Womenswear Design
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P O R T F O L I O O F T A P A N AW o m e n s w e a r D e s i g n
N o w a d ay s , d e s i g n i s n ’ t o n ly a b o u t f a s h i o n n o r g r a p h i c s .
I t ’ s a l l a b o u t b r a n d i n g .
I N T R O D U C T I O N
Hello everyone! My name is Tapana Choochart-pong, fashion and branding designer. Welcome to my blog.
In short, I graduated from Srinakarinwirot Uni-versity with a bachelors degree in Fashion de-sign. I soon realised that marketing and visual branding are important for a career in design. Accordingly, I continued my education with a master’s in fashion management. I am currently studying a second master in Visual Brand De-sign at the Domus Academy, Milan.
Due to the contrast in my studies, I have divid-ed my portfolio into four chapters: Visual Brand Design, Fashion Design, Fashion Management and my personal interests. I have included skill tags in each chapter to show what skills relate to each project.
Thank you for your time. If you are interested in me being a part of your project, please do not hesitate to contact me at Dna.tapana@gmail.com. Thank you for reading. Have a nice day!
Best Regards,
t a p a n a C h o o c h a r t p o n g
V i s u a l B r a n d i n g & F a s h i o n D e s i g n
P O R T F O L I O O F T A P A N A
C O N T E N T S
CHAPTER 1
F A S H I O N D E S I G N
NEO PASTEL 07Master Thesis, Case Study : Red Valentino
FLINTURISTIC 31Futuristic Stone Age
PERSEPOLIS 51Op art New Muslim
SHADOW PLAY 67Sahagroup young designer contest, 2009
PATTERN DESIGN 81Advance Pattern Design
CHAPTER 2
F A S H I O N M A N A G E M E N T
FASHION BUYER RESEARCH 93Case Study : La Rinascente, Bangalor, Indian Consumer
HYBRID ARCHITECHER AND DESIGN 113Window display design for Mondadori, Salone del Mobile 2013
C L I C K a t c o n t e n t t o r e a d t h a t p a g e
CHAPTER1
CHAPTER1
FASHION DESIGN
SKILL TAGS
Fashion Design Print Design Fashion Illustration Trend Research
Stylist Conceptual Art Photographer Lighting
Chapter 1 : Fashion Design
M A S T E R T H E S I S , C A S E S T U D Y : R E D V A L E N T I N OPROJECT LEADER
PAOLO F ANARA
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I N T R O D U C T I O N
Neo Pastel is the Master Thesis which had Red Valentino as a case study. The thesis worked closely with Mr. Paolo Fanara who currently is product manager at Red Valentino as project leader.
The project aimed to find a direction of Red Valentino Spring - Summer 2013 to be out standing from their competitors nowadays (fo-cusing on Asia market) but still contain strong brand identity.
The first part discribe about comsumer behavior in general and brand positioning. Second part will be about concept and inspiration for collec-tion, spring - summer 2013. Lastly, represent about mini collection to give the result to Red Valentino from all reserches.
Chapter 1 : Fashion Design
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42%Age 20-34 of women popula-tion for Red Valentino
79.2%Who has an education
300 EUROis a approximately price for one dress of Valentino.
“ONLY 1 in 13 WOMEN CAN AFFORD RED VALENTINO”
19%is a percentage of women who has 300 euro per month to spend on cloth
7.5%in conclusion, only 7.5 women who are age 20 - 34, living in town and literate is only 7.5 %
50%She lives in town
11.2%is an average she spend her salary on clothes.
Chapter 1 : Fashion Design
7.5%in conclusion, only 7.5 women who are age 20 - 34, living in town and literate is only 7.5 %
HAUTE COUTURE
AGE 50+
AGE 35 - 54
AGE 18 - 34
PRET - a - Porter
MASS RETAILING
Challenger Brands
•More consider in health & daily happiness
• Very focus on shape of clothes
•Have very strong brand royalty
•Spending a lot but carefully.
• Want to spend money.
•If product works well for specific consumer,
price will not be issue
•Have generally brand royally.
• Technology and luxury are two things this
generation clearly desires
•Requires good design; good value •Pur-
chase from personal enjoyment which means
openminded for new brands.
FASHION PYRAMID Female Consumers
BRAND SEGMENTThe two pyramid graphs was represented a clear idea of brand segment between Valentino and Red Valenti-no. Which is Valentino occupires both of Haute Couture and Pret - A - Porter. In contrast, Red Valentino is Challenger Brand together with competitors for instance Marc by Marc Jacob or Jil Sander Navy.
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CLASSIC
HIGH PRICE
LOW PRICE
sophisticate• Red Valentino • See by Chloe
• Jil Sander Navy
• Burberry • Miu Miu
• Moschino Cheap & Chic
• Philosophy
• Anna Sui
• Marc by Marc Jacobs
• Kate Spade
• Milly
• Lanvin en Bleu
BRAND POSITIONINGAccording to the graph Red Valentino in the middle be-tween classic and sophisticate following See by Chloe, Jill Sander Navy and Marc by Marc Jacobs. The aim of thesis is push Red Valentino more into sophisticaye direction but still contain the same price. *All of objective still work on maintain and develop the identity of Red Valentino.
Chapter 1 : Fashion Design
T h r e at s
O p p o r t u n i t i e s
W e a k n e s s e s
S t r e n g t h s
Strong and out standing brand identity.The obviousness of target group.The brand has clear idea of silhouette, details and color.
Market is saturated with toomany competitors.Too much ruffle and polkadot style which not using in creative way.
Having the good back upbrand, Valentino.The brand has well-known and rich history.Having good starting point which are few collec-
The competitors are verystrong same as brand itself.The design overlap between creative and vin-tage.
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Chapter 1 : Fashion Design
STORY CONCEPT A princess falls into a deep sleep when she pricks herself on Red Valentino’s needle. The collection is a representation of the things the princess sees as she dreams.
FROM STORY TO MOOD BOARD Key word of collectio is “Dream of Princess”. Therefore, mood board was inspired by romanti-cism and surrealism.
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c o l o r p a l e t t e
In previous collections, Spring-Summer 2012 and Red Valentino competitors, pastel colours were often used in a traditional way. Neo Pastel is the concept of using fluorescent colour combined with pastels to give the collection a more dynamic, strik-ing colour. This collection still works with the same silhouette and brand identity.
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S O M E T I M E S T H E A N C I E N T S T O R Y C A N B E T H E F U T U R E .
Chapter 2 : Fashion Design Portfolio of Tapana P. 31
Objectives
1. Create new apparel designs that reflect prehis-torical fashion.
2. Provide a new take on animal print designs. For example, tiger, zebra and colored prints.
3. Under no circumstances should the collection include real animal furs/skins.
Chapter 1 : Fashion Design
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C o n c e p t
“Stone Age + Futuristic” is the collection’s main theme. It employs only a simple, short length skirt to represent the “tunic” of the ancient era.
Since the main idea of the project is Stone Age. Clearly, an ethnic culture is paired with the ancient era. One challenge of the project includes “How to develop a collection which is modern and sophisti-cated on an old-fashioned story?”.
Color and print play an important role in solving the problem. Using vivid colors mix with re-design an-imal print afterward setting in minimal pattern gave an interesting result which represented in the col-lection.
Chapter 1 : Fashion Design
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Redesign from original tiger print in order to convince people to do not support animal skin.
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C o n c e p t
“Persepolis” is an autobiographical comic by Mar-jane Satrapi. The story centres itself around the struggle for women’s rights in Iran. Satrapi uses black and white colour as a means to illustrate the central theme of inequality and add depth to her story.
O B J E C T I V E
To transform Persepolis the comic to apparel de-sign whilst preserving Marjane Satrapi’s original idea “Conservative but news”. The design must be consider the limitations im-posed by Iranian society that women must never
show any more skin than what is necessary.
Chapter 1 : Fashion Design
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P R I N T . D E S I G N
The print was inspired from Marjane Satra-pi’s hand drawing which used only black and white colors mixed with Iranian architecture.
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SHADOW PLAY
Chapter 2 : Fashion Design
S A H A G R O U P Y O U N G D E S I G N E R C O N T E S T 2 0 0 9
SHADOW PLAY
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Chapter 1 : Fashion Design
Objectives
A concept of the competition is “T.H.A.I”. Designers can use any sub-concept to represent Thai culture in their collection.
Concept
In previous collections, Spring-Summer 2012 and Red Valentino competitors,
pastel colours were often used in a tra-ditional way. Neo Pastel is the concept of using fluorescent colour combined
with pastels to give the collection a more dynamic, striking colour. This collection still works with the same silhouette and
brand identity.
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PATTERN DESIGN
A D V A N C E P A T T E R N D E S I G N P R O J E C T
PATTERN DESIGN
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Chapter 2 : Fashion Design
D E C O N S T R U C T I O N
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Chapter 2 : Fashion Design
O R I G A M I
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Chapter 2 : Fashion Design
S P A N D E X
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Chapter 2 : Fashion Design
3 d . p o p . u p . p a t t e r n
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W O R K i n P R O G R E S S
Print Design for Alax W Diamond
Spring - Summer 2014, New York.
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CHAPTER2
CHAPTER2
FASHION MANAGEMENT
SKILL TAGS
Research Information Design Typography Trend Research
Fashion Buyer
Chapter 3 : Fashion Management
CASE STUDY : LA RINASCENTE FOR INDIAN CONSUMER in BANGALOR
PROJECT LEADER A LESSANDRO CARON
FASH ION BUYER , L A R INASCENTE
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Aux Villes d’Italie,Bocconi brothers start a business in Milan/ revolu-tionary shop.
La Rinascente store, de-stroyed during Allied bombing attacks, reopens in Milan.
Fiat take over the company Milan
Senatore and Romualdo Borletti, acquire control of Bocconi’s store, which is renamed La Rinascente.
Chapter 2 : Fashion Management
Fiat take over the company Milan
La Rinascente is acquired by a consortium led by the Bor-letti family, including Pirelli Real Estate.
La Rinascente is bought by the Central Group, Thailand.
ObjectivesResearch Bangalor consumer behavior with a view to open “La Rinascente” in Bangalore, India, with different approached designed specificially for country that will welcome the new opening of “La Rinascente”. Retain “La Rinascente” style and Italian heritage in Bangalore and other nations
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Check price between stores
Said shopping is favorite leisure activity for family.
Bangalore consumers that do not trust retailers
For electronics they may pay more for after service & product warranties
Apparel is heavily oriented towards special occasions.
Openness to creditLess-25: 45%25-35: 38%35 up : 28%
Chapter 2 : Fashion Management
For electronics they may pay more for after service & product warranties
The majority of jewelry sold is traditional design
Willing to pay a little more for conveniently located store
Said shopping location should be in 15 min-utes.
Stake of that brand must held by Indian investor! Increase for
import duties so indian people prefer go aboard to buy luxury
Women apparel sale is “Ethnic style”
BANGALORE CONSUMER BEHAVIOR
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Chapter 2 : Fashion Management
30 minutes
14 minutes
20 minutes
NO TRAIN OR TRaM
Suggested location is “bangalore palace street“
64% of Indians said that they would prefer that the shopping location be 15 minutes. The location was calucalted given this distance from the IT Industry and wealthy neighbourhoods, as these areas have the highest per capita income in Bangalore.
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CONSUMER ANALYSIS
WOMEN
LIVES IN TOWN / Literate / not include children
Chapter 2 : Fashion Management
S
W
O
T
Developing Economy.Openness to Credit.
Shopping being a huge sector for Leisure
Disorganised Retail.High land Rentals.
Weak Brand Promotions
Increasing Brand conscious/ awareness.Rise in Global lifestyle needs.
Increasing Spending behavior in consumers.
Import Duty (30%) on International BrandsCollaboration with Indian Company to establish
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B R A N D S E L E C T I O N S T R A T E G Y
According to research, Italian culture has had an influence over Indian consumers in terms of trust and reputation. Therefore our strate-gy was to work on how to selecting the brands for the store that reflected Italian identity.
For this reason, more than 60% of the brands in La Rinascente, Bangalore, would be Italian brands, including housing & furnishing, Some examples inclue Armani, Salvatore Ferragamo, Mami, Todd. Furthermore an Aperativo restaurant (italian buf-fet), Sartolia Serive (fix and change), and Caffe & Gelateria would also be available for our customer.
Chapter 3 : Fashion Management
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Chapter 2 : Fashion Management
1F WOMEN’s CONTEMPORARY
Target Group Women age : 25-35
Student, Aspiring, Young Professional
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Chapter 2 : Fashion Management
2F WOMEN’s LUXURY
Target Group Women age : 30-55
Working Women, Professional, Foreigner
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Chapter 2 : Fashion Management
3F MEN’s wears
Target Group Women age : 25 - 60
Young Professional, Working and Business Men
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*The picture is used for the reason of education and presentation only.
Chapter 2 : Fashion Management
IN CONCLUSION Favoring Indian target analysis.High success probability.Fast developing economy.Only one competitor.Location in the heart of the city.Promising European luxury style.Assures quality with Made in Italy tag.Important to after sales services.Amalgamation of west and east.
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HYBRID ARCHITECHTURE AND DESIGN
INSPIRED BY CULTURE
Chapter 2 : Fashion Management
window display design competition for
modadori, duomo. salone deL mobile 2013
Manussanun Noksakun Puttikhun Penwan Tapana Choochartpong
HYBRID ARCHITECHTURE AND DESIGN
INSPIRED BY CULTURE
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Design should have the following colour
*The books is just a reference for competition. Salone de Mobile 2013, Mondadori will display Interni Magazine issue April 2013.
Chapter 2 : Fashion Management
OBJECTIVESWindow display competition for Interni Magazine issue of April 2013, Hybrid Ar-chitecture & Design will be an main con-cept for collectors dedicated to the theme of métissage (crossbreed). This concept, intended as hybrid, it performs as a mix of culture and technology. The book will be display at Mondadori, Duomo duriong Sa-lone de Mobile 2013.
WHAT TO DISPLAYInterni King SizeInterni Panorama MagazineInterni MagazineGuida Fuori SaloneGuida Zee Milano
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c o n c e p t & M O O D B O A R D
Nowadays, technology is bringing people clos-er than ever. Communication technology has enabled people to connect with one another, forming large cyber-communities. These cy-ber-communities have bridged many different societies, causing the phenomenon we call “Crossing Cultures”.
“Crossing Cultures” occurs on a near global scale, and as a result has become a source of inspiration for artists and designers. Recent-ly, Interni Magazine noted this, and made the decision to publish a piece titled Hybrid Archi-tecture & Design, centred on “Cross Cultures” influenced technologies and architecture. The magazine will feature at Mandadori Duomo dur-ing Salone del Mobile.
For this reason, window display will play an im-portant role in delivering the magazine’s mes-sage. Our aim is to create an eye-catching display that captures the viewers interest, and coveys the message of the editorial.
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Chapter 2 : Fashion Management
The aim of the Cross Culture project was to create overlapping images that represented architecture from Europe and other parts of the world. We decided to use Duomo Cathedral for the main body of the image, while mixing it with elements of Asian and Middle Eastern architecture to represent the culture clash that is the result of communi-cation technology. For the background, used a world map decorated with a Fibre Optic wire to reinforce this idea. This line connects each continent and will illuminate in red and green at night to reflect upon how technol-ogy connects different societies all over the world. Just like the layering effect we used on Duomo, the window display is made up of a mesh of different Cultures.
The concept of technology is used in lighting design. Red spots on the map represent hubs of culture, which are connected by three shades of green line represent "Crossing Cultures" phenomenon that will be a theme in Interni Magazine this issue.
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C O N T A C T T A P A N A
W
L
E
BWORDPRESS
SEND AN E-MAIL
LINKED IN
BEHANCE
LANGUAGES THAI : NATIVE ENGLISH : FLUENT ITALIAN : CONVERSATIONAL
EducationSep 2011 - Now Domus Academy. Master in Visual Brand Design. Milan, Italy
Sep2011 - Jul2012 DomusAcademy.Master in FashionManagement. Milan, Italy
Jul 2007 - Jul 2010 Srinakharinwirot University. Bachelor in Fashion Design. Bangkok, Thailand
Mar 2007 - Apr 2007 Raffles Design Institute. Summer Course in Fashion Design. Bangkok, Thailand
PROFESSIONAL EXPERIENCEMay 2013 - Currently Freelance Print Design for Alax W Diamond Women wear summer 2013, New York.
Aug 2010 - Jul 2011 Creative Director at Rhino Ceros, Bangkok.
Jun 2011 - Jul 2011 Thai Silk Developer for Thai villagers at Thailand Textile Institute.
Dec 2009 - Jan 2010 Fashion Illustrator at Thailand Textile Institute.
Jan 2009 - Apr 2009 Internship as Fabric Designer at Thailand Textile Institute.
May 2008 - Sep 2008 Freelance Fashion Illustrator and Free Hand Drawing.
PRIZE AND REWARDS02nd apr 2013 Won Mondadori window display design for Interni Magazine’s, Salone de Mobile,
29th Jul 2012 Won “Second Prize Award” the competition for the Master in Visual Brand Design,
Domus Academy.
20th Feb 2011 Won “First Prize Award” the competition for the Master in Fashion Management,
Domus Academy.
20th Feb 2009 Top 5 Final Round, Platinum Street Fashion Design II
5th Dec 2009 Won Men Wears, Saha Group Young Designer Contest IV
28th Nov 2009 2nd Women Wears, Grand Sport Young Designer Contest V
21st Nov 2009 Singha Present FASH part III, Bangkok International Fashion Week.
15th Sep 2009 Top 5 Men Intrend Young Creative Designer Contest II
26th Nov 2008 2nd Platinum Fashion Illustration Design I
9th Aug 2007 2nd Leather Goods Design, Thailand Student Fashion Project Award III
sPECIALIZED SKILLS FASHION DESIGNWomen’s wear Design
Men’s wear Design
Print Design
Fashion Stylist
Fashion Photographer
Fashion Illustration
FASHION MANAGEMENTFashion Branding
Trend Research
Fashion Communication
Buyer
Fashion Marketing
VISUAL BRAND DESIGNAdobe! Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Flash Player
Grid and Layout Design
Cooperate Identity
Typography
TAPANA CHOOCHARTPONG
C V26 . 06 . 1988
Dna.tapana@gmail.com
Nationality : Thai
Address : Via Spezia 22 Milan, Italy
Cell : +39 345 8284546
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SPECIAL THANKS TO
LECTURERS in fine art
MR. PATHARAPON SIRIMUSIKA
Head lecturer of Fine Art, Seangthong Vittaya School
MR. Paiboon Pongrattanapisut
Freelance lecturer of Barn Sin Studio, Songkhla Thailand
Srinakharinwirot University
Prof. Ravitep Musikapan
Director of Major Fashion Design, Faculty of Fine Art.
Ms. sawanya jomthepmala
Lecturer of Major Fashion Design, Faculty of Fine Art.
Domus academy
MRs. ANNAgemma Lascari
Director of Master of Fashion Management
MR. ALESSANDRO CARON
Project Leader : Fashion Buyer Research, Buyer at La Rinascente
MR. Paolo Fanara
Thesis Project Leader and Product MAnager at Red Valentino
MR. Stefano Cardini
Dorector of Master of Visual Brand Design
MRS. Margherita Paleasi
Thesis Project Leader for Glamour Magazine
T H A N K Y O U
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1 2 a p r i l 2 0 1 3
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