Olivia SanchezQUIZ 3 Study GuideCTE 3431- Line Development: Chapter 9 Chapter 9 – Line Development** We have two needs to be met…THE RETAILER and THE CONSUMER%2. Approaches To Line PlanningGarments must be merchandised as a group 1. To look appealing on the floor, online, or in a catalog2. To promote the sale of multiple pieces Development of new style groups or silhouettes is achieved through: - (Original Designs, Style Modification, and Knockoffs)*Promote the sale of multiple pieces (IPT: Items per Transaction)THE 3 WAYS THAT WE DEVELOP PRODUCT%3. 1.) Original Designs i. Sketch designs using either hand or computer drawing techniques ii. Drape design ideas to explore ways to achieve a unique fit or fluid silhouette%3. 2.) Style Modification i. Styles from previous collections that sold well may be included in a new line with modifications made in details of: styling, color or fabrication ii. Color Direction (Good eye for color is crucial)iii. Why is it important to modify best selling styles? Because it establishes a brand image.%3. 3.) Knockoffs i. Garments that are adapted or modified from products designed by other firms- 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 TargetLEON 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 ApparelGiven 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 Protectioni. 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” ii. Copyrights can be obtained for: o 2D fabric designso Unique combinations of knit stitcheso Patterns on laceo Original graphics on a T-shirto Unique design of ornamental trims such as buttons and buckles- Patent is a form of intellectual property- but doesn't’t apply to appareliii. Innovative Design Protection and Piracy Prevention Act1. Introduced to Congress in 20102. Would protect “unique, distinguishable, non-trivial and non-utilitarianvariation” of products for 3 years 3. Pros - Provides incentives for start-up designers to control access to their works and collect payment for them 4. Cons - Start-up designers who may need protection the most will likely not be able to afford the lawyers to file suits %3. Trademark and Trade Dress i. US Customs and Border Protection (CBP) and Immigration & Customs Enforcement (ICE)1. Prevent counterfeit goods from entering the country2. Investigate intellectual property fraud is the responsibility of%2. 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)%2. Trade Dress: A broader term that covers the totality of elements in which a product is packaged or presented.%2. Intellectual property theft%2. -In 2010 when they started cracking down harder on fakes there was over 20,000 seizures%2. -The details of the fabric bring the product to life. (Quality, Price, Fashion level, Know your customer, Timing)%2. -Production and delivery schedule.%2. Organizing The Line%2. Time Management (Deadlines)%2. -Will impact the delivery time%2. *Can be very complex%2. -Editing (Weeded out)%2.1. Each design reviewed is evaluated carefully based on the needs of the business2. Those that do not meet the criteria established by the product development team are weeded out3. 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 designLines are developed either as items or as a group- Story Boards: Potential Silhouettes, Fabric Swatches, and Color 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 ii. Dresses, Swimwear, Coats - are developed in multiple small groupsiii. Often dress & swim groups are designed using related fabrics%3. Coordinated Group Line Developmenti. 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 consumer1. Price%2. Parameters of Line Development (** = the 3 Steed said in class)%3. 1.) Pricing**i. A line’s price point determines: 1. Where a product will be sold2. The brands it competes with3. The range of fabrics that can be used4. Who can afford it 5. Quality expectationsii. Special pieces may be priced higher due to:1. A unique feature, such as a high-tech fabric 2. Or a hand-crafted design detail %3. 2.) Fashion Level**i. Designers must understand their customer’s styling and fit preferences and should not stray too far from those expectationsii. Pyramid assortment plan – This type of planning is typically used by massmerchants iii. Pyramid: Fashion Items, Key Items for Season, Basic Merchandiseiv. *Knowing your customer%3. 3.) Timing Considerations**i. May vary by product category ii. Take into account weather and seasonal shopping habitsiii. Understanding is this the right fabrication weight for not only the season, but the geographic location%3. Balancing the Linei. Merchandisers must consider: 1. Assortment variety2. Volume3. Distribution%3. Why is this important? Assortment variety (A good range of garments) can include the number of colors, fabrication options.%3. -All about analysis of what is selling%3. -Volume of Demand (If we don’t have the right colors, where is it going to be sold)%3. Assortment Variety (Understand SKU and how every size and color is a SKU)i. A garment that