THE SUMMER DRESS

Le Lab Bespoke Collection

The Summer Dress


Deadline 12th April

1. Overview

Design element:  A day to night versatile and stylish dress, with a unique, conceptual edge that cannot be found on the high street but is still very wearable. 

Customer outline:  A working, sophisticated woman wanting to make a stylish statement at work and play.

Customer Age: 25 – 40

Target Market: UK and France

The Summer dress is an exciting opportunity for designers to make a classic wardrobe staple into their own. The Summer Dress is an essential item for any capsule holiday wardrobe.

The essence of a Summer dress is its ability to be rediscovered each year with fondness and can be reinvented by changing accessories to give a long life to  this wardrobe staple.

We are looking for colours, materials and  lengths in Summer Dresses to be suitable for BrandAlley’s customer demographic.  It is important to consider the material, cut and style that will create the perfect balance, emphasising a woman’s best assets whilst hiding any problem areas.

Please also consider:

-       The colour and pattern of material used to accentuate your design

-        What features does the Summer Dress have to make it a classic or a modern interpretation - Will it have a belt? Will it have tailored elements? Will have short sleeves or appropriate straps for the BrandAlley customer base? Will it last for years, through the many changes in trends and still be a wardrobe favourite?

-       How you see the Sumer dress been worn. Is it more of a resort dress or a dress that can be worn to meet friends in the day and then go to the theatre at night.

We are looking to select a variety of Summer Dresses that encapsulates classic relaxed dressing that may have an element of tailoring with a modern twist, whilst adding flexibility to any woman’s wardrobe. Therefore, whether it is through cut, pattern, colour, material or detailing, it should be a Dress that can be worn for day and night.

2. Important pricing considerations.

Prices must be finalised before the submission date

·      Retail price will be double your wholesale price.

·      Wholesale price (not retail) is what you will receive back in sales and this includes Fashion Enter’s 10% commission.

·      Please see wholesale price guidelines below

·      Please so not make your wholesale price more than half of the retail price.

If successfully chosen, designers will be working to lead times of 3 weeks. Please consider production. We recommend that you should produce through the workshop as we can accommodate the short lead times at competitive rates.  Members of Fashion Enter will receive members rates.

If you would like to know more about producing your sample in the fashion Enter Workshop, please contact Syreeta@fashion-enter.com

Fabric must be stock fabric!!! You need to use fabric that is available in large quantities as a requirement.

Pricing needs to be accurate and every detail needs to be considered.  

Please consider:

1.     The inside should be as beautiful as the outside. French seams are preferred as lining will be uncomfortable in the heat. Visable overlocked seams are strongly advised against.

2.     You can still get great good quality fabrics that don’t cost a fortune.

3.     Consideration in every aspect can bring the cost down, if you have a reasonable price point your garment is more saleable.

4.     Make sure while you are being realistic with prices that this does not compromise the design or cheapen the look you had in mind

5.     While they are looking for something design lead bear in mind that it is for ready to wear and not the catwalk.

Wholesale Pricing guidelines.

·      Fabric

·      Finishing’s

·      Fastenings

·      Fabric

·      Brand neck tags and size tags

·      Care labels required by law

·      Packaging

·      Manufacturing time multiplied by cost per hour

·      Other e.g. Printing, pleating etc.

·      Fashion Enter 10% commission

·      Profit

Do not include delivery

3. Please submit the following as part of your media pack with your entry.

- What type of Summer dress is it? (Please factor in style, cut and overall design)

- Whom is this Summer Dress for? (Age bracket and body type should be factored in)

-What is your key design element that makes this Summer Dress? (This could be pattern, use of material, detailing etc.)

- What is the reason for your design style? (This should be a detailed analysis of the summer dress – so anything from the detailing and features to the choice of neckline, and fitting of it and more)

- What material have you used and why?

- Is there any detailing and why? Shoulders, draping, tailoring, versatility of how it can be worn, belts etc 

- What would you name your Summer dress?

- What inspired the design of your Summer dress?

- Which designers have inspired you and your design?

- What is the best Summer Dress you have ever bought and from where?

– Care instructions. Needs to be functional and easily cleaned – as it could be an everyday wearable Summer Dress?

- Is the fabric versatile - would your fabric choice work in another colour, pattern (depending on the success of it, it might be worth having options for further production)

You will also need to provide:

1)    A sketch of your initial design

2)    A completed working sample made to a size 10 and a photo to accompany it – please follow the size guidelines as per Fashion Enter.(Any entry that does not do this will be void automatically)

3)    Your biography

4)    Please fill out the pricing form for your design (this is essential for your blouse to be considered for production)

5)    A care instructions form

6)    A picture of yourself

Good luck!