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Product development
Project: Designing a top for local fashion brand SABRINAGOH
During my internship last Semester, I worked for SABRINAGOH and experienced the full fashion supply chain process from designing a piece to experiencing the retail salesfloor. During my 4 months there, I continuously proposed ideas for marketing and changes that could be made to improve customer experience.
One of my ideas that were approved was this design that I came up with for their upcoming Chinese New Year launch. I sourced for the chinese knot buttons and worked with the in-house draftswoman to come up with the sample piece. The product has since been launched and has been named after me!
Initially, I took up the initiative to propose a full collection theme as I wanted to be involved with the CNY collection.
I included analysis of what we have done in previous years as well as what other local brands were doing for CNY.
I did research on market trends that showed the rise in consumers willing to buy items with locally inspired aesthetics as well how consumers were turning towards calmer colours as they faced stressors in daily life.
I proposed a jade inspired collection as it signified luck, protection, purity, as well as prosperity for the new year.
Sabrina liked the direction and asked me to sketch out designs for her. I initially stuck to my proposed colour palette which was why the sketch was in a green shade. However, they already had some confirmed designs for the collection and the colour was changed to blue.
Module: Studio Project 2
(individual component)
For the individual component of this assignment, we once again, proposed a brand and had to plan a collection and make one of our products from scratch.
The brand I proposed is named “Battle Angel” which is a term for a female warrior. I wanted the brand represent strength in femininity which is traditionally seen as weak. The brand has a dreamy image while incorporating dark colours and hardware elements.
We were to plan a collection, create one of the products from scratch, and do a photoshoot for the product.
Through this project, I did research on chainmaile weaves as well as try out drafting which I do not have much experience in.
Module: Industry studio project (in collaboration with NE CDC Shaping hearts)
For this project, we collaborated with a visually impaired artist to create a painting. Using elements from the painting, we then designed a range of merchandise that relates to celebrating SG60. For my merchandise lineup I chose to focus on Chinese ceramic utensils that are slowly disappearing from people’s homes. I incorporated the patterns commonly seen on the rims of bowls and spoons and added graffiti-like text onto the merchandise.
We also had to propose a campaign for them as well as marketing strategies they could use to promote the upcoming event. My campaign message was “Remember our togetherness from the past while embracing our individuality and self-expression of the present.” So I centred my marketing strategies around that.
My project, along with 2 other course mates, were chosen for their final line up and a pouch I designed was mass produced, available for the public to purchase.
The pouch I designed was in the shape of a necktie and was embroidered with merlions that the artist painted as well as letters on the pouch that spelt “Shaping hearts”. I also created a custom hangtag with the artist’s name.
I sourced for the materials myself and created the sample.
Module: Final Year Project (booth set up component)
This component of the project was for us to demonstrate our understand of visual merchandising.
We were to display our garments in an aesthetically pleasing way while letting the visitors of our booth have a better understanding of the brand and the collection, thus including signages and look books for them.
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