, and at an affordable price. In the current scenario, fashion industry, and to be more particular, the fashion apparel segment proves to be very volatile in nature. With new trends springing up every now and then, consumers preferences keep changing in the wink of an eye.  Why Fast Fashion? Currently business environment is going through a phase of unprecedented changes. Businesses have to respond to changes in the market, and changing consumer preferences, to remain successful and to sustain their share in the pie. Majority of the population belongs to the middle, and upper middle income category. Consumers are fashion conscious, and at the same time expect affordable prices as well. They want to adapt themselves to the changing fads, and simultaneously do not want to feel the heat on their budget. This has motivated them to go in for fast fashion apparels.Key Players: Need for drastic changes in consumer demand and fashion trend is more apparent for retailers. The main strategy to do a fast fashion business is the ability to respond very quickly to the fast

changing needs of the target customers, identify the trends in advance, and meet the market requirements in a rapid speed. Fashion retailers like H&M, and Zara, Forever 21, and Primark are famous for their fashion labels

Is the style going obsolete? One of the constraints for the retailers in responding quickly is the combination of inflexible

systems, and lack of timely information. Adding to the pressure, merchandisers and buyers keep juggling their plans several times in a season. The main focus of fast fashion is its sustainability. Apart from financial, there are social, and environmental concerns associated with it. Maybe, the latest trend clothes are available at affordable prices. But what if they fall apart after a couple of washes? Are these apparels manufactured using a sustainable model? Some critics do argue that rather than buying clothes that look trendy to match with the latest fads, it is wise to buy a classic outfit with long term appeal.  Todays shopper seeks to buy clothing in a way that looks fashionable, and does not break the bank as well. Fast fashion raises the value of fashion designers. But still, it is always better to give a second thought about the cost involved, and the long term benefits before one goes for a buying decision regarding fast fashion apparels. It these apparels do not cripple the wallet of the shopper in the long run, then it is good.  References:

1. http://www.ttisfashionbiz.com 2. http://www.peerpapers.com 3. http://www.torex.com 4. http://www.fashion-incubator.com

Fashion Designing Vs Costume Designing

IntroductionThough fashion designing is now a day gaining much attention, importance and preference, one more profession which is more related to fashion designing and having a vast scope but not that much gained attention and preference is "Costume Designing".The success of any movie or drama serial also depends on the characters costume but the audiences are mainly interested only to know about the actor, director, musician, lyricist, chromatographer or choreographer but hardly anybody interested in to know about the costume designer.The dynamic growth of entertainment media -Television, Cinema, and technology etc., has lead to budding of number of TV channels and making of increased number of movies either nationally or regionally. The TV channels have to come up with more number of drama serials, programmes, shows in order to attract more number of viewers. Every channel whether it is a kid channel, sports channel, news channel or commercial, all have various programmes, specialty shows, drama serials. all need a Right Costume rather to say a good costume.Costume DesigningCostume designing is an art of designing or choosing or procuring a suitable/right costume-from dresses to accessories-to a character/presenter in a play or movie or show.An improper or wrong costume may lead to the vagueness in the play or movie or show. So to take care of the right costume for the play or movie or show, the responsibility is given to a separate person who is known as Costume designer. So every play or movie or show needs a costume designer. It is a challenging, interesting and cautious job which requires much more skills when comparing to fashion designing. Though costume designing is much related to fashion designing most of the fashion designing students are not much aware of the profession of costume designing and the scope it provides. Now, costume designing is mostly done by famous fashion designers or by the person who has gained experience in this profession but very few qualified fashion designers do costume designing.

Costume Designing Vs Fashion Designing

Sr. No Costume Designing Fashion Designing

1 Designing is done to the character or storyDesigning is done to ones own creativity and tastes or to customers

2 More challenging and limited time frame Not much challenging and no limitation for time

3 Limitations to creativeness; No limitations to creativeness

4Designs should match to the theme of the story or character

Designs should match to the trends.

5Need for the knowledge of culture, history, places, rituals, social values etc.,

Not compulsory but it is an additional advantage.

6 Involves high cost Not much cost oriented

7 Limited assignment at a particular timeNo limitations; Depends on the capability of fashion designer

8At a given time need to design for various role, characters, situations/locations etc.,

Designing is done to a particular target customers.

9 Designs can be outsourced and copied Designs should be ones own creativity.

10 Need to interact with many people Not that much interaction is needed

Importance of costume designing:Costume is one of the main element and basic platform for a play or movie or show. The success of a play or movie or show is also mainly depends on well-balanced and matching costume. Costume is not about richness, goodness or something but it is about the right and suitable costume. It should reflect the real life situation and should match to the character or story. It should attract the audience and create interest. The rhythm should be maintained in the costumes of all characters in the play or movie or show. Costume design plays an important role in movie songs. Here the costume designer has more freedom in his/her creativeness depends on the nature of the song. An unmatched, improper or poor costume will create less interest, boredom, vagueness etc., among the audience. Sometimes a well attracted costume may become a fashion or trendsetter and this has happened many times not only in India but also in many other countries.Scope of costume designing:Costume designing has very huge scope in the following areas:

Movie Industry TV shows and programmes Drama serials Live shows Advertising industry

As mentioned earlier, the dynamic growth of television media, cine media, technology etc., has lead to budding of more number of TV channels and making of increased number of movies either nationally or regionally, consequently this creates the platform for more number of programmes, shows, drama serials and also more number of advertising. Advertising whether it is in tele-media or printed media need costumes, so there is a good scope for costume designing in advertising industry also.The challenges:Costume designing is a challenging and target oriented profession. It consists of different level of challenges.

1. The time for costume designing is limited. Need to be finished within the prescribed time.

2. It may involve more number of costumes depends on the nature of story or play-many artists/ characters, many scenes, many songs etc.,

3. Besides more number it may also include different varied sizes. 4. The need for the knowledge of different cultures, races, religion, history, places,

rituals, beliefs, values etc., 5. As there is a need to interact with many people in costume designing, the

knowledge about the psychology of people is much needed. 6. Sourcing of raw materials and accessories for different type of costumes. 7. Need to keep the spare costume or excess quantity of costume as it may be

needed. 8. The costumes should be maintained properly and enough care should be taken

till to the required time. 9. The costumes should be made available at the right time. Functions of a costume designer:

The various functions of a costume designer are as follows: Discussing and understanding the story clearly and its related information like location, characters, actors, time etc.,

1. Planning the total costumes required-total actors, no. of costume per actors, extra quantity etc.,

2. Preparing the budgets for costumes. 3. Designing the costumes using themes, designs, colour, fabric etc., 4. Getting approvals for the costumes. 5. Sourcing of raw materials, accessories etc., for the costumes. 6. Selection of suppliers and vendors for making the costumes. 7. Negotiation for various terms and condition. 8. Making follow up and procuring the costumes.

Requirements of a costume designer:A good costume designer should possess the following qualities or attributes:

1. Should have a keen interest and passion for fashion. 2. Fashion designing skills relate to principles of fashion designing. 3. Good knowledge about textiles, garments, accessories and related things. 4. Good knowledge of various cultures, religion, races, history, places, rituals,

beliefs, values etc., 5. Knowledge of latest trends in designs, colours, fabrics etc., 6. Sourcing and negotiation skills. 7. Good planner and analyzer. 8. Communication and leadership skills 9. Strong mental attitude and ability to work under pressure. 10. Forecasting skills.

Conclusion:Costume designing can be regarded as one of the oldest profession since ancient days, particularly in India. Our history tells about various epics and plays which were played in ancient days and those things always been a part of our life. But, unfortunately this profession is not much known or preferred by the qualified persons. The growth of entertainment media will provide huge scope for the costume designing and it requires good costume designers who are well qualified and interested one. The amateur fashion designers should try to make use of these opportunities. This profession gives platform to work with various levels of people-from celebrities to technicians-so that one can have good social contact which further provides a good career growth like becoming a famous fashion designer.About the AuthorThe author is Lecturer in Dept. of Apparel Merchandising and Management, NIFT-TEA College of Knitwear Fashion, Tirupur

BRAND IDENTITY AND BRAND VALUE OF COCA COLAIn this section, we will discuss the brand value of Coco Cola, the world's largest soft drink producer.

Coca Cola has a strong brand identity in the global market and is one of most respected brands in the world.

In 2007, the brand value of the company was 44.13 billion US dollars.

In 2007, Coca Cola ranked 4th in the list of top 10 powerful brands in the world as published by Millward Brown's BrandZ index. Their survey was based on the financial strength of the brands.

The brand value of Coca Cola was nearly 44.134 billion US dollars, preceded by only Microsoft, GE and Google.

The once small French wine company called; is now world famous as Coca Cola. It is the best known soft drink brand in the worldIn 2005, Coca Cola claimed top place in the Interbrand's list of the 100 most valuable brands in the world.

Its brand value was then 67.5 billion dollars.

This is up from 2004 when Coke held a brand value of 67.39 billion dollars.

An American brand, Coco Cola has been generating 70% of its sales from outside of US.

The company's efficient brand management system has successfully established a global brand.

At present, Coca Cola possesses a strong brand identity in the global market for which, sales are rapidly increasing

Coca Cola Brand Identity: "Coke Brings Joy"

BRAND IDENTITY:NIKEThe Nike brand is considered a highly effective brand across many disciplines. Business professionals and consumers alike, view the Nike brand as established and well respected. According to Scott Bedbury in his book, "A New Brand World" (2002) "The brand idea is no longer confined just to packaged consumer products. Today the word "brand" has become part of the vernacular within every department of any progessive company (1)." While corporate branding is often at the forefront of brand identity, we choose to take a different approach. We will be examining the visual rhetoric of the Nike brand and how the visual rhetoric components effectiveness and/or ineffectiveness. We will use rhetorical theories based on semiotics, gender, narrative representation and spatial experience. We will be paying specific attention to the Nike logo, slogan, print advertisements, Web site, and the NikeTown retail stores all as mediums for rhetorical branding.

The Logo- SwooshAnother name for a logo is a trademark or signature (Ryan 393). For Nike, the swoosh has become just that- a signature. With or without the word Nike underneath it, the general population can see the swoosh and visualize Nike. Regardless of the resemblance to ancient gods or to a check of excellence, the aerodynamic nature of the logo has played to the marketing and business success of the brand. However, the success of the swoosh as a visually rhetorical element takes a different angle.

THE LOGO OF NIKE

The rhetorical representation of the logo must communicate within one single image everything the organization wants the public to know about them. The logo is the heart of an organizations identity. It will show up on all products and publicity materials and must become synonymous with the organizations actual name. Besides the above stated requirements of effective branding, a logo must go one step further in order to be persuasive visually.

The purpose of visual rhetoric is to persuade visually. The swoosh simultaneously represents athleticism, competition and victory. With one solid brush stroke, viewers of the swoosh know that this is what it means. Yet Nike's audience does not notice this at first upon examination of the swoosh because "visual communication is always coded [and] seems transparent only because we know the code already, at least implicitly" (Kress 32). It looks similar to the wings on the feet of the god Hermes and a wing of the goddess Nike. The swoosh also resembles a check mark which, in American culture, has become representative of success and a job well-done. In semiotics, these implicit, learned code systems are used to create messages. Symbols are culturally bound and have a shared meaning within the culture (Trenholm 376). Nike prides itself in creating state of the art athletic equipment from running shoes to soccer balls and using a logo that rhetorically represents success and visually ties into the ancient gods of sport explains its success as a successful, simple and recognizable trademark. This clear logo is a perfect example of mixing rhetorical semiotics (recognizable links to wings of gods and the check of a job well-done) and simplicity (the logo is one swift brush stroke) to create a rhetorically strong brand basis. As John Berger notes, "publicity images belong to the moment in the sense that they must be continually renewed and made up-to-date. Yet they never speak of the present. Often they refer to the past and always they speak of the future" (Berger 130). For Nike, referring to the wings of Hermes and Nike as well as refering to the cultural symbol of a check communicate their visual argument successfully.[edit] Slogan: "Just Do It"“Just Do It” is the tag-line associated with the Nike logo. This tag-line is habitually positioned alongside Nike’s logo, whether it is in a print or television advertisement. Together, the logo and tag-line feature the significance of Nike’s brand goals and ideals-athleticism and victory. The logo design symbol, along with the tag line, has evolved into a motto and the way of life for a whole generation. According to John Heskett, “Objects and environments can be used by people to construct a sense of who they are, to express their sense of identity. The Nike logo and tag-line serve to identify ordinary human beings as icons for action and excellence.

In relating this concept to visual rhetoric, the readings of Arnheim, Barthes and McCloud and their impressive discussion on semiotic surfaces. Arnheim stresses in his essay that the terms sign, symbol and picture do not stand for kinds of images, but rather, describe the function fulfilled by the images. He discusses how an image serves as a sign to the extent to which it stands for a particular content, without reflecting its characteristics visually. This description can serve written language as well. These concepts are fully present in the Nike brand. The swoosh logo, as well as tag-line, portray a particular image and slogan that stands for a particular content, without reflecting its features visually.The logo is fundamentally a swoosh. It looks like a check mark. It's plain, simple and yet, unmistakable. It's meaning is more intense, deeper and influential as described in the above section.The "Just Do It" tag line is similar in this manner. When we read words, the words are describing a content, yet do not reflect it visually. Words are most definitely serving as signs, and provide identification and distinction. Although the tag line is too, fundamentally simple, it is distinct in its meaning. "Just Do It" means don’t think, don’t ask, don’t talk about it, don't regret it, just do it. The visual displays alongside this motto

coincide with this notion. Sports figures and general athletes are depicted as having supreme athletic prowess, at the top of their game. "It appeals to the desire to be free, independent, overcoming all obstacles and social and physical inhibitions and limitations– and one can see how this appeaNike: When advertising becomes identity

Saw this truck on my way to work this morning, and it hit me just how amazing the Nike 'swoosh' campaign has become. It has reached a status that has transcended the simple form of advertising, where a company wants to educate a consumer and sell a product. Instead, the 'swoosh' serves as a way for people to communicate their personal beliefs to others. Simply put, the Nike brand has become their identity.This truck driver wanted the world to know that he lives by the athletic code of 'Just Do It' and decided that a 5-foot wide swoosh was the best way to share this with others. All branding campaigns should have this extremely lofty ambition, where a brand creates such a strong emotional connection that people will go out of their way, and even spend.

ADVERTISEMENT OF AIRTEL-EXPRESS YOURSELF

Tagline- EXPRESS YOURSELF is extremely well potrayed in all its ads. Their ads have truly matured to be at the level of platinum brilliance. Like all big firms, earlier Airtel ads used to focus on superstar. That was the herd mentality. Catch on a superstar’s popularity to sell yourself- it was spineless.

From Dil Ki Baat ad things have totally changed. While superstars still endorse Airtel, the focus have shifted to vibrating the innermost core of a viewer’s heart. In the Dil ki Baat commercial what worked like majic was the background narrations and apt models playing out a well planned scene. It was the first ad in the series which had no mention of the product itself. Everything was cute there: a little girl playing with a poorer girl, an old couple watching a young couple, a teacher ineracting flawlessly with her deaf student and finally a girl practicing gymnastics. Each clip by itself was satisfying.

That satisfaction has been carried several notches higher in this particular ad. The ad simply plays on the emotions. The motto is once again to ring the emotional bells of we sentimental Indians and it suceeds once again. This time we are shown a series of clips with a different narration for each. We see Mahatma Gandhi, Martin Luther King, Winston Churchill, Sachin Tendulkar, Lata Mangeshkar, Dalai Lama, Nusrat Fateh Ali Khan, an old nun and Berlin Wall collapse. Each clip is an actual video of a moment that altered our history. The taglines with each clip are deeply touching. Sample this:Churchill- Two can win a warSachin-One finger can break a billion heartsKing- One dream can change the worldKhan- Some can dissolve boundriesLama-One whisper can inspire hopeLata- One voice can move a nationBerlin Wall collapse- One act of defiance can spark a revolution

At the end of it we hear the signature A R Rehman Airtel tune and many candles coming together to form a giant sign of peace. The final tagline is: That is the power of Human Expressions. It is so true. Expressions, open and subtle can change our lives forever. Airtel sells itself here via the tagline, not the product. Kudos to this gem of an ad!!

ADVERTISEMENT OF NOKIA

This nokia advertisement has been seen quite a few times.it was very prominent during the cricket world cup.ok the theme might a little funny and kiddy but it gets the message across pretty clearly.what else will you get a telecommunication company.

the advertisement basically consists of a family who are all cricket buffs.they are all watching a cricket match on television.then comes in a boy who the daughter of the family has a huge crush on.on seeing her shying away once he enters the living room where they are all watching the match.the overprotective father doesnt seem to like this.like all fathers of the girls they would like to put the boy to a test to see whether he is worth it or not.since cricket is the game they love the father picks up the apple and tosses it to the boy.on failing to catch the apple the boy rendered useless.but the mother and daughter want to give him another chance.they signal the third umpire but the father refuses.

the dejected boy now makes his way to the door.but by a stroke of luck the trammission on the television cuts out.that happens when the batsman has just hit a good shot.then all of a sudden the boy’s nokia gprs phone the 3650 beeps.he pulls it out and the video replay shows that the shot was a six.immediatly the entire family is crowded around him and the father is now happy with him.thus on signalling the third umpire which is the potrait of the grandfather the boy is given another chance.

the advertisement does bring out the meaning of having a cell phone.its basically brings people together and brings them closer to one another.it could be two strangers who have never met before.like the father and the boy.so far the advertisement isnt that silly and gets the point across and is easy to relate to.but the advertisement was a little kiddy.makes you think about those kiddy cartoons that you see in the morning.but its good enough to put a smile on your face.

so its good quality advertisements from a high quality phone company.after all they need to keep that reputation.

ADVERTISEMENT OF ALPENLIEBEHere I am again folks, invoking the kid in all of us, which I am sure keep peeping out and playing pranks. Now come on don’t tell me you don’t like the kid inside you. I had a wonderful life has a kid and I am sure others also echo the same. Sometimes I feel like singing the old classic koi lauta de mere beete hue din

You must be wondering how come under this broad daylight matwalaboy is talking about kids. But then the true me, always like to layer what I talk about and as is my wont I never want to start on an established note. So why not talk about the kid in all of us for some more time and write an ode in the praise of the joys of childhood. We all have played antics on who ever we

could find to torment, be it our doting mothers or our annoyed friends and neighbors. After all that’s what childhood is all about having a good time at the cost of others though not with an intent of hurting anyone.

Breaking the glasses of the neighbour’s houses with that lofted cricket shot or inflating his tires with the prick of a nail or how about ringing the doorbell and then run away much to the chagrin of the unassuming neighbor. Scaring away poor aunties when they come to our houses, wow, I am sure we have all done this or that during our times when we were the so called seedha sadha bacha having our thodi si masti and doing our jara si shararat . Innocence, sinless ness and frivolity thy name is childhood. Well so much of singing paeans, now lets get back to what I am here for.

Today I am going to talk about an advert that extols the child in all of us as it showcases the naughty and at times the wicked side of humans. The advert in question is for alpenliebe candies. Alpenliebe, the milk candy offerings from Perfiti India Ltd leads the Rs 600 Crore milk candy market in terms of value and is a relatively new entrant in the market space dominated by Cadbury’s and Maha Lacto. RMG David, an offshoot of O&M, has created the adverts for alpenliebe, and the rest as they say is history. Specially the alpenliebe lage raho campaigns brought in lot of accolades and truck full of awards for the agency.

Thematically yours is the motto of the adverts. The theme is simple and witty for most of alpenliebe ads and the good thing about them is that they relate to our daily lives. Consider for instance the guy selling alpenliebe on bandstand in Bombay, which is a notorious vantage point for all the lovebirds trying to sneak in moments of privacy in the hustle bustle of the metropolis. The catch line at the end is both witty and delivers the point convincingly alpenliebe lollypop lage raho it goes apt with both the story in the background and also sells the lollypop by reiterating the point that its so good that you should keep having it and also that you can keep enjoying it for a long time as it lasts longer.

The concept of the jee lalchaye raha na jaaye ads is brilliant as well. The uncanny ways in which it has been executed adds to the appeal. These ads talks to the kid in each one of us as they show that no matter what age group one belongs to, one is always willing to have a little

moment of innocent frivolity and be a kid for sometime. Consider the storyline in these ads for instance, an old man is looking for his alpenliebe while his wife is counting prayers on her rosary beads, to his inquiry of as to where is his alpenliebe she repeatedly keeps replying upar wala jaane. The kid who is sitting on top of the almirah gets annoyed, thinking his grandmother is pointing to him each time, retorts wah dadi sab upar wala jaane aur wo kyo na jaane jo palang ke neeche chuppi hai, to which the girl hiding under the bed responds aur wo kyo na jaane jo almari ke andar chupa hai. This ad amazingly well captures the innocence of the kids who care for nothing but their alpenliebe. The best part is that the doting grandparents also become party to the mischief of the kids.

Even the other ad where this old lady supposedly counting her last is being visited by relatives who think she cant hear shout at the top of their voice so that she can hear them. When they leave the lady mischievously retorts to her grandson, bhopu ki tarah chillati hai na. The idea being that no matter what the situation be like and age no barred we all want and crave for our moments of fun and laugh.

Visually yours The visualization of the adverts is terrific. In each of the ads they have been able to come up with storylines, which are engaging and catchy, the creative is innovative with a dash of humor. Even when something as sober as a family prayer is happening, people are shown indulging in moments of pleasure like eating alpenliebe. This is a certain departure from the goodie goodie adverts that used to be the norm till not so long ago. Humans have a perverse affinity towards sin, but to show something like that in adverts has been taboo and a definite no till sometime back. But now the creative fraternity is getting bolder and willing to take the risk of showing it in their creatives. Alpenliebe ads is just one in the series of many such adverts.

Sinning was never so sweet, seems to the theme of the ads. Consider the latest ad for that matter, the one with the kid who uses the camouflage of the holi colors to pose as the sardar or the madrasi or the north Indian Hindi speaking bloke to eek out money from the unassuming people who have gathered to play holi. In the end when his bluff is called instead of coming up with some excuse he has a good hearty laugh almost mocking them for the way they have been fooled. Now who would mind an innocent lie in the name of having chocolates or a little prank if the end result is a sweet milk candy?

Execution of the ads is really cool, the mischievous characterization ,the uncanny storyline and the musical ending all adds to the appeal of the advert. The way the punch line is sung at the end is certainly classy, almost making lying or stealing or playing a prank a very virtuous thing to do as if it’s the done thing. The way its said jee lalchaye raha na jaae, as if saying , now what can I do, its no fault of mine, after all I am getting temped by the sweetness of the candy. Really no fault of yours, mischief could never have been justified so sweetly.

Humor sells like anything in today’s fast paced world where moments of laugher are becoming uncommon like sighting an honest politician. Exaggeration, loudness and jarring storylines, which were passé till not long ago are the in thing and people don’t mind smiling at acts of dumbness as long as they tickle. The small bits of humor in the ads come as a gush of fresh wind. The even better part about these ads is that your drop dead gorgeous looking model in skimpy clothes or that Adonis which is so very rare to find in real life does not endorse the ad. Adonis and sultry sirens don’t exist in real life and today’s consumer wants to see something real they can associate with and not always lives in the fantasy worlds.

Signoff I loved all the ads for alpenliebe and I am sure lot of others would agree with me. In case anyone knows more about these ads please do let me know about it in the comments section or m2m me, I am always on the look out for like-minded people sharing their views.