[Pick the date] [Edition 1, Volume 1]

Portfolio By Lauren McGarvey

CO-DESIGN IN THE FASHION INDUSTRY

FDM 40291: Fashion Merchandising Seminar

Section 3

Instructor: Dr. J. Kim

Co-Design in the Fashion Industry

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Lauren Elizabeth McGarvey 1674 Carriage Hill Drive | Hudson, Ohio 44236 | 330.703.7610 | Lmcgarv2@kent.edu

OBJECTIVE

To begin my career in a friendly, positive work environment where I am able to learn and grow upon receiving my

Bachelor’s degree from Kent State University

PROFESSIONAL EXPERIENCE

Maurice’s, Intern, Stow, Ohio June 2014 – Present

Learned and performed management functions in a retail setting

Completed various assignments to assist with learning and understanding of company philosophies

Participated in weekly conference calls with individuals from Home Office

Organized and managed an in-store fashion show in order to attract customers and drive sales

Recipient of one of two $1,000 scholarships nationwide given to Maurice’s interns

BENSON, NY, Intern, New York, New York Sept. 2013 – December 2013

Performed various tasks in a small business setting to assist day-to-day operations

Catalogued merchandise and developed inventory management for product stored in the New York office

Assisted with completing purchase orders and creating invoices to track merchandise

Marc by Marc Jacobs, Accessories Intern, New York, New York August 2013 – December 2013

Contributed to the Product Development and Production teams for jewelry and accessories

Checked in and organized samples and prototypes into proper groups, and distributed properly

Entered essential data into various computer systems

Filed and organized invoices from multiple vendors for sample merchandise

Demonstrated attention to detail by comparing quality of samples throughout stages of production

LEADERSHIP EXPERIENCE

Hastings Waterworks, Manager/Swim Instructor, Brecksville, Ohio May 2013 – May 2014

Oversaw three different pools to ensure lifeguards followed proper protocol

Conducted facility and employee audits and created lifeguard schedules using Microsoft Excel

Worked consistently as the head lifeguard from the summer of 2009 until the summer of 2012

Kent State University, Student Success Leader, Kent, Ohio Fall 2012 – Spring 2013

Worked with the Undergraduate Studies Office and Exploratory Advising Centers

Facilitated and instructed First Year Experience classes for freshman students

Mentored students with problems or difficulties such as study habits, time management, and personal conflicts

HONORS AND ACTIVITIES

Order of Omega Honors Fraternity, President Fall 2014 – Present

Delta Gamma Fraternity-Gamma Epsilon, Vice President Programming Spring 2014 – Fall 2014

Delta Gamma Fraternity-Gamma Epsilon, Director of E-Comm Spring 2013

Delta Gamma Fraternity-Gamma Epsilon, House Manager Fall 2012

Kent State University Dance Team, Member Fall 2011 – Spring 2013

Fashion Student Organization, Member Fall 2011 – Spring 2013

EDUCATION

Kent State University, Kent, Ohio May 2015

Bachelor of Science

Major: Fashion Merchandising, Minor: Marketing, GPA: 3.55 Dean’s List

New York City Study Away Program Fall 2013

Co-Design in the Fashion Industry

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TABLE OF CONTENTS

Resume … 1

Table of Contents … 2

Executive Summary … 3

Literature Review … 4

The Impact of Custom Fashion … 5-7

Business Overview … 8

Brooks Brothers … 9

Black Lapel … 10

Proper Cloth … 11

Line Extension … 12-13

Line Sheet … 14

Mock Website … 15

References … 16-17

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SUMMARY For over a decade now, competition in the

apparel industry has become fierce. Apparel

companies look to create that competitive

edge to set them apart from other companies,

and consumers search for that “one-of-a-kind”

product to set them apart from

peers. Traditionally, ordering custom

clothing was exclusive to the

couture consumer, but with today’s

society defined by rapid change

and complexity, the custom item

has become available for the

masses. The acceptance of

technology, new innovations, and the growing

presence of the e-commerce channel has

opened many doors to satisfying consumer

wants more readily (Ulrich, Anderson-Connell, &

Wu, 2003). These factors together have come to

create an apparel breakthrough referred to as

“co-design,” a consumer-producer

collaborative. This collaborative creation of

products encourages the user to create a

product that is more acceptable and

appropriate for his or her needs, led under

guidelines and options set by the designer. The

trained designer creates these guidelines from

the understanding of the product, but the

consumer has the ultimate power to further

develop it how he or she would like.

The men’s suit industry is one that has

explored deeply into

the idea of co-design

and customization.

Men’s shirts and suits

need to be tailored

and fitted to the

individual, and thus

why co-design has

become so popular for this industry. There are a

vast amount of companies that offer a range of

custom shirts, suits and other products, each

providing different selections and benefits. In

this article, we look more in depth at Proper

Cloth, a New York City based start up

company, and why it has become so

successful. Based on the PEST analysis of the

industry, and SWOT analysis of the company,

and the growing trend of co-design, a potential

expansion for Proper Cloth is examined.

CO-DESIGN IN THE FASHION INDUSTRY

“…WITH TODAY’S SOCIETY

DEFINED BY RAPID CHANGE

AND COMPLEXITY, THE

CUSTOM ITEM HAS BECOME

AVAILABLE FOR THE MASSES.”

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Co-Design in the Fashion Industry

LITERATURE REVIEW Co-design has become very prevalent in today’s

online retail space. The proliferation of online, made-

to-order apparel suggests that buyers are hungry for

customized garments (Jacobs, 2013). Consumer

demand for increased product variety and

uniqueness is one factor that led to this innovation

(Ulrich et al., 2003). Many retailers have latched on to

the luxury trend by customizing fit, style, color, and

other ways to purchase a unique product. In 1994,

Levi Strauss was one of the first to experiment with this

idea and offer custom

fit jeans. It did not last

when production was

moved off-shore, and

shipping costs were

more expensive. This

innovation led the way

for customization in

many sectors, especially apparel (Ulrich et al., 2003).

Today, men’s suits and shirts, sports apparel and

shoe segments are among the highest categories to

offer co-design products. Some of the well-known

companies who offer co-design and product

customization are Nike, Adidas, Brooks Brothers,

Indochino and Black Lapel. Although the co-design

concept may offer many benefits, there are also

some downfalls. Some of these advantages to co-

designing a garment are the wide range of options,

online presence for convenience, and customization

the item exactly to your wants or needs. Sizing is

available to the consumer’s exact measurements for

the perfect fit. Also, on most products, personalization

such as an added monogram was an option. On the

other hand, the delivery times ranged anywhere from

two to five weeks, which is much longer than delivery

on standard products. Many co-design products

were offered at a premium price, but it seems

consumers are willing to pay for product they

created. Since the garments are made to order,

many of them are nonreturnable. With co-design,

options are limitless, but depending on the weight of

the advantages and disadvantages, consumers may

or may not decide to use the co-design feature.

Today, society as a whole is changing.

Technology and new ideas are increasing rapidly,

and changing the landscape of every industry as we

know it (Ashoka, 2014). The apparel industry has been

eager to search for the newest ideas, and co-design

is one of them. Many companies have been

successful with co-design, and many

more companies are beginning to

incorporate this unique idea into their

product assortment. Consumer demand

and competitive edge are two things

that keep retailers on their toes for new

ideas. This new trend of co-design

through the e-commerce channel does

not seem to disrupt traditional brick-and-mortar

stores, but rather add to the traditional shopping

experience (Jacobs, 2013). Co-design is just one way

retailers can satisfy their customer, and design a

product to exactly fit what they are looking for.

“CONSUMER DEMAND FOR

INCREASED PRODUCT VARIETY

AND UNIQUENESS IS ONE

FACTOR THAT LED TO THIS

INNOVATION.”

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Co-Design in the Fashion Industry

THE IMPACT OF CUSTOM FASHION

In the high demand marketplace of today’s “service-

centered” society, consumers are constantly searching

for that one product that suits their exact needs. But

what happens when there is no such product to be

found, even with customization? Modern technology

and production methods have allowed consumers to be

more involved in the production process of the products

they consume (Atakan, Bagozzi, & Yoon, 2014). These

self-made products and the even set of activities such

as remodeling and gardening, are referred to as “Do-It-

Yourself,” or DIY. According to Wolf and McQuitty (2013),

DIY is the behaviors where individuals engage raw and

semi-raw materials and component parts to produce,

transform, or reconstruct material possessions, including

those drawn from the natural environment (Wolf, &

McQuitty, 2013). The notion of “prosumers,” or people

who produce and consume their own goods and

services, is largely increasing (Wolf et al., 2013).

The apparel and textiles industry is one that has

experimented with custom apparel concepts for

decades, but in the past couple years has increased

tremendously. Many companies, such as Levi Strauss,

have failed with this growing trend, while many others

are continuing to grow. Nike experienced a 25%

increase over a year after launching their “build your

own shoe” in 2010 (Kang & Kim, 2012). Mass

customization has become more popular for many

industries, especially apparel. This concept will continue

to grow while technological and production

advancements are being explored.

The DIY trend has been present in the market since at

least 1912 mostly with home improvement, but has

grown in the apparel industry recently (Wolf et al., 2013).

DIY has proven to be more economical and save

money. Also, not only does DIY allow consumers to have

a say in the production, there are also many behaviors,

emotions and outcomes created and expressed from

this process. DIY allows more value to be created, the

consumer to identify with the product, and also, a

higher chance of being satisfied with the overall end

result of the product.

Some of the ways that DIY is incorporated in the

fashion world is through online customization using co-

design, online screen printing, and “transformable”

fashions just to name a few. Co-design is being used by

many retailers to offer customers the option to

collaborate and customize products under

specifications set by the designer ((Ulrich, Anderson-

Connell, & Wu, 2003). Also, online screen printing gives

the consumer the option to design their own shirts just

the way they would like (Hegel, 2014). Lastly,

transformable fashions are versatile accessories and

garments that allow the user to interchange elements

and extend their wardrobe selection themselves

(Kennedy, 2007).

‘Mass customization’ is defined as “the mass

production of individually customized goods and

services” (Kang et al., 2012). Through this process,

consumers are able to purchase custom, individualized

products, while manufacturers are still able to use mass

production techniques and remain cost efficient (Kang

et al., 2012). Consumers are eager to find custom,

unique products to satisfy their individual needs and

wants, and the response of companies to meet this

consumer demand has had effect on the apparel

industry, and many others.

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Co-Design in the Fashion Industry

Co-Design in Apparel

Since this idea of “co-design” is still relatively new to

the market, many consumers believe creating

customized apparel will be too difficult or too time

consuming. They are also not confident in their own

design abilities (Ulrich, Anderson-Connell, & Wu, 2003). In

order to bridge the gap between consumer

predispositions and consumer purchase decisions,

researchers have conducted numerous studies and

identified the strategy of “co-design.” Co-design refers

to a collaborative relationship between consumers and

designers through a process of interaction in order to

create an apparel product according to consumer

specifications based on pre-determined manufacturing

components (Ulrich et al., 2003). The earliest attempts of

co-design conducted used computer technology by a

professional in a store setting (Ulrich et al., 2003). Today,

almost all apparel categories can be co-designed.

Currently, many researchers are exploring the benefits,

effects, implications and other aspects of customization

in the apparel production process.

Impact on Apparel Options

Apparel customization and co-design now has

greater potential than ever (Cho et al., 2009). Many

apparel categories such as men’s suits, swimwear, and

footwear are exploring co-design options. However, the

success of these options heavily depends on the

company’s ability to handle the extent of customization

in apparel design, development, production, and

delivery (Senanayake, & Little, 2010). Also, factors that

affect the market segment acceptance of mass

customization such as optimum level of simulation (OSL)

and clothing interest could also impact the success of

co-design (Fiore, Lee, & Kunz, 2004).

The Textile and Clothing Technology Corporation

suggests that customization options for apparel and

footwear can be positioned into three categories;

personalization, fit, and design. The highest level of

customization is achieved when the consumer

customizes the design of the garment (Senanayake et

al., 2010). Research has shown that men’s and women’s

tops, men’s bottoms and outwear are the most popular

of co-design categories for apparel (Senanayake et al.,

2010). According to Cho et al. (2009), customers have

identified dressy clothing as more suitable for

customization than computers, cars, and CDs.

Do-It-Yourself Apparel

There are many benefits and also implications of

resorting to DIY fashion. The emotional benefits from

consumer DIY contribute to happiness and product

satisfaction. Because of this positive interaction

consumers may have, it will lead to a drive in higher

consumption. This has shaped the consumer behavior

for many industries, including fashion. There are many

factors that have shown to play a part in the outcome

of DIY. Many find it rewarding, while others see it as an

extension of self. Some see it has exciting and for fun,

and there are some that find it as a means of control

(Wolf et al., 2013).

Creating Value

There have been many studies to explore this

growing trend and these potential motivations in our

shifting society, as well as the outcomes derived from it.

Being involved in the creation of a product may

generate additional value for consumers and add to

the quality of his or her life (Atakan et al., 2014).

Experiential products have been shown to make

individuals happier and increase satisfaction over

material products (Atakan et al., 2014). Sometimes

though, if the production process is unpleasant, the

evaluation process might be different. The actual value

created is directly affected by the perspective of the

consumer.

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Co-Design in the Fashion Industry

Satisfaction and Identity

Not only does this self-production help to create

value for consumers, it also creates self-identity.

When a person produces the product themselves, it

changes the nature of the person-object relationship

(Wolf et al., 2013). This means of the extension of

oneself is because of time, effort, and attention by

the maker through the process of creation. The

physical and emotional energy expressed starts to

reflect the identity of the maker, therefore resulting in

more satisfaction. Research has shown that the

conceptualization of the self also affects the

evaluation of DIY and the nature of the experience,

depending on how they view themselves (Atakan et

al., 2014).

Implications

Although the growing trend of “Do-It-Yourself” has

had a huge growing impact on consumer behavior,

there are also many implications that arise. Because

of this shift in consumer behavior, a shift in marketing

efforts is needed. As stated previously, there are

many benefits of DIY, such as creating value and the

emotional benefits, but it can also become very time

consuming and may not be for everyone.

Consumers may have a negative experience “doing

it themselves” based on the product outcome and

how they view themselves (Atakan et al., 2014).

Analysis

Do-It-Yourself and co-design have made a huge

impact on the apparel industry, and are continuing to

increase. These trends offer consumers products that

are unique, and fit their exact needs.

The shift of consumer behaviors to a “Do-It-

Yourself” market place has many benefits and many

implications. DIY is still relatively new to many

industries, while co-design is quickly growing. Co-

design has taken off so rapidly because of the

collaborative effort with the trained designer.

Marketers are also continuing to research the impact

it has on our economy and purchase behaviors of

consumers. The value and satisfaction levels are also

determined by many factors throughout the

development, and it is important to consider these in

the process of DIY, as well as co-design.

Apparel and textile companies are beginning to

recognize this trend, and shift with the increase in the

nature of the consumer-driven market. Companies

have been adopting new techniques in order to

appeal to consumers, and beat the competition.

Many DIY options, including co-design, have

technologically impacted the fashion industry. As the

impact, implications and benefits are more deeply

researched, co-design in the apparel industry will

become even more commonplace.

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Co-Design in the Fashion Industry

PEST ANALYSIS The men’s apparel industry is

dominated by formal attire. In 2014, 31%

of the industry revenue was generated

from suits and formal wear (Men’s

Clothing, 2014). As the e-commerce

market grows, and consumer

preferences become of greater

importance, Co-Design takes off for

men’s suits. Men’s suit are a difficult

garment to mass produce with the

tailoring and sizing, and this has created

an increasing demand for consumers to

co-design their own suits.

We explore the political, economic,

social, and technological factors to

analyze the business environment of

men’s suits.

P – Political Factors

U.S. is politically stable,

market free from any likely

changes

No government regulations

No trade restrictions

Standard taxes by state

U.S. Fair and Equal

Employment Laws

E – Economic Factors

Sensitive to economy

(Men’s Clothing, 2014).

Global industry

High labor and capital costs

Demand can fluctuate

quickly

Some off-shore production

(Dineen, 2015)

S – Social Factors

Majority of population and

Baby Boomers near

retirement, less demand

Acceptance of more

casual active lifestyle

More affluent consumers

Focus on consumer

preferences

Focus on younger

consumer

T – Technological Factors

E-Commerce and online

shopping popular

Instant communication

Faster production times and

speed to market

Computerized data entry

Off-shore production and

outsourcing is popular with

apparel (Dineen, 2015)

BUSINESS OVERVIEW

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Co-Design in the Fashion Industry

History and Overview

For decades, Brooks Brothers has continued a long American heritage as

the country’s oldest clothing retailer. The company started in 1818, and is

now matured to many products, lines, and channels, and is also considered

an American icon. The original name, H. & D.H. Brooks & Co. was founded by

Henry Sands Brooks in New York City, and later taken over by his five sons and

the name has since been changed to Brooks Brothers. The company began

offering custom made suits, and in 1849 they introduced ready-made suits.

Product expansion began in 1896, and today they offer a vast range of

men’s, women’s, kid’s clothes and home essentials. In 1979, Brooks Brothers

opened their first international store in Japan. Brooks Brothers also gives to

numerous charities including the American Red Cross (Brooks Brothers, n.d.).

Strengths

Well-known company with a

large market presence

Good brand image

High quality, upscale

Wide product range and partners

with other companies

Global company in 15 countries

Looks to enter new markets

Weaknesses

High price point

Longer delivery time than

competitors, 4 to 5 weeks

Mostly domestic production,

more expensive

Opportunities

Offer other co-design products

Experimenting with new retail

formats

Create range of price points to

appeal to more consumers

Threats

Other companies entering

market Less demand for formal attire

Product Offerings

Brooks Brothers offers a wide

range of products in categories

including men’s, women’s, kids and

home. They offer everything from

shirts and jackets, to shoes and

jewelry and even home goods. Their

co-design offerings consist of men’s

suits and men’s dress shirts.

Magazine

An online publication by Brooks

Brothers exclusively on their website.

This publication offers unique

articles that appeal to the target

market such as style, culture, as well

as a Brooks Brothers “Handbook.”

Suitability of Co-Design at Brooks Brothers

Brooks Brothers offers co-design for men’s suits and men’s dress shirts. The options

range from fit, to color, to fabric, and much more. Co-design is very suitable for

Brooks Brothers. They are a large enough company with enough business that co-

design only enhances their current product offerings. It also seems very suitable for

them because they were originally founded making custom clothing.

Cost-Benefit Analysis

There are many pros and cons to offering co-design options. Some of the

benefits are that Brooks Brothers can offer more choices, and tailor the suits and

shirts to the consumer’s preferences. Also, Brooks Brothers started making custom

made suits, so it brings them back to their original roots, and long heritage. Some

cons to offering co-design is the manufacturing. Brooks Brothers offers many other

products, and by having to manufacture single garments, it could set back

manufacturing.

For more information, go to:

http://www.brooksbrothers.com/designyourown

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Co-Design in the Fashion Industry

History and Overview

Black Lapel is a global business based in New York City and

Shanghai. The company was founded in February 2012 after the

founders each struggled to find quality suits and shirts at a

reasonable price. Their mission is to help men everywhere with

the way they dress as well as delivery great customer service.

They deliver custom suits and shirts through e-commerce, as well

as specialize these garments for weddings. (Black Lapel, n.d.)

Strengths

Exceptional quality and service

Offered on e-commerce

Lifestyle guide called The Compass

Provide ready-made garments

Global brand

Free shipping and easy returns

Weakness

No brick and mortar store

Longer delivery period, 6

weeks

High price point over some

competitors

Opportunities

Expand co-design garments

Expand retail channels Explore other international markets More marketing and

advertisement

Threats

Larger, more well-known

companies Less demand for formal

wear, expand co-design

Our Philosophy

Black Lapel promises to give the best

quality, service and content. To them, quality is

their obsession, and the quality would mean

nothing without exceptional service. They are

also dedicated providing the best content and

style. They say style is an expression of one’s

self, and they want to meet your own standard

of excellence.

#SuitCity

Not only is Black Lapel dedicated to quality

and service, but they have also based their

company off of a lifestyle. On their website they

publish a Style Journal called The Compass that

provides inspiration and other articles for men.

They also created the hashtag “#SuitCity” were

customers can upload pictures in their Black

Lapel garments.

Suitability of Co-Design at Black Lapel

Black Lapel offers custom suits and shirts using co-design. Their prices

range from $100 to $150 for shirts, and $450 to $650 for suits. The co-

design at Black Lapel is very suitable for the company. They have

based their company off of products using co-design and creating

them just the way the consumer wants them. Their philosophy has set

the ground work for making co-design a success and also set them

above their competitors.

Cost-Benefit Analysis

There are also pros and cons to Black Lapel using co-design. The

pros are that they are able to tailor garments and also weddings just

how their customer wants them. Giving the consumer the choice and

some direction draws the customer in. Some cons are they may not be

operating as efficiently, especially if they are global.

For more information, go to:

http://www.blacklapel.com/suits

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Co-Design in the Fashion Industry

History and Overview

Proper Cloth is a very small start-up company based

out of New York City. The company launched in October 2008

producing quality custom shirts and other products on an e-

commerce basis. With a lot of initial hardships and no fashion

background, the founders of Proper Cloth have come a long

way to create their success. Their office consisting of five

employees is located in New York City. Proper Cloth is very

competitive and is constantly looking for ways to grow and

enhance their business (About Us, n.d.).

History & overview

In Store Fitting

Located in Soho in New York City, Proper

Cloth offers in-store fittings where you can

customize your size and also preview fabrics

and other options before you buy.

Strengths

Best quality and finest fabric

Personal face-to-face contact

in showroom

High customer service

Many different price points

depending on shirt/fabric

Weaknesses

Very small company, with only

five employees

Not very well known

Medium delivery period, 4 to 5

weeks

Not looking to expand soon

Opportunities

Expand to more products Open more stores or another

office Expand company to more

employees for growth More marketing and

advertisement

Threats

Larger, more well-known

companies

Other companies going global Companies with more co-

design options and garments

Fit Guarantee

Proper Cloth guarantees precise fit. They

are known for their exceptional customer

service, and creating a shirt just for you. If

your product does not fit, they will make

any alterations or remake it in just 1-2 weeks.

Suitability of Co-Design at Proper Cloth

Proper Cloth offers custom-made men’s shirts and accessories. The

company is based around designing the garment just for the customer. They

offer almost 400 fabric options and prices range from about $100-$200. The

suitability of co-design for Proper Cloth is very relevant. The company was

based around making custom shirts for men. Although, if they wish to become

more profitable, it would be beneficial to expand their product line and

custom offerings.

Cost-Benefit Analysis

Even though there are pros to operating a small business, there are still

many cons. The pros of this business is that they keep it simple, and don’t mass

produce many garments to waste the time and money to produce items that

won’t be purchased or have long turnover rates. Some of the cons to this

business is that with such a small office, personalizing each garment and

creating it on site is time consuming and not as efficient as larger

manufacturers.

For more information, go to:

http://propercloth.com/custom-dress-shirts/

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Co-Design in the Fashion Industry

Current Product Line

Currently, Proper Cloth offers a wide

assortment of custom shirts, blazers, select

sweaters, as well as some accessories

including pocket squares, hats, and ties.

Men’s dress shirts are the only products that

use co-design at Proper Cloth. When

ordering one of their dress shirts, customers

can choose from a variety of styles, fabrics,

and colors. Using this same method and

expanding their co-design options would be

of great benefit to the company to compete

with other companies, and offer customers a

greater selection (Collections, n.d.).

Expanding Co-Design

Adding custom made suits using co-design

would be a great asset to Proper Cloth. They

currently have the right target market,

technology and complementary products to

make this idea successful for their company. On

top of that, many of their competitors such as

Black Lapel and Brooks Brothers already offer

custom suits. This expansion would be an easy

addition, as well as generate more customers,

business and revenue for this start-up company.

Styles

Two styles of suits will be offered for co-design

at Proper Cloth. The first style is the Slim Fit (left),

and the second style is the Standard Fit (right).

(Flats taken from WGSN)

http://propercloth.com/custom-dress-shirts/

The Slim Fit is the most form-fitting cut. It's the favorite

for those who prefer a truly streamlined, modern fit (but

it's NOT a "skinny" fit). It is recommended for slim / lean,

average and athletic body types.

The Standard Fit is the most "traditional" fit. It hangs

looser on the body, making it the right choice for those

who prefer a roomier look and feel. Recommended for

those who want a conservative cut.

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Co-Design in the Fashion Industry

Color Pantone Number Name

2736 C Blue

4 C Black

15-1225 Sand

276 C Navy

425 U Charcoal

Color Offerings

The colors currently offered at

Proper Cloth are very traditional and

classic for men’s formal wear. To

coordinate with the dress shirts and

other products that they already

offer, the colors for the custom suits

must coordinate. According to

Doneger Creative Services, these

classic colors such as shades of blue,

black and tan are forecasted for

Spring/Summer 2016, which is about

when the co-design line will launch

(Color Concept, 2014). While this co-

design line is still new, the color will be

the same for the suiting and the

lining. After this line grows, more color

options can be added.

Fabric Offerings

Proper Cloth is known for

their high quality fabrics in

their dress shirts. When

designing suits, the company

should keep their quality

standards, but also choose

fabrics that fit with the price

range of their target market.

The suits will either come in

wool (which would be a little

more expensive), or

gabardine or cotton (which

is still good quality, but more

affordable). The lining is

made from bemberg for

easy fit and comfortable

wear (Fabrics.com, n.d.).

Fabric Swatch Fabric Name Fiber Content Suitability Special Care

Wool Melton 100% Wool

Coats

Jackets

Vests

Machine Wash

Cold

Tumble Dry Low

Gabardine

65% Polyester

30% Cotton

5% Lurex

Pants

Jackets Dry Clean

Stretch

Bengaline

97% Cotton

3% Spandex Suits

Machine Wash

Cold

Tumble Dry Low

Ambiance

Bemberg 100% Rayon Lining

Machine Wash

Gentle

Or Dry Clean

(Fabrics.com, n.d.)

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Co-Design in the Fashion Industry

Garment Style Name Size Info Fabrication Color

Slim Fit

Made To

Measure

(Custom)

Wool

(Bemberg

Lining)

Black

Charcoal

Gabardine

Cotton

(Bemberg

Lining)

Blue

Black

Sand

Navy

Charcoal

Standard Fit

Made To

Measure

(Custom)

Wool

(Bemberg

Lining)

Black

Charcoal

Gabardine

Stretch Cotton

(Bemberg

Lining)

Blue

Black

Sand

Navy

Charcoal

LINE SHEET

POTENTIAL LINE EXTENSION

(Flats Library, 2015)

(Flats Library, 2015)

9

Co-Design in the Fashion Industry

CURRENT WEBSITE

NEW WEBSITE

Features:

Garment shown on model

Help to coordinate suit with shirt

Suggestions while creating your

garment

All options on one page to avoid

confusion and easier navigation

User friendly interface

Inspiration from…

Brooks Brothers – Brooks Brothers

has an easy to use interface,

and conveniently has on the

options on one screen. Also,

they have their garment on a

manikin, so it is easy to see what

the garment would look like on.

Black Lapel – Black Label also

has an easier interface than

Proper Cloth. It is also helpful

because it will make suggestions

and offer advice during the

customer design process.

These new features would be helpful to the business

because it is more user friendly. The current website does not

deliver images of the chosen options and most customers

would like to see what they are creating. Also, customers

would like to see the garment as it would be on a person. The

suggestions as you are creating the garment would appeal

to customers because it would be like having your own

personal stylist. Most men do not know what design elements

would go well together, so the additional help along the way

should be appealing to those customers who cannot make it

to the Proper Cloth showroom.

9

Co-Design in the Fashion Industry

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http://propercloth.com/about

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Make it your own: How process valence and self-

construal affect evaluation of self-made

products. Journal of Psychology and Marketing,

31(6), 451-468.

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from http://www.blacklapel.com/

Brooks Brothers Heritage and History (n.d.).

Retrieved February 15, 2015, from

http://www.brooksbrothers.com/about-

us/about-us,default,pg.html

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http://www.vault.com/company-

profiles/retail/brooks-brothers-inc/company-

overview.aspx

Cho, H., & Fiorito, S. S. (2009). Acceptance of online

customization for apparel shopping.

International Journal of Retail and Distribution

Management, 37(5), 389-407.

COLLECTIONS (n.d.). Retrieved March 6, 2015, from

http://propercloth.com/collections

Color Concept: Spring/Summer 2016 (2014,

September 17). Retrieved March 6, 2015, from

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8970.htm

Custom Shirts & Suits. (n.d.). Retrieved March 6,

2015, from

http://www.brooksbrothers.com/designyourown

/designyourown,default,pg.html?lid=topnav-

menu

Custom Suits - Black Lapel. (n.d.). Retrieved March

6, 2015, from http://www.blacklapel.com/suits

Design a Shirt. (n.d.). Retrieved March 6, 2015, from

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Du, X., Jiao, J., & Tseng, M. M. (2003). Identifying

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personalization. Integrated Manufacturing

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from https://www.fabric.com/

Fiore, A. M., Lee, S., & Kunz, G. (2004). Individual

differences, motivations, and willingness to use a

mass customization option for fashion products.

European Journal of Marketing, 38(7), 835-849.

Flats Library. (n.d.). Retrieved March 6, 2015, from

http://www.wgsn.com/

Jacobs, D. L. (1 July 2013). "Made-to-order fashion

goes mainstream." Forbes. Forbes Magazine,

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13/07/01/made-to-order-fashion-goes-

mainstream/

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apparel industry. International Journal of

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2007.

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2015, from

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indid=1066

Pamela V. Ulrich, Lenda Jo Anderson‐

Connell, Weifang Wu, (2003) "Consumer co‐

design of apparel for mass

customization", Journal of Fashion Marketing and

REFERENCES

9

Co-Design in the Fashion Industry

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Sehahayake, M. M., & Little, T. J. (2010). Mass

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