PROJECT FOR A BRAND-NEW BRAND
APRIL 2014
An opportunity: The idea is to channel all our previous knowledge and experience working together in Kling, to produce a new brand that could be tailored according to the needs of the distributor. We would work together as a team and build a brand that could ensure better profits, as the distributor would also be an associate to the brand. We would use the same production methods (and even some of the same team members) but aiming at minimizing structural costs, that is, to avoid the office and brand shops costs that would then be transfered to tha garments, resulting on at least 15% saving. We would also work on minimizing garment costs by carefully choosing the patterns together with our own production specialist and reducing fabric waste. The result would be a well branded but commercial brand that meets the needs of the market.
Our Approach:
Minimizing Costs: The aim is to create a very affordable collection without compromising on quality: We would work on minimizing costs starting right at the design process: we would work together with the manufacturer to ensure the most efficient use of material for each garment. All patterns should be carefully chosen according to fabric use, and from the same pattern we would produce several garments by adding variations.
Quality: Fabrics should be as natural as we can afford, we want to avoid using very sintetic fabrics, specially on dresses and shirts. Quality should be close to Inditex. Tailoring We cand develop sample patterns before visiting the manufacturers, taht way we ensure that the fit will be perfect and not just “made in china�. Our obective is placed more on great fit and flattering patterns rather than on fashion trend.
Team:
Gabriela Yubatti Gabriela is an independent designer from Buenos Aires. She specializes in garment production with particular attention to tayloring and has developed products for well known local brands like argentinian Ay Not Dead, as well as international brands like Zara. She would be in charge of tailoring and garment production.
Victor Bengoa He would be involved in financing the costs of the main production, as well as the logistics set-up: warehouse and garment delivery.
Production in Asia We have already contacted our well known producers in asia that manufacture for Kling and we can also work with our previous logistics person and quality control.
Brand Style
Effortlessly chic preppy, with just a touch of retro flare. Target: 25-35 years old. Stylish but not too trend-oriented. A more grown-up style than kling, less pop, more relaxed, but still very femenine. Brand personality based on prints we would shop or develop, plus a very carefully selected color scheme that brings it all together. Shapes should be timeless. Patterns would be develop beforehand to ensure excellent fit.
Our Pattern selection and style ideas:
We have analized all the 2014 trends and have chosen fabrics, colors and pattern references. The idea is to build a collection of very usable and femmenine clothes but to achieve a relaxed vibe. We don´t trust that the actual trend of minnimal and overzised clothing are easy to wear, so we have shifted the focus on more flattering shapes; garments that flatter any body type. That is what the regular girl shops for. We have selected the best shapes of dresses, style of shirts, trousers, and coats. They are all current in style but flattering and they tell our kind of brand story. The next step would be to shop for and/or produce this reference pattern garment to ensure that the fitting is perfect; only then we would take it to Asia for final fabric selection and production at minnimum possible cost. The colors and prints we have signaled in this pdf are mere style reference, they serve as a shopping guide for fabrics.
KEY PIECES
THE “WORK AND GOING OUT� SHIRT
Laser cut
Embelishment
Formal enough for work but cool enough for cocktails. The same pattern allows different possibilities and variations, thus saving money on the pattern.
Specially developed print
Diferent combinations of colors for collar and cuffs Fabric should be silk or similar. The print would would be then used to develop other garments, such as dresses or even linings of jackets to provide unity to the collection
KEY PIECES
THE DRESS-SHIRT
STYLE REFERENCE
A longer variation of the previous shirt. Same shirt pattern should be used for saving costs. The fabric could be
POSSIBLE VARIATIONS: SHORT OR LONG SLEEVES AND WITH A HIP LINE OR JUST STRAIGHT
Fabric should be silk or similar. The print would would be then used to develop other garments.
KEY PIECES
THE DAILY SHIRT
1) ONE PATTERN
A shirt suitable for work or everyday wear. No pockets. Shape is different than the previous shirt; sleeves are wider. The same pattern allows for different variations:
2) COLLAR DETAIL
3) POSSIBLE VARIATIONS WITH 2 FABRIC COMBINATION
Fabric should be cotton or similar.
KEY PIECES
THE WIDE SHIRT
A very comfortable shirt, suitable for work or everyday wear Made in cotton, the look is more informal than previous shirts. Different cut: wider, and longer: Great for jeans or leggings.
Fabric should be cotton or similar.
STYLE REFERENCE
KEY PIECES
Pants
2) Cigarette pants A printed pant with straight cut and high waits. Excellent fitting.
STYLE REFERENCE
KEY PIECES
Pants
1 ) High Waisted pants with pleats Soft pleat detail, pockets and high waist. A very classic-contemporary in print or plain color.
STYLE REFERENCE
KEY PIECES Skirt
DIFFERENT RESOURCES:
A-SHAPED SKIRT Straight skirt, daily or night option depending on fabric
EMBELISHMENT
PRINT NIGHT OPTION
LACE
variation of the same skirt with zig zag hemline
Variations would depend on the fabric. A longer vertion can be manufactured with the same pattern or a variation with a different hemline.
KEY PIECES
SKIRT
1) A-SHAPED SKIRT The vertical sewing makes it very flattering for every bodytype. Its a very actual shape and works well with tops of the same fabric to resemble a dress.
STYLE REFERENCE
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SHORTER VERSION
KEY PIECES DIFFERENT RESOURCES AND STYLES FLOW SKIRT This is a very current trend but its quite easy to wear.
KEY PIECES
STYLE REFERENCE
1) “A-shaped” SKIRT Variation wirh zippers or pockets
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Other resources for the same shape:
KEY PIECES
LONG SLEEVE TOP With a shirt collar.
STYLE REFERENCE
KEY PIECES
LONG SLEEVE TOP Different resources of the same pattern.
KEY PIECES
SHORT WEATER Thick and textured
KEY PIECES
1) EMBROIDERY
SWEATSHIRT With embroidery or print
3) TOTAL PRINT 2) PRINT
4) SWEATSHIRT-DRESS
KEY PIECES
LONG SWEATER
KEY PIECES
1) DAILY STYLE
SHORT SLEEVE TOP A very girlie blouse, with or without collar. Fabric variations would be made to achieve night and daily style.
2) NIGHT-WORK STYLE
KEY PIECES
SHORT SLEEVE T-SHIRT Daily wear with different farics and prints
STYLE REFERENCE
KEY PIECES
BASIC DRESS With or without sleeves, Dressy fabric,
KEY PIECES
LONG SLEEVE “A” DRESS Falls in “A” shape from the first hip without seams in the waist.
KEY PIECES BASIC DRESS With a high or low waist. Its a very basic and economic dress to manufature, but the fabric should be chosen carefully to give the dress the propper weight.
STYLE REFERENCE: different waistline options and slightly different skirts.
KEY PIECES
SHORT TUNIC A straight dress, with slight flow on the skirt to make it more flattering for all body types.
STYLE REFERENCE
KEY PIECES
COCKTAIL DRESS With or without sleeves, Skirt and top can be made of different fabrics.
KEY PIECES
BODY CONSCIOUS DRESS With or without sleeves, A night outfit.
KEY PIECES
WINTER “A” SHAPED DRESS
STYLE REFERENCE AND RESOURCES
KEY PIECES
RESOURCES FOR SIMPLE DRESS
KEY PIECES
Different style references
POSSIBLE PRINT DEVELOPMENT
KEY PIECES
Different style references
KEY PIECES
SHORT JACKET
Different style references
KEY PIECES URBAN COAT A more masculine-urban style. Very daily wear and timeless
Different style references REVERSIBLE:
Thank You.