Fashion Design And Merchandising

A labelled graph should be drawn in a bell-shaped curve with the following parts:
Y-axis showing “Acceptance (Measured in Sales Volume)”.
X-axis with sections showing Introductory Phase, Acceptance Phase and Rejection Phase.
A label on the graph saying, “Fashion Cycle” and the different stages marked with a rise, peak and decline in the curve

Note: For Visually Impaired Candidates, no need to draw graph/diagram in part (ii)

Stages of the Fashion Cycle

• Introduction of a Style:
  The fashion cycle begins with the introduction of a new style by a designer. Here, new ideas and creativity are interpreted and introduced to the market.
• Increase in Popularity:
  When a style begins to get purchased and worn by people, it begins to rise in popularity, signaling a growing acceptance.
• Peak of Popularity:
  When a style becomes very popular, manufacturers begin to copy it or produce adaptations based on it. This is the stage where the style is at the height of its popularity.
• Decline in Popularity:
  As copies of the style become widely available, and people begin to move on, the style begins to decline in popularity, signaling saturation of the design.
• Rejection of a Style/Obsolescence:
  This is the last phase of the cycle, where the style becomes obsolete, and people look for newer trends. This rejection of old styles brings about the need for newer styles, and a new cycle begins.

French Terms in Fashion

• Ready-to-wear clothing:
  The term used in French for ready-to-wear clothing is “Prêt-à-porter”.
• Art of dressmaking:
  The term used in French for the art of dressmaking is “Couture”.

Key Responsibilities of a Merchandise Designer

• Designing Window Displays:
  Creating attractive window displays to showcase products and attract the attention of potential customers is a crucial job for a merchandise designer.
• Arranging Store Merchandise:
  Arranging clothing and other merchandise within the store, making sure it is aesthetically pleasing and easy to access.
• Creating Attractive Props:
  Creating attractive props to help with the display.
• Organizing Clothing Placement:
  This includes organizing and arranging clothes within a store to highlight certain aspects like color, design, or a specific trend.
• Styling Mannequins:
  This includes dressing and styling mannequins to display the different items of clothing effectively.
• Spearheading Marketing Campaigns:
  Merchandise designers may also be required to create and manage the entire marketing campaign for their products.

Surface Ornamentation Techniques for Lehenga

Surface ornamentation techniques help to enhance the texture of the lehenga. A few such techniques include:

• Tufting
• Flock Printing
• Embroidery
• Mirror Work
• Bead Work
• Lace Work
• Stone Work
• Appliqué Work
• Stitched Effects

Monochromatic Harmony in Lehenga Design

If the designer wants to create a lehenga using a single hue, he would use a monochromatic harmony or scheme. This harmony involves the use of a single base hue, along with variations in tints, tones, and shades.

Design Principles in Lehenga

• Repetition:
  Repetition of design elements such as embroidery, lace, piping, or colour patterns can help in creating rhythm in the design of a lehenga. The same motif, when repeated, can create a sense of movement and flow.
• Gradation/Cordation:
  Gradation, which involves a gradual increase or decrease in the size of motifs, lines, colours, or textures, helps in establishing a visual rhythm. The way the sizes of motifs are arranged gives it the sense of flow.
• Radiation:
  When elements emanate from a central point, like gathers in the waist of a lehenga, that creates a sense of organized movement.
• Parallelism:
  When lines or shapes are organized parallel to each other, as seen in tucks, pleats, and bands of colour, it gives a sense of flow and rhythm in a design.