Before Designing the Clothes
1. The Clothing Concept
The first step is to define your clothing concept clearly. Usually, it starts with an idea or a gap identified in the market. Make sure you have a strong concept that aligns with your brand values and conveys a clear point of view that reflects your identity as a designer.
2. The Target Customers
Alongside your concept, you need to define your target audience. Understanding exactly who your customers are—what they do, where they live, how they shop, and what they value—is crucial. The better you know them, the easier it will be to design and offer clothes that truly appeal. This information also helps with range planning and creating garments that meet customer needs.
3. Understanding the Fashion Market
Once you have your concept and know your customers, it’s time to research the market thoroughly. Even if you have a general understanding, dig deeper into the segment your brand fits and the places your audience shops. Visit stores, attend trade shows, read magazines and blogs, and study consumer behavior. This research will help you identify opportunities and differentiate your brand from competitors.
4. Define the Collection
With your business foundation in place, you can start structuring your collection. Focus on your brand identity, vision, and the types of garments you want to create. The collection should have cohesion and a clear narrative. Create a product range plan, a detailed document to track styles, colors, materials, variations, features, and financial forecasts. This acts as a blueprint before you even begin sketching.
5. Sketching
Once the collection is structured, designers can start sketching ideas. Reconnect with your inspiration, brand image, and target customer. Each design should establish a clear connection between the brand identity and the garment. Pen and paper are always a solid starting point before moving to digital tools.
While Designing the Clothes
6. Focus
It’s tempting to try everything at once, but it’s better to start with one or two categories, like outerwear, tops, or trousers, and expand later. Focusing helps manage your budget and resources more efficiently.
7. Balance
Ensure the collection maintains visual unity and harmony, in both colors and materials. Cohesion makes your collection more recognizable and professional.
8. Edit
Editing is key. It’s easy to get carried away with ideas, but if a garment lacks “hanger appeal” or strength, it’s better to remove it. If you struggle to decide, seek advice from professionals like stylists or creative directors.
9. Line Language
Make sure the lines, shapes, and cuts remain consistent across all garments. For example, if most pieces are angular and one is completely rounded, it will disrupt the visual flow of the collection.
10. The Red Thread
A collection should have a “red thread”, a conceptual and aesthetic link among all pieces. Also consider how the collection will be presented: in-store merchandising, lookbooks, or styled photos. Every piece should reflect your voice, vision, and brand identity.
11. Clothing Tech Packs
Once detailed sketches (front, back, and details) are ready, create a digital tech pack in Illustrator. This includes all views, material instructions, trims, stitching, logo placement, color options, and detail sketches. Tech packs are then sent to the factory for prototype development.
12. Own the Design
Stay in control of the design process. Learn to turn your ideas into sketches; practice if needed. The product is the heart of your business, and relying entirely on others can leave you vulnerable. Keeping design in-house ensures autonomy and security.
Design usually accounts for only about 10% of the total work in an apparel business, but it’s critical. Enjoy the process and approach it with passion. If you lack experience in design or product development, consider bringing in someone with expertise in garment construction, patternmaking, and technical development.
Clothing design is not a one-time task; it is a continuous function throughout your apparel business.
