Homework – 10/18/10 – Color Palette

Fall 2011/2012 Palette

One of this week’s assignments is to come up with our color palette for our line.  This color palette is base on ones I found on the Lenzing trends for Fall 2010/2011.  I added some grey and browns.  The colors look good on my monitor but when I print them out, they don’t look the same.  So I sent the link for this post to my phone so that I could use them when I went to the yarn store.

I went Seattle Yarn yesterday to buy yarn to make swatches.  I tried to match as best as I could to these colors.  I got Cascade 220 and Lamb’s Pride Worsted because they have a standard set of colors that I should be able to get in the future.  Plus they show stitch patterns well, Cascade better than Lamb’s Pride.  Cascade is a plied yarn vs. Lamb’s Pride being a single ply.

I plan on using a DK weight yarn for my line but the yarn store didn’t have a brand with a lot of colors.  For now, I just need the colors.  I can work on what the actual yarn will be next.  I’d like a wool and alpaca or a wool and silk blend.

Now I have 7 or 8 swatches to knit before next Monday’s class.

Homework – 10/11/10 – Preliminary Line Plan

Preliminary Line Plan Bubble Chart

I’ve started on my Preliminary Line Plan.  The plan shows at a high-level the clothing line I’m going to produce.  It was hard to narrow it down to this list.  There are so many options that I could have come up with in regards to cardigans, pullovers, hats, scarves, neck warmers, and wrist warmers.  I haven’t even described the knitting stitch patterns or yarn I’ll be using. 

I’ve been looking through stitch pattern dictionaries and I’ve created a few swatches out of two kinds of yarn.  I’ll need to do much more before I get to my final line.

I’ve also been looking at the various collars, closures (like buttons and belts), and lengths I can design into my line.  I’d like to come up with some sketches next but I’m waiting to see what we are suppose to be doing rather than trying to jump ahead.

Shopping Report – 10/13/10

Here are a couple of other items I saw during my shopping trip today:

Michael Starz : Superfine Lambswool Snap Cardigan, $198

Michael Starz Superfine Lambswool Snap Cardigan Charcoal

Velvet by Graham & Spenser : Zip Cardigan with Large Rib Collar, $195

Shopping Report – 10/13/10 – Tulle

Oversized Neck Short Sleeve Dress

• Price: $62
• Style Number: E1379
• Available Colors: Soft Gray / Pacific, Slate / Hot Pink
• Yarn Composition: 85% Acrylic, 15% Wool
• Style: Short sleeves, Oversized Cowl Collar, Tunic
• Stitches Used: Ribbing, Textured
• Sizes: XS – XL

I didn’t particularly like this sweater. They didn’t have it in a size medium so I tried the small which was a tad too small for me. It was the neck that I didn’t like. I’d only be able to wear this sweater on really cold days. The 85% acrylic would make it unbearable any other time.

What I liked: The style and cut of this sweater is flattering.

What I’d do different: Use a different yarn. Maybe one less in weight because the cowl neck collar was a bit heavy. And I’d find a yarn that had less acrylic in it.

Oversized Neck Short Sleeve Dress Soft Grey Front

Oversized Neck Short Sleeve Dress Soft Grey Back

Oversized Neck Short Sleeve Dress Soft Grey Collar

Oversized Neck Short Sleeve Dress Hot Pink Front

Open Cardigan

• Price: $60
• Style Number: L1338
• Available Colors: Birch, Charcoal
• Yarn Composition: 55% Acrylic, 30% Nylon, 15% Mohair
• Style: Short sleeves, Tie Collar, Tunic Length, Spaghetti Waist Tie, Slouch Pockets, Cardigan
• Stitches Used: Ribbing, Stockinette
• Sizes: XS – XL

I was really intrigued by the tie collar on this cardigan. However the fit just wasn’t right for me. I didn’t like the slouch pockets or waist tie. And if the collar wasn’t tied, it hung down in a way I didn’t find attractive. The yarn was a bit rough, probably a combination of the acrylic and mohair. I tried on the Birch color at the store, but I like the Charcoal color one available on the website better.

What I liked: The tie collar is what caught my eye.

What I’d do different: Again, a different yarn. I’d use one with more natural fibers like wool or alpaca. I’d use a different gauge, one that was tighter.

Open Cardigan Birch With Tie Collar Front

Open Cardigan Birch With Tie Collar Back

Open Cardigan Birch With Tie Collar Detail

Open Cardigan Charcoal With Tie Collar Front

Puffy Sleeve Cardigan

• Price: $48
• Style Number: M1413
• Available Colors: Heathered Black, Heathered Hot Pink, Heathered Cosmic, Heathered Slate
• Yarn Composition: 40% Rayon, 35% Acrylic, 15% Wool, 10% Angora
• Style: Long sleeves, Button, Hip Length, Cardigan
• Stitches Used: Ribbing, Stockinette
• Sizes: XS – XL

This is the piece I ended up buying. I bought it in the black. It looks really cute over the top I bought and the top I was wearing into the store. I tried it on solo and I don’t think I’ll actually ever wear it that way because it was a bit too scratchy. Overall, I think it was good buy for the money since it will go with a lot of tops I own. I might just have to order the Blue one (or maybe the pink if I’m daring!).

What I liked: The style. I think every woman needs a little black cardigan.

What I’d do different: And once again, a different yarn, one that is less scratchy so that the cardigan could be worn on its own. A heavy guage yarn but with a lighter fiber combination so it felt a bit more cozy.

Puffy Sleeve Cardigan Heathered Hot Pink Front

Puffy Sleeve Cardigan Heathered Hot Pink Back

Puffy Sleeve Cardigan Heathered Hot Pink Button

Puffy Sleeve Cardigan Heathered Black Swatch

Puffy Sleeve Cardigan Heathered Cosmic Swatch

Puffy Sleeve Cardigan Heathered Slate Swatch

Overall, I have mixed feelings about this line of sweaters. I loved the price point. Compared to other sweaters in the store and those I looked at in Banana Republic and Lucky Brands, these sweaters are less expensive. However, they have lower quality yarn, especially high content of acrylic. They used scratchy yarns like mohair and angora. And the styles weren’t as fashionable even though I did like the little black cardigan I got.

Project – 10/4/10 – Refine Product Idea

Bullet Proof Unique Product Idea

• Sweaters and cardigans knit in larger guage yarn
• Merino wool, alpaca, silk and other fine fibers
• Contemporary Silhouettes
• Classic touches like cables, pockets, textured stitches
• Fitted, feminine styles

Story

As a hand-knitter for years, I often receive compliments on sweaters I have designed and made for myself.  Often, people jokingly (or maybe a little bit seriously) request that I knit them a sweater.  There seems to be a comfort and warmth that one gets from thicker, but not necessarily heavier, yarn sweaters than today’s thin cotton ones.   Maybe it reminds them of a sweater they received as a gift from grandma or mom years ago.

I would love to be able to knit my family, friends, and other loved ones sweaters.  But they are a lot of work and very time-consuming.  Also, I have a lot more ideas for sweater designs than I’ll ever be able to knit in a life-time.

I love the texture of the yarn as it goes through my hands when I’m knitting, the feel of the softness of the yarn.  The drape or firmness of the knitted fabric.  And, especially, how two sticks and a ball of yarn can make something so useful, yet beautiful.

The questions that came to mind where:

• How can I design sweaters and have them produced without having to knit them all myself?
• Can a sweater knitted by machine really take the place of a hand-knitted item?

 After much research and experimentation with designers, pattern makers, and yarn mills, I have designed a line of sweaters, cardigans, and knitted accessories that people love to wear.  And hopefully, they cherish, as if they were gifts from mom.

Name

Company: Rhonda Bell Designs

Product Line: Classic Sweaters

Logo

Homework – 10/4/10 – Shopping Report

Shop for Trends

Where is the current fashion in the market that you intend to be in?

Cardigans

Banana Republic Drop Cable Cardigan Front – Oatmeal

• mid-thigh length (sweater coats)
• belted
• hip length
• cables
• pockets
• paired with tees, long and short sleeve

Pullovers

Banana Republic V-Neck Pullover Front - Dark Pewter

• mid-thigh length
• hip length
• cables

Colors

What colors are “hot” in your market?

• Grey
  
• Beige
  
• Plum
  
• Light Taupe
  
• Oatmeal
  
• Navy
  

Price Points

What are the retail prices for your market?

Banana Republic – Cardigan – $110 – $130; Pullover – $98
Lucky Brand – Cardigan – $149
H&M – Cardigan – $34.95; Pullover – $19.95

Competition

Who is your competition in your market?

• Brand stores
• Independent designers

Demand

What is the demand in your market?

Based on what is currently in the market, it appears that:

• Cardigans are more in demand than pullover sweaters
• Cardigans with belts or no closures are more popular than ones with buttons
• Cables and textured knits are more popular than plain stockinette ones

Shopping Report – 10/9/10 – Lucky Brand

Long Hooded Sweater Coat

• Price: $149
• Available Colors: Natural, Champagne Beige
• Yarn Composition: 34% wool, 32% Acrylic, 29% Nylon, 5% Alpaca (fingering weight or smaller)
• Style: Long sleeve, Side slip pockets(Cloth Interior), Hits at mid thigh
• Stitches Used: Textured, Ribbing
• Sizes: XS – XL

Long Hooded Sweater Coat Front

Long Hooded Sweater Coat Back

Long Hooded Sweater Coat Collar

Long Hooded Sweater Coat Hood

Long Hooded Sweater Coat Pocket

Shopping Report – 10/9/10 – H&M

Cardigan

• Price: $34.95
• Available Colors: Grey, Beige
• Yarn Composition: 60% acrylic, 37% wool, 3% alpaca (fingering weight or smaller)
• Style: Short sleeves, belted
• Stitches Used: Stockinette, textured

Pullover

• Price: $19.95
• Available Colors: Grey
• Style: Ribbed long sleeves, v-neck with 2 cables
• Yarn: DK or smaller
• Stitches Used: Stockinette, cable

Scarf

• Price: $17.95
• Available Colors: Grey, Purple
• Yarn Composition: 30% Wool, 70% Acrylic (worsted weight)
• Style: 12 feet with fringe
• Stitches Used: Textured

Shopping Report – 10/9/10 – Banana Republic

V-neck cable tunic

• Price: $98
• Style Number: 784076
• Available Colors: Dark Pewter, Oatmeal
• Yarn Composition: 42% Wool, 30% Acrylic, 28% Alpaca
• Style:  Short sleeves, Deep v-neck, Tunic (30″ from top neck edge)
• Stitches Used:  Ribbing, Stockinette, Garter, Cable
• Sizes: XS – XL (Regular, Tall, Petite)

V-Neck Pullover Front

V-Neck Pullover Back - Oatmeal

Drop cable open cardigan

• Price: $130
• Style Number: 783985
• Available Colors: Oatmeal
• Yarn Composition: 42% Wool, 30% Acrylic, 28% Alpaca.
• Style:  Long sleeves, Open placket, Shawl collar, Hits at low hip.
• Stitches Used:  Ribbing, Stockinette, Cable
• Sizes: XS – XL (Regular, Tall, Petite)

Drop Cable Cardigan Front - Oatmeal

Drop Cable Cardigan Back - Oatmeal

Textured belted cardigan

• Price: $98
• Style Number: 784074
• Available Colors: Light taupe
• Yarn Composition: 38% Acrylic, 30% Wool, 22% Viscose, 10% Alpaca
• Style: Long sleeves, Shawl collar, Removable belt, Hits below the hip
• Stitches Used: Ribbing, Textured
• Sizes: XS – XL (Regular, Tall, Petite)

Textured belted cardigan Front - Light taupe

Textured belted cardigan Back - Light taupe

Ribbed shawl vest

• Price: $89.50
• Style Number: 783933
• Available Colors: Ultra navy
• Yarn Composition: 100% Merino wool.
• Style: Sleeveless, Shawl collar, Open placket, Belted waist, Hits at low hip
• Stitches Used: Ribbing
• Sizes: XS – XL

Ribbed shawl Vest Front - Ultra Navy

Defining My Target Market

I’m just getting started at researching and defining my target market. However, I have an assignment this week that relies heavly on knowing what it is. So I’ve decided to put something together and refine it over time.

One of the things I’m struggling with is what is meant by target market. If I’m selling wholesale, then isn’t that boutiques and other retailers? And if I’m selling online, isn’t that the consumer? So, if I plan to sell to both segments, then I really need to define both.

Rhonda Bell Designs Product Line

Knit Clothing and Accessories which includes

• Sweaters
• Cardigans
• Hats
• Scarves
• Mittens

Rhonda Bell Designs Target Market

Consumer

• Women’s Moderate Ready-To-Wear
• Classic silhouttes with a feminine aesthetic
• 26-45 Adult to 45+ Active Adult
• College Educated
• Lives in colder climates such as the New England States, the Midwest, and Pacific Northwest
• Trend follower rather than cutting edge or fashion forward

Business

• Small boutique in neighborhood shopping centers
• Small boutique in shopping mall

Links

• Targeting Your Market
• How to Write a Target Customer Profile for a Fashion Line