(Ray)
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
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MAKING THE SALE
Two things will prove to be extremely
useful for selling a collection: the
lookbook and the catalog of refer-
ences. These graphic pieces, which
the potential buyer can take away
from the fair or showroom, go into
detail about the collection just seen
and thus can help in deciding what
and how much to buy.
The lookbook is a tool created for
each collection that includes all the
garments that make up the collection.
These images can be taken from the
fashion show or from a design to show
the buyer in a clear and direct way
how the garment looks when worn
and how it might appear as a part of
an outfit. Not only does this make the
sales pitch stronger, it provides ideas
about possible ways of positioning the
garment at points of sale.
Each design is referenced, allowing
the buyer to indicate what garments
she is interested in and, later, to show
fashion stylists the garments that will
be used in future media insertions.
The other tool, the catalog of refer-
ences, includes work pages that pres-
ent a detailed description of each gar-
ment, with a drawing or a photograph,
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
Sieger at Pitti Immagine Uomo
(Ray) Text
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
#175 Dtp:221 Page:130
120-145_12427.indd 130120-145_12427.indd 130 5/30/09 10:28:07 AM5/30/09 10:28:07 AM