womenswear design

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Womenswear Design

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  • P O R T F O L I O O F T A P A N AW o m e n s w e a r D e s i g n

  • 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 masters 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 1

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

    NEO PASTEL 07Master Thesis, Case Study : Red Valentino

    FLINTURISTIC 31Futuristic Stone Age

    PERSEPOLIS 51Op art New Muslim

    SHADOW PLAY 67Sahagroup young designer contest, 2009

    PATTERN DESIGN 81Advance Pattern Design

    CHAPTER 2

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

    FASHION BUYER RESEARCH 93Case Study : La Rinascente, Bangalor, Indian Consumer

    HYBRID ARCHITECHER AND DESIGN 113Window display design for Mondadori, Salone del Mobile 2013

    C L I C K a t c o n t e n t t o r e a d t h a t p a g e

  • CHAPTER1

    CHAPTER1

    FASHION DESIGN

    SKILL TAGS

    Fashion Design Print Design Fashion Illustration Trend Research

    Stylist Conceptual Art Photographer Lighting

    Chapter 1 : 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.

    Chapter 1 : Fashion Design

  • Portfolio of Tapana P. 9

  • 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.

    Chapter 1 : Fashion Design

  • 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.

    Portfolio of Tapana P. 11

  • 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.

    Chapter 1 : Fashion Design

  • 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 sStrong 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.

    Portfolio of Tapana P. 13

  • Chapter 1 : Fashion Design

  • STORY CONCEPT A princess falls into a deep sleep when she pricks herself on Red Valentinos 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.

    Portfolio of Tapana P. 15

  • 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.

    Chapter 1 : Fashion Design

  • Portfolio of Tapana P. 17

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  • 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. 31

  • 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.

    Chapter 1 : Fashion Design

  • Portfolio of Tapana P. 33

  • C o n c e p t

    Stone Age + Futuristic is the collections main

    theme. It employs only a simple, short length skirt to represent the tunic of the ancient era.

    Since the main idea of the project is Stone Age. Clearly, an ethnic culture is paired with the ancient era. One challenge of the project includes How to

    develop a collection which is modern and sophisti-cated on an old-fashioned story?.

    Color and print play an important role in solving the problem. Using vivid colors mix with re-design an-imal print afterward setting in minimal pattern gave an interesting result which represented in the col-lection.

    Chapter 1 : Fashion Design

  • Portfolio of Tapana P. 35

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

    Portfolio of Tapana P. 37

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  • Portfolio of Tapana P. 51

  • C o n c e p t

    Persepolis is an autobiographical comic by Mar-jane Satrapi. The story centres itself around the struggle for womens rights in Iran. Satrapi uses black and white colour as a means to illustrate the central theme of inequali