Fashion Design: Start to Finish

Lesson 25/47 - Intro to Fashion Marketing and Branding


Fashion Design: Start to Finish


Lesson Info

Intro to Fashion Marketing and Branding

This class is going to be about fashion, marketing and branding, and we're going to start with three areas that are very important to that we're going to talk about display data and design, so before we get to the actual process, I thought it would be important to kind of talk about a baseline, so this is just kind of going over what will be covering in this in this class, so presenting your work to different audiences, understanding your customer through information, telling stories across different platforms, engaging your customer, and anticipating a pivot in your plan. So I'm going to describe a kind of how I approach each of these areas, and then what I'd like to do is have you think, be thinking about that, and we're goingto ask you guys questions, and we invite the online audience as well to chime in this would be a great spot to interact, and when you're thinking about presenting your your work to different audiences, you might be considering not just in terms of different plac...

es where you're going to show your your your work, but you might want to think about how different groups will will respond to your work. So if you're working with in a community of students, if you're working in a community that a certain age group, if you're working with, ah, community that has more boutiques versus big stores. So thinking about where you might fit in that scheme of things. Because I think in the beginning when we talk about fashion design, were we kind of hope and dream that it's just going to be everywhere. And that's that's. Great. You know, it's a great starting point. Does you want it? You want to share your all your all your inspiration. But it's it's a really key thing to think about how to break it up. Because sometimes you can break down your own design process into sections that really speak to those communities. So understanding your customer through information. There are two very important areas about people and your customers that you want to consider. One is the basic with the area of basic fact. So demographics. So how old is your customer? Where do they live? You know, how much money do they make? Are they married? Are they not married? Do they have children? Do they not have children? Do they travel? What kind of work do they do? All these kind of basic backs. You no hard facts that will give you a baseline. But then you need to consider what takes them out of that group, what makes them a little bit more special and unique, and what brings? Divers, demographics together and that's more psychographic ce, and this room is a perfect representation of that, because you all are from different backgrounds, different ages and different interest in fashion. But what brought you together is that the idea of fashion and the idea of growing your your your world so this is an area where you might want to consider where does your client go on vacations? What do they do for fun and things that are more personal? That would bring them together with a different kind of group? Because that also allows you to expand your circle, telling stories across different platforms, we're going to explore how you have to change your stories, sometimes, depending on the format that you're sharing it. And so twitter is actually a great example, because, you know, in a in a certain amount of characters, you have to really create an impactful message and or called toe action, so those kinds of things are very important to keep in mind that you have being small are many I should think, you know, in terms of sort of micro for twitter, all the way to long form things, like articles about you and how you would help the writer craft that engaging your customer this is important because the attention span of most most audiences is very, very, uh overwhelming. You know, I mean, they they're overwhelmed with information. And you want to make sure that you engage with them so that they feel like they have a real relationship with you. And keep coming back. And finally anticipating a pivot in your plan, always having in the back of your mind how you might approach all this in a different way.

Class Description

Interested in the world of fashion? Even if you're not an aspiring fashion designer, you’ll enjoy this class. Jay Calderin is the Director of Creative Marketing and an instructor at the School of Fashion Design. He is the author of three top-selling books on Fashion Design, and the founder and executive director of Boston Fashion Week. 

In Fashion Design: Start to Finish, Jay Calderin will get you started through hands-on demonstrations and step-by-step guidelines. 
Learn to navigate through the design process, from conceiving a garment to marketing it.

The various phases of fashion design will be covered, including:
  • research and mood boards, collections and trends
  • sketching, draping, pattern making, construction 
  • branding, marketing, and industry positioning
Fashion doesn’t have to be intimidating. This class is a beginners guide to the world of fashion design, led by an industry professional.


1Intro to Fashion Design Inspiration: Where to Begin 2Why Create a Moodboard? 3Student Mood Boards 4Fashion Inspiration Resources 5Learn from the Masters of Fashion 6Explore New Fashion Frontiers 7Why Narrow Your Focus? 8Find a Fashion Specialty 9Craft a Collection 10Learn to Edit 1Intro to Making Fashion: Draw, Draft and Sew 2Why Start with a Sketch? 3Drawing: Draw Your Muse 4Drawing: Sketch a Figure and Define a Silhouette 5Drawing: Render Color 6Drawing: Add Texture, Patterns, and Details 7Pattern Draping: Working with Muslin 8Pattern Draping: Drape a Basic Form 9Pattern Draping: Drape Folds 10Pattern Draping: Experiment with Style Lines 11Pattern Flat: Create and True a Pattern 12Draping and Patterning Recap 13Constructing Clothes: Put it Together 14Constructing Clothes: Make it Special and Finish Well 1Intro to Fashion Marketing and Branding 2Explore Your Audience 3Display, Data and Design 4Share Your Work 5Find Your Following 6Inform Your Brand 7Build Your Business Model 8Why Tell Your Fashion Story? 9Establish Relationships 10Be Ready for Change 1Intro to Produce a Fashion Show 2The Fashion Show: Why? When? How? 3Pre-Show: Develop a Fashion Show Concept 4Pre-Show: Build a Team 5Pre-Show: Create a Timeline and Checklist 6Day of Show: Backstage Strategy 7Show: Working with Front of House 8Show: Scheduling Run of Show 9Show: Breaking Down the Event 10Post-Show: Increasing Your Audience 11Post-Show: PR for Fashion Shows 12Post-Show: Dealing with Downtime 13Fashion Design: Start to Finish - Wrap Up