Chapter 7 Designing Fashion Designing Fashion The Design Process Making Fashion 1 Designing Fashion Chapter Objectives Describe the three divisions of apparel manufacturers Explain the roles and types of fashion designers. Identify the elements and principles of design used to create fashion. Identify the steps in the garment production process. Compare haute-couture production and prêt-à-porter production. Explain how women’s and men’s apparel are sized. 2 Designing Fashion Apparel Company Divisions The three divisions of apparel manufacturers are: Design Division: Production Division: Sales Division: Buy Fabrics/ Design a line Produce the garments Sell completed apparel to stores All divisions work together to make it happen! Section 7.1 3 Designing Fashion The Role of the Fashion Designer Designers must anticipate what their target market will buy Select the appropriate fabrics that will sell. Produce finished garments or accessories at prices that customers will pay. Create original designs and choose appropriate fabrics Supervise assistants who carry out their ideas. May also spend time on administrative tasks. Section 7.1 4 The Role of the Fashion Designer Types of Designers Self-Employed Designers Section 7.1 Design-House Designers Designers for Manufacturers 5 Designing Fashion Elements of Design The elements of design are: Color Silhouette Line Fabric Texture Section 7.1 The elements must be chosen according to principles. The elements must be combined effectively to achieve harmony. 6 Designing Fashion Elements of Design Research has shown that customers respond to color before any other design element. color a visual characteristic, representing hue and tone, that is one of the most important elements of fashion design Texture is determined by fibers, yarns, and the method of construction. texture a characteristic of the surface of a material in terms of how it feels and looks Section 7.1 7 Designing Fashion Elements of Design The next considerations are the silhouette and line. silhouette the overall form, or outline of a garment line a distinct elongated mark that directs the eye movement when viewing the garment Section 7.1 8 Designing Fashion Principles of Design Besides using the basic elements of design, a skilled designer also applies the principles of design. Section 7.1 principles of design the standards for creating good design that include proportion, balance, rhythm, emphasis, and harmony 9 Principles of Design Proportion The relationship of all the spaces of the garment. Balance The relationship (either symmetrical or asymmetrical) of one side of the garment to the other. Rhythm A sense of movement through the repetition of lines, shapes, and colors. Emphasis The center of interest, or the focal point, of the garment. Harmony Harmony is achieved when the designer has applied all of the principles of design to a fashion design. Section 7.1 10 Design Process and Schedules: Marketing period is 6 months before customers will purchase… Designers have it ready 2-3 months before that! Steps of the Design Process Section 7.1 Step 1 Step 2 Step 3 Basic Decisions Design Concept and Samples Sales Research Analysis Step 4 Step 5 Step 6 Design Presentation Purchase Orders Production 11 Designing Fashion Design Process and Schedules Designers use computeraided design (CAD) systems as a tool, like a paintbrush, to produce creations. computer-aided design (CAD) computer programs that perform many design functions to create design CAD allows for quick production through technology and machines. Section 7.1 12 Designing Fashion The Garment Production Process The fashion industry uses computer-aided design (CAD) systems to complete patternmaking. patternmaking the process of transforming the design into the appropriate pieces needed to produce an apparel item Computer systems also facilitate grading. grading the technical process of increasing or decreasing the sizes of a pattern to correspond to a garment size Section 7.2 13 Designing Fashion The Garment Production Process Costing is the process of calculating the production costs of a garment in order to set a wholesale price. wholesale the price that retail buyers pay for goods they purchase from manufacturers The wholesale price includes: Cost of labor Materials Markup Section 7.2 14 Designing Fashion The Garment Production Process Garments are massproduced and cut and sewn in an assembly-line manner. Many manufacturers use computer-aided manufacturing (CAM). Section 7.2 computer-aided manufacturing (CAM) a system that automatically moves the garment parts through each phase of the cutting-and-sewing process 15 Designing Fashion The Garment Production Process After a garment is constructed: An inspector checks it for flaws. Hangtags attached to garments provide information such as fabric content and care instructions. Labels attached to garments identify the name of the manufacturer or the line of clothing. Section 7.2 16 Designing Fashion The Garment Production Process Haute couture is the French term for high-fashion custom made designer clothing. prêt-á-porter French term for designer ready-to-wear clothing Prêt-á porter is less expensive than haute couture, but it generates more income for couture fashion houses. Section 7.2 17 Designing Fashion Size Classifications The different groupings of a sizing system in retail stores are known as size classifications. Standard measurements vary from one manufacturer to another… Section 7.2 sizing system a set of sizes based on common assumptions and methods of development Vanity sizing gives the customer the illusion of being able to fit into a smaller size. 18 Women’s Size System- based on shape of figure Misses Women’s/ Large Juniors Petites Styling Conservative adaptation of previous season’s styles Same as misses with some junior styles Young, trendy, Same as figure-conscious misses’ styles styles Age 25 and up 18 and up 15 to 25 25 and up Size Range Even sizes 0-20 Even sizes 16-26W, 16-26WP or higher Odd sizes 3-15 Petite 0-14 Figure Fully developed; over 5’4” Larger proportioned Not fully developed Fully developed; under 5’4” Section 7.2 19 Designing Fashion Size ClassificationsMen’s sizing More standard than women’s sizing. Men’s slacks, dress shirts, and tailored apparel are sized with a dual-sizing system, or a combination of two measurements. Example: pants – 30/32 (waist/length) dress shirts – 16, 34/35 (neck/sleeve length) Most men’s sports shirts and sweaters are offered in small, medium, large, and extra large. Section 7.2 20 Designing Fashion 7.1 1. What are some roles of the fashion designer? Anticipate what target market will buy, produce finished products at prices customers will pay, create original designs, select appropriate fabrics, supervise 2. What are the five basic principles of design? Proportion, balance, rhythm, emphasis and harmony 3. What are the three divisions of apparel manufacturing and what do they accomplish? Design Division: Buy fabrics, design a line Production Division: Produce the garments Sales Division: Sell completed apparel to stores Section 7.1 21 Designing Fashion 7.2 What are the six key steps in the apparel 4. production process? Basic decisions -> Design concepts and samples -> Sales research analysis -> Design presentation -> Purchase orders -> Production 5. What are the production differences between haute couture and prêt-á-porter? Haute-couture garments are more precise, custom-made by hand (hand sewn) to fit the customer. Pret-a-Porter garments require very little hand sewing and are mass produced in ready-to-wear styles and sizes (not custom) 6. What is the difference between women’s and men’s sizing? Women’s clothing is based on shape of the figure and includes numbered sizes. Men’s sizing is more standard and uses a dual sizing system based on measurement numbers. Section 7.2 22