Chapter 9 Product and Design Development

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Product Development Merchandisers or product managers and designers are all involved in development of a line or collection. Each manufacturer defines a target customer and creates styles to appeal to it. Recognizable styles incorporating current trends keep buyers coming back. Product development is the process of market and trend research, merchandising, design and development of the final product. Merchandising is having the right merchandise at the right time in the right quantity at the right price to meet the needs of the company’s target customers.

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Product Development Based on costs for last season’s styles, merchandisers establish price points for garments to be designed. Merchandising is responsible for integrating all phases of product development, design and production. Each season design and merchandising departments of each division are responsible for creating new lines the manufacturer will sell to the retailers. Merchandisers develop merchandise plans, or business plans which determine how many apparel or accessory groups are needed to meet both retailer and consumer demands and manufacturer’s financial goals.

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Design Development Today’s demand for fashion and uniqueness has made creativity in design more important than ever. Collections, or lines, are divided into groups of garments. Each group has a specific theme based on fabric, color, or a particular fashion direction. Every group must have a balance between fashion and basics. Items are garments that do not relate to each other, usually popular styles used to update an existing wardrobe.

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Design Development Knockoffs are copies of someone else’s design, usually a garment that is already a best seller. Fakes are counterfeit merchandise with fake labels intended to deceive the consumer. Designers must incorporate a combination of all the elements of good design: –Fabric based on: Selection and characteristics Fiber content Patterns Environmental concerns Price considerations Sample cuts

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Design Development –Color based on: Hue Value Intensity Color relationships Color naming –Line –Shape –Proportion –Balance –Repetition –Emphasis

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Developing a Sample Garment The next step in the procedure is making the first pattern to cut and sew the sample garment. –The draping method is used to cut and shape muslin. –The prototype is made by a sample maker, the best of the factory sewers. –Fit is then tested. –A work sheet, or PDM, keeps all information on the style as it is developed.

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Line Selection Editing is an important, ongoing effort. From all samples, management chooses the best of the line. Some designers use closely edited lines to limit customer confusion. Other companies prefer to give the consumer more choices. Merchandise plans may be adjusted at this point to reflect the reality of new lines.

Fashion From Concept to Consumer, 8/e© 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey Line Selection Line presentation to the sales force is scheduled before collection opening dates. The designer or merchandiser explains the line concepts, trends and fabrication developments. After the line is complete, but before line releases date, duplicates of the sample garments are made to keep in the showroom or give to sales representatives.