Givenchy

Paper details
DESCRIPTION:
Visiting a shop to see collections and current trends is one of the best ways to be well informed. This
assignment emphasises the importance of shop reports and market analysis.
The shop-reports meant to keep you up-to-date with market trends of garment construction, finishing
techniques, fabrics, colour stories, merchanding, what is selling at retail, what’s on the sale and what
customers are responding to most.
This practice is utilized by designers working within commercial design companies that launch new ranges
continuously.
Expected Learning Outcomes
1. Demonstrate the ability to synthesize design concepts and ideas from the research.
2. Demonstrate the ability to collate research and present it in a way that generates new trends concepts to
develop the design process.
Task
Analyze the collections sold and the retail shop experience.
Select 1 women’s wear/eveningwear brand from either high, mid or mass market level, for example to
research further. Provide following information.
• Brand, Logo , Brand history:
• Designer/s:
• Market Level and product category
Analysis of current collection – with photographs/ detailed drawings
• Theme and color story,
• List of fabrics used: (fibre content and specific fabric names)
• Garment details: (beading, fabric prints, contrast stitching, pleating, washings, logo buttons, logo rivets
pockets, sizes and shapes, garment fit ,etc)
• Merchanding of garments: the must-have-item/s:
• Number of pieces of a given style on a rack/ on display:
• Price points
• Available size range:
• The overall statement of the collection:
• Your personal response to the collection
The Retail Shop Experience
• The shop layout/atmosphere – lighting, music, scent, coulour scheme
• Does the shop layout complement the collection? Why or why not?
• The customer: Age, occupation, lifestyle, etc
• The location of the shop: what does it say about the customer and aesthetic?
• Other designers/ brands have their retail spaces adjacent to the boutique/ floor space. Are they very
similar? How and why?
• Shops in proximity: do they share the similar price point and customer audience?
• What kind of experience does the architecture/ interior design give the customer? How do you feel within
the shop? And how does it relate to the customer and their choices of fashion?
Presentation Requirements
• Written report with supporting images bound in A4 size booklet.
• Title Page with project & personal details.
• double-spaced, 12pt. Arial Font
• Bibliography on separate page, at least 2 sources
• CD copy
Choice of brand is: Givenchy