How to Open a Boutique House
Lecturer, Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
Boutique house and Importance of fashion house:
Even the leading fashion designers are the vulnerable if their sense of direction and development is not consistently strong they will fail to develop a progressive adaptability. The stereotypical type of result could leave the way open for new designers, who have a better understanding of the way fashion develops. So it is necessary for the designers to creating brand equity of their own through a boutique and sustains it.
The role of a designer in a boutique is crucial to its success. The task is specially one of the interpreting society’s current and anticipated mod into desirable, wearable garments for every type and level of market. To do this effectively, designers must be in tuned with the wider social, cultural, economic and political environment within which human beings conduct their daily lives. Only then their ideas truly reflect current prevailing conditions and the impact they are likely to have on future consumer needs.
Therefore, the designer will draw on a wealth of ideas, the media and entertainment, other cultures, social attitudes and moves, historical and contemporary events all provide important sources of inspirations. The skill in any good design really lies in maximizing the values that can be added to set the basic raw materials. It is thus dependent on the quantity of the original design, its suitable design for the market and the way it is made to meet customer requirements.
It’s always better for a designer who works for a boutique to understand a sequence of events in the fashion world.
There are four major stages of influence in the new product development and fashion diffusion and adoption process. These are chronologically as:
- The colour meeting.
- The biannual yarn and fabric fairs.
- The biannual international fashion fairs in Paris.
- Reportage in the trade and commercial press.
1. The Colour Meeting:
“The Colour Meeting” in Paris is known as the concentration where approximately forty leading fashion industries representing major yarns, textile and garment manufacturers ,top designers stylists, colour consultants and fashion forecasters gathered together, they established the major colour trends (based on 30 colours) that will dominate the fashion scene for two years from the time of their meeting. The trends will usually be based on themes of dark, bright, pastel and neutrals. Work then begins by various sections of the industry on interpreting and adopting the basic story to suit their own particular requirements. For e.g., the International Wool Secretariat and Cotton Institute will work on appropriate interpretation for their respective yarn and textile industry.
2. The Biannual Yarn and Fabric Fairs:
Where the new colours, textures and patterns will be presented as trend for twelve months ahead. In France major fair is Premier Vision, in Germany it is called “Intersoft” and in U.K. it is called “Fabrea”. Premier Vision also features an audio visual presentation, the details, the sources of ideas and inspirations used by the concentration team.
3. The Biannual International Fashion Fair:
In Paris, Milan, New York and London where leading designers present their latest collections by organizing a fashion show and ideas six months ahead of the season in question. Representation by the media is very strong at the International Collection, showing the enormous influence the media now have on fashion awareness and acceptance.
4. Reportage in the Trade and Commercial Press:
The designer collections- the power and extent of modern day mass communication system is such that the media is instrumental in shaping and influencing the fashion that are ultimately accepted. This process is shown in the figure below:
Simultaneously journalist now provide a two-way flow of information reporting ‘upwards’ on the street styles that have been a significant influence on top designers over the last few years as well as downwards on developments in the collections of the public.
The garments made for the Boutiques and Mass Productions are quite different. The former evolved from the desire for luxury and conspicuous consumptions from the elite strata of the society. The latter developed in response to the growing post war affluence of the majority and the desire for an improvement in living standards and life styles. Therefore the function of mass production is to select and adopt appropriate designs from the boutiques to meet the needs of the public at large. It is necessary for a boutique owner to know the difference between fashion and style and fad also. The distinction between the fashion and fad is usually defined on the basis of their acceptance cycle. Fashion usually has a slower rise to popularity, reach a plateau with continuing popularity and then decline gradually, often this cycle relates to season, weather autumn/winter or spring/summer. Mid season modification to the original fashions may be introduced with the specific intention of maintaining buying interest and encouraging further purchases from early as well later adoptors.
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