- Clothing can be compared to a language.
- Clothing can rapidly change or 'evolve' and can mean different things by how the garment is worn and who is looking at the garment.
- Fashion trickles down society right from upper class at the top of the pyramid.
- Some fashions can trigger the next fashion to come along.
- Many garments have been relaunched for example historic items with a twist.
- Fashion has always been used as a means of language.
- If fashion can be compared to a language we must understand that its complicated and sophisticated.
- Fashion is distinct from style
- Changes to fashion can be visual but also its about revamping old meanings
- Designers are the first to realise change in the fashion world
- Fashion is often used by playing with tensions between contrasting couples.
- As buyers we sometimes get board of a certain look however when the look/theme comes back fresh and with a twist it then seems to work again
- Fashion is infinite, there never will be a final or set fashion to be worn
- Changes in fashion can be linked to culture and society but it is always designed by someone. Fashion does not happen by accident!
- Clothing and accessories have always indicated social status, this was even the case back in the 14th century within Historian times
- The motivational force to drive the fashion industry was and nearly always has been cultural.
- Chanel convinced there wealthy clients to dress like there servants to take away that sense of class and partition between classes.
- Even the most successful designers can only sell items that people are willing to buy
- Designers and companies try to create an identity from ideas of a ideal existence.
- Designs in fashion has always been pulled from a wide range of sources.
- To this day we still see many things pulled into our fashion for example 'exhibitions, films, writers' etc.
- Fashion take take inspiration from anywhere and turn it into a 'look.'
- Success of clothing is dependant on culture/social concerns of the time
- Some people like to try and discover what influences have been used to design an item of clothing and where the influences where taken from whereas some people like to know how they designed and marketed the product.
- Fashion can be compared to both a game and a language and you can see similarities with both.
- In the fashion industry rules have such a short life time as they are subject to change.
- As fashion is moving so quickly they need to think of designs or they might make an accidental fashion style like the miniskirt or Timberland shoes.
- Fashion designs do not always work or is possible; new ideas must some what relate to what already exists
- A designer such as Chanel will rapidly change there designs if they are becoming too predictable.
- Designers must now be very aware when the fashions and trends are about to change, with 'an ear to the ground'
- It seems to be necessary to relaunch, recreate, rethink and to discuss thing many times over.
- Some thing like this requires the whole organisation to talk not just the designers
- You only consider something to be 'fashion' only when it has been marketed and worn by a body.
- A company seems to have its own unique 'code; maybe steamed from the founder of the company
- A company has its own culture, which becomes more noticeable over time, including the persons in its company
- Culture sometimes shows hinders a company and its renewals which can come clear to the companies success
- Company culture can be compared to a database and from which you can see its life
- From a products itself you can see where it steams from the marketing and production
- Connecting Creatively means interacting positively between functions
- The designers creativity should be linked to the project in hand, without this there is no company
- An artist must be told what sort of things to do but working to a brief and being creative.
- Creativity cannot be strictly planned
- You must be flexible in a project for example when selecting fabrics for a type of garment
- Due to personal preferences we may want to include colours and types of fabrics in a project where they weren't first foreseen
- Adding something new into a collection might has huge implication.
- Even a minor change in detail has a large chain reaction
MaxMara
- The firm has a singular history
- Techniques passed down from generations
- Invented new methods, offering moral and practical guidance
- Being experimental and innovative is well used in the company
- This company doesn't use market research
- The indirectly do there research by keeping track of there sales etc
- Materials used have some reference to the companies history
- The fashion market is very separated into groups so isn't unusual if they have different results than what they had originally though
- It is most essential that designers design the right products for the real market!
- Within a company you get to really understand and what works well and fabrics that work well so you as a member in a company know what will sell where as an outsider not knowing the company history and reputation may get the figures very wrong
Data Processing
- Style size and product should be kept track of to see how the product is working with the real market
- Connection with shop can tell you whether a product is successful or a failure
Technological and Technical Innovations
- Fabric research is crucial to MaxMara
- When selecting fabric you must keep in mind comfortability, movement ect
- High performance fabric which is the new generations of urban sportswear with double face fabrics, this was an interpretation of a high performance fabric
- There are many steps to a design however they all started of from a idea which was put into a drawing, this is still the method used today
- All aspects of an outfit are crucial right from original sketches to prototypes, styling and accessories are all as equally important.
- Pattern cutters are still very important cutting the patterns out perfectly
- Designers must appreciate the hard craft that goes into there final garment being produced
- Difficult decisions need to be made during the manufacturing of the clothes, things may sway from the original idea to the demands of reality
- Designers have to think about solutions to solve the problem
Production Opportunities
- Manufacturing will widely over many parts of the world but still with a high quality of manufacturing
- 'Creating for sale is different from creating for creating for creation's sake' I think this is a valid quote
- Coordination and communication is vital as a part of visual design
- The aim of advertising is so that the product is immediately recognised with a unique identity
- Successful advertising comes from artist, photographers ect who have collaborated and this makes more of a story
- Getting meaning and emotion into advertising is very important in the fashion industry
- Fashion garment seem to sell better if they are advertised and well advertised by as well if the garments are original and unusual
Promotion
- Promotion means documentation
- Generally through the press
- It is critical that companies invest effective communication within media
Experiments in fashion a conclusion will never be made...
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