Fashion Designing

&
Fashion Trend

TEXTILE & APPAREL MERCHANDISING

TEM 409

MD. GOLAM SAROWER RAYHAN

LECTURER, TEM, BUTEX
 Style & Fashion

• Style
-is a person’s means of expressing themselves through clothing, hair, and
accessories.

• Fashion
-is a popular style or practice, especially in clothing, footwear, accessories,
makeup, body piercing, or furniture accepted by a group of people for a
specific period of time.
 Fashion Design

• Fashion design is the designing and creating of new fashion trends.

• The more unique your creations, the more successful you’ll be.
• It’s a glamorous career with a lot of money to be made.

Types of Fashion:
1. Haute couture (made-to-measure)
2. Ready-to-wear (pret-a-porter)
3. Mass market
 Haute Couture

• Made to order for an individual customer,

• Usually made from high-quality, expensive fabric,
• Sewn with extreme attention to detail and finish,
• Time-consuming, hand-executed techniques.
• Look and fit take priority over the cost of materials and the time it takes
to make.
 Ready to wear

• A cross between haute couture and mass market,

• Not made for individual customers, but great care is taken in the choice
and cut of the fabric,
• Clothes are made in small quantities to guarantee exclusivity,
• Usually presented by fashion houses each season during a period known
as fashion week,
• Fashion week include, spring/summer, fall/winter, swim, and bridal.
 Mass Market

• The mass market caters for a wide range of customers,

• Producing ready-to-wear garments using trends,
• Use cheaper fabrics and simpler production techniques,
• Save money and time,
• The end product can therefore be sold much more cheaply.
 Fashion Designer

• A fashion designer is an expert who is professionally involved in the

fashion designing industry. Based on specialization, a fashion designer
profoundly understands the new fashion trends, market demands, and
consumers’ choices and, based on that, creatively designs new fashion
styles.

• A fashion designer designs trendy garments and other fashion accessories

such as shoes, sandals, belts, purses, valets, hats, etc.
 Role of a Fashion Designer

• To investigate market trends and comprehend market demand.

• To understand the consumers’ likeness and dis-likeness.
• Based on market research, he or she forecasts the upcoming fashion trends.
• Based on research, he or she will conceptualize a new design and then create a
creative and attractive design.
• With the help of computer technology, they create prototypes or models.
• Select fabrics, colors, designs, and more to materialize the new design.
• Instructing manufacturers or teams of designers on how to make the piece.
• Participating in fashion shows with newly created designs.
• Finding new consumer markets for the new designs and then promoting and
marketing the products.
 Key Skills of a Fashion Designer

• A good eye for color, texture and shape

• An understanding of the properties of fabrics and how they can be used
• Technical skills such as pattern cutting and sewing
• The ability to spot and develop trends
• Drawing skills
• The ability to use computer aided design (CAD)
• Understanding of production processes
• The ability to solve problems
• commercial awareness
• The ability to work as part of a team
 Benefits of Fashion Design for Customer

If sales are the ultimate test of good garment design for high street retailers then
designers must take account of what their customers are seeking in the products that
they are buying. Customers are seeking benefits from the fashion products they buy.

These will vary between groups of customers (market segments); but may include

Looking cool
Feeling special
Fitting in
Augmented Product Model
for Fashion Retailers
 Core Product Benefits in Fashion

• Raincoat – Keeps you dry

• Suit – Smart appearance
• Tie – Look attractive
• Bike gloves – Protect hand pump
• Socks – Keep legs clean
• Umbrella – Protect from sun and rain
• Make-up – Feel attractive
 Actual Product Benefits in Fashion

• Product performance – (durability/ easy care/ waterproof/ breathable)

• Brand image/ fashion attitude
• Product characteristics-
 Augmented Product Benefits in Fashion

• Convenience in retail service – Payment choice, opening hours

• After sales service – returns policy, warranty facility
• Stock availability- various products in available amount
• Ambience of purchasing environment – store arrangement
• Staff – sales personnel with proper product knowledge
• Store card – membership account options for points gain
Designing Benefits into Fashion Garments

Value-added features
Drivers of Fashion Change
 Drivers of Fashion Change

• Globalization – the world becomes accessible from anywhere for new fashion
• Greater media communication – media coverage of fashion trends
• The health and well-being of fashion trend – ranging from anti-allergenic to
UV protection in swimwear
• Technology – various smart textiles
• Ecology – environmental pollution from clothing garbage inspires recycle of
used fashion garments
• Pressured life styles – to being proper and fashionable in everyday life
• Androgyny - cargo pants replacing jeans, unisex fashion for both male/female
• Democratization of fashion – luxurious brands are now common to many
customers
Technological Innovations in Fiber and Fabric
 A Fashion Week

• A fashion week is a fashion industry event, lasting approximately one

week, wherein fashion designers, brands or "houses" display their latest
collections in runway shows to buyers and the media.

• Most importantly, these events let the industry know what's "in" and
what's "out" for the season.
 Characteristics of Fashion Week

• Fashion week happens twice a year in the major fashion capitals of the world: New
York, London, Milan and Paris.

• Fashion weeks are held several months in advance of the season to allow the press
and buyers a chance to preview fashion designs for the following season.

• In February and March, designers showcase their autumn and winter collections.
Fashion week for spring and summer is held in September and October.

• This is also to allow time for retailers to arrange to purchase or incorporate the
designers into their retail marketing.
 Terms Relevant to Fashion Business

• Flops: Fashions that are introduced and expected to sell but that are not accepted by
consumers.
• Fad: A fashion with a sudden burst of popularity. Or a temporary fashion, notion,
manner of conduct, etc., especially one followed enthusiastically by a group
• Style: A characteristic or distinctive form of dress that exists independent of fashion .
Each person develops their own over time.
• Classic: A fashion that retains general acceptance over a very extended period of time
• Design: Refers to a specific version of a style
• Trend: The movement of a fashion into and through the market place.
• Fashion cycle: The process of a fashion gaining and losing mass acceptance.
 Fashion Movement

• Fashion movement: Fashion movement is the ongoing change in

what is considered fashionable from acceptance to obsolescence (the
rejection of a fashion in favor of a new one).

 A fashion trend is the direction fashion is moving.

Types of Fashion Movement:

• Fashion Leaders
• Fashion Followers
• Fashion Laggers
 Fashion Leaders

 Who has Confidence to start or accept

new fashions
 Small number who dare to be
different
 Trendsetters
 First to discover and display (wear)
new styles
 Often public celebrities
 Fashion Followers

 Need time for fashion to be firmly

accepted by majority before they will
adopt it
 Fashions must become well-established
 May lack time, money, interest, and
devotion to fashion
 Insecure about their own tastes or sense
of fashion
 Fashion Laggers

 Last to adopt a style or fashion

 Majority of people have already
accepted the fashion
 May often find their apparel on
discount sale as it is usually on the
way to obsolescence
 Basic Principles of Fashion Movement

• Consumers’ acceptance or rejection establishes fashion.

• Price does not determine fashion acceptance.
• Sales promotion does not determine fashion.
• Fashion movement is evolutionary rather than revolutionary.
• Fashion extremes cause reversals or abrupt changes.
 Factors that Accelerate Fashion Movement

• Communications and mass media,

• Good economic conditions,
• Increased competition,
• Technological advances,
• Social and physical mobility,
• More leisure time,
• Higher levels of education,
• Changing roles of women,
• Seasonal changes
 Factors that Slow Down Fashion Movement

 Bad economic conditions

 consumers have less money to spend

 Cultural customs
 passing with traditional clothing; not buying new

 Religion
 fashion may lead to religious feelings

 Laws/government regulations
 tariffs, quotas

 Disruptive world events

 droughts, wars, terrorism
 Theories to Fashion Movement

TRICKLE DOWN TRICKLE UP TRICKLE ACROSS

Fashion trends start at Fashion trends start with Fashion moves horizontally
the top of the “social the young or lower through similar social
ladder” income groups levels
 Trickle-down Theory

• The assumption that fashion trends start among the

upper class or fashion leaders and move down to the
masses or fashion followers.

• Asserts that fashions are accepted by people of

lower socioeconomic income levels only after they
have been worn by people of upper socioeconomic
income levels

• Example: Jackie Kennedy’s pillbox hat, Barbara

Bush’s pearls, Nancy Reagan’s red, Hillary Clinton’s
pantsuits in the office.
 Trickle-up Theory

• The assumption that fashion

trends start among the young or
lower income groups and move
upward to older or higher income
groups.
• Style originates with the lower
class and gains approval by upper
class or the fashion elite.
• Ripped jeans, leather jackets
 Trickle-across theory

• The assumption that fashion moves horizontally

through groups at similar social levels from fashion
leaders to followers.
• Its the notion that the adoption of a particular fashion
will spread horizontally within several socioeconomic
classes at the same time.
• Example: Designer fashions are copied quickly for
mass production, providing similar styles at most
price ranges. However, they don’t become popular
until the fashion leaders of each group have accepted
them.
 Stages of Fashion Cycle

• Introduction
• Rise
• Peak
• Decline
• Obsolescence
 Fashion Cycle
ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE

Peak
Height of popularity; Worn by the majority
of people (culmination)

Rise Decline
Slowly increases in popularity Decreases in popularity
(saturation)

Introduction Obsolescence
New style is introduced (colors and Discarded for a newer
textures) style
 Stages of the fashion cycle
Introduction: The first stage of the fashion cycle when new
styles, colors, textures, and fabrics are introduced.

• The new style may be accepted by a small number of people

called fashion leaders.
• Promotional activities include fashion shows and advertising
in high fashion magazines.
• Fashions are produced in small quantities at high prices.
• Retail buyers purchase limited numbers to see if the style will
be accepted.
 Stages of the fashion cycle
Rise: The second stage of the fashion cycle when consumer
interest grows and the fashion becomes more readily accepted
by consumers.

• Mass production brings down the price of the fashion, which

results in more sales.
• Styles are manufactured in less expensive materials and in
lower quality construction than the original style.
• Promotional efforts are increased in high fashion magazines to
heighten/raise consumer awareness.
• Retail buyers order items in quantity.
 Stages of the fashion cycle
Peak (Culmination stage): The third stage of the fashion
cycle during which a style is at its height of popularity.

• The fashion is demanded by almost everyone because it is

now within the price range of most consumers and is mass
produced in many variations.
• Each retailer tries to persuade customers that its version of
the style is the best.
 Stages of the fashion cycle

Decline: The fourth stage of the fashion cycle when the

market is saturated and popularity decreases.

• The fashion is overused and becomes dull and boring.

• As the fashion decreases in popularity, retailers mark down
their prices.
• Promotions center around major clearance or closeout sales
of the fashion.
 Lengths of fashion cycles
• Cycles have no specific lengths.

• Recurring fashions: Styles which have been in fashion at one time, gone out of
fashion, and come back in fashion again.
• Fashion trends seem to recur about every generation or every 20 to 30 years.

• Fashion cycles are less distinct now than in the past.

 Lengths of fashion cycles

 Long-run fashions
 Take a long time to complete cycle
 May have slow initial acceptance;
longer time in popular demand
 Classics are long-run

 Short-run fashions
 Usually popular for only one season
 Swing of Fashion Popularity
Before its time . . .

 10 years before its time

 vulgar or indecent -কু িচপূণ বা
অেশাভন

 5 years before its time

 bold or shameless-গাঢ় বা ল াহীন

 1 year before its time

 flashing or daring-ঝলকািন বা
দঃু সাহেসর

 When currently in fashion

 smart or elegant- াট এবং মা জত
 The Swing of Fashion
After its time . . .

 1 year after its time = tacky or dowdy- বখাপ

 5 years after its time = hideous-বীভত্স
 10 years after its time = outrageous or outlandish-
ভয়ানক বা িবদঘুেট

 20 years after its time = funny

 50 years after = odd
 100 years after = charming
 150 years after = gorgeous
 Fashion Forecasting

• Foreseeing fashion trends and predicting those trends early enough to

allow time for production to meet the consumer demand.
• Textile designers work at least 18 months ahead of the schedule for products to hit
the market.

Involved persons in fashion forecasting:

• Fashion staffs employed by textile producers.
• Highly-skilled consultants working for fashion services.
• Fashion designers.
• Fashion merchandisers.
• Retail store owners/managers.
 Fashion Show

A fashion show is an event put on by a fashion designer to showcase his or her

upcoming line of clothing during Fashion Week.

• Fashion shows happen every season, particularly the Spring/Summer and Fall/Winter
seasons,

• The two most influential fashion weeks are Paris Fashion Week and New York
Fashion Week,

• In a typical fashion show, models walk the catwalk dressed in the clothing created by
the designer.
 Importance of Fashion Show

• Fashion shows are regularly conducted to express and communicate to the audience
about recent fashion trends.
• It facilitates in achieving the attention of potential customers.
• It helps to highlight the overall consciousness of the public.
• It creates a platform to connect designers to the consumers.
• The designers can expose their creative skills and talent in designing different types of
clothes.
• The collection of designers is promoted through these fashion shows
• Retailers can gain various perspectives of different stylish clothes.
• Photographs and videos of fashion shows further inspire other clothe makers and
manufacturers of apparel industries to produce affordable clothes.
 7 Steps to Planning a Successful Fashion Show

1. Setup & planning

2. Clothing
3. Models
4. Marketing
5. Fittings & dress rehearsal
6. Event details
7. Follow up
 SETUP & PLANNING
• Plan about the show details.
• Select the date of show for a certain fashion week.
• Search for the best venue to hold show.
• Need an easy place for audience to get to.
• As a place is picked to keep track what items come with the venue, and
what you will need to rent for the show. Here are a few to think about:
 Chairs
 Lighting
 Sound
 Staging
 Runway
 CLOTHING MODELS
• Convey the upcoming trends with • Arrange a model program to find out
fashion show through clothing, fashion show models.
• It is critical to layout the upcoming • Finding models is an area to put a lot
trends with themes, and then show the of effort in because models will be the
clothes that center around those ones generating buzz for your studio.
themes .
• This gives credibility to fashion
experts .
 FITTINGS AND
MARKETING DRESS
REHEARSAL
• Most of the marketing for the show is • Before the show arrange a fittings for
done by models. the models and go through a dress
• The event can be promoted by online rehearsal program.
marketing and other community • Organize things backstage, teach the
partnerships as well. models how to walk, and talk to them
• sometimes models may sell a set about having fun on the runway. This
number of tickets to be in the show. is essential to show itself being a
success
 EVENT
FOLLOW UP
DETAILS
• Spending a certain time for the event • Need to continue creating and keeping
getting ready. buzz going for as long as possible.
• From equipment setup (staging, • No matter the turnout at your event .
runway, seating, sound, etc.) To • Need to make sure that your target
decor (displays, marketing pieces, market feels it was the event of the
decorations, etc.) It’s all hands on year – including those that missed it!
deck for the entire day.
• This generates excitement for future
events and for your studio in general.