Analysis, Research + Direction
Moodboards + Colour Palettes
An arrangement of images, materials, pieces of text, etc. intended to evoke or project a particular style or concept.
I have vast experience researching and creating moodboards for the Womenswear market which is one of the most important and under-rated design tools. It gives me focus and I have independently created multi-product collections from them as a Head of Design and used it to influence and direct other designers as well as presenting back to Directors, Buyers, Merchandisers, Sales, Marketing and other relevant departments.
These boards can be simple and conceptual or can be extremely detailed and best used to help design fashion ranges to ensure key elements are covered or for a Buyer to reference when sourcing. They depict mood, colour, muse, shape, styling, fabric and print direction... all on one board! Also, I look over not just catwalk trends, but vintage, interiors, historical references, textiles, film, social influencing and more.
This pack may consist of, but not limited to:
- A high-resolution trend board, printable at A3 size (I can send you various formats if required i.e. for emailing only, website etc).
- An inspiring trend title.
- An accompanying colour palette with in-theme names.
- Pantone numbers added to the colours.
- Keywords to accompany all elements on the board such as maxi smock dress, bishop sleeve, pearl buttons, mandarin collar, off-shoulder, foiled finishes, oxidised trims etc.
Trendforecasting
The act of shaping a picture of what the future might look like based on what has gone on in the past to anticipate new opportunities.
Trendforecasting is usually done in conjunction when creating a moodboard but it can often be handy as a standalone process as it explores key elements in vast detail, to help create your collection therefore suitable for both start-ups and existing brands.
Extensive research is undertaken to establish key factors personalised for your brand. For example, if you are a vintage-inspired brand and require a pack of vintage details or ideas on how to update the sleeve of a best-selling dress. Or a denim brand requiring information on key washes for a particular season. Or a brand focused on basic t-shirts needing to update the colour palette.
This pack may consist of multiple trendboards highlighting:
- Key shapes, colours, prints, fabrics.
- Shop report.
- Catwalk report.
- Street style from key events.
Brand Direction
Establishing a brands’ positioning in the market to ensure there is a clear vision.
A Brand Direction board or pack is extremely important whether you are a one-person brand or if you have a large team.
It helps everyone understand quite simply, what your brand is all about. It isn’t about trends or colour palettes, it’s about the vision, direction and the USP.
The more information you can give me, the better. This includes things like key words i.e inclusive, plus-size, sportswear, denim, feminine. Any visuals such as a Pinterest board. Competitors or inspirational brands. Ideal customers and what your unique selling point is although this can sometimes be established after completing a Brand Direction board.
This pack can be in the form of one clear board or as multiple detailed boards showcasing:
Who your customer is (e.g hobbies, age, influences, location).
Who your muses are (actors, musicians and other characters).
The main product type (occasionwear, sportswear, basics, lingerie etc).
USP.