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Style and Fashion-the Market

There are many apparel manufacturers around the world. Men, Women and children's apparels industry has been growing tremendously over the last few years. If you look at India alone, No matter which corner of the country you are in, it is difficult to miss the real estate saga of the country, with Malls mushrooming everywhere possible. It was initially when I'd stroll these places, the Price tags often scared me but not surprisingly all these outlets continue to survive and do healthy business. Most outlets are that of apparels and accessories for men and women of all age groups. What I can conclude from this is: the purchasing power of an average working class individual is far more today than it was some years back. In Mumbai earlier showrooms opened in the most premium parts of the city today these brands are opening outlets in the suburbs and parts of the city which don't really have reputation for purchasing higher end brands. Well, all of this means people today have gotten a lot more demanding in what they choose to wear and how they carry themselves, It is only the spending power of the consumer that ensures that brand outlets survive without too many hiccups.
Our country as such has an upper hand when it comes to luring consumers into spending on garments and accessories. One we are tremendously diverse, Look at Metropolitan Mumbai almost all communities are fairly represented to add to this the countless number of Indian festivals round the year ensures that business stays good. With the expansion of cities the number of outlets too is bound to increase springing up huge opportunities in this field.
Fashion is identified with status, acceptance and it mostly implies social involvement. India enjoys a prominent place in the international market with its rich silks, traditional handloom fabrics, rustic wear vibrant dyes etc.

Style and Fashion-the Industry

The back ending industry comprises of major functional areas that would be something like what is shown below:

Making of garments: 














Stage 1 is the sole responsibility of a fashion designer. There are many underlying procedures to be followed while designing garments.
In relation to clothes, dresses, garments,, etc. Designers create garments and accessories making them appealing to masses, the challenge is it has to be attractive and easy on the pocket of the targeted market audience after all the primary reason is catering to the needs of the client, which are invariably influenced by trends, lifestyle, culture, geography and the climate. Designers needs to keep in touch with the fit, style, colour, texture, size and material. A very good illustration of why a fashion designer has to keep in touch with changing trends is: Bollywood. In the mid seventies Bellbottoms and printed shirts were a rage, picture people walking around the city in that attire today and they'll look participants to a fancy dress competition, hence keeping in touch with the changing taste is of paramount importance. Fashion designers design outer and inner garments and accessories to go with it.

The process of creation begins with sketching the original idea on paper and then moving further pattern pieces are shaped which make the garment. The pieces are then drawn in actual size on paper and cut out on a rough material. These pieces are stitched together and fitted on a model or a mannequin. Depending on the feedback modifications in the pattern pieces or other features of the mock up are made and thus the process of designing is completed. The rough model sample garments is used as a point of reference and the final fabric is made. Significant amount of time of the designer is spent in exploration and research. In addition to market trends knowledge about fabric, weave, draping qualities, material and colours is also very important.

Designing of a garment

Research – What will Sell?
Creation of a design involves identifying what customers need and can relate to. Information on international fashion trends and fabrics is gained through fashion shows and publications(hence fashion journalism is a different career altogether and equally enthralling)
Trends could be anticipated as designs are usually produced much in advance of garments releasing commercially. New designs are required for seasons every year.

Designers leverage on their creativity to produce ideas to suit the market needs. Sketches are used to outline basic ideas following which the fabric is finalised. Not to forget the appearance, quality and texture of fabrics all this to ensure that mass production is feasible and cost effective.

Samples - Designers garments are made up for the show or private clients. In wholesale manufacture, samples are made up before mass production begins so that the designer makes any necessary adjustments. Changes may be required to suit production/budgetary requirements from time to time.

Presentation - As in any sales job a designer basically makes a living out of selling a concept, a work of creativity hence designers are required to present their design work to clients. Effective presentation makes the difference sometimes for designers.

Designers if freelancing market their work and consult clients about adaptations - types of fabric which can be used, different dimensions, production problems etc. This is a big revenue earner for many designers.

Marketing and merchandising – As Fashion trends are constantly changing, people in merchandising and marketing have to have a good knowledge of trends, sales and the organization's marketing objectives. Based the market information the marketing department plans the company's overall direction. It determines the price, product requirement, and hence they often work with the styling department when a new product is conceived.

* Manufacturing will be covered separately as this section is focusing on the fashion designing aspect of this industry

Extra Gyan for those considering Fashion designing as a career

The work of a fashion designer is
  1. Competitive and
  2. Stressful.

Amidst the glamour world a lot of time is spent working on large sheets of papers on worktables. The work involves teamwork. Fashion shows demand perseverance over a good amount of time. The job involves a lot of travel at every stage from fabric selection, analysing fashion trends, to fashion displays. Work pressure increases during fashion shows.

Self-employed/freelance designers need business acumen.
Originality, Good Observation, Sharp Memory, Patience could take you well ahead of competition.

Education in this field
Formal Courses available in this field range from a Bachelors degree to a Masters Specialising in a particular field:

At the 10+2 (under graduate) level the options available are:

- 3 year full time Bachelor Programmes - Design

Bachelor of Designing in:

1. Fashion Design
2. Leather Design
3. Accessory Design
4. Textile Design
5. Knitwear Design
6. Fashion Communication

- Bachelor Programme - Technology

B.FTech. (Apparel Production)

Post graduation can be pursued following any of the above courses.

2 year fulltime courses available are:

1. Master of Designing
2. Master of Fashion Technology
3. Master of Fashion Management
4. Masters in Fashion Retail

Institutions:

Backed and founded by the Ministry of Textiles National Institute of Fashion Technology popularly known as NIFT Is arguably the most preferred institution for pursuing this course:

HEAD OFFICE

NIFT Campus,
Hauz Khas, Near Gulmohar Park, New Delhi - 110 016,
Tel: +91-11-26542000 | Fax: +91-11-26866414,
Contact: Mr. R. M Singh, Director
E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it | Website: www.nift.ac.in

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