The Aim of the module is to provide us with

opportunity to explore and analyze a series

of methods used by professionals to deliver
from a given brief a solution. The subject
will ensure, with a series of exercises as
well as a Face to Face interaction with
domestic designers, that we have awareness
of variety of methods and processes applied
in the design field, we are encouraged to
build our personal method of delivery. To
further encourage autonomy, we will simulate
industry projects and undergo a peer review
through online discussions.
Competing within the mass-market is difficult for
any company. because the saying goes, you can't
be everything to everybody, you would like to
select a niche. Businesses, in fact, begin
developing their businesses by understanding who
is the category of users they're desire to serve.
without having a transparent client in mind each
strategic call will become very troublesome to
make. The importance of understanding who ‘your
business is talking to’ is echoed by the Business
Model Canvas, which pushed entrepreneurs to
repeatedly question the ‘internal logic’ of their
business . The traditional business theory uses
the so-called Segmentation, Targeting,
Positioning framework to spot the ‘space’ that a
brand desires to require up in their customer’s
mind.But before observing the market, we want to
specialize in the fashion industry itself, so as
to grasp what are the various roles served by
different corporations in this industry. This is
often essential to spot who may be a firm’s
competitors and what are the standards that set
competitors apart.
This segment relates to only a handful of
French couturiers who are able to withstand the
standards of craftsmanship required by this
degree of luxury. Haute Couture involves a high
volume of skill-intensive labor to create made-
to-measure clothes which can be afforded by
only a handful of customers globally. Haute
couture, is more linked to the dream factor
delivered by fashion media, then to the actual
sale of the clothing itself. Haute couture
could compare it to the Formula 1 segment of
the automotive industry: the show factor of
racing cars ‘trickles down’ to lower tiers of
the automotive industry, but still ignited
passion and desire into customers who may then
approach much more accessible cars.
Pret a porter is a line which was created by
Italian manufacturers who wanted to create a
more accessible (yet still expensive). This
clothing line would expand the luxury market
to a wider audience, by maintaining the high-
end craftsmanship at a lower entry price. In
comparison to haute couture, the speed of
production and TTM (Time to Markets) is lower,
as companies are able to create more
collections per each year (including two main
collections, a pre-collection, a cruise
collection and flash collection). It has to be
noted that even if the price is high, pret-a-
porter it’s more fashionable than luxurious as
it is more about the present than the past,
it’s more up-to-date than timeless.
This line is where companies try to find a
sweet spot between following the trends and
using fashion to make iconic statements.
Fashion inspirations are derived from
higher-tier categories but are produced via
industrial manufacturing. In this segment
key success factors include the ability of a
brand to create products which are
consistent with a persuasive brand image,
and the ability to leverage industrial
processes to create a higher production
volume. As we follow the price point down,
we can see how fashion media comes to
‘package’ these clothing segments with a
communication strategy aimed at
‘complementing’ the products with additional
service elements which help in increasing
the customer perceived value.
This is the line of pricing usually
associated with fast fashion. Despite
being associated with lower-quality
products, companies can still be very
successful in delivering up-to-date
clothing, capable of following fads and
trends with little gap time between
creation and sales. This is a category
of products that resents from two types
of competition, the tiers above, with a
better quality product, and the tier
below, with more convenient price
points. It can be noted that in any
case, fashion is a competitive industry
and no segment is easy to approach.
At this stage, products
become increasingly basic and
undifferentiated. In this
tier, only affordable brands
compete, together with
private labels and unbranded
products. This segment does
not qualify for fashion, as
the types of items sold are
more ‘useful’ than
‘fashionable’ and do not
resent from trends.
This category comprehends unique
pieces, which are made to measure,
handcrafted with precious metals, sold
– or better yet – unveiled only for an
exclusive audience (e.g. Chanel). Very
few brands can be ascribed to this
category of products and as a result,
the marketing strategies used to
maintain this privileged position are
usually quite unique.
In this category we find a series
production (within limited editions) of
products which are high quality and
very fashionable, featuring heritage
branding and a clear product identity,
distributed selectively (e.g. Salvatore
Ferragamo). This segment tries to
strike a balance between being
luxurious but achievable.
This category is for high fashion
content, with a good price\quality
ratio, made accessible and desirable
through powerful communication (e.g.
Swarovski). As in the diffusion line
for the fashion apparel
segmentation, the role of
communication in this category of
products is focused on delivering an
element of exclusivity to an
otherwise widely available item.
 Masstige is in fact short for Mass-Prestige
and is a unique product category which
strives to hit a perfect balance between a
lower-quality product and a luxury experience
markup. The items belonging to this category
are sold at the price of ordinary consumer
goods, while attempting to emulate the style,
communication aesthetics and distribution
visibility of luxury goods (Chanel limited
editions by H&M). This is a unique marketing
strategy devised by fashion companies which
are capable to exchange the luxury allure
(Chanel) with the H&M Cool Factor.
The STP process is an important concept in the
study and application of marketing. The letters
STP stand for segmentation, targeting,
and positioning. The STP is a fundamental
concept in marketing success, as without it
firms would have relatively generic marketing
strategies and would generally fail to compete
effectively.

Segmenting = Segregation
Targeting = selecting an audience
Positioning = placing product in the market

Segmentation, Targeting and Positioning (STP) is

a familiar strategic approach in Modern
Marketing.

The STP model helps marketers to prioritize

suggestions and then develop and deliver
personalized and relevant messages to engage
with different audiences.
The steps in STP is commonly referred to as a
process, with segmentation being conducted
first, then the selection of one or more target
markets and then finally the implementation of
positioning.
Although the letters STP represent three
important concepts in marketing, they are
essentially one integrated process and work
together to deliver a top-level marketing
strategy, which is then executed by the
marketing mix. The goal of the STP process is
to guide the organization to the development
and implementation of an appropriate marketing
mix.

Audience options

Audience selection

Production positioning
This is an audience rather than product focused
approach . This helps deliver more relevant
messages to commercially appealing audiences.

STP focuses on commercial effectiveness,

selecting the most valuable segments for a
business and then developing a marketing mix
and product positioning strategy for each
segment.
Breakdown by any combination: age,
gender, income, education, ethnicity,
marital status, education, household (or
business), size, length of residence,
type of residence or
even profession/Occupation.
It refers to the 'personality and emotions'
based on behavior, including attitudes,
lifestyle, hobbies, risk aversion, personality
and leadership traits.
While demographics explain 'who' your buyer is,
psychographics inform you 'why' your customer
buys. Ways to get this data are as follows:

• Interviews: In-depth interviews let you gather

useful qualitative data to really understand
what makes your customers tick.
• Surveys: Surveys let you reach more people
than interviews, but it can be harder to get
as insightful answers.
• Customer data: You may have data on what your
customers tend to purchase from you, such as
data coming from loyalty cards if an FMCG
brand or from online purchase history if you
are an ecommerce business. You can use this
data to generate insights into what kind of
products your customers are interested in and
what is likely to make them purchase.
This refers to Hobbies, recreational pursuits,
entertainment, vacations, and other non-work time
pursuits. Companies such as on and off-line
magazine will target those with specific hobbies.

Refers to Religious, political, nationalistic and

cultural beliefs and values. For example : The
Islamic Bank of Britain offers Sharia-compliant
banking which meets specific religious
requirements.
Life Stages is the Chronological
benchmarking of people’s lives at different
stages.

Drill down by Country, region, area,

metropolitan or rural location, population
density or even climate.
Refers to the nature of the purchase, brand
loyalty, usage level, benefits sought,
distribution channels used, reaction to
marketing factors. In a B2B environment,
the benefits sought are often about ‘how
soon can it be delivered?’ which includes
the ‘last minute’ segment - the planning
in advance segment.

Benefit is the use and satisfaction

gained by the consumer.
Targeting in marketing is important because
it’s a part of a holistic marketing strategy.
It impacts advertising, as well as customer
experience, branding, and business operations.
The points below refers to the important points
to evaluate potential of each segment.
• Criteria Size: The market must be large
enough to justify segmenting. If the market
is small, it may make it smaller.
• Difference: Measurable differences must exist
between segments.
• Money: Anticipated profits must exceed the
costs of additional marketing plans and other
changes.
• Accessible: Each segment must be accessible
to your team and the segment must be able to
receive your marketing messages
• Focus on different benefits: Different
segments must need different benefits.
Market Positioning refers to the ability
to influence consumer perception.
Competitive advantages allow a company to
achieve regarding a brand or product
relative to competitors. The objective of
market positioning is to establish the
image or identity of a brand.
Positioning maps are the last element of
the STP process. For this to work, you
need two variables to illustrate the
market overview.
The acronym VALS, is a psychographic
segmentation. It was developed in 1970s and
inaugurated in 1978 by Mitchell at SRI
International. It is a system for grouping
consumers according to psychological and
sociological theories in order to predict their
behavior in the purchase decision process. There
are three main categories: need-directed-
consumers who make purchases based solely on
need; outer-directed-consumers who make
purchases based on their perceptions of the way
others view them; and inner-directed-consumers
who make purchases out of some inner need. VALS
can aid in defining targets for products and are
also helpful in the development of advertising
copy and media strategies. The categories can be
defined as the following:
These consumers are on the leading edge of
change, have the highest incomes, high self-
esteem and abundant resources that they can
indulge in any or all self-orientations. They are
located above the framework. Image is important
to them as expression of taste, independence and
character. Their consumer choices are directed
towards the ‘finer things in life’.

A well-educated professional is an excellent

example. These are people who have high
resources and are motivated by their knowledge.
These are the rational decision making consumers
and are well informed about their surroundings.
They are likely to accept any social change
because of their knowledge level.
The subtle difference between thinkers and
believers is that thinkers make their own
decisions while believers are more social in
nature and hence, also believe other consumers.
They are characterized by lower resources and are
less likely to accept innovation on their own.
They are the best class of word of mouth
consumer.

These consumers are the high resource group of

those who are motivated by achievement. They are
successful work oriented people who get their
satisfaction from their jobs and families. They
are politically conservative and respect
authority and the status quo. They favor
established products and services that show off
their success to their peers.
These consumers are the low resource group of
those who are motivated by achievements. They
have values very similar to achievers but have
fewer economic, social and psychological
resources. Style is extremely important to them
as they strive to emulate people they admire.

These consumers are the high resource group of

those who are motivated by self-expression. They
are the youngest of all the segments, with a
median age of 25. They have a lot of energy that
is poured to physical exercise and social
activities. They are avid , spend heavy on
clothes, fast-foods, music and other youth
favorites with emphasizing on new products and
services.
These consumers are the low resource group of
those who are motivated by self-expression. They
are practical people who value self-sufficiency
and are focused on the familiar, family, work
and physical recreation and have little interest
in the broader world. As consumers, they
appreciate practical and functional products.

These consumers have the lowest incomes. They

have too few resources to be included in any
consumer self-orientation, thus are located
below in frame. They are the oldest segment with
median age being 61. within their limited means,
they tend to be mo0re brand-loyal consumers.
PART - 1
PART - 2
A trend is what's hip or popular at a
certain point in time. It simply reflects
what seems to be going around at any given
time. A trend can be in any area and doesn't
only reflect fashion, pop culture and
entertainment. There can also be a trend in
the stock market to be bullish or bearish,
depending on economic indicators, or a
political trend reflecting a nation’s
current mood. Some trends are fun, some
fabulous, some appalling, but however long
they last, you can be sure there will always
be a new trend coming along to replace the
old. There are different ways of identifying
trends but there are few famous theories,
graphs and categories that are as follows.
A Micro Trend refers to the type of trend
that only lasts for 3 – 5 years of
duration and is not strong enough to
compelle people to adopt it in their
lives, thus, giving them a short shelf
life. These trends include further
categorisation like Fad fashion that has a
huge hype in really short time but fizzles
out very easily as well, and Fast Fashion
that captures only the current ongoing
trends in the fashion industry.
A good example of Fad would be low rise
jeans and for Fast Fashion it’s oversized
hoodies.
A Macro Trend refers to a trend that prolongs
for loner duration approximating from 5 – 10
years. It is more stronger and more compelling
which makes it a favourite and thus remains in
the market longer. People adopt these trends
in their lives and use it more often than any
other trends and is usually dominated one.
This trend further includes two types of Macro
trends namely, Moderate Fashion and Classics.
While Moderate Fashion includes basics that
never go out of style like a basic white t-
shirt, Classics on the other hand , as the
name suggests, have been in the industry the
longest and is here to stay no matter what. A
classic trend is such that a person can never
go wrong with it as it is timeless. The most
famous example of a Classic Trend is The
Little Black Dress (LBD).
The trend forecasting agencies primarily act as
a medium that forecasts colours and trends, in
advance of the current season. Their teams look
further into the future via consumer trend
research and trend spotting as a result, they
predict fabrics, colourways and fashion trends.
These in turn act as a guideline for
manufacturers to develop new ranges and ideas.
They help companies navigate complexity and
decode trends to explore, rethink and shape the
future. Their unique trend management toolkit
draws on design-thinking methods to bring new
ideas and innovative concepts to life while
also, inspiring organizations to engage in open
dialogue about tomorrow’s people and society. A
great example of such cooperation would be the
famous company WGSN or Worth Global Style
Network. It is a parent trend forecasting
company founded in 1998, West London by brothers
Julian & Marc.
 TREND FORECASTING

Current Trend

Disruptions
• Functionality In the World Past Trend
• Body Fitted
Silhouette
• Vocal for
local • Technology • Flared
• Handicrafts Advancement Pants
day • Online retail • Polka
• Pastels due to COVID-19 dots
• Sustainability • Intuition • Chokers
• Jumpsuits
 Future Trends

• Matching Masks • Bright/Happy

• Masks with colours
messages • Prints making
• Mask t-shirts comeback
• Pastel shoes
• Colour blocking
with white
The colours of these garments are dark with a
boost of bright colours to give it a more colour
blocked and playful look. This also has a few
neutral colour to balance the whole look.

This is a tri coloured, colour blocked wind

sheeter jacket which is a perfect pick for rainy
and windy seasons.
This top is a sweater style top that can be worn
over something or as is. It has a neutral palette
to make it wardrobe friendly and easy to style
while also adding texture in form of ribs.

This is an overshirt which is simple yet stylish

to add. It is easy to wear with neutral colour
which is perfect for fall. It has a classic collar
with plain placket and two pockets in front.
This hoodie is perfect for windy days with
bright colours adding to it’s fashion appeal. It
has an overlapping hood with a kangaroo pocket
adding to it’s usability.

These joggers are comfortable material which is

very ideal for tweens as they need to be able to
move freely and comfortably while also looking on
trend. It has elastic waistband and ankles.
This is a two in one garment as with just on
swift movement to open zips on each leg, it
turns into a cargo shorts. This is in two
colours – blue & black making it more versatile.

This is a cord cap with graphics on it. It is a

classic way to elevate any type of look as this
has a rib texture on it giving it a more warm
feeling.
This whole range plan is based on colours and
textures as a few have starking colours, others
have textures that make them more appealing and
desired. This also focuses on the comfort &
usability vis-à-vis tween boys & their
lifestyle.
Zara and H&M are of the world’s biggest and most
formidable fast fashion retailers, and their
techniques are constantly scrutinized with the
aid of using the industry. And pretty rightly
so. After a 14% upward push in sales for fiscal
2014, H&M closed out their first quarter
(finishing February 28) with higher profits than
anticipated and a plan to open 400 new stores in
2015. Meanwhile, Inditex elevated net income 8%
to $19.2 billion over the 12 months finishing
January 31, and now plan to open among 420 and
480 stores this year.
A high level of newness year-round is what
defines Zara as a retailer. They endlessly
delight their customers with of-the-minute
clothing. In the last 15 months they’ve dominated
in the attempt to bring the most newness to
consumers month-over-month. Despite H&M’s larger
assortment, they haven’t beaten Zara in new
arrivals since January 2014 . In fact, since
April 2014, H&M have increased the gap in their
respective sizes of offering from just under
2,000 different styles, to over 2,500.29.9% of
H&M’s current offering has been replenished. A
figure that has grown by more than 6% since April
2014. They’ve also grown replenishment on
childrenswear and menswear, now outstripping
womenswear, formerly their most replenished
category. Zara meanwhile is not seeking to
improve upon replenishment in their strategy. The
2.7% of total offering that had seen
replenishment in April 2014 has since scaled
back to 1.3%. H&M is able to act upon success
and optimize it. Zara has to get it right first
time. On average it takes a product at Zara 26
days for the majority of SKUs to sell out,
compared to H&M’s 112 days.
Zara and H&M approach discounting in noticeably
different ways. Zara has exceptionally low
levels of discounting for 10 months of the year,
promoting hard and fast in June and December
only. Zara currently has 5.1% of their offering
discounted, and only 0.4% of the offering is
reduced by 50% or more. Crucially, they have no
sale section on their website when they are not
in sale season. H&M have 23.9% of their current
offering discounted (in line with the 24.2% in
April 2014), 10% of their offering is reduced by
50% or more, far outstripping Zara’s
discounting. With a much higher rate of new
discounts each month, H&M customers are more
likely to seek out promotions year-round.
H&M and Zara price very differently. H&M’s
current offering extends from $0.77 to $307.97.
That top price (leather trousers, a suede jacket
and suede wraparound dress) has climbed 5.5%
since April 2014. That’s seen the median price
point grown by 10.6%, to $23.67.
Meanwhile, Zara’s current offering stretches
from $6.48 to $368.04 – lifting the top range
by a dramatic 14%. Those higher priced items
include a fringed suede jacket and skinny
leather trousers. The increased pricing
hasn’t filtered into the entire range
though, the median price point has fallen by
8% to $44.23.Counting the number of product
options further supports the theory that H&M
are trying to build out their higher price
points. In April 2014, 56% of H&M’s offering
was priced between $1 and $20. Currently,
only 49.5% of their offering sits in this
price range – a notable change for price
sensitive retailer. Zara is much more
consistent – they really have their pricing
strategy set firmly. 32% of Zara’s offering
sits within its most optioned price bracket,
$20 to $40.
The exact same proportion of Zara’s
offering was priced this way in April
2014. In key categories like tops and
jeans, Zara focus heavily on one price
point – building their customers’
options out at a familiar price,
rather than attempting to appeal to a
multitude of shoppers like H&M.
Zara for me represents a more sophisticated and
more sharp look. The silhouettes of dresses
there are usually very simple, straight and
fitted while their t-shirts are more towards
loose fit and a bit oversizing.
Zara’s style is more oriented towards a working
millennial who works at day and goes to a party
or dinner straight away. It is more about being
fashionable while also being taken seriously.
There is little influence from pop culture.
The surfaces of their garments are usually
smooth with main fabrics used being cotton,
cotton blends, synthetics and organza.
As far as I have notices they usually have
similar prints throughout the year which makes
this my second choice and not the first as it is
a bit predictable.
H&M for me represents everything Gen-z and
millennials are about. It has variety of not
only styles, colours and textures but also price
points. The silhouettes range from body hugging
to oversize. The garments are usually fun and
yet easy to style and customise according to
one’s liking.
Their style is very much influenced by pop
culture and the youth as they have full
collections of famous stars like Ariana Grande,
Justin Bieber & Shawn Mendes and even cult
favourite movies & shows like FRIENDS, The Lion
King and Maleficent.
The surfaces have a variety as well as while
some are made from cotton, others are made from
cord or even wool.
Overall, I prefer H&M over Zara due to more
variety and the element of surprise they have to
offer.
My personal style & aesthetic is basically
anything that I like, it can be sporty,
romantic, chic or anything. I usually purchase
from H&M more often than from Zara mostly
because my style is more leaned towards the
edgy, fun & playful vibe than that of a serious,
sophisticated & reserved vibe . Being a fashion
student I also appreciate the policies that H&M
follows which are that of complete customer
transparency & how they contribute towards
sustainability & are aiding with the fabric
pollution issues. Zara on the other hand have no
such policies, thus making it my second option .
I usually buy products from Zara with an
occasion in my mind like if there is a party or
a formal day, as it usually has limited stuff to
offer however, I prefer buying jeans & lowers
only from Zara as their silhouette is more
suitable to my body type. Otherwise, the
pricing, ethics, policies & even the management
of H&M is more user friendly & customer targeted
& based on my personal experience and may differ
from person to person.
Trendspotting, simply refers to the
identification of those trends. Though there's a
lot more to it than that. Trendspotting means
identifying trends on a local, regional and/or
global level, understanding those trends,
identifying best practices surrounding those
trends and identifying innovation opportunities
regarding those trends.
It’s the intersection of markets and culture.
This coveted understanding helps brands better
understand what the mass market will want in
years to come, which, of course, not only
creates and elevates culture, but also helps
business. That's because this kind of market
research investigates the past, current and
future consumption trends that can hugely
support business activity . Trendspotting is, of
course, also important since it helps people and
businesses manage risk and increase their
profits.
Trend analysis refers to the analyzation of
historical trends. To put it simply: Trend
analysists attempt to determine future
movements of a given variable and, ultimately,
predict the future, by analyzing historical
trends. They do this by collecting information
and then looking for patterns within that
information from which to draw their
predictions.
"Trend analysis is based on the idea that what
has happened in the past gives traders an idea
of what will happen in the future," according
to Investopedia.
Of course, trend analysis isn't always
completely accurate, as predictions for the
future are still predictions. But trend
analysis helps businesses to make more informed
decisions that can mitigate risk, increase
profits and innovate.
 Analysis Of a Trend

• S – Silhouette Pricing Seasons

S – Surface (categories)
S-Style
• Dress –
Neckline, Market
Sustainability
sleeve,
hemlines,
seams
• Colours,
Textures,
Surfaces
 • Linen fabric
• Yarns dyed – blue
• Straight shirt
• Medium length
• Soft & airy, perfect
for summer outing
• Breathable material
• Classic button up

• Linen fabric
• Solid blue colour dye
• Straight dress
• Midi length
• Waist belt – tie form
• Loose fit
• Smooth texture
• Buttons only on torso
 • Cotton fabric
• Solid black tee
• Medium length
• Basic style
• Boat neck
• ¾ sleeves
• Fitted
• Soft & comfortable

• Stretchy fabric
• Gingham print
• Basic Black & white
• Fitted
• Elastic waist
• Straight
• Back slit for ease
• Smooth texture &
stretchy
One needs to track a trend after they spot &
analyse it in order to be above their
competitors. While there are many ways to do so
here are a few common ones:
• Research online — The internet is full of
websites, blogs, and forums, which all contain
useful and updated information.
• Social media interaction — one can use social
media specifically to find out what is
trending. With sites like Twitter, Pinterest,
and Facebook, one finds priceless information
about what people love to eat, wear, drink, and
drive, or anything else. Then, it can be used
to advantage by satisfying those customers’
needs.
• Interact with your customers — Sometimes, the
best way to find out the latest trends is by
interacting with customers through reviews &
testimonials. This helps discover important
details about the industry. Positive
interaction gives those customers a reason to
keep coming back.
 CBD oil
Infused
Comfort fabric

Comfort
‘style’
Going to
street Sustainability
Zoom ready
Client WFH

Trend, Market &

Inspiration

Sleepwear +
Loungewear =
Inspiration Market
Sloungewear
Wide

Comfort+
COVID19
Stay Trend
home
style
Comfort
To street
Sloungewear is the new upcoming category of
fashion which revolves around the idea of
combining sleep wear & lounge wear into one
whole outfit. The category was not much
recognized until the pandemic happened,
confining everyone to stay home a lot more than
ever. This made everyone feel the need to have
at least one outfit that they can wear
comfortably at home & outside as well if they
need to go out for any reasons. This range
amalgamates the idea of comfort, sleep wear and
fashion forward in one sole style. The
silhouette is usually a bit loose so as to
provide ease of movement & comfort but is still
well tailored to make it look sharp & crisp with
a neat look overall. This fashion article has
become a cult favourite as people want to be
ready yet comfortable at their homes while also
working from there. Below are given a few graphs
defining how fast it grew popularity recently
due to lockdowns & a mind map explaining what
sloungewear represents in its entirety.
 Natural +
Organic dyes

Sustainable

Next to Low – impact

Skin comfort Fibre

SLOUNGWEAR

Responsible
cotton Breathable
& fabrics

CBD infused

Anti-bacterial
Athleisure is the type of style where street
style & sports style converge together with
comfort and ease to provide a fashion statement.
Previously, athleisure was always seen as
“casual clothing designed to be worn both for
exercising and for general use” as defined by
the Merriam-Webster dictionary. In just over a
year, athleisure has evolved. It’s no longer
seen as casual wear anymore as we’re noticing A-
listers and the most fashionable stylists and
influencers strutting their athleisure style on
Instagram. Athleisure was commonly worn to exude
a sporty, casual and streetwear style, but it
seems the trend and market have shifted towards
fitness-inspired fashion — closing the gap
between sportswear and fashion.
The distinct difference between the current
athleisure trend and past styles is that
activewear pieces are incorporated into an
already fashionable outfit instead of exuding a
more casual approach.
 • Dropped shoulders
• Zipper closure
• Letter pockets
• Wide waisted with
drawstrings
• Cotton polyester
• Full sleeves with elastics
• Hoodie with drawstrings
• Solid yellow with black
panels
• Patch pockets

• Cotton polyester
• Wide waisted & loose fit
• Cropped
• Drop shoulder
• V neck – no collar
• Single button closure
• Puffer jacket
• Solid orange colour
• Perfect for winters and
fall
 • Sweatpants – joggers
• Cotton polyester & mesh
• High waisted with elastic
• Elastic on legs
• Mesh on knee to add texture
• Geometric colour blocking
• In seam pocket
• Neon green, black & white

• In seam pockets – 2
• Inverted pleated pockets – 2
• Pastel blue colour
• Cotton polyester
• High waisted with button &
zip closure
• Basic belt loops
• Cargo pants style
The design process is basically the process that
one uses to constitute and combine everything
together to form a final product.
This process has different steps & stages that
are as follows:

• Research & Analysis:Proper research & planning

is very important before starting a project,
however big or small it may seem. The question
that might arise here is that how much time
should be devoted to this particular stage &
the answer to that would be, in a proportional
manner. This proportion has to be maintained
keeping in mind the various segments that we
come across during designing. For example in
case of apparel or fashion oriented products
research could comprise of an adequate study
of the current fashion trends & forecast.
Fashion forecast may be customized according
to the clients requirement or could be even
accessed through existing ones in the market.
• Concept: it is the most important part of the
design process. It is the point from where the
ideas are going to start & the basic shape of
the design would be conceptualized. The ideas
might spring upon a designer at any moment of
time. The important thing to keep in mind is
that the idea or concept should gel with the
market. Any discordance at this stage might
put question marks later on. This stage would
also require the designer to work upon the
mood board, theme board, color palette, trends
& the entire.
• Form: This is the stage where the actual work
on the design starts. The physical structure,
shape etc. is determined and prototypes are
created. The ideas & concepts decided &
discussed earlier take form and shape. Thus
for the first time we can see how the product
is going to look like. The consumers see only
the product but the success of the product &
the design depends on careful and sincere
planning, research & proper production
decisions. In case of the fashion industry
this is the stage where sampling of the
designs is initiated.
• Checks and Tests: The Form of the design that
is almost ready will never be successful
unless we perform various tests which can also
be called as quality inspections at various
stages of production. The quality checks
examine the design from various angles like
aesthetics, performance, durability, strength,
functionality etc. Only a design that passes
these tests & checks will be sent for the
final examination; that conducted by the
customer or the consumer.

Thus design and designing both comprise of an

ideal blend of art, aesthetics, creativity,
strategic project management, good research,
wonderful analysis and mind blowing execution.
After this the designs success is handed over to
the retail professionals who pour in their
competencies of smart visual merchandising,
excellent selling skills, and brilliant
advertising and promotions.
Below is given a full flowchart explaining each
& every single step throughout the design
process with each stage mentioned.
 Research – Organize
DESIGN Inspiration • Primary data
PROCESS • Secondary • Visual
• Tertiary • Textual

Analyse
Mood Exploration Segregation Data
of Data • Colour
• SSS

Choose Colour & Market

Visual Colour • Demography Space
To mood extraction • Psychography

Final Range Free

Range Plan Price Flowing

Paper Toils &

Refinement Construction Test fits
Patterns

Photo Final Final Rectify

Documentation Fabric, Sampling issues
For promotions Trims,
embellish

Promotion
The stage of concept development is all about
coming up with a concept which is simply an
idea based on an issue or a problem to be
resolved. A ‘design concept’ is the
representation of a designer's abstract ideas
of final entities, or clothes within the case
of attire style. A style thought plays the
necessary role of creating the vision of a
final product . whether or not derived from a
aware intention or driven by subconscious
successive doodling, style ideas are developed
through a method during which the designer
perceptually & conceptually take by process
info. The contribution of the psychological
feature artistic method to thought formation
has been noted in several fields of style
process analysis. within the field of product
style, Nagai, Taura, and Mukai examined
thought mixing in a very easy artistic product
style task, that specialize in however ideas
are broken into sub-concepts & how those are
synthesized into a brand new thought.
Textual form of inspiration is anything that
is written down , can be seen or read. The
medium of it can vary from books, article,
news clippings, journals, personal diaries,
blogs & any other form.
These are a concrete base for an inspiration
as they have a lot of data backing them up &
it can be used in or out of context as per
the requirement and desire of the designer.
The designer can either take the textual form
as it is or may paraphrase it and change it
to their liking and how it suits their
personal preferences and contexts.
This form may also include images, pdfs or
posters, for which , the designer will have
to take notice of the semiotics, symbols,
icons or any other subliminal and hidden
messages.
 TEXTUAL

Books Journals News

Take it as is /
Paraphrase it

Visuals &
Boards
Verbal form of inspiration is where everything
is based on what is being heard and or observed
by the designer.
This form has various mediums like a music,
podcast, interview, class, a dialogue, a
conversation or any other way where there is an
exchange of words.
This data may or may not have a proof or
documentation to back it up, hence this is more
confidence based and can be moulded easily to
one’s liking and desire.
The data and inspiration taken from this method
must be converted in a textual form or any other
way of documentation must be used as it helps to
remember and refer it back whenever required.
That same information is then to be interpreted
and analysed by the designer for any semiotics,
symbols or icons which can further strengthen
the whole concept and which may or may not be
used in the design in any way.
 VERBAL

Podcast Interview Class

Convert into text

& document it

Interpretation

Analysis

Semiotics, Icons ,
Symbols

Classify Visuals

Conclusion

Mood Board Colour Board

Tangible refers to the term when
anything is touchable or recognizable
by any 5 of one’s senses. It can also
mean a fact, statement or idea that has
factual proof and evident backing it up
which can not be challenged or
questioned. This is a very logical and
physical evidence and approach.
For example – a document, image etc.
This is more credible and evident than
any other form.
Intangible is anything without
physical existence that can not be
backed by a fact or evidence. It can
not be touched or sensed by the 5
sense but is only based on feelings,
emotions, perceptions, thoughts and
philosophies or beliefs.
This may or may not be logical but is
mostly very emotional and thought
provoking which makes the designer
use this for as inspiration.
For example – what a person feels
while looking at flowers or when they
lose someone close to them.
• Chinese culture.
• All opposites & contradictory but in balance
with each other.

TANGIBLE INTANGIBLE S S S
• Reversible
garment
• Positive & • Bold –
Negative build a
• Curved
feelings reasoning
lines
co-existing • Curvy style
• Paisleys
together lines
• Circles
• Emotions / • Circular
• Opposite
pleasures silhouette
colours
• Balance & • Contrasting
• Black &
harmony colours
White
• Philosophy • Colour
• contrast
translates blocking
into design • Androgynous
language • Print or
pattern of
Yin & Yang
Previously considered to be a really haute
couture, by selection placed, Associate in
Nursingd an exclusive complete, Balmain
has broken freed
from ancient stigmatization. Balmain’s
recently
appointed artistic director histrion Roust
eing, is that the reason behind one in
all today’s most talked regarding fashion
lines. Rousteing’s vision back in 2011 was
to launch a digital revolution for
the complete by shying off
from ancient selling ways, adore exclusive
magazine placement, and transitioned to
honing in on social media to succeed in a
wider audience base. in only a brief four
years, the complete has remodeled from a
Parisian-esque vogue, and exclusive
fashion line, to a democratic and
international powerhouse.
Once histrion Rousteing was brought on, his
vision was simple: “communicate through social
media whereas keeping the polymer of Balmain”.
Although one have a tendency to don't seem to be
discounting Rousteing’s direction, Balmain’s
chairman and majority owner, Alain Hivelin’s
late 2014 passing, might have truly been the
most effective factor for the complete. In 2006,
their previous artistic director, Christophe
Decarnin, originally tried reworking the style
line’s style from stuffy-couture to rock-chic;
but, potential customers ne'er bought into the
line’s extravagant evaluation. As a result,
sales began to drop. higher management was ne'er
ready to see eye to eye with Decarnin’s
direction so the designer might never totally
live out his vision. The complete lacked
commonality and required to begin from scratch.
temporal order might ne'er are higher for
Rousteing. Thankfully, his purpose of read
became the proper point of view.
Rousteing’s goal of capturing a wider
audience became a reality once he created
the ‘Balmain Army.’ The cluster of name
ambassadors enclosed pop and hip-hop icons
like Kanye West and Rihanna further as lots
insta-famous figures adore the Kardashian
family. This has enabled Balmain to succeed
in a worldwide audience, most of that
targeted the younger demographic.
Today the complete and brand ambassadors
conjointly reach upwards of forty seven
million followers. The complete itself has
over one.2 million followers alone and at a
disproportionately low investment. “It may
be a new means of communication. it's
stronger than magazines, you're not shopping
for your audience, you don’t need to be an
enormous adman,” says Rousteing.
Though the complete has in depth history
creating it easier to receive celebrity
involvement, the revived Balmain complete
has been achieved within the most cost-
effective manner. To seal the deal, Balmain
has currently found some way to create their
younger audience conjointly their customers.
simply last week, the complete launched
their full Balmain for H&M assortment. the
gathering options Balmain’s trademark beaded
and jeweled embroidery, faux fur, wealthy
satins, crushed velvet Associate in Nursingd
jewel tones permitting anyone to hitch the
‘Balmain Army” on an H&M budget. For the
complete that declared bankruptcy simply
over ten years agon, it makes the
resurrection of Balmain even a lot of sweet.
1. Comparative analysis with respect to each
brand (minimum 3 brands)

Look at segments first – multi,

designer, retail , export, etc.

a) Multinational brands – Zara, H&M, Nike,

Superdry , GAP
b) Designer – Valentino, Burberry, LV,
Givenchy, Balenciaga , YSL, Prada
c) Local – Fabindia , CnM , Reliance Trends ,
Big Bazaar Fashion
d) Domestic – Anokhi , Nappa Dori , Nicobar ,
Eka

2. Analysis -

• Analyse product – S S S
• Analyse Market – Demography, Psychography
etc.
• Analyse Client – Age, Category, Gender etc.
• Analyse Promotion – modes of promotions,
their ads
 Easy
Luxury

ACCESSIBLE
Statements LUXURY Approachable
FASHION

Diffusion
 Mostly uses
Neutrals but has Fashion &
collections & ranges with Brand Conscious
Bright colours as well clients

Dominated Uses Monograms

colours – as prints
Beige & Black & patterns

Prices range Very much

from INR focused on
10K – 60K aesthetic

Best quality Different style

in accessible & silhouette
price range Ranges
A market is the sum total of all the buyers &
sellers in the area or region under
consideration. The value, cost & price of items
traded are as per forces of supply & demand in a
market. If one needs to launch or introduce a
particular product or brand, they need to first
understand & assess the market to create a space
for themselves. In order to do that, they also
need to study their audience, market trends &
every segment & category of the market they are
aiming at & then compile that data & assess it
using the segmentation, targeting & processing
or STP model. Speaking of market, in fashion it
refers to the categorization of a product based
on a number of things. These points are then
taken further to segregate the market into easy
to study segments.

The different type of segmentation is mainly

based on the price range of the client & brand.
Based on same criteria, there as 5 distinctive
categories in fashion - Haute Couture , Pret ,
diffusion , bridge & mass. While Haute Couture &
Pret fall under the large umbrella of luxury
fashion, Diffusion & Bridge are the brands that
are mending & combining premium quality fashion
with pocket friendly prices with easy access.
Mass on the other hand is the lowest and is
made to be worn by masses, thus, lower
prices, which sometimes also causes lack of
quality in some cases.
Under the wide umbrella of these categories,
there are a few sub categories as well.
Luxury fashion for that instance has 4 sub
categories under it's name - Supreme Luxury,
Lifestyle Luxury, Accessible Luxury &
Masstige Luxury. Supreme luxury has more
exclusive approach, lifestyle focuses on a
particular type of lifestyle and clients,
Accessible is based on the idea of
delivering a brand name, luxury & best
quality in a much more accessible prices, on
the other hand, Masstige is solely based on
the collaborations between mass brands and
luxury brands like the Moschino and H&M
collaboration.

While one needs to understand market, in

order to deliver a promising & satisfying
experience, they also need to study & know
their target audience & their client's
needs. This can be achieved by using the
famous models of Values, Attitude and
Lifestyle or VALs. This model studies
different types of personality & psyche
traits and is very client oriented.
A client affects the brand a lot as it's
not necessary if two brands fall in same
category, they would have similarities
whatsoever. Zara and H&M for instance, are
two brands falling under the segment of
Bridge as they have a brand identity & name
attached to them while also providing
prices that are low compared to others.
Even after that, their ideologies,
aesthetics, ethics, functionality, pricing
& everything is in exact contradiction to
each other.

For my further thorough study of the market

and brands, I selected the Accessible
Luxury fashion and under that segment, I
selected three most suitable brands -
Michael Kors (MK), Donna Karan New York
(DKNY) and Coach. I selected these brands
and this segment with keeping the fact that
these are the brands I associate myself
with in accordance to aesthetics and
ideology, in my mind. These are the brands
dominating my wardrobe in comparison to
others and to get under their skin and to
know their process of working, promoting
and launching is surely going to be an
insightful and informative journey that i
am looking forward to.
1. https://in.pinterest.com/
2. https://www.google.com/?&bih=608&biw=136
6&rlz=1C1PRFI_enIN757IN757&hl=en-GB
3. https://440industries.com/market-
segmentation-in-the-fashion-industry/
4. https://fashionthoughtsweb.wordpress.com
/2016/11/23/fashion-market-segmentation/
5. https://www.smartinsights.com/digital-
marketing-strategy/customer-
segmentation-targeting/segmentation-
targeting-and-positioning/
6. https://www.segmentationstudyguide.com/s
tp-process/what-is-the-stp-process/
7. https://blog.alexa.com/targeting-in-
marketing/
8. https://www.vocabulary.com/dictionary/tr
end#:~:text=A%20trend%20is%20what's%20hi
p,trends%20associated%20with%20global%20
warming).
9. https://edited.com/resources/5-things-
making-zara-and-hm-successful/
10.https://edited.com/resources/zara-vs-
hm-whos-in-the-global-lead/
11.https://www.marksandspencer.in/
12.https://www.zara.com/in/en/woman-
dresses-l1066.html?v1=1549249
13.https://www.zaful.com/
14.https://www.fibre2fashion.com/industry-
article/5723/the-design-process-in-
fashion-product-
development#:~:text=Design%20can%20be%20
defined%20to,reaching%20the%20goals%20wi
thin%20constraints.
1. Adobe photoshop

2. PowerPoint Presentation

3. Behance

4. Pinterest