CHAPTER 6: Styling and Presentation
My Runway ideas: There’s been a lot of discussion around conveying the logic, the cohesive concept and story of the collection. Therefore, why not on a large screen right by where the models are coming out onto the runway, show short 15 sec – 30 sec clips of either the creation of the mood board or the digital sketch of the design? Then, let the model wearing that exact piece come out. It would be a direct-to-consumer way of Presenting the ideas of the collection (start with the story board and the rest of the pieces can just videos of the sketch from start to finish). Probably would only need 2 -3 models for the entire show of 20 – 30 story collection. This is tied to the concept I believe of communicating the design process to the end-consumer (if not then at least the fashion buyers). By showcasing more of the story, it could build more understanding, trust, buzz and lastly more memorable aesthetic appeal.
- It also contributes to contextualizing the garments and establishing an image or identity, even if their design is relatively classic. This is achieved by evoking a context, an atmosphere, or telling a story that adds weight to the style expressed.
stylists usually coordinate garments with accessories, hair, and makeup
- They may set out to shock or comfort. Visually they can play with light, movement, texture, color, or structure and express a level of warmth, femininity, or androgyny; sensuality, glamour, or rawness. They may also refer to a narrative that may be mythical, historical, or cultural. More simply they often signify a market and a time of year
- Dramatic & must test lighting / effects in advance
- Photographers, models, and hair and makeup artists, however, are often happy to work free of charge and collaborate to produce “test shots”— quality photographs they can include in their own portfolios. With a little effort you can easily put a team together.
- Pack shots feature garments often against simple white backgrounds (for look books)
- The student method is to borrow, get them sponsored or DIY and customize inexpensive shoes
CHAPTER 7: Diffusing your Final Collection
- Through secondary lines fashion labels use the strength of their brand to extend their market reach and access market segments that are usually more price-sensitive and less design-led than their original market.
- Approaches to diffusion vary (branching into accessories or fragrance are two examples), and the purpose may be to quickly increase market share, or perhaps to secure young clients not yet affluent enough to buy the main line.
- To preserve their image, labels are often unwilling to publicize their commercial strategies to the wider public.
- By comparing what was on the runway with what is at the point of retail, under the same label or across a bridge line for a given season, you will develop a sense of what actually sells and how collections are diffused.
- You can diffuse your collection as it is usually done in the industry: extending its market reach by being more accessible in terms of price and design while maintaining a coherent image and brand
- Strategy: It may be useful to begin the process of diffusion by reconsidering your final collection, adopting an objective point of view. Look at it for what it is, ignoring your knowledge of its development and history.
My Key Takeaway:
Sometimes it’s not the perception of the piece itself but the story surrounding the piece (the editorial) that help sells the garment. When I see a pack shot of a dress, I admire the the visuals a) shape, the form, the texture, the color and overall cohesiveness of the piece in the first half a second (and I continue to think about these characteristics if I click on the dress for the next couple of minutes). However, in the next half second I’m already b) imagining the setting that I would wear the piece in. (Is a work appropriate piece, is it a weekend dress, is it for that hot summer beach day or for dates and going out?) I then consider c) the accessories I have that will go with it (what pumps to wear, jackets, necklaces). And then lastly but VERY IMPORTANTLY, I consider d) the statement that I’m making when wearing this dress. This is the ASPIRATION part (often subconscious), I think about whether the bold lines of a black color blocked dress shouts POWER, or whether its bright colors (say Aqua or bright orange) is catchy, youthful or if the lacy textures hints at flirtiness and if the curves are at the right places to really accentuate my body or if it’s really made for a different type of body all together.
An Editorial visually shows a, b, and c. But most importantly it tells a story to visually convey d) the statement the dress is making. Obviously the story will need to be interpreted but it does a lot of Heighten the appeal of the dress. Store mannequins can only showcase a and c while seeing the piece on others in real life or on celebrities from instagram showcases a, b, and c. But only through more editorial shots (meshed with a setting) and perhaps some descriptors can d be successfully conveyed. I think e-commerce companies should try to focus on d more.
E-commerce companies have just started to do C more effectively by pairing up some accessory suggestions / build mix and match platforms on their sites / apps (polyvore, Asos, anything with collage creation abilities etc.)