fashion port tapana

V i s u a l B r a n d i n g & F a s h i o n D e s i g n

P O R T F O L I O O F T A P A N A

N o w a d ay s , d e s i g n i s n ’ t o n ly a b o u t f a s h i o n n o r g r a p h i c s .

I t ’ s a l l a b o u t b r a n d i n g .

I N T R O D U C T I O N

Hello everyone! My name is Tapana Choochart-pong, fashion and branding designer. Welcome to my blog.

In short, I graduated from Srinakarinwirot Uni-versity with a bachelors degree in Fashion de-sign. I soon realised that marketing and visual branding are important for a career in design. Accordingly, I continued my education with a master’s in fashion management. I am currently studying a second master in Visual Brand De-sign at the Domus Academy, Milan.

Due to the contrast in my studies, I have divid-ed my portfolio into four chapters: Visual Brand Design, Fashion Design, Fashion Management and my personal interests. I have included skill tags in each chapter to show what skills relate to each project.

Thank you for your time. If you are interested in me being a part of your project, please do not hesitate to contact me at [email protected]. Thank you for reading. Have a nice day!

Best Regards,

t a p a n a C h o o c h a r t p o n g

V i s u a l B r a n d i n g & F a s h i o n D e s i g n

P O R T F O L I O O F T A P A N A

C O N T E N T S

CHAPTER 1F A S H I O N D E S I G N

NEO PASTEL 07Master Thesis, Case Study : Red Valentino

HYBRID ARCHITECHER AND DESIGN 31Window display design for Mondadori, Salone del Mobile 2013

FLINTURISTIC 41Batchlor Thesis

SHADOW PLAY 59Sahagroup young designer contest, 2009

MINE & COAL 73Rhino Ceros, Fall 2010

CHAPTER 2F A S H I O N M A N A G E M E N T

FASHION BUYER RESEARCH 91Case Study : La Rinascente, Bangalor, Indian Consumer

FINAL CHAPTERP E R S O N A L I N T E R E S T

THE TICKETS 111Tapana’s online diary

CHAPTER1

CHAPTER1

FASHION DESIGN

SKILL TAGS

Fashion Design Print Design Fashion Illustration Trend Research

Stylist Conceptual Art Photographer Lighting

Chapter 2 : Fashion Design

M A S T E R T H E S I S , C A S E S T U D Y : R E D V A L E N T I N OPROJECT LEADER

PAOLO F ANARA

Portfolio of Tapana P. 7

I N T R O D U C T I O N

Neo Pastel is the Master Thesis which had Red Valentino as a case study. The thesis worked closely with Mr. Paolo Fanara who currently is product manager at Red Valentino as project leader.

The project aimed to find a direction of Red Valentino Spring - Summer 2013 to be out standing from their competitors nowadays (fo-cusing on Asia market) but still contain strong brand identity.

The first part discribe about comsumer behavior in general and brand positioning. Second part will be about concept and inspiration for collec-tion, spring - summer 2013. Lastly, represent about mini collection to give the result to Red Valentino from all reserches.

42%Age 20-34 of women popula-tion for Red Valentino

79.2%Who has an education

300 EUROis a approximately price for one dress of Valentino.

“ONLY 1 in 13 WOMEN CAN AFFORD RED VALENTINO”

19%is a percentage of women who has 300 euro per month to spend on cloth

7.5%in conclusion, only 7.5 women who are age 20 - 34, living in town and literate is only 7.5 %

50%She lives in town

11.2%is an average she spend her salary on clothes.

7.5%in conclusion, only 7.5 women who are age 20 - 34, living in town and literate is only 7.5 %

HAUTE COUTURE

AGE 50+

AGE 35 - 54

AGE 18 - 34

PRET - a - Porter

MASS RETAILING

Challenger Brands

•More consider in health & daily happiness

• Very focus on shape of clothes

•Have very strong brand royalty

•Spending a lot but carefully.

• Want to spend money.

•If product works well for specific consumer,

price will not be issue

•Have generally brand royally.

• Technology and luxury are two things this

generation clearly desires

•Requires good design; good value •Pur-

chase from personal enjoyment which means

openminded for new brands.

FASHION PYRAMID Female Consumers

BRAND SEGMENTThe two pyramid graphs was represented a clear idea of brand segment between Valentino and Red Valenti-no. Which is Valentino occupires both of Haute Couture and Pret - A - Porter. In contrast, Red Valentino is Challenger Brand together with competitors for instance Marc by Marc Jacob or Jil Sander Navy.


CLASSIC

HIGH PRICE

LOW PRICE

sophisticate• Red Valentino • See by Chloe

• Jil Sander Navy

• Burberry • Miu Miu

• Moschino Cheap & Chic

• Philosophy

• Anna Sui

• Marc by Marc Jacobs

• Kate Spade

• Milly

• Lanvin en Bleu

BRAND POSITIONINGAccording to the graph Red Valentino in the middle be-tween classic and sophisticate following See by Chloe, Jill Sander Navy and Marc by Marc Jacobs. The aim of thesis is push Red Valentino more into sophisticaye direction but still contain the same price. *All of objective still work on maintain and develop the identity of Red Valentino.

T h r e at s

O p p o r t u n i t i e s

W e a k n e s s e s

S t r e n g t h s

Strong and out standing brand identity.The obviousness of target group.The brand has clear idea of silhouette, details and color.

Market is saturated with toomany competitors.Too much ruffle and polkadot style which not using in creative way.

Having the good back upbrand, Valentino.The brand has well-known and rich history.Having good starting point which are few collec-

The competitors are verystrong same as brand itself.The design overlap between creative and vin-tage.


STORY CONCEPT A princess falls into a deep sleep when she pricks herself on Red Valentino’s needle. The collection is a representation of the things the princess sees as she dreams.

FROM STORY TO MOOD BOARD Key word of collectio is “Dream of Princess”. Therefore, mood board was inspired by romanti-cism and surrealism.


c o l o r p a l e t t e

In previous collections, Spring-Summer 2012 and Red Valentino competitors, pastel colours were often used in a traditional way. Neo Pastel is the concept of using fluorescent colour combined with pastels to give the collection a more dynamic, strik-ing colour. This collection still works with the same silhouette and brand identity.


HYBRID ARCHITECHTURE AND DESIGN

INSPIRED BY CULTURE

window display design competition for

modadori, duomo. salone deL mobile 2013

Manussanun Noksakun Puttikhun Penwan Tapana Choochartpong

HYBRID ARCHITECHTURE AND DESIGN

INSPIRED BY CULTURE


Design should have the following colour

*The books is just a reference for competition. Salone de Mobile 2013, Mondadori will display Interni Magazine issue April 2013.

Chapter 1 : Visual Brand Design

OBJECTIVESWindow display competition for Interni Magazine issue of April 2013, Hybrid Ar-chitecture & Design will be an main con-cept for collectors dedicated to the theme of métissage (crossbreed). This concept, intended as hybrid, it performs as a mix of culture and technology. The book will be display at Mondadori, Duomo duriong Sa-lone de Mobile 2013.

WHAT TO DISPLAYInterni King SizeInterni Panorama MagazineInterni MagazineGuida Fuori SaloneGuida Zee Milano


c o n c e p t & M O O D B O A R D

Nowadays, technology is bringing people clos-er than ever. Communication technology has enabled people to connect with one another, forming large cyber-communities. These cy-ber-communities have bridged many different societies, causing the phenomenon we call “Crossing Cultures”.

“Crossing Cultures” occurs on a near global scale, and as a result has become a source of inspiration for artists and designers. Recent-ly, Interni Magazine noted this, and made the decision to publish a piece titled Hybrid Archi-tecture & Design, centred on “Cross Cultures” influenced technologies and architecture. The magazine will feature at Mandadori Duomo dur-ing Salone del Mobile.

For this reason, window display will play an im-portant role in delivering the magazine’s mes-sage. Our aim is to create an eye-catching display that captures the viewers interest, and coveys the message of the editorial.


The aim of the Cross Culture project was to create overlapping images that represented architecture from Europe and other parts of the world. We decided to use Duomo Cathedral for the main body of the image, while mixing it with elements of Asian and Middle Eastern architecture to represent the culture clash that is the result of communi-cation technology. For the background, used a world map decorated with a Fibre Optic wire to reinforce this idea. This line connects each continent and will illuminate in red and green at night to reflect upon how technol-ogy connects different societies all over the world. Just like the layering effect we used on Duomo, the window display is made up of a mesh of different Cultures.

The concept of technology is used in lighting design. Red spots on the map represent hubs of culture, which are connected by three shades of green line represent "Crossing Cultures" phenomenon that will be a theme in Interni Magazine this issue.


S O M E T I M E S T H E A N C I E N T S T O R Y C A N B E T H E F U T U R E .

Chapter 2 : Fashion Design Portfolio of Tapana P. 41

Objectives

1. Create new apparel designs that reflect prehis-torical fashion.

2. Provide a new take on animal print designs. For example, tiger, zebra and colored prints.

3. Under no circumstances should the collection include real animal furs/skins.

Concept

“Stone Age + Futuristic” is the collection’s main theme. It employs only a simple, short length skirt to represent the “tunic” of the ancient era.


Redesign from original tiger print in order to convince people to do not support animal skin.


SHADOW PLAY


S A H A G R O U P Y O U N G D E S I G N E R C O N T E S T 2 0 0 9

SHADOW PLAY


Objectives

A concept of the competition is “T.H.A.I”. Designers can use any sub-concept to represent Thai culture in their collection.

Concept

In previous collections, Spring-Summer 2012 and Red Valentino competitors,

pastel colours were often used in a tra-ditional way. Neo Pastel is the concept of using fluorescent colour combined

with pastels to give the collection a more dynamic, striking colour. This collection still works with the same silhouette and

brand identity.


MINE & COAL

R h i n o c e r o s f a l l 2 0 1 0

MINE & COAL


M I N E & C O A L

R H I N O C E R O S F A L L 2 0 1 0

There are many shapes of rock that indicate the word “strong”. This season, Rhino Ceros fall 2010, we present the word strong through concept “Mine & Coal” using silhouette, shape and form from many stones to inspired our col-lection, especially, coal

Coal is a combustible black or brownish-black sedimentary rock normally occurring in rock strata in layers or veins called coal beds or coal seams having grey dark shade and always hav-ing geometric shape when it is cutted.

From concept to apparel, colors of this col-lection represent shade of earth tone such as caramel yellow, brick orange, absolutely black. We want to Rhino men looks sharp and smart without wearing additional accessories. In the other word, the shirt was designed to be mod-ern and classic in itself. All outfits in the photo shoot are available at Rhino Ceros Shop, Siam square section 4, Bangkok, Thailand. With re-

gards, enjoy our appreciated collection.


CHAPTER2

CHAPTER2

FASHION MANAGEMENT

SKILL TAGS

Research Information Design Typography Trend Research

Fashion Buyer

Chapter 3 : Fashion Management

CASE STUDY : LA RINASCENTE FOR INDIAN CONSUMER in BANGALOR

PROJECT LEADER A LESSANDRO CARON

FASH ION BUYER , L A R INASCENTE


Aux Villes d’Italie,Bocconi brothers start a business in Milan/ revolu-tionary shop.

La Rinascente store, de-stroyed during Allied bombing attacks, reopens in Milan.

Fiat take over the company Milan

Senatore and Romualdo Borletti, acquire control of Bocconi’s store, which is renamed La Rinascente.


Fiat take over the company Milan

La Rinascente is acquired by a consortium led by the Bor-letti family, including Pirelli Real Estate.

La Rinascente is bought by the Central Group, Thailand.

ObjectivesResearch Bangalor consumer behavior with a view to open “La Rinascente” in Bangalore, India, with different approached designed specificially for country that will welcome the new opening of “La Rinascente”. Retain “La Rinascente” style and Italian heritage in Bangalore and other nations


Check price between stores

Said shopping is favorite leisure activity for family.

Bangalore consumers that do not trust retailers

For electronics they may pay more for after service & product warranties

Apparel is heavily oriented towards special occasions.

Openness to creditLess-25: 45%25-35: 38%35 up : 28%


For electronics they may pay more for after service & product warranties

The majority of jewelry sold is traditional design

Willing to pay a little more for conveniently located store

Said shopping location should be in 15 min-utes.

Stake of that brand must held by Indian investor! Increase for

import duties so indian people prefer go aboard to buy luxury

Women apparel sale is “Ethnic style”

BANGALORE CONSUMER BEHAVIOR


30 minutes

14 minutes

20 minutes

NO TRAIN OR TRaM

Suggested location is “bangalore palace street“

64% of Indians said that they would prefer that the shopping location be 15 minutes. The location was calucalted given this distance from the IT Industry and wealthy neighbourhoods, as these areas have the highest per capita income in Bangalore.


CONSUMER ANALYSIS

WOMEN

LIVES IN TOWN / Literate / not include children


S

W

O

T

Developing Economy.Openness to Credit.

Shopping being a huge sector for Leisure

Disorganised Retail.High land Rentals.

Weak Brand Promotions

Increasing Brand conscious/ awareness.Rise in Global lifestyle needs.

Increasing Spending behavior in consumers.

Import Duty (30%) on International BrandsCollaboration with Indian Company to establish


B R A N D S E L E C T I O N S T R A T E G Y

According to research, Italian culture has had an influence over Indian consumers in terms of trust and reputation. Therefore our strate-gy was to work on how to selecting the brands for the store that reflected Italian identity.

For this reason, more than 60% of the brands in La Rinascente, Bangalore, would be Italian brands, including housing & furnishing, Some examples inclue Armani, Salvatore Ferragamo, Mami, Todd. Furthermore an Aperativo restaurant (italian buf-fet), Sartolia Serive (fix and change), and Caffe & Gelateria would also be available for our customer.


1F WOMEN’s CONTEMPORARY

Target Group Women age : 25-35

Student, Aspiring, Young Professional


2F WOMEN’s LUXURY

Target Group Women age : 30-55

Working Women, Professional, Foreigner


3F MEN’s wears

Target Group Women age : 25 - 60

Young Professional, Working and Business Men



*The picture is used for the reason of education and presentation only.

IN CONCLUSION Favoring Indian target analysis.High success probability.Fast developing economy.Only one competitor.Location in the heart of the city.Promising European luxury style.Assures quality with Made in Italy tag.Important to after sales services.Amalgamation of west and east.


FINALCHAPTER

FINALCHAPTER

THE TICKETS

MY ONLINE DIARY

Photographer Writing Skill Photoshop Wordpress Personal Interest

Final Chapter : The Tickets

Landscape around Domus Academy, Photographed by Tapana


The purpose of this chapter is to represent my personal interests rather than my ca-reer. I love taking photos. Moreover, I like to capture every moment I share with my friends through the lens.

The Tickets was started in 2011, when I had my first international experience. I met a lot of new friends and had a good time with them. But all good things come to an end, after graduation, we all went back to our home countries. Therefore, I had the idea of creating a blog about our experi-ences. So we might have a platform that we can still keep in touch with eachother more than Facebook.

Hopefully this chapter will represent my visual skills to the reader. You can follow my diary by this link www.itapana.word-press.com. I willl be interested to hear any opinions you have.

T H E T I C K E T s


I N T E R F A C E


W H Y T H E T I C K E T ?

I have always given a concept to my works. The Tickets was started from the idea of traveling. Life is about traveling and it is through travel that I have met new people and made new friends. For that reason, the blogs title refers to a big ticket, that my friends and I can use to travel back through old memories.

Lastly, The Tickets starts with a “T”, the letter which is also the first letter of my name, Tapana Choochartpong.


FOLLOW THE TICKETS

HERE


itapana.wordpress.com





C O N T A C T T A P A N A

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BWORDPRESS

SEND AN E-MAIL

LINKED IN

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http://itapana.wordpress.com

http://www.linkedin.com/pub/tapana-choochartpong/4a/322/501

mailto:dna.tapana%40gmail.com?subject=E-mail%20Adress%20of%20Tapana

http://be.net/Tapana

LANGUAGES THAI : NATIVE ENGLISH : FLUENT ITALIAN : CONVERSATIONAL

EducationSep 2011 - Now Domus Academy. Master in Visual Brand Design. Milan, Italy

Sep2011 - Jul2012 DomusAcademy.MasterinFashionManagement.Milan,Italy

Jul 2007 - Jul 2010 Srinakharinwirot University. Bachelor in Fashion Design. Bangkok, Thailand

Mar 2007 - Apr 2007 Raffles Design Institute. Summer Course in Fashion Design. Bangkok, Thailand

PROFESSIONAL EXPERIENCEMay 2013 - Currently Freelance Print Design for Alax W Diamond Women wear summer 2013, New York.

Aug 2010 - Jul 2011 Creative Director at Rhino Ceros, Bangkok.

Jun 2011 - Jul 2011 Thai Silk Developer for Thai villagers at Thailand Textile Institute.

Dec 2009 - Jan 2010 Fashion Illustrator at Thailand Textile Institute.

Jan 2009 - Apr 2009 Internship as Fabric Designer at Thailand Textile Institute.

May 2008 - Sep 2008 Freelance Fashion Illustrator and Free Hand Drawing.

PRIZE AND REWARDS02nd apr 2013 Won Mondadori window display design for Interni Magazine’s, Salone de Mobile,

29th Jul 2012 Won “Second Prize Award” the competition for the Master in Visual Brand Design,

Domus Academy.

20th Feb 2011 Won “First Prize Award” the competition for the Master in Fashion Management,

Domus Academy.

20th Feb 2009 Top 5 Final Round, Platinum Street Fashion Design II

5th Dec 2009 Won Men Wears, Saha Group Young Designer Contest IV

28th Nov 2009 2nd Women Wears, Grand Sport Young Designer Contest V

21st Nov 2009 Singha Present FASH part III, Bangkok International Fashion Week.

15th Sep 2009 Top 5 Men Intrend Young Creative Designer Contest II

26th Nov 2008 2nd Platinum Fashion Illustration Design I

9th Aug 2007 2nd Leather Goods Design, Thailand Student Fashion Project Award III

sPECIALIZED SKILLS FASHION DESIGNWomen’s wear Design

Men’s wear Design

Print Design

Fashion Stylist

Fashion Photographer

Fashion Illustration

FASHION MANAGEMENTFashion Branding

Trend Research

Fashion Communication

Buyer

Fashion Marketing

VISUAL BRAND DESIGNAdobe! Photoshop

Adobe Illustrator

Adobe InDesign

Adobe Flash Player

Grid and Layout Design

Cooperate Identity

Typography

TAPANA CHOOCHARTPONG

C V26 . 06 . 1988

[email protected]

Nationality : Thai

Address : Via Spezia 22 Milan, Italy

Cell : +39 345 8284546


SPECIAL THANKS TO

LECTURERS in fine art

MR. PATHARAPON SIRIMUSIKA

Head lecturer of Fine Art, Seangthong Vittaya School

MR. Paiboon Pongrattanapisut

Freelance lecturer of Barn Sin Studio, Songkhla Thailand

Srinakharinwirot University

Prof. Ravitep Musikapan

Director of Major Fashion Design, Faculty of Fine Art.

Ms. sawanya jomthepmala

Lecturer of Major Fashion Design, Faculty of Fine Art.

Domus academy

MRs. ANNAgemma Lascari

Director of Master of Fashion Management

MR. ALESSANDRO CARON

Project Leader : Fashion Buyer Research, Buyer at La Rinascente

MR. Paolo Fanara

Thesis Project Leader and Product MAnager at Red Valentino

MR. Stefano Cardini

Dorector of Master of Visual Brand Design

MRS. Margherita Paleasi

Thesis Project Leader for Glamour Magazine

T H A N K Y O U


C O M I N G S O O N

Print Design for Alax W Diamond

Spring - Summer 2013, New York.


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fashion port tapana

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