Course Title: Communicate and sell design concepts

Part B: Course Detail

Teaching Period: Term2 2010

Course Code: VART5913C

Course Title: Communicate and sell design concepts

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C6086 - Advanced Diploma of Fashion and Textiles Merchandising

Course Contact : Michelle Shepherd

Course Contact Phone: +61 3 99259107

Course Contact Email:michelle.shepherd@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Glenda Mc Neil

Paul Castro

Nominal Hours: 30

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

The co-requisite for this unit is to also complete LMTFD4006A Interact and network with industry participants

Course Description

This Unit covers the skills and knowledge required to use design tools such as story boards and inspiration boards to communicate and sell design concepts to other fashion industry professionals


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTFD4005B Communicate and sell design concepts

Element:

1. Interpret design brief

1.1 Key requirements for design concept are identified

1.2 Impact of target market on the design process are identified

 

Performance Criteria:

1.1 Key requirements for design concept are identified

1.2 Impact of target market on the design process are identified



Element:

1. Interpret design brief

1.1 Key requirements for design concept are identified

1.2 Impact of target market on the design process are identified

 

Performance Criteria:

1.1 Key requirements for design concept are identified

1.2 Impact of target market on the design process are identified

 

Element:

2. Develop inspiration boards

2.1 sources of design ideas are identified

2.2 Principles of deisgn are applied to inspirational development

2.3 Inspirational items are collected and collated for presentation

2.4 Inspirational board is developed to communicate sources of inspiration

2.5 Inspiration board is reviewed against design brief

Performance Criteria:

2.1 sources of design ideas are identified

2.2 Principles of deisgn are applied to inspirational development

2.3 Inspirational items are collected and collated for presentation

2.4 Inspirational board is developed to communicate sources of inspiration

2.5 Inspiration board is reviewed against design brief

Element:

2. Develop inspiration boards

2.1 sources of design ideas are identified

2.2 Principles of deisgn are applied to inspirational development

2.3 Inspirational items are collected and collated for presentation

2.4 Inspirational board is developed to communicate sources of inspiration

2.5 Inspiration board is reviewed against design brief

Performance Criteria:

2.1 sources of design ideas are identified

2.2 Principles of deisgn are applied to inspirational development

2.3 Inspirational items are collected and collated for presentation

2.4 Inspirational board is developed to communicate sources of inspiration

2.5 Inspiration board is reviewed against design brief

Element:

3. Develop story board to meet design brief

3.1 Key elements of story board are identified

3.2 garment concepts are developed based on design brief and inspiration board

3.3 suitable fabrics and colour palette are selected

3.4 storyboard is produced to reflect design brief

 

Performance Criteria:

3.1 Key elements of story board are identified

3.2 garment concepts are developed based on design brief and inspiration board

3.3 suitable fabrics and colour palette are selected

3.4 storyboard is produced to reflect design brief

Element:

3. Develop story board to meet design brief

3.1 Key elements of story board are identified

3.2 garment concepts are developed based on design brief and inspiration board

3.3 suitable fabrics and colour palette are selected

3.4 storyboard is produced to reflect design brief

 

Performance Criteria:

3.1 Key elements of story board are identified

3.2 garment concepts are developed based on design brief and inspiration board

3.3 suitable fabrics and colour palette are selected

3.4 storyboard is produced to reflect design brief

Element:

4. Present design tools

4.1 Design tools are used to communicated concepts based o the design brief

4.2 Feedback is sought on design concept and modifications made as required

Performance Criteria:

4.1 Design tools are used to communicated concepts based o the design brief

4.2 Feedback is sought on design concept and modifications made as required

Element:

4. Present design tools

4.1 Design tools are used to communicated concepts based o the design brief

4.2 Feedback is sought on design concept and modifications made as required

Performance Criteria:

4.1 Design tools are used to communicated concepts based o the design brief

4.2 Feedback is sought on design concept and modifications made as required

Element:

5 Sell design concepts

5.1 Interests of fashion industry professionals are identified and made central to promotion of ideas and concepts

5.2 Benefits and features of design concepts are explained and promoted

5.3 design concepts are linked to design brief

5.4 Presentation skills are used to sell design concepts

5.5 feedback and questions are invited and responded to appropriately

5.6 Commitment to design concept or further development is sought and confirmed as appropriate

Performance Criteria:

5.1 Interests of fashion industry professionals are identified and made central to promotion of ideas and concepts

5.2 Benefits and features of design concepts are explained and promoted

5.3 design concepts are linked to design brief

5.4 Presentation skills are used to sell design concepts

5.5 feedback and questions are invited and responded to appropriately

5.6 Commitment to design concept or further development is sought and confirmed as appropriate

Element:

5 Sell design concepts

5.1 Interests of fashion industry professionals are identified and made central to promotion of ideas and concepts

5.2 Benefits and features of design concepts are explained and promoted

5.3 design concepts are linked to design brief

5.4 Presentation skills are used to sell design concepts

5.5 feedback and questions are invited and responded to appropriately

5.6 Commitment to design concept or further development is sought and confirmed as appropriate

Performance Criteria:

5.1 Interests of fashion industry professionals are identified and made central to promotion of ideas and concepts

5.2 Benefits and features of design concepts are explained and promoted

5.3 design concepts are linked to design brief

5.4 Presentation skills are used to sell design concepts

5.5 feedback and questions are invited and responded to appropriately

5.6 Commitment to design concept or further development is sought and confirmed as appropriate


Learning Outcomes


Upon completion of this unit Students will demonstrate the ability to communicate ideas effectively, through the use of  Visual display tools such as mood and story boards.  Students will be able to construct computer generated design tools, solve problems related to client design concept needs, and work with others in a team to collect analyse and organise information.


Details of Learning Activities

*Group Discussions on Fashionindustry terminology

*Class work on Mapping out Product development process

*Reserch, and analyse Forecasting avenues

*Trend Research development work

*Technology - Internet research on Current Runway designers, Analyse and Identify Fabrics

* Sketching design ideas

* developing mood boards and turning mood boards into a relevant trend using illustrator, internet resources, photoshop, magazines

* Researching industry partner

* Applying various methods for Story/range boards

* Illustrator sketching on adobe illustrator for range board development


Teaching Schedule


Week-to-Week Schedule Full Time Semester Two 2010
WEEK No WEEK COMMENCING TOPIC/ACTIVITY:

17 5/07/10 Element 1 (Interact and Network)
Describe features of fashion industry communication
Roles of fashion industry participants are described ppt
Information needs for design/production/marketing are described
Workplace communication /quality standards are identified
Discuss use of Electronic communication tools in fashion industry Tutorial Workshop-
Powerpoint 25 min
Introduce Communications Assignment 40 min
BLOG RESEARCH INITIATION TO HAVE
5 BY END OF CLASS


18 12/07/10 Element 2 (Interact and Network)
Communicate design concepts and production requirements
Communicating dc’s are identified
Language/terminology to fashion industry is described Tutorial Workshop-Students get 2 hours to WORK ON COMMUNICATIONS EVALUATION ASSESSMENT TASK


19 19/07/10 Element 2 (Communicate and Sell)
Develop Inspiration Board
Principles of design are applied to inspirational development
Tutorial workshop- Mood board PPT
Give students mood themes to work on mood board


20 26/07/10 Element 2 (Communicate and Sell)
Develop Inspiration Board,
Inspirational board is developed to communicated sources of inspiration
Tutorial Workshop- Students to contextualize mood board into a trend board
To be included in Visual Diary
Elements of colour / Mood Board PPT
Visual Diary Introduction


21 2/08/10 Element 3 (Interact and Network)
Develop and Maintain effective industry networks Assessment -Communications assignment due Tutorial NCS


22 09/08/10 Element 1 (Communicate and Sell)
Interpret Design Brief
Key requirements of design concept are identified
Impact of Target Market on Design process identified Tutorial Workshop- Students to observe competitors of Industry partner and complete Range Core/better/Best matrix – include in Visual diary


23 16/08/10 Element 3
Develop Story Board to meet design brief
Key Elements of story board are identified, Garment Concepts are developed
Tutorial Workshop- Students to work on Development of Storyboard Individual Layout workshop TBC – OR FASHION ILLUSTRATION CLASS *WIP


24 23/08/10 Holistic Overview
Element 4
Present Design tools
Mood Board/ Range Board/Theory Document/ Requirements Tutorial workshop- design development work- students individual development class brainstorming ideas for Bardot


25 30/08/10 Element 2 (Communicate and Sell)
Develop Inspiration Board
Principles of design are applied to inspirational development Tutorial workshop- design development work


26 6/09/10 Element 2 (Communicate and Sell)
Develop Inspiration board
Sources of Design Ideas are identified
Inspirational items are collected and collated- Finalized Students to finalize compilation of visual diary/development book

 
27 13/09/10 Element 2 (Communicate and Sell)
Develop Inspiration Board
Mood board workshop in relation to Bardot
Inspiration board is reviewed against design brief Assessment: VISUAL DIARY/ DEVELOPMENT BOOK PART B DUE
MOOD BOARD WORKSHOP
20/09/10 MID SEMESTER BREAK 2 WEEKS 20/9/10 – 4/10/11


28 4/11/10 Element 3 (Communicated and Sell)
Develop Story Board to meet design brief
Garment Concepts are developed based on design brief and inspiration board
Storyboard is produced to reflect design brief Tutorial –Students to collated and finalise images for Range Board


29 11/11/10 Element 3 (Communicated and Sell)
Develop Story Board to meet design brief
Suitable fabrics and Colour Palette are selected
Tutorial –Students to work on collating Fabric Board and show teacher *wip


30 18/10/10
Element 4 (Communicated and Sell)
Present Design Tools
Design tools are used to communicated concepts based on the dBreif
Feedback is sought on design concepts based on the design brief Tutorial –Students to collate Presentation on Powerpoint, and show teacher *WIP


31 25/10/10 Element 5 (Communicated and Sell)
Sell Design Concepts, Interests of Fashion Industry Professionals
Benefits and Features of design concepts are explained and promoted, Design Concepts are linked to design brief
Presentation Skills are used to sell design concepts
Feedback and Questions Assessment –MOOD RANGE AND FABRIC PRESENTATION due Tutorial

 
32 1/11/10 CUP HOL HOLISTIC PRESENTATION WEEK …………… No Product Ranging Tutorials


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment will enable students to work in a group as well as individually. The assessed learning activities covered are

Assessment 1 - Moodboard, Story board and Group Presentation - This assessment is designed to develope students  awareness of these design tools to communicate and sell design concepts to industry personal. Students are to create a mood/story board and fabric support board. Students are to present their final concept in the form a group presentation to the class. It will reflect the groups research conducted on the industry partner company and display all aspects of their final concept

Assessment 1 - Students will be introduced to a peer assessment to assist them in their learning


Assessment Tasks

Product Ranging
Certificate IV Fashion and Textile Merchandising
LMTF091-4FD Communicate and sell design concepts
Assessment 5: Mood and Story Board Creation 80%
Group Assessment

Aim: Mood and Story boards are a creative business document used to present ranges as a response to an industry brief via market analysis. This assignment is designed to develop the student’s awareness of these design tools to communicate and sell design concepts to industry personal.

Objective: Students are to create an A3 Mood board, an A3 Story board, A3 Fabric Support board. Students are to present their final concept in the form of a group powerpoint presentation to the class. It should reflect the groups research conducted on the industry partner company and display all aspects of their final concept.

Students are to interpret the design brief via Market Analysis through
1. Competitor analysis
2. Key Requirements for design concepts are identified through the research of customer wants and needs
3. Sources of design ideas are identified through observation of fashion forecasting - trends and colour
4. The impact of the target market on design process is identified

Due Date: Week of 08/11/10
In Tutorial Class
Value: Group Assessment 80%

A3 MOOD BOARD
Value 20 %

1. Prepare a visually articulate A3 board that reflects “WHAT COULD HAVE INSPIRED” the industry partner for your garment, in preparation for the range plan for the season being analyzed in your studies at RMIT in 2010.
2. Detect a theme or a fashion movement or era that the brand has responded to which you can translate into your own collection.
3. Respond to the season trend/s that the brand observes when styling the overall collection, ensure your mood clearly translates into a trend
4. Include Title of Range and Seasonal Delivery (eg, Summer 2010-11, Winter 2011) and industry partner Logo.
5. Mood board is to be computer generated and professionally printed onto cardboard

A3 STORY BOARD
Value 40%

1. Prepare an A3 Story Board which displays the full range of garments you have developed in relation to the industry partner.
2. Include Range title and Season delivery of range, and Industry partner Logo
3. Garment Sketches must be computer generated showing surface interest and all garment detailing, including fastenings, accessories, stitch details, trim applications.
4. Include Front and Back view of each garment, Label Front and Back.
5. Ensure layout of board is Aligned, and neatly arranged
6. Establish a colour palette, using pantone colour codes. Create descriptive titles for the colours which reflect the essence of the mood.
7. Highlight the key garment from the industry partner
8. A range board can be viewed from up to a meter away, consider this when sizing and arranging the board.
9. Develop a Family tree (assortment plan) for your collection. Please include the following information,
*Style Code, *Product Name, *RRP, *Available Colours (using colour boxes and names), *Fabrics, *Size Range

A3 FABRIC SUPPORT BOARD
Value 10 %

1. Prepare an A3 Fabric Support board which displays the full range of fabrics used within the range. Source the appropriate textiles and trims which underpin the trends used in your collection. Why these fabrics? Why these trims?
2. Include a swatch (no smaller than 6cm x 10cm) for all garments on your fabric board
3. Ensure Woven/knit fabrics are applied to board (warp/wales in vertical direction)
4. State Fabric name and fibre content
5. Attach fabric 1cm across the top only – this allows fabric to be felt

CHECKLIST – As product developers you must control and manage every detail
Please refer to the below checklist to ensure the following details are addressed

Linkage between boards- The three boards must work together and be linked through Concepts/Logos/Graphics/Typography/Layout
If your mood board is presented in Portrait format then your range board and support board must follow suit
Logo Synergy – The logo of the brand must be present on every board
Typography/Graphics - What symbols and fonts denote the brand in the market place and how are these symbols used as an overall communication strategy?
Titles/ Delivery Season included on all boards

CLASS ORAL PRESENTATION
Value 10 %

Create a powerpoint presentation which demonstrates as a group how you came about
the product selections and what trends influenced your final choices for product development

Address the following questions in your presentation
1. “What could have inspired” the industry company in preparation for their range plan, and develop the garment that your group was given, Was it an era, a movie, a person, a trend or gathering sense of an emerging trend?
2. Are the products being developed responding to a gap in the current collection as Indicated by research?
3. Are the products being developed as a response to “product modification” as presented by consumer shifts in tastes and as indicated by research?
4. How do the forecasted trends reflect in the range you are considering
5. Include a snap shot view of your inspiration taken from your visual diary. Images slogans articles etc, which help to justify your direction and choices
6. How your range/category responds to the marketing brief and is related to your consumer survey responses
7. Each Student to detail their article which has been developed for this assessment task, Why this piece? Explain and promote all features and benefits of individual design concepts
8. Justify your colour selection, and include another palette for a second delivery and explain your choices for this.
9. Why these fabrics? Justify your fabric choices for the items within your range
10. Describe how the overall theme and graphics could translate into point of sale, instore imaging, packaging swing tickets and promotional tools (this does not include Window display VM) (include a visual image of this)
11. Prepare an assortment matrix which includes every garment within your range, showing – style number, fabric, RRP, colours, size range available,
12. Prepare a perception map comparing 2 retailing elements for you brand and its competitors, (for example, Quality, Price, Styling Innovation, Distribution, etc)


Assessment Matrix

Course Overview: Access Course Overview