Fashion Marketing and Branding

Lesson 3 of 10

Display, Data and Design

 

Fashion Marketing and Branding

Lesson 3 of 10

Display, Data and Design

 

Lesson Info

Display, Data and Design

So, getting back to our display, data, and design. There are a couple of tools we wanna use for displaying our work. And I have one example here, it's a very basic little presentation folder. Here we go. And, with basic sheets that you would put your work into. And they come in all different sizes, obviously. You can get really expensive portfolios, but these, I love these, because they are volumes. And a lot of times, when it comes to your portfolio, probably the most important thing is compartmentalization. You don't wanna show everything you can do in one portfolio because it just gets overwhelming, and you may be talented at producing a lot of different things, so you wanna think, this is my bridal. Right, I'm gonna show evening wear and bridal, and whatever, you know, when that person is in that mindset, but you may be doing kids' wear. And that will have a different flavor, it'll be fun and playful. And there's no saying that you can't take a couple of volumes with you to a job i...

nterview, or to a project, because you can give them, it applies to what you're approaching them for. Then there's also the digital portfolio. And I think the most important part about this is thinking about the layout. Because it's different than a physical portfolio, so you wanna think about how you're gonna organize the information and the images. And, you know, it's really about web design, there are a lot of great templates out there, but I would suggest also that you consider collaborating with someone who is at that same stage as you, who's maybe web designing, and wants to take on a more creative challenge. Because a lot of people go, oh, I would love the chance to do a fashion website. And collaborate with them on terms of what it looks like and how easy it is to navigate, all those kinds of good things. The studio. This is key because you wanna figure out what is your environment in your studio. When you're a student, you're probably working on your living room floor, so you're not gonna have that chance. But maybe you're trying to figure out places where you can show people your process. But someone who is more established can think about, what do people feel when I walk into this space? Because it is a display space, even though it might be a working display space. Then we have the actual showroom, where a buyer, on your behalf, is showing your work. So, how does your work look when it's all broken up? You know, you're selling a whole collection, and when you send it down the runway, it's all outfits. But in a buyer's showroom, it'll be broken up into the tops, into the pants, and they even have, sort of, like, racks where they'll start to play and mix and match for the buyer, so that they can imagine it in different ways. So you wanna think about what does that feel like, is it a rustic showroom, is it very polished, and marble and glass and mirrors, like, what would be a great space to represent you? And then of course, the store. Often you don't have, in the beginning, you may not have a lot of control of how your work is displayed. Eventually, when you build a brand name, sometimes you can have boutiques within a store, like at department stores. But, remember that hanger appeal, not everything of yours is gonna be put on a dress form. It might not be prioritized. So hanger appeal is very important. So, if you're doing, I mean, Madeleine Vionnet we mentioned in one of the other classes, about the whole bias drape. Bias drape dresses on the hanger could look like rags. You know, just like, they just are limp, and they look like nothing until you have filled them out. And then of course, the online shopping experience. This is a little different, because people can't touch and try on. So you wanna give them all the information you can to make that easier. And you guys know, I mean, everyone who has shopped online, you know what you look for. So it's a good place to go, always looking for, wow, they're not giving me information that I need about the fit, you know, they'll say this is a large shirt, what does that mean? Because from brand to brand, that can be a whole different thing.

Class Description

Get insights on developing a brand and growing a customer base for your clothing line in Fashion Marketing and Branding with Jay Calderin.

You won’t succeed as fashion designer without a dedicated customer base. In this class, Jay will show you what it takes to cultivate an engaged and interested audience. 


You’ll learn about:
  • Finding a following and sharing your work
  • Building a sustainable business model
  • Establishing professional relationships
Fashion designers are responsible for designing both a career path and a collection; and marketing is an essential piece of that puzzle.

Learn the best ways to find, engage, and connect with customers in Fashion Marketing and Branding with Jay Calderin.

Reviews

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It's great to see a course with down-to-earth ideas relating specifically to fashion industry.