Olivia Sanchez QUIZ 3 Study Guide CTE 3431 Line Development Chapter 9 Chapter 9 Line Development We have two needs to be met THE RETAILER and THE CONSUMER Approaches To Line Planning 2 Garments must be merchandised as a group 1 To look appealing on the floor online or in a catalog 2 To promote the sale of multiple pieces Development of new style groups or silhouettes is achieved through Promote the sale of multiple pieces IPT Items per Transaction Original Designs Style Modification and Knockoffs THE 3 WAYS THAT WE DEVELOP PRODUCT 3 1 Original Designs Sketch designs using either hand or computer drawing techniques Drape design ideas to explore ways to achieve a unique fit or fluid silhouette 3 2 Style Modification Styles from previous collections that sold well may be included in a new line with modifications made in details of styling color or fabrication Color Direction Good eye for color is crucial ii iii Why is it important to modify best selling styles Because it establishes a brand image 3 3 Knockoffs Garments that are adapted or modified from products designed by other firms i ii i i Diffusion Lines Lower priced lines adapted from a designer brand s signature line Understand the Price point styling in terms of both aesthetic and fashion and application critical thinking and the timing of production and speed to market delivery schedules CO Branding or exclusive brand agreements Alber Elbez Versace Stella McCartney and Viktor Rolf have all designed collections for H M Missoni for Target LEON MAX Advances line at the top of the price range Then made maxstudio as more of an expensive contemporary Now develops product exclusively for Macy s 2 Legal Protection For The Design Of Apparel Given the brief life cycle of an apparel design patents are not a viable option for pursuing design protection Patent is a form of intellectual property BUT doesn t apply to apparel 3 Copyright Protection i ii U S courts have been guided by the principle that protection could create monopolies that would stifle the creativity of future designers hinder competition and drive up prices Copyrights can be obtained for o 2D fabric designs o Unique combinations of knit stitches o Patterns on lace o Original graphics on a T shirt o Unique design of ornamental trims such as buttons and buckles Patent is a form of intellectual property but doesn t t apply to apparel iii Innovative Design Protection and Piracy Prevention Act 1 2 Would protect unique distinguishable non trivial and non utilitarian Introduced to Congress in 2010 Provides incentives for start up designers to control access to variation of products for 3 years 3 Pros their works and collect payment for them 4 Cons likely not be able to afford the lawyers to file suits Start up designers who may need protection the most will 3 Trademark and Trade Dress i US Customs and Border Protection CBP and Immigration Customs Enforcement ICE 1 Prevent counterfeit goods from entering the country 2 2 Investigate intellectual property fraud is the responsibility of Vera Bradley 2 TRADEMARK A word a name a symbol a device or a combination there of that is used to distinguish goods from those manufactured by others A form of branding Does NOT protect the actual garment Trade Dress A broader term that covers the totality of elements in which a product is packaged or presented Intellectual property theft In 2010 when they started cracking down harder on fakes there was over 20 000 seizures The details of the fabric bring the product to life Quality Price Fashion level Know your customer Timing Production and delivery schedule 2 Organizing The Line Time Management Deadlines Will impact the delivery time Can be very complex Editing Weeded out 2 2 2 2 2 2 2 2 2 2 1 Each design reviewed is evaluated carefully based on the needs of the business 2 Those that do not meet the criteria established by the product development team are weeded out 3 The staff settles on an assortment of product ideas that they believe will be most successful in the marketplace 4 Once approved it is sent forward to technical design Lines are developed either as items or as a group Potential Silhouettes Fabric Swatches and Color Story Boards Samples They also are a way of organizing or communicating and are more refined than concept boards 3 Item Line Development i Item lines consist of products intended to be sold alone one piece at a time Dresses Swimwear Coats are developed in multiple small groups Often dress swim groups are designed using related fabrics ii iii 3 Coordinated Group Line Development i Garments in a group line are designed to be mixed and matched and to encourage purchasing multiple pieces ON QUIZ 3 Concept Board is a communication trends colors and fabrications Within collections you definitely have item drivers Who do you have to convince for something new The consumer 1 Price 2 Parameters of Line Development the 3 Steed said in i class 3 1 Pricing A line s price point determines 1 Where a product will be sold 2 The brands it competes with 3 The range of fabrics that can be used 4 Who can afford it 5 Quality expectations Special pieces may be priced higher due to 1 2 Or a hand crafted design detail ii A unique feature such as a high tech fabric 3 2 Fashion Level i ii Designers must understand their customer s styling and fit preferences and should not stray too far from those expectations Pyramid assortment plan merchants Pyramid Fashion Items Key Items for Season Basic Merchandise Knowing your customer 3 3 Timing Considerations This type of planning is typically used by mass iii iv i May vary by product category ii iii Take into account weather and seasonal shopping habits Understanding is this the right fabrication weight for not only the season but the geographic location 3 Balancing the Line i Merchandisers must consider 1 Assortment variety 2 Volume 3 Distribution 3 Why is this important Assortment variety A good range of garments can include the number of colors fabrication options All about analysis of what is selling Volume of Demand If we don t have the right colors where is it going to be sold 3 3 3 Assortment Variety Understand SKU and how every size and color is a SKU i ii iii i A garment that is made in 7 sizes and 3 colors results in 21 SKUs for which 1 Fabric and trim must be ordered 2 Manufacturing capacity must be reserved 3 Specs must be developed 4 Quality must be monitored 5 Sales and marketing decisions must be made 3 Assortment Volume READ IN TEXT pg