The Design Process

Illinois CTE Endorsement Area: Agriculture, Food and Natural Resources

Lesson Title: The Design Process

Lesson Author: Jillian Ristow

ILCTE Leader and Lesson Consultant: Linda Walker

Lesson Created: June 2020

Download Word/Google Document:

Download as Google Doc or Word Doc. When open, click “open with” Google Docs. If you want in a Word Doc: click “file” , “download”, Microsoft Word and you will have in original PDF format.

Lesson Overview:

● Students will be able to identify and develop their ideal target consumer profile for their fashion brand ● Students will be able to create a brand identity that includes a vision statement, unique brand name and creative logo.

Responding to the immediate need of online resources, the ILCTE Innovative Curriculum Resources Project conducted a series of Professional Learning experiences. We wish to express our appreciation to the teachers for creating and sharing a lesson. This lesson is provided as a guide for online teaching. Click here to provide feedback on your implementation of this lesson.

Fashion E-Learning Lesson Plan-ILCTE The Design Process

National Standards ● 16.3.1 Explain the ways in which fiber, fabric, texture, pattern, and finish can affect visual appearance. ● 16.3.5 Generate design that demonstrates consideration for ecological, environmental, ethnic, sociological, psychological, technical, and economic trends and issues.

Learning Objectives ● Students will be able to identify and develop their ideal target consumer profile for their fashion brand ● Students will be able to create a brand identity that includes a vision statement, unique brand name and creative logo.

Developing your Personal Brand

Identify your Target Consumer Before you begin designing, it is critical that you know who you are designing for. Who do you imagine might buy your designs? How do they like to dress? What are their hobbies, interests, careers? Where do they live, how much do they like to spend on clothing, what are their values? What is missing in their lives that you can create that they would like to buy? Answering questions such as these, will help you have a better understanding of who you are designing for, and therefore help focus your design. Here are some specific questions/information you can use to help you create your customer profile:

● Demographics: First begin with describing the name, age, gender, race/ethnicity of your customer.

● Socio- economics: This includes your customer’s highest level of education, their current occupation, income range per month and household structure. The household description should consist of the family makeup, whether they are single, married, have kids, single, etc.

● Geographic: The geographic location sho uld encompass your customer’s hometown, their current residential location and what characterizes the neighbourhood, town or area they live in.

● Psychographic: These include your customer’s habits and beliefs, including their hobbies, interests, lifestyle, values. This can also include their worries, fears, hopes and dreams, which will assist you in understanding how your business can help with that.

● Behavioral: Define what influences your customer’s buying decisions, in terms of their product choice, price factor or promotions; whether the influence is external or internal; what motivates them to make the purchase and why.

● Favorite Stores: Where does your ideal consumer like to shop?

Assignment: Use this template to create your “Personal Fashion Brand Profile”. First, include your name and a made up name of your ideal consumer. Next, please include at least one piece of information about this “person” you would like to design clothes for under each of the six headings. Finally, replace each of the three template pictures with ones that represent your ideal consumer’s style. You may also change colors and fonts. Be creative and have fun with this! View the examples below for inspiration!

Build Your Brand

Now that you know exactly who you are selling to, your brand identity, name and logo are the next thing you should establish. Your brand should reflect what you want your target market to think about you.

Vision Do you want to be known for style and comfort? Chic and high-end? Affordable and good quality? Your brand should encompass everything from what you create, why you create it even to what price range you’re known for. Without great branding, no matter how great your product is, it will not get the attention it needs to attract customers. It will just be another piece of clothing without any connection to its wearer. Brand Name From the creation of your brand name to the story behind that name, it takes time to develop one’s unique fashion brand. Here are some tips for generating unique brand name

ideas:

● Keep your brand name simple - Keep the brand name short, simple and easy to say. ● Enter a possible name for your startup brand in a thesaurus to see a list of synonyms and related words. ● Recombine them to create completely new, though often nonsensical, words. ● Consider using different language words for your brand

Logo Once you have developed your brand name it is time to develop a logo. A logo is the concept, symbol, and graphic element that represents a company. It is the first thing a potential customer usually sees and can give a desired feeling and message to your customers. A great logo instantly connects people with the brand. Close your eyes and imagine Apple’s logo. Now image Nike’s, and then Starbuck’s, and Twitter’s . Those logos probably instantly appeared as images in your mind because they are that recognizable and memorable. There are many things to take into consideration when designing a logo.

Consider the following tips when creating your logo:

1. Easy to remember and understand . The best logos are read in seconds and are memorable. 2. Scalable . Whether they are small or large, a great logo should be compelling and legible. 3. Unique . A logo should be unique and stand out from the crowd. 4. Purposeful . A good logo answers the Who? What? Why? Who is this brand 5. Inviting . Your logo should create a strong positive relationship between the consumer and the brand. 6. Simple . A great logo must be unique and convey a clear and simple message.

Assignment: Answer the questions below to develop your brand. Once you have worked through these questions, please enter your final work into your “Personal Fashion Brand Profile” presentation. Be sure to include at least two pictures to represent your brand. Also, feel free to change fonts and colors to make your profile fit your brand and style.

1. Vision: What type of clothes do you want to create? Describe your style.

2. Brand Name: What is your brand name? Why did you choose this name?

3. Logo: Develop your logo. You can choose to draw this freehand or use Canva to create a unique logo. Please insert a picture of your final logo design into your presentation.

Fashion Design Formative Rubric

A 4.0-3.5

B 3.4-2.9

C 2.8-2.3

D 2.2-1.7

NY 1.7-0

Standard

1 2 3 4 Feedback

Target Consumer Profile All components of the target consumer profile are completed in detail. The profile helps the viewer to get a clear sense of who the designer’s ideal consumer is and understand their style.

Brand Identity Brand profile is thorough and complete. Vision gives the viewer a clear picture of what type of company the designer is trying to create. Brand name is unique and creative. A detailed description describing the reason this name was chosen is included. Logo is visually appealing and clearly represents the company’s vision and supports the brand name.