Booklet Complete

The Booklet was completely finshed with a total of 20 pages and exported into adobe pdf & also Ring Binded for a professional look.

Booklet - structure & theme

The booklet as a ongoing process i decided a polka dot theme throught the booklet so on on certain pages there would be a polka dot theme which reflects one of the 2010 key trends, the booklet aslo had its main aspects but it was not professional in terms of it lacked structure , there was informtation on the brand and collection but it was mainly confusing therefore a structure was needed

Structure Decided

1- front cover page

2- history

3- FC design Philosophy

4- FC Customer

5- Brands and Subrands

6-Best sellers

7- Best seller items and customers key looks

8- sizing information

9- Spring Summer 2010

10-back cover exclusive 2010 collection images

Polka dot theme has been decided for the book layout as it is a 2010 summer trend...

As the booklet was progressing I developed the theme , i had a grey scale effect with a theme f black and grey border which was used in the first half of the booklet , but when the 2010 range started the booklet theme changes into a creme and beige theme which reflected the 2010 summer pantone colours

1st half of booklet grey scaled border theme

2nd half of booklet page borders reflect the summer 2010 theme

Booklet - S/S 2010 Developing the garments range

As the booklet was progressing I decided to make adjustmnets to the ranges , therefore new fabrics were scanned and additonal range was developed spring summer 2010 aswell as modifying and adding features to the previous range.

The 2010 range was based on different trends in season , WGSN was used to help identify some key trends for 2010 , such as vintage aspect of garments , therefore as a buyer it was vital to know the forthcoming trends so i based all the garments on certain trend looks which are highlights in the booklet

WGSN Fashion Forecast

The 2010 concluded range decided upon along with pantone colours and fabrics.

Vintage

60's theme

Militray

Summer floral prints.

Once all themse were decided I created the 2010 spring summer range.

Booklet - Adobe Indesign

Using Adobe indesign to create booklet. The software was complaicated and I struggled at first trying to get page layout to adjust and also images.

Firstly I has to select the booklet layout. I decided to look at different company booklets/magazines such as the current french connection book to see the layouts they had selected along with many other company books.

French Connection

The front cover page was very simple , with a theme set to the book. there was alot of pictures to express the book in terms of visual aids rather than alot of writing to read.

I had tried many layouts for my booklet such as horiziontal A3 booklet but then decided upon A vertical layout a4 double sided page was selected with 20 pages in total.

Booklet layout

Horizontal layout

Final page layout

Front cover page was the start of my booklet , various front cover pages were experiented with , in the end i decided to chose a theme that best reflected the business , so i wanted a edgy fashion concept but yet simple , so i decided to cut and readjust images and keep it simple, which helped me finish my front page.

Ideally using exisiting french connection campaigns was more appropriate as it reflects there brand but i wanted to show french connection in a much more fashion edgy perspective therefore alternative images were selected and scanned , the image was then grey scaled in order to get the high end image i wanted.

fig1.1 various ideas for front page.
fig 1.2 chosen final front page







fig 2.2







The booklet is an ongoin process , thereofre experimenting with page layouts and how the booklet should look overall was ongoing.. the first page wll still have some ongoing changes as the booklet progresses.

French connection customer

Research carried out from the first project was useful as it helped identfy the ideal FC customer. But for the booklet i decided to go into depth about the customer what she expects from FC, such as her image for different clothing.

Information gathered was constructed in Charts which would help me to be more specific in knowing the ideal FC customer. Gender , Age , Marital Status , Occupation , What they enjoy doing iin there same time and also what they think of window displays , as the window displays are reflectively the customer , if the customer finds them intresting its because it appeals to them helping FC to know they are targetting the correct market.

The ideal FC customer , female aged 28 , she is a working women , single , she enjoys socialising , dinners , events , cocktail bars , night clubs. her outfits would include

Workwear : aim of her look is to look sexy and sophisticated -shirts , dresses, pencil skirts , trousers

Evening wear : wants to look classy , elegant : long cocktail dresses

Night Out : wants to look bold , eye catching : dresses

Causal : wants to look simple , but yet classy : trousers , jeans , dressses

Part Two - Create a Booklet

The second part of the project involves a catalouge /magazine to be constucted based on the seleted company ( French Connection)

As a buyer in FC my booklet will have the FC ideal customer therefore target market speciifed , how she dresses and how her image reflects her personlaity, Sizing guidance , best sellers at current moment in time and also future trends & pantone colours will be interprated in the booklet as a look book theme having the garments produced and displayed with information and themes.

Firstly I researched my role in much more depth , as a buyer in French Connection I wanted to know all the correct areas to consider when creating a booklet, therefore I used a fashion buying books in order to know my role within the business.

fashion buying by Helen Goworek

The book had very useful information on my role, on key responsibites such as keeping up with trends , good negotiing skills , knowing the customer. Also having a buyers role within different market levels such as French Connection is a Middle market entry level therefore there may be a few buyers within the ranges such as seprate for ladies and mens having that the buyer must be much more versatile and picking trends which are not at mass market level.

The book also had a diagram of the departments a buyer should monitor and have frequent meetings with and good comunication

7)Final Collection Boards

Both Collection Boards

Collection Final

Buyer Final