Storm’s Den

Posted under Designers Posted on August - 3 - 2010 Add Comments

Before we can Create a Collective we need to ensure designers are prepared to sell. That means Have Product and Production!

First Up getting designers to understand product development! One look Is not a”Product”

Most Young Designers proudly show their look books! Then ask them what’s next and they are a loss for words! The fact is they invest heavily in Lookbooks! Few ever make a sale! Or once that actual item is sold have no idea how to make their investment pay back dividends! Tope Adeyemo met us at www.FashionCamp.org and came later on to ask for advise!

The first step towards change!

I have taken her on as an apprentice! With her permission we printing a report on what it took for her to move a “Look” towards a Line! A few days ago she handed me her product worksheet! there is a description, Style guide, line sheet and color combination all tools to aid buyers in sales! This is her second draft She does the work we guide her! Yes I will ask her to rewrite the description. Product descriptions should allow the sight impaired or someone without access to the item to get a clear idea of the product! It’s not just for style!

Bandeau top babydoll with a colored block, in combinations that celebrates cultural pride. Short version has an adjustable unique one shoulder strap. The longer version is designed with wider straps and more conservative opening. Customers have the option of shorts, or capris. The optional thongs gives you the ability to transform and function as lingerie or swimwear. It’s versatile as a sale item. Will meet a variety of needs for a variety of customers.

She also has worked on a call to action

Trade:- register for our sales support! We will show you styling suggestions, ship with style guides, cultural anniversaries and dates to optimize your sale!

Here is the excerpt about Tope’s progress from our Project Blog!

Recently, as Tope was working on her line we were discussing designs that would suit her customer. The design in question was from her LOOK BOOK… With her permission, l share just one of our exchanges:

BS: I love this, what was your inspiration?

TA: I was exploring color blocks

BS: So what do you plan to do with this design?

TA: It was just a part of my presentation

BS: Think now who will color block appeal to? Sometimes you have the customer before the design, sometime you design then find the customer

TA: Not sure, but this always gets a great response

BS: Think again. Look around you. Look at the lifestyles, where will they wear this ? Is it a swim suit or lingerie? Tell them they can wear it to the Beach, Bed, Pool Party, Labor Day

BS : Finally … and what do women wear on Labor Day?

TA : Flags … Oh! The colors of the flags! How many flags are there? Do I have to do each color? How much?

After that SPARK she went about the research steps she had learned! .
Now she’s planning to sell these particular pieces, starting in Brooklyn and designing a body-conscious line! Her assignment interpreted her storyboard and presented a line sheet to suit her customers! A size 2, herself, she had planned on creating a line no larger than size 12.
It became a source of constant contention until her customer review assignment! One day spent at BAM’s Dance Africa; a ride on the NY subway and a trip to the local Victoria Secrets store and she was crushed!

If she planned to sell, her “average” customer was a size 10 -16 with “loose” bodies, stomachs and yes, tires!

“Designers” airbrushing does not work in real life!
So back to the drawing board…
In this sample, (the result is still on the croquis she learned from college),see image at Right! The changes and how she accommodates the customer is now apparent! She kept the basic elements of her line but changed some of the dynamic! Like a good storyteller, she re-wrote her script to appeal to her audience!

She is still working on completing her narratives and pulling together her lines for sale, but she is well on her way! One of the challenges most designers face is a lack of knowledge and understanding of the elements and principles of design and the skill to use these to compose one’s narrative and the time to explore one’s style of “story telling.”

It’s your story, how are you tailoring it to suit your audience!
Read more on Tope’s journey on 28squared! To contact us about the program, please register here!

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