Fashion brands

FASHION BRANDSCHHAVI | DIVYA | MADHURA | NATASHA | ROOPAS

TYPES OF FASHION DESIGNERS

FASHION DESIGNERSDesigners are people with a desire to create. They combine

practical knowledge with artistic ability to turn abstract ideas into formal designs for the merchandise

ON THE BASIS OF WORK

Full time• work many hours to

meet production deadlines or prepare for fashion shows.

Free lancer• generally work

under a contract and tend to work longer hours and adjust their workday to their clients’ schedules and deadlines.

ON THE BASIS OF PRODUCTSThe following are examples of types of fashion designers:• Clothing designers • Footwear designers• Accessory designers • Costume designers

Clothing designers

men’s, women’s, and children’s

apparel, including casual wear, suits,

sportswear, evening wear,

outerwear, maternity clothing,

and intimate apparel.

Footwear designers

different styles of shoes and boots.

produce new designs that

combine comfort, form, and function.

Accessory designersdesign and

produce items such as handbags,

suitcases, belts, scarves, hats, hosiery, and

eyewear.

Costume designers

costumes for the performing arts and for motion

picture and television

productions., within the costume

budget for the particular

production.

• treat fashion as theatre – drama or comedy

Narrators

• create for a muse, either real or imagined

Characterists

• articulate communicators in multiple media.

Personalities

• They design with a lifestyle that most people want to live.

Aspirants

• in museums, shows statements.

• push the boundaries of what a human body can physically adorn itself with.

Conceptualists

• They are innovators, experimenters, the scientists of fashion. They influence the next generation of designers.

Artisans

ON THE BASIS OF AREAS OF WORK high street fashion

this is where the majority of designers work and where garments are mass manufactured (often in Europe or East Asia). Buying

patterns, seasonal trends and celebrity catwalk influences play a key role in this design process. It is a commercial area and heavily

media led;

ready-to-wearalso known as prêt-à-porter, where established designers create ready-to-wear collections, produced in relatively small numbers;

haute couture requires large amounts of time spent on the production of one-off garments for the catwalk, which are often not practical to wear. Designs are usually created to endorse the brand and create a

'look'.

FASHION PRODUCTS

WHAT ARE FASHION PRODUCTS?• Selection of merchandise as accepted

at a point in time by the targeted consumer

• Changes with emerging trends, seasonality, and consumer preferences

• In Fibre/Textile/Apparel/Retail (FTAR) business environment • Single selling force - force of

fashion

WHAT ARE FASHION PRODUCTS?

• Forces of fashion – influences, events and societal pressure • Impacts product creation and

consumer’s purchases

• Forces of fashion• Seasonal changes • Influence of competition• Importance of price• Channels of distribution

EVOLUTION OF FASHION PRODUCTS

CATEGORIES OF FASHION PRODUCTS

• Apparel

• Jewellery

• Footwear

• Accessories

APPAREL• Necessity to fashion trend

• Consumers becoming fashion conscious

• Clothes for different purposes

• Varieties of tops and bottoms

TOPS

BOTTOMS

NECESSITY TO A FASHION TREND

JEANS• Originally used as sturdy trousers worn in factories

• Changes occurred in jeans industry

• Acquired as a fashion product

• Varieties of jeans

FACTORY JEANS TO A FASHION PRODUCT

FOOTWEAR

• Necessity to fashion trend


• For different purposes

• Varieties of footwear

FOOTWEAR

JEWELLERY• Trendy and fashionable


• Light-weight jewellery

• Different and unique designs

OLD TO MODERN

ACCESSORIES• Trendy and fashionable


• Carried for the sake of fashion


ACCESSORIES

MOBILE PHONES

• Used to be a functional product

• Simple and boring

• Light-weight, handy


MOBILE PHONES

MASABA GUPTA

MOBILE COVERS

FASHION MAGAZINESFashion at the turn of a page

WHAT ARE FASHION MAGAZINES• Earlier just a source of knowledge from the fashion world• Today divulge minute details of a big shot designer’s collection• Highly influential for young women

BASIC FASHION

KNOWLEDGEENSEMBLE

SUGGESTIONSDESIGNER

DEETS

COSMOPOLITAN• global fashion magazine for women• first printed in 1886 within “People” as a

family magazine, later reworked into a literary magazine and eventually became a women’s magazine within the late 60s

• referred to as Cosmo• articles on women’s problems,

relationships, sex, health, careers, self-reformation, celebrities, fashion, and beauty

COSMO THEN COSMO NOW

CELEBRITY EDIT: SONAM KAPOOR

HARPER’S BAZAAR• Geared toward members of the higher-

middle and upper categories• Assembles photographers, artists, designers

and writers to deliver views into the planet of fashion, beauty and standard culture on a monthly basis

• Began as a weekly production, is now monthly

• Also has a “Harper’s Bazaar Bride” edition exclusively for wedding inspiration

BAZAAR THEN BAZAAR NOW

CELEBRITY EDIT: NIKHIL THAMPI + SUSHMITA SEN

MARIE CLAIRE• Worldwide monthly magazine for girls• First printed in France in 1937• The US edition focuses on women round

the world and a number of other world problems. Marie Claire magazine additionally covers health, beauty, and fashion topics.

MARIE CLAIRE THEN MARIE CLAIRE NOW

CELEBRITY EDIT- SONAKSHI SINHA

GRAZIA• Grazia (Italian for Grace) is AN Italian weekly

women’s magazine• 1st international edition was 1st printed in

Bulgaria in March 2004.• The 10th edition of this hugely popular title

was voted UK's No. 1 Magazine two years in a row.

• works on a distinctive 'Easy Chic' philosophy, decoding fashion and the latest trends,

• not only the latest in style, but also world news and women's issues

• Grazia cover girl hunt

GRAZIA THEN GRAZIA NOW

SPECIAL : COVER GIRL HUNT

VOGUE• 1892 in America. In 1909 the magazine

was acquired by Conde Naste Publishers. • American fashion and

lifestyle magazine that is published monthly in 23 different national and regional editions by Condé Nast.

• Most popular fashion magazine in India• Monthly edit• Vogue Fashion Fund• Bollywood covers

VOGUE THEN VOGUE NOW

VOGUE SPECIALS

FASHION BRANDSA brand is a product, service, or concept that is

publicly distinguished from other products, services, or concepts so that it can be easily

communicated and usually marketed.

Nike isn’t a fashion brand. But they’re acknowledging the fashion side of experience with sports.

Nike is coming up with innovative products which incorporate high functionality, technicality and fashion.

They have seen that women interact more seamlessly across running, workout, fitness and lifestyle.

They’re are seeing growth in the performance segments — running and training — and in terms of the style and look that comes from that. Tights are the new denim.

People looking forward to looking good as well as feeling good in some of these trendy sports styles

FASHION BRAND: NIKE

TURNING RUNNING SHOE’S INTO FASHIONIn 1985, betting on a rookie athlete named Michael Jordan, Nike itself released its Air Jordans.

The shoes were initially banned by the NBA commissioner David Stern, on the grounds that they violated his stipulation that court shoes be majority-white. Jordan wore them anyway. Nike happily paid the fines.

Because of the creative marketing Nike and Phil Knight pioneered, athletic shoes are now sought after, and collected, and talked about, and infused with artistry. Which is also to say: They are Fashion.

Today, as a result of all this, athletic shoe releases are met with the same kind of fervent enthusiasm that fashion shows are.

Traditionally aligned with

athletes, Nike concentrated on sponsorships and celebrity athletes- Bo Jackson and Michael Jordan, the Just Do It ads helped Nike.

NIKE RECENTLY BEGAN WORKING WITH FASHION MODEL KARLIE KLOSS ON A MAJOR WOMEN’S MARKETING CAMPAIGN, ALSO FEATURED SELENA GOMEZ FOR ADIDAS NEO COLLECTION.

NIKE -THEN

NIKE-NOW

CELL PHONE’S: A FASHION STATEMENT?It is not just a tool of communication it is also an important way of conveying a statement about their personality.

Many consumers have been converted so much that many feel that they are beginning to identify their personality and individuality with the type of phone or model they carry.

Just as many plan their wardrobe for the season ahead, they also accessorize their mobile phone with accessories.

Fashion trend marketers are tapping into as they offer mobile phones with sleeker designs and in more colors, such as blue and pink, and accessories ranging from charms and stickers to crystals and tiny designer purses.

NOKIA Nokia have been style-conscious

from the start, but it was in 1998 that the first customizable cases hit the shelves. In fact, the Nokia 5110 was the first mobile phone ever to boast user-changeable covers. These Xpress-On Shells were water-and-dust resistant clip-on fascias that came in seven different designs and colors.

In 2003, and the Nokia 3100

introduced a new generation of Xpress-On gaming cover enhancements: shells that featured ‘electroluminescence’, or special light effects that sparkled through the faceplate in sync with ringtones, games and the phone’s alarms

Nokia Design Studio launched the

7200 in 2004, with a limited run of, 7200 units. Featuring a white leather cover and wrist strap, a matching pouch, and embroidered designs, this was as much a fashion statement as it was a phone case.

For the eco-conscious shopper, 2007 brought the Nokia 3110 Evolve—a phone that came with bio-covers made from more than 50% renewable material. It wasn’t customizable, but it certainly made a design statement.

With the release of the Nokia Lumia 820, interchangeable shells went hi-tech: not only are they colourful and hard-wearing, but they could also be used for wireless charging.

In 2013, customization reached a whole new level. Nokia teamed up with MakerBot, the 3D printing giants, to create special templates for clip-on shells for the Nokia Lumia 820 and the Nokia Lumia 520. Where one could Pick one’s basic design, alter it to suit one’s preferences, and then add one’s own text—and one will have a truly one-of-a-kind smartphone.

Phone cover can function as a crucial part of a fashionable ensemble.

Fashionable covers gained momentum as the Cellphone became more widely used. The earliest covers, focused on both protecting a very expensive device and & showing off -As soon as it became something everyone had-people started to accessorize around it.

CELLPHONE CASES : FASHION ACCESSORY

BARBIE• Created by Ruth Handler in 1959• Most famous and Successful doll

FUNCTIONAL VALUE

• Barbie is plastic doll with numerous of accessories. • Entertainment for hours• Master of world “Fantasy”• “In the early 1950s, Mrs. Handler got the idea of creating an adult

doll after observing her daughter’s fascination with adult paper dolls, whose clothing she was able to change”

AESTHETIC VALUE

• most influential toys in shaping a girl’s childhood. • It creates a self-image for girls to portray themselves as beautiful,

independent, wealthy and successful as Barbie.• great impact on society• It creates a competition between children in their toy-world and

even parents as their providers. • great impact on society

SYMBOLIC VALUE

• An artifact of female representation

- reflect changing female desire and aims within time.

• Symbol of female’s role evolution, symbol of sexual attractiveness, symbol of success.

• Barbie has her own life and 50 years of excellent storytelling - Girls aimed to be like Barbie

• Barbie has become a plastic celebrity, a cultural icon - In 1985 the artist Andy Warhol created a painting of Barbie , along with portraits of Marilyn Monroe and Jane Fonda, etc.

COMPETITIVE ADVANTAGE

• The consumer is trendy - continuous imagery of females comparing themselves to Barbie

• Phenomenon of escapism - It allows consumers to be innovative and escape reality while it gives complete control to the customers.

• The culture created around Barbie. - Simple playing >> Millions $ painting- Strong brand rooted in everyday life

SUSTAINABILITY

• Barbie = Icon, Symbol ≠ Not, just a plastic doll

Can’t be compared to others• Never be out of fashion

Complements are changing

• Sustain for 50 years !!!

FASHION EVOLUTION

CELEBRITY INFLUENCE

MCDONALD’S• is an American hamburger and fast food restaurant chain• was founded in 1940 as a barbecue restaurant operated by Richard

and Maurice McDonald• A McDonald's restaurant is operated by a franchisee, an affiliate, or

the corporation itself.

MISSION STATEMENT• McDonald's brand mission is to "be our customers' favorite place

and way to eat“. • Worldwide operations have been aligned around a global strategy

called the Plan to win centring on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. • Committed to improving our operations and enhancing our

customers' experience.

VISION STATEMENT• McDonald's vision is to be the world's best quick service restaurant

experience. • Being the best means providing outstanding quality, service,

cleanliness, & value, so that we make every customer in every restaurant smile.

MCDONALDS STRATEGY• Focusing heavily on emerging

markets• Offering a wider variety of food

to attract more segments• Delivering food to customers in

places that demand it• Making its stores more

attractive to get customers in• Increasing its offering of snack

items

• Importing more of its successful niche products internationally • Expanding its dollar menu to

breakfast• And it hasn't been scared to

take anybody on• Achieving the most powerful

brand image• product innovation and

development

POPULAR PROMOTIONS• Toys with Happy Meals• Cars• Pirates of the Caribbean• Olympic Games- Global partner of the Olympic games- reflects our

commitment of the importance of sports and physical activities.• World Champions- 1,400 children from 51 countries had the

opportunity to meet the world’s best soccer players at the 2006 FIFA World Cup.

MCDONALD’S INSPIRE MOSCHINO – FAST FOOD FASHION

• Moschino is an Italian luxury fashion brand’s latest runway show at the Milan Fashion Week, for their Autumn/Winter 2014 collection, shows the collection being very much influenced by the branding of McDonald’s, along with other food brands.

MCD COUTURE LINE• Miami International University of Art & Design students were

challenged by a local McDonald's franchisee to design and produce a fashion collection made entirely from McDonald's food packaging• The finished designs, aptly named the McDCouture line, were

shown as part of Funkshion Fashion Week Miami Beach at the Setai Hotel The dresses range from day wear to ball gowns and were surprisingly wearable.

MCDONALD'S LAUNCHES BIG MAC CLOTHING LINE

• McDonald's has now branched out into fashion itself with a Big Mac product line. • The line will be presented at a fashion show in Stockholm, will be

available online only and will contribute to Ronald McDonald House Charities.

MCDONALD'S BREAKFAST-THEMED ATHLEISURE FOR THE OLYMPICS

• The fast food giant partnered with fashion label We Are Handsome to produce tracksuit pants and hooded vests - and they’re selling like hotcakes. All proceeds will go to a good cause - Ronald McDonald House Charities

CONCLUSION• Fashion is forever changing• Product evolution with fashion elements• Nature of products have changed according to demand generated

by awareness about fashion• Trends come and go, this affects sales for non-fashion products as

well• Very important for any lifestyle business to keep up with the trends

Education

Fashion brands