Christopher Kane's Designer Clothes - Report Example

Designer report Student’s Name Arts Professor University/Institution Location Date Introduction Looking at Christopher Kane's designer clothes with attention on menswear collection, every season his designer store has different and unique brand lineup. The most distinctive feature of Kane menswear brands is his ability to identify the trend in the market and mix it with creativity in designing an outstanding product. In his designs, he always brings out what the target customers expect using his capacity to identify and use various themes, intense color, and decorations which make his brands fashionable each season. Kane's brands are able to stand out each season given the signature penchant his brands come with engaging different prints dressed up with simple staples usually cut with modernity proportions (Tungate, 2008). Different categories of menswear brand come with varying graphic appeal. His realization on what his target clients want contributes to his success in sustaining his niche in the market. Specifically his ability to understand that men are attracted to graphics and not just black sweatshirt he was able to incorporate metallic appliqués resembling gleaming, albeit crushed, fenders, computer graphics of imploding cars combined with vivid piping and fuzzy zigzags in designing an oversize streetwear brand design. Historic background of this design label Particularly the label Christopher Kane was launched way back in the year 2008 almost immediately upon Kane's graduation capitalizing on his achievements in an award winning MA collection which had already gathered a lot of attention from the media (Ivan, Mukta, and Burak, 2016). With time, this designer has become the most acknowledged as being the most precocious as well as a gifted fashion designer with his labels becoming the biggest labels with highest international profiles. Since its introduction, his designer company has expanded to producing various accessories which are developed with the highest creativity and well-designed signatures with constant innovation. Basically, his design philosophy comes from an abstract based on personal approach defined by a mood comprising of elements of autobiography mixed with simple observations on life together with his escapism. Additionally, all these elements are combined in Christopher's personal drawing process which defines his output together with his extensive technical skills. All this expertise adds up to collections with the ability to transform ordinary into extraordinary while embracing both modern and traditional, the timeless with the ephemeral and sleek with subversive. Market context Competition Kane's brand design for menswear faces competition from designers in the same line with good examples of McQueen designers whose menswear brands have a lot of popularity in London menswear shows. As a competing brand to Kane's designs, McQueen brand has experienced remarkable growth, profitability and fame across London obtaining its unofficial brand ambassador from Duchess of Cambridge. McQueen's brands is a threat to Kane's menswear brand categories considering the market strength this brand has as an upcoming fashion lead in menswear. Other competitors posing a threat to Kane's menswear brand are entrant of new younger designers in the design industry like JW Anderson, who has a market edge in developing pieces that compliment both genders. Price points Current fashion consumers have a tendency to purchase across a variety of retail platforms, and Kane's is able to maintain them by using price point strategy where he has formed a partnership with capsule collections. Basically, this allows his brands to remain accessible to multiple customers by having prices at different points and in varying markets. Besides, this allows his brands to bridge the gap between low and high-income consumers. Using price point strategy allows Kane's brand to gain a variety of audiences and still reduce brand diminishment risk. Fabrication Christopher Kane is known for his ability to use a variety of fabrication each season as a marketing strategy. In designing his new brands, he is able to use different fabrication materials like plastic buckles which he combines with fur, leather and even silk to develop a similar product in a new fascinating way making it even more attractive to get attention to new consumers. Customer Christopher Kane is a favorite designer to both London and international customers especially those who delight in fashion. His target customers are those who are keen followers and have an interest in fashion with him paying more interest on individual personality and his design on menswear are available for this segment of clients. To serve his consumers better, Christopher Kane sold 51 percent of his stake label to a multinational conglomerate with a purpose to enhance and refine the brand image of his design products targeting mainly international consumers. Retail and stockist information Christopher Kane's designs and brands are distributed and retailed in almost 30 countries with about 150 wholesale accounts. The brand flagship store is located in London Mount Street, Mayfair with many key retail openings in London. Range composition As a designer, Christopher Kane uses a collection of a different range of garment styles with varying composition of colors, shapes and symbols (Hollander, 1993). Kane's menswear brands are unique and easily differentiable from each other, and the designer achieves this by presenting almost similar product but using different fabric composition with various colors applied in the same product. Specifically, Kane choice and use of different range composition when designing his brands is based on innovation and varying manufacturing techniques. Analysis Generally this analysis pays specific attention to various factors that are significant in brand development. While sticking to Christopher Kane Menswear brand, the company name is useful in guiding consumers to identify with ease which company a given brand belongs to. Kane explores the idea of fashion combining with use of color, patterns, shapes, fabrications and different garment types as basic to designing different shapes of clothes that suit men. His brands are a fusion of streetwise as well as sensibility to future while remaining fashionable. Inspired by creativity, Kane has a solution seeking spirit to every challenge and he is able to meet the need of his market niche wants by designing brands that meet their ready to wear clothing. Using an amalgamation of his second name Kane as the brand logo makes the brands stand out in terms of experience he has in fashion design while still increasing its validity by having his customers express through this brand identity. In designing this menswear brand, Kane uses a variety of fabric ranging from leather, cotton, tweed, suede and wool although he is able to introduce new fabrics and design techniques in every collection he designs (Ambrose and Harris, 2007). He has already established Christopher Kane globally as a luxury label which has intrinsic growth potential. Most fascinating is the way his time's racy collection are always inspired by science and featuring them with ribbons zigzagging across in different colors combined with a lot of creativity. Future directions In developing clothing system following and committing to a sequence of stages will be the priority. Technical design approach towards developing a clothing system that will support the integration of wearable technology from first initial concept through to product launch will be the first step in brand design. In design development, my attention will be on development process focusing on smart clothes which will come with wearable technology from the initial concept. Mainly I will be paying attention to selection and application of technical textiles together with novel garment manufacturing methods that will enhance the functionality of professionally oriented clothing as well as transient fashion (Marculescu et. al, 2013). My designing philosophy will be based in developing brands that will look good to wear and fit for purpose. Using fibre and technical textile innovation techniques will lead my development process incorporating brand testing in the lab and in the field. Designing my menswear brand, I will be led by adapting early to any advance in textile, fashion, shapes and colors changes with a purpose to enhance functionality and purpose for a particular product design. In understanding that fashion cycle within clothing industry is seasonal, using color patterns and incorporating different shapes in my brands will go a long way in improving and maintaining brand relevance every season. Besides, my styling and layering of fabrics within garments will be less transient in order to have a product that will adapt to a range of climate and environment. Moreover, in designing, I will pay more focus in developing wearable brands by incorporating various shapes, fabrics and textile techniques that will help in successfully designing a fashion brand. My objectives in designing the product will be clear paying attention to specific aspects of the brand to form my starting point in designing with my overall inspiration based on my acquired skills throughout this course. Furthermore, I will apply various techniques to enhance my design long-term acceptability by target consumers mainly through applying different brand shots of mood, diagrams, imagery, patterns, text, colors and fabrication techniques as well as various manufacturing methods. Overall, this will result in a clear design brief for a brand which will remain attractive, as well as with technical design attributes that will be believable and understood by my target consumers. My brand design thematic direction will relate directly to the relevance of specific clothing products with appropriateness to smart functionality. Different brands will come with varying textile feel depending on design use for either recreational or formal wear. Also particular attention when deciding on which textile fabrication to use in designing various brands will rely on whether the clothing will be worn for short or for an extended duration of time with implications related to disposal, durability, and aftercare. To achieve diverse patterns in brand design, I will use laser and ultrasound treatments which are capable of cutting single or even multilayered materials. The addition of resins and other coatings will be necessary for providing additional performance characteristics and rigidity. Using three dimensions properties like embossing, crushing, pleating and molding will help in enhancing thermoplastic properties which will be useful for embellishment and garment structuring (Udale, 2014). References Ambrose, G. and Harris, P., 2007. The Visual Dictionary of Fashion Design. AVA Publishing. Davies, H., 2009. British fashion designers. Laurence King. Hollander, A., 1993. Seeing through clothes. Univ of California Press. Ivan, C.M., Mukta, R., Sudeep, C. and Burak, C., 2016. Long-Term Sustainable Sustainability in Luxury. Where Else?. Handbook of Sustainable Luxury Textiles and Fashion (pp. 17-34). Springer Singapore. Marculescu, D., Marculescu, R., Zamora, N.H., Marbell, P.S., Khosla, P.K., Park, S., Jayaraman, S., Jung, S., Lauterbach, C., Weber, W. and Kirstein, T., 2003. Electronic textiles: A platform for pervasive computing. Proceedings of the IEEE, 91(12), pp.1995-2018. Tungate, M., 2008. Fashion brands: branding style from Armani to Zara. Kogan Page Publishers. Udale, J., 2014. Textiles and Fashion: Printed Textiles, Knitwear, Embroidery, Menswear and Womenswear. A&C Black. Read More

All this expertise adds up to collections with the ability to transform ordinary into extraordinary while embracing both modern and traditional, the timeless with the ephemeral and sleek with subversive. Market context Competition Kane's brand design for menswear faces competition from designers in the same line with good examples of McQueen designers whose menswear brands have a lot of popularity in London menswear shows. As a competing brand to Kane's designs, McQueen brand has experienced remarkable growth, profitability and fame across London obtaining its unofficial brand ambassador from Duchess of Cambridge.

McQueen's brands is a threat to Kane's menswear brand categories considering the market strength this brand has as an upcoming fashion lead in menswear. Other competitors posing a threat to Kane's menswear brand are entrant of new younger designers in the design industry like JW Anderson, who has a market edge in developing pieces that compliment both genders. Price points Current fashion consumers have a tendency to purchase across a variety of retail platforms, and Kane's is able to maintain them by using price point strategy where he has formed a partnership with capsule collections.

Basically, this allows his brands to remain accessible to multiple customers by having prices at different points and in varying markets. Besides, this allows his brands to bridge the gap between low and high-income consumers. Using price point strategy allows Kane's brand to gain a variety of audiences and still reduce brand diminishment risk. Fabrication Christopher Kane is known for his ability to use a variety of fabrication each season as a marketing strategy. In designing his new brands, he is able to use different fabrication materials like plastic buckles which he combines with fur, leather and even silk to develop a similar product in a new fascinating way making it even more attractive to get attention to new consumers.

Customer Christopher Kane is a favorite designer to both London and international customers especially those who delight in fashion. His target customers are those who are keen followers and have an interest in fashion with him paying more interest on individual personality and his design on menswear are available for this segment of clients. To serve his consumers better, Christopher Kane sold 51 percent of his stake label to a multinational conglomerate with a purpose to enhance and refine the brand image of his design products targeting mainly international consumers.

Retail and stockist information Christopher Kane's designs and brands are distributed and retailed in almost 30 countries with about 150 wholesale accounts. The brand flagship store is located in London Mount Street, Mayfair with many key retail openings in London. Range composition As a designer, Christopher Kane uses a collection of a different range of garment styles with varying composition of colors, shapes and symbols (Hollander, 1993). Kane's menswear brands are unique and easily differentiable from each other, and the designer achieves this by presenting almost similar product but using different fabric composition with various colors applied in the same product.

Specifically, Kane choice and use of different range composition when designing his brands is based on innovation and varying manufacturing techniques. Analysis Generally this analysis pays specific attention to various factors that are significant in brand development. While sticking to Christopher Kane Menswear brand, the company name is useful in guiding consumers to identify with ease which company a given brand belongs to. Kane explores the idea of fashion combining with use of color, patterns, shapes, fabrications and different garment types as basic to designing different shapes of clothes that suit men.

His brands are a fusion of streetwise as well as sensibility to future while remaining fashionable. Inspired by creativity, Kane has a solution seeking spirit to every challenge and he is able to meet the need of his market niche wants by designing brands that meet their ready to wear clothing.

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