Objectives Of Changing Fashion Lifestyle

® Take your research a step further to explore specialized aspects of the customer's lifestyle. • Design garments that are appropriate for their end use.

• Consider season and budget. • Channel your inspirational ideas into a commercially targeted outcome.

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• Creating a cohesive collection, p. 82

Sexy Lotr Elf

A Specific end uses

Swimwear made for the pool tends to come in performance fabrics and sportswear colors. Beachwear is more relaxed and often features playful patterns such as florals or animal prints.

■4 Customer aspirations

A wedding outfit should always steal the show on the bride's special day.

the process

Look back at the research you compiled in the last unit about the lifestyle of your target customer. Using words or found images from fashion magazines, continue to build up the story, this time taking the research further to encompass specialized aspects such as sporting or vacation activities, or special occasions such as parties or weddings. Should the garments be formal or casual? Are the fabrics you are using appropriate to a specific end use? Sportswear, for instance, must be constructed from a fabric that performs well under extreme conditions and can withstand a great deal of washing.

Also consider the season. Are the fabrics warm enough for winter or can you make use of layering? Your ideas can be put to different seasonal uses; for instance, a shape created in boned satin for a spring collection could be re-created in thick wool for winter, or an embroidery idea on soft chiffon could be translated onto a heavy velvet drape.

How much your clothes will sell for will also dictate how they are made. Is there a great deal of handwork? Are the fabrics expensive? Will the garments have to be dry-cleaned? Would your customer be willing to pay more for all of these things? During production these kinds of factors are constantly revisited as pilot

A Using special fabrics

Sportswear must stretch and mold around the body and should be easy to wash. The stretchy qualities of sports fabrics also make them ideal for use in fashionable maternity designs.

Body Drape Fabric

A collection aimed at a younger age group might incorporate eye-catching fabrics and sexy, provocative styling.

OCCASIONS, SEASONS, BUDGETS 99

A collection aimed at a younger age group might incorporate eye-catching fabrics and sexy, provocative styling.

▲ Technical innovations

Developing active sportswear can be very expensive because these pieces are specialized, incorporating high-performance fabrics.

SELF-CRITIQUE

• Have you truly gotten inside the mind and lifestyle of your target customer?

• Has the collection evolved toward your research and away from your personal taste?

• Looking back over your research, can you imagine jur customer wearing the clot'ies in a real-life situation?

• Are your final designs truly appropriate for the occasion, season, and budget?

OCCASIONS, SEASONS, BUDGETS 99

A Using special fabrics

Sportswear must stretch and mold around the body and should be easy to wash. The stretchy qualities of sports fabrics also make them ideal for use in fashionable maternity designs.

garments are produced and, if necessary, styles revised to allow the designs to remain within the appropriate costs.

Once again, check your ideas against the detailed customer research. Can you imagine your customer wearing these garments in the way that you intend? Finally, draw up eight finished outfits.

< A Nightlife choices

Female customers may want eveningwearto give an impression of glamor and sophistication, while male formal garments are often more sober. Remember to keep referring to your lifestyle research.

T Occasional wear

These garments would all be suitable for a sophisticated customer, but would be worn in different ways, at a summer wedding, for example, or as smart workwear.

► Thorough research

Producing work for a specific occasion and customer might require the compilation of a new, more targeted mood board.

Contemporary Fashion Moodboards

11 would be wrong for a student to start off with a predetermined set of restrictions; I the emphasis of this book is on using research to spark ideas. However, once creativity has started to flow, it can be channeled into a commercial outcome. The last two units have been intended to help the designer with this channeling process, focusing first on creating a customer profile and then on taking the research even further to consider special end uses, as well as the constraints of season and budget. The cost of clothes to the customer is a particularly important factor although one that Is often ignored by students. Designers create garments to be sold: if their prices are exorbitantly high, their collections will not sell. Anyone can create beautiful designs If money is no object, but It requires a talented designer to find the best possible creative solution within a tight budget.

The designs illustrated here show a strong sense of the target customer, and of where and when the client would wear the garments. The collections have credibility because they are well researched: they are stylish and original yet also consistent with the needs of the customer and the season, and could be sold at an affordable price.

T Occasional wear

These garments would all be suitable for a sophisticated customer, but would be worn in different ways, at a summer wedding, for example, or as smart workwear.

► Thorough research

Producing work for a specific occasion and customer might require the compilation of a new, more targeted mood board.

Mood Fashion Disighin

A Work and play

Work and weekend ranges targeted at the same person may be very different.

A Work and play

Work and weekend ranges targeted at the same person may be very different.

< Thinking through the details

Designers have to consider how their garments will be worn. What accessories, such as hats or jewelry, might be required? Are the designs suitable for the season? Can the customer afford them?

▼ Special requirements

Functional workwear may have a specific end use, perhaps with associated technical or safety requirements.

OCCASIONS, SEASONS, BUDGETS 1 01

fabric that will give you the right effect. Sensitivity to your materials and the development of shape should take place simultaneously because fabric and silhouette are dependent upon each other.

A Thinking in three dimensions

You should consider the behavior of fabric on the body right from the start of the creative process, so experiment by draping your chosen fabric on a stand.

Two of the most important factors influencing your designs will be your choice of color and fabric. The same shape or garment silhouette remade In another color or fabric will give a totally different effect.

Color and fabric

Color palettes change from season to season. Not only do individual colors move in and out of favor, with brown becoming "the new black," but there are also subtle evolutions in the shades of colors used. Every designer needs to be aware of the predicted color trends for forthcoming seasons. The fashion industry shares this knowledge through trade shows, style web sites, and magazines—which is how similar ranges of colors appear in our stores each season as if by magic. The cynic might suggest that this is the fashion industry's clever way of encouraging sales, as customers dash out to buy this winter's red dress or pink sweater. However, the evolution is also a natural process. Fashion is charged with reflecting how people feel about themselves and the world around them, and just as themes and inspirations come and go, so too do color palettes. Fabric choice also changes cyclically because certain textiles move in and out of fashion and also because the properties of performance or warmth of different fabrics are strongly associated with particular seasons.

Fabric and silhouette cannot be separated. The drape and behavior of your chosen fabric will have a direct effect on the appearance of your garment. Imagine remaking an existing style in a different fabric. What would be the effect of its bulk, stiffness, transparency, softness, fluidity, or tendency to crease? Jeans made in satin or swimwear made of fur would become very different concepts.

You need to consider your choice of fabric carefully at rough-sketch stage. It is not enough to design shapes and then look for a fabric that will give you the right effect. Sensitivity to your materials and the development of shape should take place simultaneously because fabric and silhouette are dependent upon each other.

A Thinking in three dimensions

You should consider the behavior of fabric on the body right from the start of the creative process, so experiment by draping your chosen fabric on a stand.

A ► Matching the source

You could try out color Ideas by painting paper first; you may then wish to experiment with dyeing fabric to achieve the exact shade. The colors in this painting were reproduced as samples of dyed fabric, providing the basis for two sets of color selections (right), from which color palettes were later established.

< A Harmonious groupings

Gather samples of any fabrics, trims, and yarns that you are considering using to establish how different textures as well as colors will work together.

M A Using swatches

Comparing same-size fabric swatches will » help you to see clearly W the best combinations f and also to judge 1 proportions. Compare your swatch groups with trend predictions—are your color choices in line with current fashions?

< Fabric and outline

Your choice of fabric will affect the construction of your designs. Soft fabrics, for example, can easily be encouraged to fall in soft folds across the body.

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100 Fashion Tips

100 Fashion Tips

One of the most important things you need to take note of about becoming fashionable is to get fitter. Therefore, if you are carrying some extra pounds, then you should lose some of it soon. You can do it through dieting, working out, or a good combination of both. Find more fashion tips like this one within this guide.

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