DESIGN PROCESS

brand identity

• who are you/what's your company
• product/create brand aesthetic/DNA
• what's your brand image
• who's your customer/demographics
• market place share/competition

CREATING BRANDS AESTHETIC/DNA

• aesthetically what your brand stands for
• keep common 'thread' in design and image of brand
• design 'voice' and signature identity: you set the guidelines
• product integrity as important to design and company image
• "We don't have a policy of image we have a policy of product" Jean-Loius Dumas CEO Hermes

inspiration

• pop culture
• arts/ theatre/ movies/books
• street style/fashion influences fashion
• clothing/vintage
• hobbies/ sports/lifestyle/travel

RESEARCH

• telling a seasonal strory, continuing a journey
• visual: images/tear sheet/clothing/vintage clothes
• culture: museums/movies/books/travel
• building on 'brands' DNA/'heritage"/lifestyle
• market place/trends

MOOD BOARDS

• telling the seasonal story/creating the movie
• focus on high level of story
• maintain brand DNA/thread
• organic process- open minded/cohesive message

conceptual process

INGREDIENTS OF DESIGN/PRODUCT SPECIFIC

• fabrics- bring product to life: seasonal/global/cost factors
• color- lab dips
• trims/embellishments- appropriate for fabric base/ cost/wear/care
• layouts- prints/beading/embellisments
• teams

DESIGNING

• sketching- creating mood of girl/customer
• establish 'brand' identifiable product base/recognizable item/finish/detail
• understand where current business is/repeat/move on/trends
• create 'aspriational' item- customers can buy/be part of the brand/designer

BUILDING PROCESS

• design calendar *work backwards to set sufficient timeline/meet milestone dates
• spec/design packages- building designs:protos to final garment/product
• factory communication- clear concise/ set expectations / produce goods/quality
• problem solving- be proactive/ open minded/ understand limitation/ resolution
• deadline/milestone dates

business partners

• merchandising teams-direct line plans/sku's/liaison between design,production,sales
• production teams/product development teams
• sales- wholesale
• retail

fittings

• fit is very important/part of brand aesthetic and image
• market place perception sets fit expectations: juniors fit smaller / designer fits woman's body
• creates product integrity ; model used
• steps: protos/fit smpls/stock/ pre pro/ TOP
• construction- inside of garment/product as important as outside

presentations

• conceptual- (chapter 1)setting seasonal tone/telling story
• showroom- (chapter 2) continuing to expand story/evolve message- make sure can be recreated at reail
• store/retail- (chapter 3) final presenation/ key to maintain integrity of story/product/create clear message
• omni-channel - global selling /creating consistant/experiential experience for the customer at all shopping outlets
• stock product- ensure quality and design integrity and aesthetic- your brand name stands for it! be proud