a seasonal line consists of
the overall collection of products that will be offered for sale
Parameters of Line Development
1. price for target consumer?
2. aesthetics and fashion level
3. timing and delivery
concept boards can be made from various materials and should convey:
- key colors
- fabrics
- silhouettes
- details
a design idea must be
sampled
concept review is a checkpoint for the
design team/product development team to ensure that design assortments are in sync with line plan expectations
what details are approved at the concept review
- fabric
- graphic/pattern
- color
- silhouette
garments must be merchandised as a group
-to look appealing on the floor, online, or catalog
-to promote the sale of multiple pieces
development of new style groups is achieved through
1. original designs
2. style modifications
3. knockoffs
1. original designs
sketch using either hand or computer drawing techniques
- drape design ideas to explore ways to achieve a unique fit or fluid silhouette
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
- fabrication
3. knockoffs
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
vera wang uses profits from her diffusions lines to
allow her high end business to exist
collaboration examples
- Versace for H&M
- Hunter by Target
- Marimekko for Target
- Vineyard Vines at Target
formidable marketing strategy for fashion designers and retailers
high-low partnerships
given the brief life cycle of an apparel design,
patents are not a viable option for pursuing design protection
copyrights can be obtained for:
- 2D fabric designs
- unique combinations of knit stitches
- patterns on lace
- original graphics on tshirt
- ornamental trims such as buttons and buckles
innovative design protection and piracy prevention act
introduced to Congress in 2010
protects "unique, distinguishable, non-trivial and non-utilitarian variation
piracy prevention act PROS
provides incentive for start up designers to control and collect payment
piracy prevention act CONS
start up designers most likely not able to afford lawyer to file suits
Levi Strauss sues Gardeur over
pocket stitching design on jeans
trade dress
a broader term that covers the totality of elements
CBP
US Customs and Border Protection
ICE
Immigration and Customs Enforcement
CBP and ICE prevent
counterfeit goods from entering the country