Book
ge:24
Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:204 Page:25
020-025.indd 25 2/26/13 7:29 PM
Collection Theory 2 5
(Text)
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Entry-Level Pieces
When fashion designers do a good job of relating to their target audience, they also attract
those who aspire to the same aesthetic but with fewer means. Designers should put careful
thought into products that allow these consumers to invest in the look. The entry-level buy-in
should never be an afterthought or a watered-down version of the designer’s high-end prod-
ucts. They should have a “cool factor” that is attractive to both the target customer and the
aspirational one. These products include but are not limited to T-shirts, accessories, beauty
products, and fragrances.
Show Time
Mixed into a collection will be a selection of showpieces, items that are newsworthy for their
innovation or their shock value. Although a designer’s bread and butter might be in more tradi-
tional items, the attention-getters will make it onto the printed page or website. Runway shows
are the theatrical forum that serve up these pieces for consideration by the press, the buyers,
and the public imagination.
Loyalty
Building loyalty is also by design. Once designers have de ned their place in the market, they
face the challenge of developing new ideas while remaining true to the established principles
behind the brand that struck a chord with their customers in the rst place. Finding that bal-
ance every season will underlie the design process for each new collection.
at
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Book
ge:24
Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:204 Page:25
020-025.indd 25 2/26/13 7:29 PM
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