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Fashion

The Fashionista’s Communication Platform

Vinod-Kaul1

Every industry is unique and so there are unique preferences for marketing tools in each industry. When discussing about communication platforms for the fashion industry, there is a knee jerk reaction to prescribe advertising and that modern-day solution to all marketing ills – sales promotion. However, nothing can be further from the truth.

Classical advertising is an expensive medium and so is often outside the reach of most designers who can be better labeled as small-scale business set-ups. Advertising is better suited to mass marketing where the per-unit exposure rate is low, but this is only possible with a big fat overall budget. Again, advertising has an impact with numbers, both in terms of reach and repetition. It cannot be finely tuned to the designers’ discerning and limited audience. As such, it would suit pret collections of strong designer brands. Perhaps the only example here in India would be of Anita Dongre’s Global Desi which is reportedly knocking sales of over rupees five hundred crores. For the rest, more mortal designers, what is left is a ‘mile-stone’ ad in a Vogue or Harper’s and that too with a much-needed gift discount from the publication. The publishers are happy to do this as they see good designer names as a cachet for their own journals.

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The scourge of sales promotion has blighted Indian marketing much as it has down in the West. Unfortunately, it has short-circuited marketing minds into believing that it is a panacea for attaining targets which are usually impossibly stretched. Any ABC textbook of marketing will tell you that SP eats into marketing brand equity and if utilized indiscriminately long enough, can kill the brand for good. Marketing designer collections is all about building value into the label. As such, SF and designer wear are as far apart as night and day. Just picture JJ Valaya enticing customers with a rupee one lakh off of his five lakh lehnga! For the couture industry, SF is just a broom to clear the shelves of unsold merchandise at the end of the season. Done properly, it should be quick and gentle, lasting no more than two weeks.

What then are the most effective promotional platforms for fashion?

For the world of high fashion, appropriate platforms are those that are the most credible, visually impactful or those that heighten a sense of exclusivity. Perhaps, the most effective is publicity and it is well within the reach of struggling designers. Typically, publicity has to be combined with an event or milestone. A fashion show, thus, combines free publicity, highly targeted audience, rich visuals, and a sense of exclusivity. In a full-blown fashion week, the ‘up-and-coming’ can share the stage with the ‘arrived’!  Brand ambassadors in the form of Bollywood starlets or even prominent socialites add power. Ultimately, the designer is the best ambassador for their own collections. The more cantankerous or shameless they can be the better for it adds gist to gossip and that all-powerful platform ‘word-of-mouth’. Page three has not lost its allure. Online sales may be the new necessity but what enriches the fashion label in both numbers and value is the trunk-show, pop-up store or the remote tucked away studio! Add to this relationship marketing and we have a winning combination.

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Vinod Kaul

Jt. Managing Director, ICoFP

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Fashion

18th Century French Fashion

Kimberly Chrisman in her book – FASHION VICTIMS, talks on how high fashion and high social orders critically met at crossroads of extreme luxury that gave way to the revolution during the 18th century.

As an art historian specializing in fashion and textiles, she has some pretty intriguing takes on the history that came forth as the 18th century French Fashion…..Here is why…..

1. Louis XIV Understood The Power Of Clothing.

Marie Antoinette had the eternal bravura legacy, but it was Louis XIV, who ruled in the 17th century, who actually strapped the outline – those red heeled shoes he wore could never be ignored or forgotten. He had prodigious keenness for fashion and expensive things, and believed that giving precedence to such possessions made commercial sense. The French fashion industry grew to be big, powerful, and efficient. King Louis established a system of trade associations and set standards, regulations and structure to the industry. Soon the fashion business had unions that provided society and power.

2. Anything Could Become Fashion Inspiration.

French brothers Joseph-Michel and Jacques-Etienne Montgolfier invented the first hot air balloon in 1783. A bag of hot air might not seem a likely source of fashion inspiration, but it sure did, with the industry hoping to ride the coattails of the popular innovation. Montgolfière even became a term in hair styling.

3. Fashion Magazines Came Out Every 10 Days.

Imagine if Vogue was published every week…. In the late 1700s, fashion magazines managed to make the rounds despite having a narrow group of subscribers in the most elite circles. Servants would then read the latest news and maintain the already fast moving fashion cycle.

4. Everything Was Outdated Immediately.

Hat makers, (known as the milliners), served a hugely important role in 18th century fashion, both in defining the look of the time and driving it frontward. They gave their styling topical names to set them in a specific place in time. Any new accessory or trimming had a ticking clock on it from the moment it was sent out into the market. This “planned obsolescence,” as Chrisman-Campbell calls it, gave milliners incredible power over the industry and ensured a steady stream of clients.

5. Everything Was Custom, And Everyone Was A Designer.

People would work with hat makers, dressmakers, and sometimes even fabric salesmen to create one-of-a-kind articles. Marchandes de Modes became powerful in the framework of the association system since even though the dressmakers could only shape a dress with the same fabric as a rule, a Marchandes de Modes could make it with whatever material but not sew a dress (not legally back then). They delivered assortments and customization that made them highly pursued.

6. Even Royals Thrift.

Secondhand clothing was legitimately regular among the rich, and a lot of people were wore pieces that were formerly owned twice or even three times before. Flea markets were popular destinations, and Marie Antoinette’s ladies-in-waiting were lucky enough to score her hand-me-downs, which they would wear or sell. The fact that servants often wore the garments their masters had been sporting recently speaks to both the importance and the disposability of fashions at the time. The industry was moving at rapid speeds.

7. The Pouf Was More Than A Look—It Was A Statement.

The iconic pouf hair styling of the time—with their feathers, flowers, ribbon, lace, jewelry, fruit and other miscellanea—weren’t just about looking cool or displaying wealth; they were meant to be a reflection of personal and cultural events, or even important events in social life or politics such as the American Revolution. Topical fashions extended to fans, men’s waistcoats, and even gowns.

8. Rose Bertin Was A Rockstar Designer Of The Time.

Bertin was a milliner who was introduced to Marie Antoinette by the Duchess of Chartres and, from there, became one of the “it” designers in Paris. She charged a lot for her work and even had servants and a carriage. As someone who started out in a lower class, Bertin’s ascension to life among the royals was a subject of controversy. She was also unique in that she dressed the queen as well as others, which was previously not allowed. Marie Antoinette wanted Bertin to be a part of the world of fashion, which is why she didn’t demand exclusivity.

9. Black Was The New Black.

During the 18th century, being in mourning was often more about etiquette than actual grief. Widows stayed in mourning attire for a year, and it was customary for the entire court to don funeral wear if any member of the European royal family died. Black was in such regular rotation in the outfit color scheme that people got quite used to it and began to value its practicality. As mourning traditions started to fade, black became a color of everyday dress.

10. Napoleon Eventually Brought Fashion Back.

When Napoleon became the Emperor in 1804, he wanted to return to the fashionable days of Louis XVI as he believed encouraging the industry would help with the economy. He brought back luxurious dress and helped to breathe some life back into a facet of business and society that had been striked out during the boisterous years of the French Revolution.

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Gulbash Duggal,

Dean ICF

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Events, Fashion

Tamanna Chawla ICF Alum (2016-2019)


tamnaMy name is Tamanna Chawla and I am a student of BBA in Fashion Entrepreneurship at International          College of Fashion. After completing school as a commerce student, I was really excited to start my studies at  ICF specifically because the course revolved around the business aspect of Fashion just as much it did  around  the practical aspect of product creation.
The learnings here encouraged me to read more about how a Fashion Business survives in the real world. It  helped me to view situations from the perspective of an actual business and explore more about it with the  help of my faculties. We were given various projects that revolved around the idea of how a company works,  sells and survives in the real industry.
During my term, I was given the opportunity to intern at the largest Indian buying house, Triburg  Consultants where I interned for 6 months as an Assistant Production Merchant in the Home department. At Triburg, I learned about a whole new category of goods which was an overwhelming experience. It helped me gain knowledge about the working of the mass industry, manufacturing of home goods and how business is conducted at an international level. It also helped me realize the significance of every role of the supply chain- from a weaver to the retailer.
Overall, I am really grateful to be given an opportunity to work in the home department at Triburg and learn about a new category which I would have missed otherwise.
After interning at Triburg for 6 months, I interned at a garment export house- Pee Empro Exports, for 2 months, to learn more about the manufacturing and making of garments from scratch. At Pee Empro, I had a first-hand experience of seeing how goods are made as per the seasons, forecasts and the buyer’s requirement.
Later, I interned at THREE which is apparel label based in Lado Sarai, New Delhi. At THREE, I learned how products are made and marketed under the very same roof. Here, I was able to use my learnings from ICF and understand the necessity of every function of the business. It was easier for me to understand the working as I was able to relate with all that was taught at ICF.
THREE is a five year old company which retails functional, minimal and timeless women’s wear through its own online store and other multi-designer outlets across India and various other countries. While I was interning at THREE, we used to have discussions about expanding the business into other categories- men’s wear, etc and how to go about it.
Eventually, after the completion of my internship, I was offered a job as an Assistant Designer at THREE. Now I am responsible for a part of the women’s wear line, entire men’s wear line and I am also an active part of the retail and marketing function alongside the expansion of the brand
I have a vision for THREE and I see a lot of scope for expansion of the brand and I am really passionate about making it happen. I feel this is why it becomes even more exciting to work here.
I also remember while I was interning at THREE, I had a word regarding work with our associate dean, Gulbash Ma’am and her words were “You have to make your space in a company”. These words were stuck in my mind while the rest of my internship term at THREE and I believe, that is how, I was able to make space for myself. My faculties’ wise words have guided me throughout the course and I am very grateful for the same.

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Fashion

MYTH TOWARDS DESIGNING

It has been always said that designing is something which is related to arts and our Indian parents always assume it to be a cakewalk. Doesn’t it seem familiar to read? Well, this story is happening since forever no matter what our history says. It’s time to figure this out practically and wake people up to the real world and know how slippery it could be to walk over it.

Designing is a very huge aspect in itself and contains a lot of knowledge to grab in mind. Its not only about sketching our thoughts over a paper; everything has to be correlated to make a story in itself which could be sold with a sense. But, what people think is that one should have hand skills to become a designer.
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What does the whole designing process contains?

It’ a never ending process and have so much in it like a thought, an inspiration, skills to put your thoughts on paper, skill to express, skill to make the thoughts real, skill to visualize it with the techniques, the sense to the right colors, the right fabric, right forecast and tremendous presentation.

And still it’s not done! The technical part what we are not aware of is how to  sell it and how to expand it as a business to earn.

So a designer has to keep in mind the technical factors such as how to reach the customers, how to get order and clients, what presentation, what budget, what rules and regulation domestically and internationally, what type of contracts, what terms and conditions, how to get more people in the business, how to promote, how to advertise, how to make profits.

In this 21st century this isn’t now just a designing, it’s the whole business going on out there and to run the business you don’t have to be only active with your hand, anyway and in every way it requires mind and knowledge towards the business.

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To run the business and stick to it one should hold interest towards business, have knowledge of design, fabrics, business laws & strategies, be active towards forecast, possess good promotional skills, communication and dedication.

What we should basically understand is that fashion industry has got work profiles in abundance and we can go for anything what we want not just only designing. Instead of designing there are many other profiles like  merchandiser, blogger, vlogger, photographer, editor, stylist, journalist, motivator, speaker, entrepreneur and so on.

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As a personal opinion we all are the racers aiming towards the identity, profits and growth with our various fortes we have in us but we all belong to one field, one race and one direction in a stylish way. As compared to others, we are much better to express ourselves, to show up and moreover we are liberal and proud to be  in the race where it’s written that we can actually find ourselves with our skills.img8

Shubhi Goel,
MBA-FE(2017-2020)

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Fashion, Fashion Trends

WHO IS THE FATHER OF FASHION?

It’s Charles Frederick Worth…..A fashion designer of note, born on the 13th of October 1825, who founded a leading fashion house in the 19th century called “The House of Worth” in 1958.

Charles Fredrick Worth is considered to be the father of “Haute Couture”

He began sewing dresses to match the shawls. Initially, these were simple designs, but his skillful tailoring stood out for his clients to notice.

His Fashion Innovations……

Worth transformed the connection between a client and the couturier. Earlier there were seamstresses who would visit the client’s residence for a one-on-one discussion on the client’s design requirements; but with Worth, clients mostlyvisited his store for a consultation, which also became a get-together place for the who’s-who of the society.He was the first to use live models to show his collection to the clients.

Worth’s garments were well-known for their extravagant textiles and accessories and for including features from historical clothing. Amongst his many significantrevolutions in women’s fashion were to the lineup of dresses and their lengths.

Silhouettes….

He transformed a very popular trend…….the crinoline. By the way, a crinoline is a structured petticoat designed to hold out a woman’s skirt. Originally, crinoline was a stiff fabric made of horsehair (“crin”) and cotton or linen which was used to make underskirts and as a dress lining.

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Worth’s Innovation….

Now because crinoline was ever more huge and bulky in size, it made it hard for women to walk through doors, sit, takecare of their children and even hold hands. Charles Frederick Worth designed a new practical silhouette and thus transformed the crinoline into a narrower piece moving the largest part to the back, hence freeing up the front and sides. His new crinoline was a huge success.img2

Progressive Innovation….

In due course, Worth gave up the crinoline in all, and created a straight gown shape without a defined waistline that we now know as the princess line……”Princess line” describes a woman’s fitted dress or other garment cut in long panels without a horizontal joint or divisionat the waist. Instead of relying on darts to shape the garment, the fit is achieved with long seams and shaped pattern pieces.

FUN FACT: Alternative name for the Princess line was French-dart-line dress.img3

 

 

Shorter Hemlines…..

Worth also fashioned a shorter hemline; interestingly this was done at a suggestion of Empress Eugénie who loved long walks and hated long skirts. Thus calling it “A Walking Skirt”. This was primarily seen as very drastic, even scandalous, since it was at ankle length, but it’s practical benefits wereembraced over time.

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Gulbash Duggal, 
Associate Dean, ICF

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Fashion, PG in Fashion Designing

How Many Years of School do you need to be a Fashion Designer?

One of the often-asked questions regarding a fashion designing course is what are the eligibility criteria? Since fashion designing is seen as a vocational course, one which is not taken by everyone, general knowledge about these courses is sparse. If you are planning to do a graduate-level program in fashion designing, you will need to have 10+2 years of education. For a post-graduate course, an additional 3 years of graduation is necessary. At International College of Fashion (ICF) we offer various programs tailor-made to meet the varying requirements of the students. We have under-graduate courses as well as post-graduate and diploma courses on offer. All our courses are designed to help strengthen your foundation in fashion designing as well as to equip you with the economics of the industry. We also offer students hand-on experience from the industry through industry integrated experiential learning.

  • BBA in Fashion Entrepreneurship – This is a focused course where you learn everything about fashion, business and entrepreneurship in the most innovative and creative manner. It is a three-year industry integrated program. You will need 10+2 years of education in any stream with at least 45% to enroll in this program.
  • MBA in Fashion Entrepreneurship – This post-graduate course is designed to help students understand the business opportunities in the industry and create their new ventures. The course also steers students towards innovation. It is a two year post-graduate course where for the first year you will need to attend regular classes while in the second year there will be only weekend classes. You need to be a graduate in any field with at least 45% marks to enroll in this course.
  • PG Diploma in Fashion Entrepreneurship – It is an integrated and focused course that is designed for the future entrepreneurs of fashion designing. In the year-long program students can learn business development models and the various aspects involved in costing, management, retailing, manufacturing and so on. You will be the taught the highs and lows of the industry so as to better equip you to start your own label.
  • Diploma in Fashion Design – This is a flexible course that has been designed keeping in mind the professionals who are already a part of the fashion designing industry but who seek formal education. It is an inspirational and practical course that is designed to help you foster your career. There are three fashion designing diploma courses offered by ICF – PG Diploma in Fashion Designing which is a 12 month course, Advance Diploma in Fashion Designing a 12 or 24 month program and Diploma in Fashion Designing a 12 months program specifically designed for 10th passed students.

Enroll in the course of your choice in ICF today and see your fashion designing dreams come to reality.

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Fashion, fashion designing colleges in Delhi

ILLUSTRATION DILEMMA

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Most of the people believe that only if we have a good hand on paper(artwork), we can become a good designer. People judge designing by the skills of their hand and not with their imaginations, but it’s true that this is a crystal clear myth. To become a good designer, there’s no requirement to be good enough with the shades, colors, proportion, anatomy, etc; it’s just that you have to be good and creative enough with your thought. The more they will be ingenious, the more you will be able to make-believe it better on paper. This dilemma that people have in their mind sometimes create a barrier between their ideas and it’s implementation. Moreover, their confidence also gets affected by the same.

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It is necessary to have one signature style that defines you and that could be your own  stylized croqui. It could have:

•Different skin colors
•Different strokes
•Various proportion
•Various accessories
•Various features
•Various foot wears
•Various hairstyles
•Various backgrounds
•Various captions, and more

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With these kind of techniques and textures you can implement and define your own language towards design and illustration with your own sense of style. Every designer and person in himself has to be different with his own specialized skill set and this could a trademark and signature style as well. It depends how you promote and advertise yourself.
So the dilemma is gone far away now and the focus should be more on design, fabric, color, forecast, implementation and promotions for it.
Journaling every second thought will help your grow more towards the design and to express yourself as well. Designers today are not only designers; they are artists, poets, tourists, travelers and much more. They don’t have only one role, there are thousands of them and each one of it has to be described and expressed at it’s best on the paper. That’s how it will help find special identity in a designer.

Simran Dhingra

BBA-FE(2017-2020)

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Fashion, Fashion Trends

DEEPIKA BUTOLA

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Deepika Butola is an inspiring influencer and a blogger. She always is very fond of creating an attitude of healthy yet stylish life. Deepika has also done a MTV show Dating IN THE DARK’.

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As an influencer, it’s hard to get the right content for the audience is what she thinks which defines her mindset towards the dedication to make people understand the right set of rules in life with a style.

Priyanka Chopra as her style icon depicts that Deepika is a liberal yet independent empowered women who believes that style and fashion is a language in itself.

 

We always have our mantras to live our life by creating a statement in mind about who we are and what type of dressing sense belongs to us, defines us.

                                                  deepika4After getting such thought in Mind, every person tries  to find out ways to dress and make it a signature style which would in-turn define many thoughts of that person and even the lifestyles and seriousness towards it. So, according to our young influencer here’s what she expressed personally for her way of living fashion and life, “I always loved wearing stylish outfits since my childhood. I took my passion for fashion with

my blog seriously. I draw inspiration from anything and everything around me. It could be movies, fashion magazines, nature or blogs. I do not follow trends blindly. I take into consideration my body type and comfort before adopting a trend. The explosion of blogging and e-commerce has totally revolutionized fashion and brands approach to fashion. Fashion blogs has a huge potential to influence big brands as they closely relate to people and street style. Comfort factor is an integral part of fashion, so pay due heed to it. Furthermore, know fashion trend by engaging in Eastern and Western cultures to get the best of both worlds.”

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Ritika Raj

BBA-FE(2017-2020)

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Fashion, Fashion Design College

THE GIRL BOSS BRANDS!!!

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The two brands, Semessta and SSS, are known for the girl boss dressing opinion. Both the brands are emerging and have their own signature thoughts and styles with their own identity. The fun fact is, these brands gives you option to select according to trends and affordability, keeping in mind the enthusiasm of the shopaholics.

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The  brand Semessta is about the modern women which gives access to the international clothing  and to celebrate women at their best. Semessta focuses on apparels specific to partywear, beachwear, gymwear and more. It defines women in an appropriate manner and to rescue them from the  outfit of the day situation. We women are at the peak  with the independency in this corporate world and as per the fact our dressing defines our personality in which Semessta helps us slay it at it’s very best.

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On the other side, STREET STYLE STORE has its own definitions towards fashion but with the same intentions to dress the girl boss. They do have men’s collection as well but what they have as their cherry on the cake is that they provides ‘SALE’ for the entire year which makes shopaholics go crazy and get attracted.

Discounted prices are their main attraction what they do to make their guests become permanent customers. Moreover, a lot of varieties in clothing, foot wears, accessories makes it much easier to find many things in one area.

Street stylers even makes a consumer feel good by providing styling tips in a pictorial form which makes the consumers also choose the ‘already done combo packs’ so that they just have to wear it.

Ritika Raj

BBA-FE(2017-2020)

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Career In Fashion Designing, Fashion, Fashion Design College

Why Fashion Designing Is A Good Career?

It is a good time to be a student and yet not limit yourself to studying traditional humanities, science or commerce subjects. Among the numerous career-oriented courses that have become popular in the recent past, fashion designing is one of them. It is a course that not only hones your creative abilities but also paves the way for you to make a mark for yourself in the fashion industry. Let’s take a look at some of the reasons why fashion designing in a good career choice for you.

Hones Your Creativity
The main reason why you should think about a career in fashion designing is because you have the creative edge that others may lack. If you understand fashion in a more wholesome manner, a course in fashion designing will allow you to hone that creativity. You can better your skills so that all the rough edges of your abilities are sharpened.

Be Part of a Dynamic Industry
Fashion designing is a dynamic industry with constant challenges. A fashion designing course gives you an insider’s view of things preparing you for your years in the competitive industry. By enrolling in a properly designed course you will be prepared to a large extent about how the fashion industry works.

Have the Choice to Specialize
Fashion designing is a broad course that covers many subjects such as traditional wear, women’s wear, kid’s wear, men’s wear etc. Once you enroll in a fashion designing course you will understand in detail the difference between all of them. You can then specialize in what your heart wants, knowing fully the requirements of the niche and how you can make your mark.

Internship Opportunities
A fashion designing course allows you to complete an internship with some of the best names in the industry. You get the chance not only to rub shoulders with leading fashion designers but also learn a lot from their experience. Moreover working in the industry and experiencing the pressures that come from being a fashion designer gives you an understanding of how demanding the industry can be.

Opportunities to Work Independently
Once you complete a course in fashion designing you need not necessarily seek employment. There are ample opportunities for fashion designers to go solo and make their distinctive mark. You can showcase your designs in fashion shows as an independent designer, launch your label, open a storefront and do more. The options are limitless.

If you are contemplating on doing a fashion designing course and know that you have the creative ability then let nothing stop you from fulfilling your dreams. Enroll in a fashion designing course that lets you learn, lets you design and allows you to create fashion that is meant for the future.

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