Design and marketing

by Dr Danijela Paunovic

Apparel technology has experienced radical changes caused by technological development, automation of production processes, computer applications and the occurrence of competitive international garment producers (China, India ...).

In the production of textiles, which are inevitably moved to the east of the country, clothing industry still exists as a specific, dominant and leading European fashion industry (Paris, Milan, Rome ...). In the EU there is a clear commitment to achieve primacy not released, and a prerequisite for the full satisfaction of all customers from the standpoint of quality clothing products with an increasing emphasis on design as an important component of quality.

In the modern fashion industry's most successful manufacturers are those that have organized professional teams for the design and marketing, as dictated by the cycle of current fashion and easily introduce new fashion designs, thus surprising the competition.

Design is an interdisciplinary integration of art and technology to create products, communication and environment in order to meet human needs. The influence of fashion dictated by fashion designers everywhere in the world is very important for the design of apparel products. Process design would not be necessary that there is no need for the product and its sale. Without the successful design, as important components of quality garment products, he would not have found its place in the market.

The research process of creating new designs and quality clothing products includes determining the actual needs of customers. The process of creative designers improve the concept of research interest includes design, customers and profits and Contemporary design tends line geometric form and aerodynamic surfaces loaded requirements and mass production. This is not the case with the fashion industry dictates that a large number of different styles and models with unlimited structural parameters of the textile surface are made of wear. On one side are producers who want to achieve greater productivity and standardization of products, and to simultaneously meet the needs of consumers in terms of quality and diversity of products, and the other side of the designers that their designs and creativity to adapt and substitute in the overall product quality. Designer’s flows through activities gradually came to the idea of the product and creating products and thus they and their ideas materialize. Design components are part of the overall product quality, and it is crucial features of creativity and overall design activity.

Design components that participate in the research and creation of products can be grouped and divided into:

• Research - design,

• Technical - functional,

• Aesthetic,

• Economic and Ergonomic.

Design, as a thought process involves the creation of products and begins with the idea, intuition and reason. The reality is complex and elaborate structure activities, which include:

• Identification of needs,

• The initial concept of how to meet those needs,

• Development of initial concept,

• Analysis to determine whether the concept and the extent to which meets requirements,

• Preliminary prototype form,

• Construction of forms,

• Implementation of various quality control procedures,

• Sale of its value to the consumer,

• Provision of feedback from users.

Market research should obtain the right information on customer satisfaction and their reactions to the proposed garments, in order to obtain a basis for business in the future, define the objectives and strategy of a company. Phenomena and laws of modern production line - the market must be kept under control.

The result should produce only those products that the customer wants to buy and pay. In the apparel you need to satisfy the individual tastes of buyers, design and fashion trends, ensuring individuality, resolve questions durability, endurance and comfort, because the quality garment creating objects based on the successful fashion brand and reputation in the market. Permanent changes to the modules include creativity creative design team.

Responsiveness to the frequent changes in fashion trends (4 seasons) have led to changes in marketing philosophy with the manufacturers of fashion apparel. Different methods of marketing research services to the needs and desires of consumers, and creating new products with designer names and certain establishment fashion brand have become imperative for manufacturers of clothing.