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HOW TO MAKE A WINNING FASHION COLLECTION?

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One of the most recurring terms when talking about the fashion industry is perhaps fashion collection , in which designers and recognized brands present a line of clothing marked by an aesthetic line where their colors, textures and of course the type stand out. of pledge . Generally these are presented seasonally and can be seen on important catwalks or are launched directly in stores. Of course there are designers who are starting out in the world of fashion who would like to present their creations to the general public and yet have doubts about it, such as: Do fashion collections include any garment? How can I make a successful collection? ? What should I take into account? At Comertex we tell you...

What is a fashion collection?

A fashion collection is a set of clothing and/or accessories that have some relationship with each other. This relationship is usually focused on a theme or concept that the designer has chosen. This concept must be related to the consumer's style and personality ( buyer person ) or also to the image of a brand.

Generally, big brands and designers present collections for 2 seasons a year: Spring Summer and Autumn Winter ; In the first one you can see colorful, loose garments for hot days while in the second you can see sober colored garments for low temperatures, although there are sub-seasons such as pre-fall , cruise.

Why are fashion collections important?

The collections are important for the industry, as they allow the designer's ideas and concepts to be introduced into the world of fashion through the garments, in which the techniques, fabrics , colors, cuts and other fundamental elements of the pieces are highlighted. Likewise, they are excellent communication platforms to transmit messages that are in line with the social context in which the collection is presented and, above all, give visibility to important causes such as the environment, equality and social justice.

We must highlight that the collections help to maintain order in the industry through the seasons, thus avoiding overproduction of garments and ensuring that the work of designers on the creative side and garment makers on the manufacturing side is not affected by the immediacy of overproduction.

If I want to make a collection, how should I start?

Making a fashion collection requires letting our imagination and creativity fly, having an immense passion for fashion, sewing skills, drawing skills and, above all, projection towards what we want to convey and how to reach the target audience, so There are several phases to follow in the conception of a new collection:

Step 1: define the target audience

It is very important to establish who the collection is aimed at, starting with gender, whether it will be a feminine , masculine , unisex , children's collection and even the new genderless trend that is taking over the catwalks .

Something that we must keep in mind when creating a collection is marketing, especially to determine the income of the target audience and verify the viability of the client when purchasing a garment from said collection, all of this is linked to the buyer persona, it is essential have other data such as the age of the target audience, tastes, interests, among others.

Step 2: choose the type of garments for your collection

It must be defined whether the collection will be all types of garments, whether it will be streetwear , which is clothing for going out, sportswear , underwear , pajamas , lingerie , evening gowns , etc.

It is also essential to determine if the collection will be Spring Summer, Autumn Winter, Cruise, Pre fall, etc. Although there are specific cases, especially in Latin America, where mini collections are presented at certain times of the year such as back to school, Mother's Day, Christmas, etc.

Step 3: define the tendency to show:

Aesthetics are extremely important when starting to create the collection. It is recommended to stay informed about fashion trends and market behaviors in order to determine what will be in fashion and what will not. The best source of information is usually specialized media such as Vogue , Elle , Cosmopolitan and even digital platforms such as Fashion Snoops where there is a compendium of analysis on the market and possible trends, in the same way networks such as Pinterest can be useful.

Generally, the trend chosen for the collection can be specified in the colors of the garments, materials, textures and silhouettes , of course there are multiple styles to choose from such as elegant , casual , classic , androgynous, or garments inspired by past decades such as the 80s and 90s.

Step 4: get inspired

Inspiration cannot be missing and it is above all recommended to have fashion references to capture creativity in the collection, so you must have good knowledge and context on the subject, explore previous collections by recognized designers, know the brands that carry the leadership in fashion is the ideal.

Inspiration can also guide you to other paths, for example, presenting a conceptual collection that is inspired by things or scenarios. Generally they can be retro inspired by fashion from about 20 or 30 years ago, in nature, in social movements, ethnicities, cultures, problems, among others that are consistent with the garments and above all that there is a cohesion between the concept and the designs. It is very important to have a color palette on hand in the designs, so that they combine and stand out appropriately in each garment.

A clear example is in the Spring Summer 2023 collection of the fashion house Balenciaga , presented at this year's Paris Fashion Week , where the catwalk was a quagmire, this was a criticism of the fashion industry, one of its garments even It called for sustainability and the defense of the identity of each individual. (balenciaga reference: https://www.revistagq.com/moda/articulo/paris-fashion-week-balenciaga-kanye-west-coperni-cher-balmain )

Step 5: choose the materials and finishes of the garments

After being very clear about what you want to convey, you must define what type of fabrics the garments will be made of, of course you must review which fibers fit best with the clothing and know the materials with which the garments are currently being marketed. .

Regarding the finishes , it is important to take into account how you want the garment to look, which may well be dyed , printed, embroidered, etc.

Step 6: start designing

After having defined how the collection will be directed, you can give free rein to your imagination, either through sketches in drawings or models.

Step 7: Keep your materials budget in mind

You should schedule meetings with suppliers of supplies and fabrics who may have something in their product catalogs that you are interested in using for your collection, evaluate prices and always remember to have several options so you can compare and choose the one that best suits your budget.

There are specialized fabric stores where you can find them in any fiber and color, as in the case of Comertex where you can purchase high-quality supplies at excellent prices.

Likewise, in other scenarios it is important to establish a budget for the launch of the collection, advertising campaign, fashion shows , events, etc.

Step 8: technical sheet

Once you have everything ready, you must bring your designs to reality, so you must establish the technical sheet for each garment, which determines the measurements and sizes , the fabric that will be used, the threads , the pattern , the finishes, yes. whether or not it includes accessories , etc.

Step 9: Make the prototypes

After having made the technical sheets, samples must be made to determine how the final product will look, this to identify if it needs an adjustment either in its color, change the measurements or fabrics, if accessories should be included or discarded, among other topics. to define.

Step 10: you have your collection ready

You have completed a task that requires creativity, tact and a clear projection towards what you want to convey to connect with your target audience.

Creating a fashion collection is a broad process in which different factors must be considered, be it the target audience, what is fashionable, the concept, color palette, among others; It requires extensive knowledge of fashion and, above all, passion and inspiration.