Designing for the international
market
Handloom Export Promotion Council
13th October 2011
Varanasi
BY
Sudha Dhingra
Professor, Textile Design
NIFT, New Delhi
as a product
Design
as an activity
as a service
FROM THE
CONCEPTION TO
REALIZATION OF
AN IDEA.
DESIGN IS A
COLLABORATION
OF CREATIVITY
AND
FUNCTIONALITY.
DESIGN AS AN ACTIVITY
BY MAKING
EFFORTS
TOWARDS
COMPLIMENTING
EACH OTHERS
LIFE.
DESIGNING A
BETTER FUTURE
FOR EVERYONE.
GIVING THE RIGHT
MIX OF VALUES
AND TRADITION.
Giving the consumer
not just what they think
they need, but also
what they dream to
have! Meeting up the
aspirational
expectations of the
consumers.
DESIGN AS A PRODUCT
Appropriate use of
Materials and
technology
Customize according
to the specific needs of
individual consumer.
Education,
the process
of imparting
knowledge
DESIGN
AS A
SERVICE
Health, to assure
Mental and
physical fitness
Society, to design
an environment
where people
exist in harmony
with each
other and grow
Relationship with art
literature
Social science
music
philosophy
psychology
community
nature
work
technology
DESIGN process is…
Backbone of good design
DESIGN brief
Know the target client
FUNDAMENTALS
FINE AND PERFORMANCE
ART (High Culture)
(economy &
business)
TRENDS INFLUENCES
(To identify, trace and evaluate the
important issues and trends)
MOVIES, TELEVISION,
MUSIC AND CELEBRITY
(Pop Culture)
ACTIVITIES PURSUED
LOCALLY BY SPECIAL
INTEREST GROUPS
OUTSIDE OF MAINSTREAM
AWARENESS (Low culture)
LONG TERM FORECASTING
FIBER
COMPANIES
Time horizon more than 2 years ahead of
selling season
Economic Cycle
FIBER/YARN
Structures &
textures
YARN
PRODUCERS
Lifestyle Trends
Social Trends
Consumer preferences
WEAVERS &
KNITTERS
Trends in the area
Textile forecasting 6-16
FABRIC
months before finished
APPAREL
piece goods
Structures &
DESIGNERS &
textures
inventory
MANUFACTURERS
FABRIC
Seasonal forecast 3-8
Patterns & Prints
months ahead of
RETAILERS
shipping date to
COLOR TRENDS
retailer.
Orders merchandise 2DESIGN CONCEPT
Time horizon upto
2 years ahead of
selling season
6 months ahead of
Selling season
Silhouette & details
STYLE TESTING
SALES FORECASTING
LONG TERM FORECASTER’S TOOLBOX
•SHIFTS IN DEMOGRAPHICS THAT CAN RESTRUCTURE SOCIETY.
•CHANGES IN INDUSTRY AND MARKET STRUCTURE.
•DIFFERENCES IN CONSUMER INTERESTS, VALUES, AND
MOTIVATION.
•BREAKTHROUGH IN SCIENCE AND TECHNOLOGY.
•CHANGES IN THE ECONOMIC PICTURE.
•ALTERATION IN POLITICAL, CULTURAL, AND ECONOMIC ALLIANCES
BETWEEN COUNTRIES.
Choose a theme
Colour Palette
Related materials
Collect
visuals
Related objects
Research
Derive
Inspiration
Historical facts
characteristics
Direct observation
form
properties
functions
Real ergonomics
Materials associated
structure
Cultural impression
Developing a
mood board
Developing a 3D
mood board
Developing a colour board
Creative interpretation
Fresh look
New spin
New perspective
Eye beyond the obvious
When we design any product we
use the elements of design and the
principles of design
Doodles
DESIGN process is truly
multidisciplinary
Products
accessory
fashion
Prints
Weaves
space
lifestyle
textile
Graphics and Prints
DESIGN….A PROCESS WHERE THE
JOURNEY IS AS IMPORTANT AS THE
DESTINATION
Varanasi Weavers
• Varanasi Weavers Pvt Ltd is an operational
profit generating company which supports the
social sector.
• It is a collaborative effort of Upasana Design
Studio and Best seller Fund.
• Varanasi Weavers brand is completely selfsustaining.
Ethical Fashion Show, Paris, 2008
ACHIEVEMENTS
• Have been able to design and develop machine
washable silk textile.
• Today Varanasi Weavers is a strong brand and has
international presence.
• Dying traditional techniques in weaving have been
revived.
• More than 100 weavers have been earning their
livelihood .
• Unskilled ladies in the villages have been trained in the
lost craft of Varanasi, making exquisite buttons.
• Taking the project to international forum with National
and international media support.
The organization aims to
• Creating excellent textiles and protecting
the heritage of the oldest living city in the
world.
• To present responsible fashion and
rediscover pride in Indian heritage.....
www.varanasiweavers.org
THANK YOU