Portfolio

Portfolio

Mae Woelfle Fashion Design | Bespoke Tailoring | Fashion Management

w

IT`S ON. TIME TO MAKE THE MAGIC HAPPEN

Content

M

INTERNSHIP @HUGO BOSS / page 2 RANGE PLANNING / page 3

PRODUCT DEVELOPMENT / page 4 SUSTAINABILITY LIVE PROJECT / page 5 CUSTOMER PROFILE / page 6 TREND PREDICTION / page 7

FASHION DESIGN / page 8

BESPOKE TAILORING / page 9

EXPERIMENTAL DESIGN / page 10 COUTURE COLLECTION / page 11 MARKETING MIX / page 12 CONTENT CREATION / page 13 CORPORATE DESIGN / page 14 VOLUNTEER AT WHITE ROSE / page 15 PERSONAL STYLING / page 16 PEDAGOGICAL REPORT / page 17 CONTACT / page 18

gaining work experience During my year-long placement at the HUGO BOSS headquarters, I gained invaluable hands-on experience in a dynamic, global business environment. This internship allowed me to apply theoretical knowledge to real-world projects, refine my professional skills, and develop a deeper understanding of the fashion industry’s inner workings.

Collaborating with cross-functional teams, I was able to expand my network, improve my problem-solving abilities, and enhance my communication skills, all of which have significantly boosted my confidence and prepared me for future career opportunities.

KEY RESPONSIBILITIES

My first 6 months of my intern hsip

BUY

PRODUCT DEVELOPMENT

• Prepare and participate in sketch hand overs, including helping to prepare product specification sheets and entering product information into the PLM & Costing system.

• Being in charge for sample management and archiving, including sorting of old seasons prototypes to prepare them to be sold in the outlets as well as organising the sample archive by collecting and returning samples as needed by pattern makers, developers and designers but also replacing old and broken hangers/signage.

• Assist the team with the weekly fitting process by setting up the agenda, meetings and reminders.

Preparing the fitting area, sample and toll needed, and writing the protocol and comments as well as taking pictures during the fittings. Afterwards updating the sample status, as well as the vendors comments and measurements changes.

• Assist with the prototyping process from sending and receiving garments, trimmings, fabrics & tools from various international vendors, completing pre-fitting preparation such as unpacking, ironing, measuring and sorting samples to also create sewing test/ mock-up by sewing or cutting and assembling paper pattern or simulated 3D mock-ups.

• Checking samples and writing samples requests by updating product specification sheets, tech packs, costing sheets, material lists and care instructions as well as requesting changes from vendors for production releases - under supervision from product developers • Fulfilling office management tasks, like refilling office supplies, setting up meetings and sending out deadline reminders.

• R w • R le • S th • In g • S b c • S a • D to • P b

HIGHLIGHTS

Portfolio by Mae Woelfle

DURING THE YEAR

Campaign Shooting

Sustainability Talk

ing

in Clo 3D Tra AUGUST

Oktoberfest

Sorting the Arch

ive

F

MY IMPACT

DURING THE YEAR

»

2/

I took over 4 styles from the WW team, which I developed from the sketch until the final bulk release.

They are now avaible in all stores and online and they currently sell really well!

Me in the Copenhagen Boss S tore with the dress I developed!

»

Maike Juliane Woelfle

I set up a new organisation system for archive room (Product Development) and sample storage room (Buying)

Intership @Hugo Boss BENEFITS Go to Hugo Boss if you want to work in a relevant luxury company with many amazing projects and a future mindset:

My second half of

my internship

YING

Responsible for the weekly collection performance reporting for the EMEA Buying Team to prepare for the weekly trade meetings with buying, planning and merchandising and other stakeholders of the business Run ad-hoc reports and analysing the performance based on KPIs and proposing actions to relive stock evels and maximise sales Setting up assortment analysis reports and collection presentations during the buying process to support he buyers nvestigating the market environment by conducting competitor, trend, industry and product research for general and specific product analysis // certified EDITED & WGSN user Support during market input process for the upcoming collection development: EMEA market needs and business must-haves by product group, investigating competitors and potentional inspiration for future collection, advising on business needs bearing in mind efficiency targets and customer profiling Supporting during the collection order phase by being responsible for entering orders whilst ensuring accuracy and dealing with time pressure Distributing replenishment quantities on articles based on the current performance within the EMEA stores o boost Net Sales and cater to market opportunities Proposing an adjusted assortment and order qualities for the Hugo Boss VIP Store – aligning with the buyers on the proposal and entering the order into the SAP system.

I had so much fun during and after work!

Christmas @B oss FEBRUARY

»

With a Hugo Boss internship you become part of the team. You will get a lot of training, a personal mentor/supervisor and after 6 months you will be fully prepared and ready to start into a full time role.

Contribute towards many interesting collaborations: Swarovski, Fortnite, Porsche, Aston Martin, Naomi Campbell and David Beckham, …

And more, which

are not yet released

»

You can daily use one of the 4 cafeterias, gym (+ sports classes), employee store, weekly afterwork events, trainings and talks on the campus.

»

You work with very young and open-minded, international teams, with employees from all over the world and the office language is English.

»

Monthly payment of 1250€, reduced lunch prices and Hugo Boss articles from the VIP shop. Plus access to an employee fabric and sample sale.

» »

Sample Sale

!

Every 6 months about 150 new interns arrive. There are many regular meet ups and events, so there is a very welcoming and big interns’ community. You can do two 6 months internships with different teams/ departments, and it is very easy to get a second role of you choice! And they are known to offer fulltime jobs to every intern, who does well.

While learning and working you are able to participate in many events for example: the BOSS Open tennis tournament, Oktoberfest, Formular 1 launch, annual ski-trip, epic Christmas & summer party and many more.

Football Cup

Paris Competitor Research

JULY

F1 L aunch

r the sample

»

Boss Open

Ski Trip

Team E vent

The friends I made at Boss will be for life!

I had the best time with them

»

I have come to normalise the use of EDITED data analysis and introduced WGSN for trend sresearch within the team to substantiate product proposals.

»

I have set up a Colour Analysis template and user guide, which is now included in the assortment presentation (which is also seasonally shown to the CEO and in every Hugo Boss store)

»

I did the Boss Black SP25 and SU25 buy for the VIP Store and the SU25 buy for all Boss Orange stores (both having million euro budgets, under supervision of the senior buyer)

displayed in a selection will be Next year my cession lines! con d an stores E uropean B oss

Range Planning combining buying, merchadising and product development in one report This report was part of a live project for my university degree in cooperation with an American outerwear brand wanting to expand into the UK and German market.

Me and my team member explored the market and competition, the consumer, the products, the sizing and trends by conduction secondary and primary research, to come up with a feasible range of outerwear suitable for an expansion into new European markets, identifying the details which need adjustments on the product and marketing to meet the new demands.

11

2.3 CURRENT RANGE ANALYSIS

Buying & Merchandising Report

Colour

Black Blue Yellow White Grey Brown Green Red

Neckline

PRICE VALUE MAREKT £

PRICE LUXURY MARKET £££

Properties

Padded Waterproof Sleeveless Two-way Zip Adjustable Waist

4%

9 3 3 8 5 7

3 6 1 3 3

Figure 14: Key Attributes Pie Charts (Authors own, 2023)

Figure 15: Spring 2023, Mens Outerwear Range (Land’s End, 2023)

Figure 11: Spring 2023, Mens Outerwear Range (Land’s End, 2023)

23

4. The Consumer

What size do you normally wear?

Buying & Merchandising Report

4. The Consumer

by Evie Warrington & Mae Woelfle

4.2 THE GERMAN CONSUMER

SURVEY ANSWERS - PSYCOGRAPHICS:

4.2 THE GERMAN CONSUMER Primary research showed that the German Lands’ End Consumer is 43+ years old, a father while being full-time employed with a good amount of disposable income with the biggest amount spend on outerwear compared to other garments.

4%

6 6 5

Pockets

by Evie Warrington & Mae Woelfle

11% 17%

19%

Closure

Breast Pocket Welt Pocket with Zip Patch Pocket Classic Flap Pocket Inseam Pocket Inside Pockets

Buying & Merchandising Report

COLOUR

3 7 1 6

Buttons Zip Covered Zip

PERFORMANCE LOW

2.3.4 PRICE ARCHITECTURE

7 13 1 2 9 2 8 5

Classic Collar Hood Lapel Stand Up Collar

Figure 10: Apadapted brand perception map (Murray & PerryCove, 2020)

by Evie Warrington & Mae Woelfle

2.3.3 KEY STYLE ATTRIBUTES

THE CURRENT SPRING/SOMMER MENSWEAR OUTERWEAR RANGE: PERFORMANCE HIGH

22

2. Brand and Range Overview

2. Brand and Range Overview

2.3 CURRENT RANGE ANALYSIS

BEST

by Evie Warrington & Mae Woelfle

BETTER

Buying & Merchandising Report

GOOD

8

2.2 KEY COMPETITORS

What are the colours you wear most?

Do you know the brand “Lands` End”?

A traditional and sophisticated style is preferred, often classified as business or smart casual while especially in outerwear sporty, highperformance features and comfort are valued.

The brand Lands’ End is not yet as established in the German market as its main competitors, mainly because there are no stores or concessions in department stores to try the garment on before buying. As although German men prefer to buy their clothing online, they only order clothes they already know that they will suit and fit them.

CONSUMER PROFIL: YES

Name: Age: Gender: Millennial Group: Location Living situation:

NO Who buys your clothing?

SURVEY ANSWERS - DEMOGRAPHICS:

Household size: Marital Status Children: Salary: Education: Employment: Hobbies:

How would you describe your style?

What types of social media do you use?

Interests: Favourite Colour: Clothing Size: Colour worn most often: Shopping habits: Priorities in clothing: Favourite brand: Trend Adoption:

How do you purchase clothing?

How much do you spend on average a month on clothing?

Matthias 52 Male Baby Boomer South German Countryside Renovated house with yard, Back garden and barn 4 Married 2 children £ 80,000 BSc Engineer Gardening, woodwork, riding a bike, travelling, family activities, ...

Cars, Football, Beer, ...

Blue L Navy Ordering on the brands website Quality, comfort and fit Levi’s Laggard

What makes your favourite brand your favourite brand?

Buying & Merchandising Report

by Evie Warrington & Mae Woelfle

5. Competitors and SWOT Analysis

Figure 44: German consumer profile (Authors own, 2023)

33

Buying & Merchandising Report

5. Competitors and SWOT Analysis

by Evie Warrington & Mae Woelfle

5.2 GERMAN COMPARATIVE SHOP

5.2.1 GERMAN COMPETITION

5.2.2 LIKE-FOR-LIKE - PADDED GILET

The German menswear outerwear market is probably one of the hardest to find a position (Fig.:69), as it ranges from workwear to sportswear brands, from food discounter to world-wide well-known brands but also has a lot of competition from brands based in Germany.

Figure 74 (Lands, End, 2023)

PERFORMANCE HIGH

Figure 75 (Jack Wolfskin, 2023)

5.2 GERMAN COMPARATIVE SHOP

NAME

Pack & Go Down Vest (Men´s Down Gilet)

Men’s Down Gilet

Figure 77 (Tommy Hilfiger, 2023)

31

Figure 43: Graphs from German consumer survey (Authors own, 2023)

Figure 76 (C&A 2023)

Figure 42: Graphs from German consumer survey (Authors own, 2023)

Quilted Vest - recycled (Steppweste - recycled )

Packable Puffer Vest

KEY INFORMATION

PRICE VALUE MAREKT £

PRICE LUXURY MARKET £££

Figure 68: City observation in Frankfurt am Main, GER (Authors own, 2023)

The most important brands to watch out as competition with a very similar customer type are Jack Wolfskin, Engelbert & Strauss, Mammut, Superdry, Jack& Jones, S. Oliver, Esprit, Adidas and Tommy Hilfiger, North Face, Columbia,...

• • •

OPTIONS

But keeping in mind that the consumer has the disposable income to also purchase jackets from the luxury market if desired, but often chooses not to do, as the price seem to not match the value. This consumer type does not buy branded products to increase their social status.

PRICE

This type of consumer does not shop with fast-fashion, trend-based brands like H&M, Zara, Bershka, Kik, New Yorker, Primark, Takko, ...

Brands which normally sell food but have a weekly changing range of other useful products might be a competition as their price for value is very high, but as they target spontaneous buyers in need for a very specific product, with everchanging offers this does not have to be constantly considered as active competition. Examples are Lidl, Aldi and Tchibo.

• • • • • •

COMPOSITION

PERFORMANCE LOW

3/

• • • • • • • •

Windproof, water repellent, Breathable, warm lining Small packed size – bag inside pocket Lightweight, weight: 245 g (size M) – 700 natural down, RDS® certified down fill Recycled main fabrics Bluesign® certified Sustainable TEXASHIELD ECOSPHERE PRO shell fabric Reflective detailing

• • • • • •

Padded qulited waistcoat in regular fit 2 zip pockets Zipper with chin stopper Wrinkle stop finish Banded collar Sleeve less

• • • • • • • • •

Recycled polyester Packable Padded Funnel neck Zip-thru Water Repellent Two side angled pockets Tommy Hilfiger branding Regular fit

Forest Moos, Athletic Gold, Radient Navy, Rich Burgundy

Gecko Green, Night Blue, Black, Adrenaline Red, Greenwood, Blue Coral

Blue, Red, Green, Black, Navy

Desert Sky, Spring Lime, Blue Coast, Regatta Red, Black

£85

£100.00

29,99 € (£26)

£180.00

Shell: 100% Polyester; Filling: 80% Down, 20% Feathers insulation

Shell: 100% Polyester Lining: 100% Polyester Filling: 90% Duck down, 10% Feather PA-9974

Shell: 100% Nylon Lining: 100% Nylon Padding: 100% Polyester - min. 20% recycled

100% recycled Polyester

Made in Indonesia

Made in Cambodia

Made in Cambodia

Made in Indonesia

UK: 34-52 (S-XXL)

S-3XL

S-3XL

XS-XXXL

COUNTRY OF ORIGIN SIZE RANGE

Figure 69: Adapted brand perception map (Murray & Perry, 2020)

600-fill power down insulation Soft-edge collar Water-resistant shell Polyester interior lining Elastic binding on cuffs/hem On-seam hip pockets with hidden popper closure Internal storm flap Lands’ End logo on wearer’s left chest Machine wash

35

Buying & Merchandising Report

by Evie Warrington & Mae Woelfle

39

5. Competitors and SWOT Analysis

5.2 GERMAN COMPARATIVE SHOP MID

ENTRY

EXIT

Conture Nature

Ultra high performance jacket:

JACK WOLFSKIN

6. Range Development, Progression and Trend Research

by Evie Warrington & Mae Woelfle

6.1.1 TREND CONCEPT MOODBOARD

5.2.4 KEY PRICE POINTS

5.2.3 PRODUCT NEWNESS

Buying & Merchandising Report

6.1 TREND RESEARCH

» Breathable, 3-layer waterproof fabric. » Made from 100% recycled fibres. » Specially designed chest vents and pit zips can be used to regulate the air circulation through the jacket without compromising the weather protection.

Combining the WGSN Spring Summer 2024 Trend “Protect & Connect” with German vacances.

The concept is about the beauty of nature, the benefits of clear and fresh air with some activity, while having a good time with their family.

Figure 85 (Lands, End, 2023)

In Germany there is the popular saying: “Es gibt kein schelchtes Wetter, nur falsche Kleidung!” (translation: There is no bad weather, just wrong clothing.)

Figure 82 (Jack Wolfskin, 2023)

Key Points: » the need for high performance and comfort » focus on wellbeing and safety and » “think portable, packable designs that offer preparedness and protection in an unpredictable world, whether that be for travel, nomadic lifestyles or changeable climates.” (Browning & Kostiak, 2022) » nostalgia and familiarity » a healing space to escape overstimulation » prepare-wear, i.e. adaptable garments with safety properties and technical features

Hybrid jacket:

C&A

» Combining sport and casual features. » Perfect for the “Zwiebel-Look” i.e. ideal as a Mid Layer as sleeves and back are thinner so another jacket can be worn on top without interfering with range of movement but will add another layer of warmth.

HIGH - PERFORMANCE Figure 86 (Jack Wolfskin, 2023)

“Protect & Connect celebrates the things that bind and support us: people, places, customs, cultures and communities. It champions the value of interdependence as well as the power of resilience.”

(WGSN,2022)

Figure 83 (C&A 2023)

Vintage jacket:

TOMMY HILFIGER

Figure 87 (C&A 2023)

GOOD VALUE

» Utilising the brand heritage and old designs to serve the demand for the vintage look which is currently in trend, allowing stylish nostalgia.

Figure 84 (Tommy Hilfiger, 2023)

BRAND NAME/ LOGO

Figure 93: Trend moodboard (Authors own, 2023)

Figure 88 (Tommy Hilfiger, 2023)

42

Buying & Merchandising Report

6.1.2 COLOUR & PATTERN RESEARCH

6.1.4 KEY SHAPE AND SILHOUETTE

WGSN colour, prints and graphics forecast is heavily influenced by nature and botanical themes, combined with a sense of community and culture and incorporating themes of wellness, gardening and handmade crafts. The overall theme is to utilise familiar things with new twists and combinations.(Chow, 2022)

LAKE 18-3922 TCX

» »

SHACKET

»

WGSN SUGGESTED KEY ITEMS FOR MEN’S JACKETS & OUTERWEAR S/S 24:

MIDNIGHT 19-3932 TCX

The core colours will be blue, green, and beige, with red highlights within the details of the jackets. An exciting print (Fig.95 & 97) made from the combination of a German weather map and a hiking map is added to give the range a unique look and can be used on the outer layer for trend or trial styles.

PERFORMANCE JACKET

»

Classic, but fresh colours Some bright details to create a redefined and premium feel, Consider sustainable colour solutions.

Find the right balance between utility and creative expression, to make the garment commercial but also interesting.

Restful and healing patterns on the topic of hiking,i.e. a map and weather charts Simple lines, which normally lie in the background, nearly invisible All over a fabric prints for modern and abstract look Focusing on the natural organic look and calming movements.

WGSN SUGGESTED CORE ITEMS FOR MEN’S JACKETS & OUTERWEAR S/S 24:

For the upcoming key shapes and silhouettes WGSN suggested many fashionable style (Fig.:100), however these are for fashion forward people. So, while the designs and details need to be toned down a lot for the Lands’ End consumer, the key elements ( Fig.:99) which are labelled as “PROTECT” or even “FLAT” can still be very relevant, especially when combined with the suggested core items.

Key Points for Patterns & Colour : » » » »

6. Range Development, Progression and Trend Research

by Evie Warrington & Mae Woelfle

6.1 TREND RESEARCH

PONCHO

6. Range Development, Progression and Trend Research

BIO LEATHER JACKET

by Evie Warrington & Mae Woelfle

CASUAL BLAZER

Buying & Merchandising Report

WINDCHEATER

40

6.1 TREND RESEARCH

Figure 96: Hiking Map (Europaverlag, 2021)

BOMBER

STATEMENT POCKET JACKET

Figure 94: WGSN SS24 Menswear Protect & Connect Colour Forecast (WGSN, 2022)

GREENERY 18-0529 TCX

SLEEVELESS JACKET

PATHWAY 19-1934 TCX

GILET

Figure 99: WGSN Buyers’ Briefing: Men’s Key Items S/S 24 (Zagor & Cano, 2023)

Figure 97: Map colour print (Authors own, 2023) Figure 95: Fabric prints (Authors own, 2023)

46

Buying & Merchandising Report

by Evie Warrington & Mae Woelfle

SANDWICH 12-0304 TCX

7. Visual Range Plan and Analysis

Figure 100: WGSN, Men’s Jackets & Outerwear S/S 24 (Zagor & Cano, 2023)

49

Buying & Merchandising Report

7.2 RANGE RATIONAL

7.1.1 OVERVIEW

7.2.3 PRODUCT LIFECYCLE

An example for a Spring/Summer 2024 outerwear range, specifically designed with the German menswear market in mind.

7. Visual Range Plan and Analysis

by Evie Warrington & Mae Woelfle

7.1 VISUAL RANGE PLAN DESIGN PROPOSAL

7.2.4 BOSTON MATRIX QUESTION MARKS - ANALYSE

STARS - INVEST

These products will have a low market share but are settled in a higher growth market, with the potential to become future stars when substantial investments are made.

The Star products are high in growth, but while they will require heavy investments they maintain their market share and may become cash cows.

DOGS - DIVEST

CASH COW - MILK

Dog products will not be planned, as they have a low share in an unattractive, low growth market. The range needs to be watched and dogs are on the decline and may need to be discontinued when they are not breaking even anymore.

These garments are managed to continue making profit and well established products with a low growth but a high market share.

These are updated versions of the best-selling core products generating a strong cash flow, while they need little investment.

2-1 SOFTSHELL JACKET

GILET

PACKABLE WINDCHEATER

PERFORMANCE RAIN JACKET

BOMBER JACKET

MARKET GROWTH RATE (CASH USAGE)

HIGH

Figure 112 depicts the range in their trend phases, starting with trial products for fashion forward consumers in the introductory phase, moving onto a growth phase increasing product variations and competition growth, with the expected best sellers in the maturity phase. These garments are in full distribution with intense competition in multiple options available. While the basic pieces, with slow but constant sales rates need to stay in the range with slight seasonal updates.

DENIM SHACKET

FAD FASHION

LOW

SALES VOLUME

POSSIBLE COLOURWAYS:

BASIC

INTRODUCTION

GROWTH

Figure 105: CADs (Authors own, 2023)

52

Buying & Merchandising Report

by Evie Warrington & Mae Woelfle

7. Visual Range Plan and Analysis

TIME

59

7.4 SPECIFICATION SHEETS

Buying & Merchandising Report

MATURITY/ SATURATION

DECLINE

Figure 112: CADs in product life cylce graph (Authors own, 2023)

by Evie Warrington & Mae Woelfle

LOW

HIGH

RELATIVE MARKET SHARE (CASH GENERATION)

Figure 113: CADs in Boston Matrix (BCG, 1968)

8. Excel Range Plan and Merchandising Pack

8.1 EXCEL RANGE PLAN

Overlap of zip underlay (3cm wide) for chin protection Low lightly padded standing collar, 4cm high

Lightly padded armhole edging, 3cm folded (6cm open)

Inseam welt pocket, pocket opening 18 cm

Elastic binded hem Facing, same as shell fabric Logo hanging loop and size label sewn into neck band and main back label toptiched into back neck facing.

Lined with Airflow Light fabric in the colour: PRINT COLOUR

100cm

Portfolio by Mae Woelfle

full report on request

Figure 123: Excel range plan (Authors own, 2023)

100cm

Large pocket, opening is binded, sides sewn into hem, side seam and facing.

Figure 116: Specification Sheet (Authors own, 2023)

Season/ Collection

Department

Category

£ 7.99

Spring Summer 2022

Boys 2-8Y

T-Shirt & Shirts

05

RRP

0933591004

Style Cotton piqué polo shirt

TABLE OF MEASUREMENTS

Composition

REF. REF.

60% Cotton 40% Polyester

Fig.: 6

11 22 33 44 55 66 77 88

Available Sizing 11/2 - 2Y 2-4Y 4-6Y 6-8Y

1

9 9 10 11 10 12

GARMENT SPECIFICATION

11 13 12 14 13 15 14 16 15 16 17 18 17 19 18 20 19 21 20 22 21 23 22 24 23 25 24 26 25 27 26 28 27 29 28 30 29 31 30 31 32 33 32 34 33 35 34 36 35 36 37 38 37 39 38 40 39 40

DESCRIBTION DESCRIPTION

(Mountain, 2021)

Fig.: 7

MEASUREMEN MEASUREMENT T for Size 4-6Y for Size 4-6Y cm inincm

TOLERANZ TOLERANCE +/- in in mm mm +/-

33cm 33cm 33cm 33cm 45cm 45cm 44cm 44cm 33cm 33cm 8.5cm 8.5cm 30cm 30cm 14cm 14cm

0mm 0mm 2mm 2mm 0mm 0mm 1mm 1mm 2mm 2mm 1mm 1mm 2mm 2mm 0mm 0mm

Chest -- 2cm 2cm below below armhole, armhole, measured measures straight Chest straight across, across, edge edge to to edge edge Waist -- 11cm 11cm below below armhole, armhole, measured measures straight Waist straight across, across, edge edge to to edge edge Front length lenght -- measurement measuremnt taken Front takenfrom fromHPS/SNP HPS/SNPstraight straightdown downtotothe thefront fronthem hem Centre back back length lenght -- from from the the centre centre back neck, measured straight down to the back hem Centre Hem -- measured mesures straight Hem straightalong alongbottom bottomedge, edge,side sideseam seamtotoside sideseam seam Shoulder seam from HPS/SNP mesaure along the seam to the Shoulder seam - from HPS/SNP measured along the seam to theouter outershoulder shoulderedge edge Cross shoulder shoulder seam seam -- from from outer outer shoulder shoulder edge to outer shoulder edge Cross Sleeve over over arm arm -- from from shoulder shoulder outer outer edge, measured measure along Sleeve alongthe thefold foldtotothe thesleeve sleeveopening opening Armhole curved front - measured from outer shoulder edge along the curve of the front panel to the Armhole curved front - mesue from outer shoulder edge along the curve of the front panel to the side side seamcurved back - measured from outer shoulder edge along the curve of the back panel to the Armhole seam side seam Armhole curved back - mesue from outer shoulder edge along the curve of to thethe back panel to the side Bicep - 2cm below armhole, measured straight across edge to edge, parallel sleeve opening seam opening unstretched - measured along sleeve opening, edge to edge Sleeve Bicep - opening 2cm below armhole, measure straight acrossopening, edge to edge, parallel the sleeve opening Sleeve stretched - measured along sleeve edge to edge,towhile stretching the rib Sleeve rib opening - measure along opening, to edge Sleeve depth unstretched - measured from the seam ofsleeve the sleeve rib toedge the edge of opening Sleeve opening - measure along sleeve points opening, edge edge, stretching Back neck drop -stretched from horizontal line of HPS/SNP to the toptoedge of while back neck seamthe rib Sleeveneck rib depth measure seam of the sleeve rib to the edge of opending Front drop --from backfrom neckthe seam to top edge to front neck Back neck drop - from horizontal line of HPS/SNP points to the top edge of back neck seam Collar and placket measurements: Front neck drop - from back neck seam to top edge o front neck Collar leaf edge Collar centre and Placket measurements: Collar back depth Collar neck leaf edge Collar circumference Collar point centre back depth Collar Collar spread neck circumference Collar Collar point Placket width Collar spread Placket length - measured from front neck drop to edge of placked end Placket width Placked end to first buttonhole Placket length - measure from to front drop to edge of placked end Distance from front neck point firstneck buttonhole Placked end to firstbuttonholes buttonhole Distance between Distance neck point to first buttonhole Height of from lowerfront buttonhole, measured up from placket end Distance Height of between neck holebuttonholes trim Hight of lower buttonhole, measured up from placket end Height of placket stitching Hight ofsize Neckhole trim Button Hight of placket stitching Buttonhole length Buttonsize Slit measurements: Buttonhole lenght Slit length - measured from front hem to opening Slit measurments: Hem height Slit length - measure Height of slit stitching from front hem to opending Hem hight Height of care label from back hem from slit opening point Hightwidth of slit stitching Trim Hight of care label from back hem from slit opening point Embroidery measurements: Trim width Height of the embroidery from HPS/SNP on right front panel Embrodiery measuremnts: Height of embroidery Hight of the emboridery from HPS/SNP on right front panel Width embroidery Hight of embrodiery Placement of embroidery from placket edge on right front panel Width of embroidery Placement of embroidery from placket edge on right front panel

16.3cm 16.3cm 18.5cm

2mm 2mm 2mm

12cm 18.5cm 10.8cm 12cm 13.5cm 10.8cm 2cm 13.5cm 2cm 2cm 5cm 2cm 5cm 33cm 5.5cm 33cm 35.5cm 5.5cm 5cm 35.5cm 8cm 5cm 2.5cm 8cm 11.5cm 2.5cm 4.5cm 11.5cm 0.8cm 4.5cm 3cm 0.8cm 1.5cm 3cm 1cm 1.5cm 1.5cm 1cm 1.1cm 1.5cm 1.8cm 1.1cm 1.8cm 3.2cm 1.5cm 3.2cm 2cm 1.5cm 5cm 2cm 1cm 5cm 1cm 12cm 2cm 12cm 1.3cm 2cm 5.2cm 1.3cm 5.2cm

2mm 2mm 2mm 2mm 4mm 2mm 0mm 4mm 0mm 0mm 1mm 0mm 1mm 3mm 1mm 3mm 2mm 1mm 0mm 2mm 1mm 0mm 1mm 1mm 1mm 1mm 0mm 1mm 0mm 0mm 1mm 0mm 1mm 1mm 0mm 1mm 1mm 0mm 0mm 1mm 0mm 0mm 0mm 2mm 1mm 2mm 1mm 1mm 2mm 1mm 0mm 2mm 0mm 2mm 0mm 2mm 0mm 0mm 2mm 0mm 2mm

Product Development Project: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

attention to every little detail Having a ready-made garment to analyse made me realise how many small decisions need to be made and how big of an impact on sourcing, costing, and manufacturing it will have.

Communication is a vital part for success but also detailed CAD technical drawings, lot´s of descriptions, and the use of standardised industry language minimise mistakes and revisions, making the work more time and cost efficient. Excellent textile knowledge and the passion to always keep up to date with new innovations helped me a lot to further develop my product

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abraision resistance

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strenght

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*****

**

*****

****

*

shrinkage

next-to-skin anti-static finess handle

biodegradable

***

*

*

*****

***

*****

*****

**

*****

*

**

*****

*****

***

*****

*

1x1 RIB

Fig.: 27

Fig.: 2

Fig.: 13

Fig.: 10

TYPES OF LAY

MULTIPLE-PLY “Alternating wales knitted on both front and back, with usually close up ribs, resulting in a double-faced fabric which has Large number of fabric stacked the same appearance on both surfaces.

It islayers thicker and more evenly on top of thethe others. elastic crosswise than lengthwise, and edges do not curl. ” (Fashionpedia, 2017), making it perfect for the collar and the sleeve.

TRIMS 2 BUTTONS

(Eberle, 2014)

PATTERN MATCHING Possible manufacuterer: AMANN Bangladesh The stripe Product: pattern which matching on side Serafilis-perfectly POLYESTER CONTINUOUS seams andFILAMENT on the yellow stripe with the sleeve requieres:

» precision for the fabric spreading process INTERLINING FOR EMBROIDERY » cutting inFUSABLE two stages (1st rough cut & precise 2nd cut) » acknowledgement of the stripes in »the layplanning woven with dot coating with » several checks for horizontal continuity PA or PES » width: 150cm & weight 40g/m2 » in the colour white LAYPLAN » 0.28 USD/m » MOQ: 5000m MIXED MULTI-SIZE

Fig.: 29

+ best material utilisation CARE LABEL + lowest cost + good for large amounts in even size quantities - satin woven printed labels - in the colour white - 0.03 USD/piece - moq: 1000 pieces Possible manufacuterer: BORI GARMENT ACCESSORIES CO.,LTD., Bangladesh

HANGTAG » printed paper labels » in the colour white » 0.01 USD/piece » MOQ: 1000 pieces

Possible manufacuterer: GLOBE LABELS, India

ply.

PACKAGING

Fig.: 30

Fig.: 33

4/

L: 12mm Stitches per cm: 35

OVEREDGE CHAIN STITCH MACHINE for overlock seams: 501 502/ 503 504/ 505 512/ 514 FLAT SEAM MACHINE

304 - Lockstitch (zig-zag) for button attachment

4-hole: 20 stitches Stitches per cm: 30

- printed recycled plastic bag - transparent - 0.20USD/piece - moq 50000 pieces

Possible manufacuterer: FARIHA ACCESSORIES & TRADING INTERNATIONAL LIMITED, Bangladesh Fig.: 11

Product Development Project: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

1

for flat seams: 406/ 407 602/ 605/ 607

BUTTONHOLE MACHINE

for straight buttonholes in different shapes: machine square machine round radial straight eyelet taper

400 - Class Stitches 406 - 2-needle cover chainstitch (without cover thread)

Width: 5mm Stitches per cm: 4

BUTTON SEWING MACHINE

514 - 4-thread overlock stitch

» woven cotton labels Fig.: 31 » printed logo » in the colour beige/ navy size: 1-100mm “The manufacturers cutting room is »equipted with: » 1 USD/dozen » 15 automatic spreading maschines » 7 automatic cutters » 3 labeller machines“ (Knit Concern, 2019) Possible manufacuterer: BABLU GARMENTS & TAPELOOM IND., Bangladesh

the grain and stripes runing the same Covering open fabricdirection. edges on places with sensitive skin and applied force for more andtostrength.

Thecomfort fabric has be cut after laying each

ect: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

304 - Lockstitch (zig-zag) for bar tacks

for lockstitch seams: 301

for button stitching: parallel stitching parallel & crosscover parallel & S-/ Z-crossover X-stitching X-stitching & crossover

500 - Class Stitches

Fig.: 32

FORM OF SPREADING » 1,5cm wide, folded and edged dark blue tape » made from same fabric as garment (knitted piqué) One-way spreading, so each layer of » attached on neckline and slitssame way up with fabric is side laid the

nge, 2021)

H: 15mm & W: 4mm Stitches per cm: 30

Width: 6mm Stitches per cm: 3

BAR TACKER

for bar tacks: spot tacks bar tacks

SPREADING & METHOD

» Ø11mm white synthetic buttons with 4 holes The knitted piqué fabric will be delivered » engraved with “ORIGINAL CASUAL WEAR - EST.1947” in a tubular form, then cutted open to use the full open width for easier pattern + cheapest matching. + easiest to care + the 4 holes enable extra strength at the attachment, + a variety of shapes, sizes and colour + all exactly the same in large quantities 70 CM OF TRIMMING

Possible manufacuterer: ZHEJIANG CHANGXNo distinctING size CHANGRUI section, pieces from two orMANUFACTURE more sizes are INTERLINING intermingeled.

CO.,LTD, China

LOGO & SIZE LABEL

Fig.: 28

FABRIC PRESENTATION

304 - Lockstitch (zig-zag) for button holes

» Nm 80 - 110 » Tex no. 45 » (Eberle, deliverey2014) on 5000m cones » in the colour navy

Fig.: 14

maintenance

dye-absorptance

m fossil resources process and chemicals to the ent, wildlife and both the health of orkers and people.” usiness Manual, p. 55, 2019)

Fig.: 8

L: 2mm Stitches per cm: 5

EMBROIDERY THREAD

SPREADING & CUTTING

LAYING UP ORIENTATION + breathable/ airy fabric + excellent ventilation and comfort during physical activity Due to the stripe pattern and the left+ less prone to wrinkle rightofsymmetry the pattern + only minimal amount stretch, holds shape pieces can be placed parallel to the grain line, but + good for embroidery either way.

(Silverbobbin, n.d.)

(Eberle, 2014)

301 - Lockstitch

FLAT BED LOCKSTITCH MACHINE

Possible manufacuterer: AMANN Bangladesh Product: saba - POLYESTER/POLYESTER CORE

» 13 wales & 21 courses in 1cm (tight stitch tensions) » gauge number of about 30 - 40 (fine knit) » weights about 180g/m2 » priced at about 8,50 USD/kg (yarn dyed/stiped)

SEWING MACHINERY

300 - Class Stitches

Cotton piqué polo shirt » Nm 90 - 120 » for needle numbers 10-14 » deliverey on 5000m cones » in the colours: white/ petrol/ navy

Fig.: 34

4-6Y

Style

(AMANN, n.d.)

Weft knitted fabrics can be made from a single yarn, which is fed crosswise to the length of the fabric to interlock the loops to create an either circular or flat weft knitted fabric.

diamond pattern. Based on single jersey with regular tuck stitches. Often used for polo shirts” (Eberle, 2008)

POLYESTER

drying

fibres balance the rather te characteristic n is not affected by weather or

Department Category SEWING THREAD Boys 2-8Y T-Shirt & Shirts Fig.: 12

60% Cotton 40% Polyester Size

COTTON

absorbation

Spring Summer 2022

26 “Weft knitted fabricFig.: in cotton or blends, with small relief

Properties

elasticity

Season/ Collection

£ 7.99

Fig.: 15

urable fibre e, hypoallergenic and comfortable operties make it suitable for ids wear r consumptions mical dependent crop

RRP

0933591004

OTHER COMPONENTS

0% polyester

Garment reference number

KNITTED SINGLE PIQUÉ

FIBRE COMPOSITION

N

FABRICATION

STITCHES

Cotton piqué polo shirt

Fig.: 18

nth, 2021)

Fig.: 2

Style

Composition

Fig.: 16

T-Shirt & Shirts

Fig.: 17

Category

Boys 2-8Y

(Fibre2Fashion.com, 2022)

Department

Spring Summer 2022

08

Season/ Collection

GARMENT SPECIFICATION PRODUCTION

Portfolio by Mae Woelfle

skills.

Fig.: 35

99

Garment reference number

SEAM CLASSES

(Fashionpedia, 2017) Fig.: 36

Seam Drawing Seam Code

SSa(1.01.01)

EFa(6.02.01)

EFh

SSat(5.06.11)

SSag(4.10.02)

BSj(3.05.06)

Name

Plain seam

Hem on knits

Looped Stripe

Setting Stripe

Seaming

Placket bound

Stitch

514

406

406

301

301

301

ISO

1.01

6.02

8.02

7.25

7.32

3.05

Application

Side seam, shoulder seam, armhole seam & sleeve attachment

Hem

Hem slit stripe

Stripe attachment at hem slit

Tap the neckline of knit

Placket attachement

Product Development product analysis: H&M boy´s polo shirt This reports intention is to assess my product, textiles, and manufacturing knowledge by analysing all details of an already finished garment, realising how many decisions must be made to end up with a best-selling garment and how minor misunderstandings with other people working on the product can have major impacts on time and costs. The product is an important part in the fashion industry and needs to be exactly right to generate as much profit as possible for the retailer.

N

SOURCING Fig.: 59

CRITICAL PATH NO.

11

GARMENT SPECIFICATION

Fig.: 64

EVENT

ACTION DATE

LEAD TIME

SOURCING

GLOBAL SUPPLY CHAIN

STAGE

10

Fig.: 48

Lap dip approval

11.11.21

4 days

4

Trim approval

15.11.21

2 days

5

1st Style and fit comments made

17.11.21

2 days

6 7 Fig.: 60 Fig.: 61 Fig.: 62

Sweden

aints' Day

stmas Eve stmas Day of Christmas

Year's Eve Year's Day

1st sample revison

19.11.21

2nd sample corrections/ comments

8

2nd fit correction

3.12.21

5 days

Final revision/ production of sample production

09.12.21

7 days

11

Final production sample approval

16.12.21

2 days

12

Spinning start date

18.12.21

5 days

13

Spinning end date

22.12.21

1 days

14

Yarn delievery to fabric production factory

23.12.21

3 days

15

Dyeing start date

27.12.21

4 days

16

Dyeing end date

31.01.22

1 day

17

Knitting start date

02.01.22

7 days

19

Knitting end date

09.01.22

1 day

20

Bulk fabric approved

10.01.22

1 days

21

Materials and trims delivered to garment factory

11.01.22

1 day

22

Spreading/ fabric cut day, bulk production start

12.01.22

3 days

23

Bulk cutting end

15.01.22

1 day

24

Sewing start

16.01.22

11 days

25

Sewing end

27.01.22

1 day

26

Embroidery start date

28.01.22

3 days

27

Embroidery end date

31.01.22

1 day

29

Finish - inspection and pressing start date

01.02.22

3 days

30

Finish - inspection and pressing end date

04.02.22

1 day

31

Packaging

05.02.22

2 days

32

Shipment start date

07.02.22

20 days

33

Shipment finish date / arrival at warehouse

28.02.22

2 days

34

Allocation to stores/ distribution centres

02.03.22

2 days

35

Launch day

07.03.22

3. TRANSPORTATION BY ROAD TO YARN FACTORY

INDIA 5. TRANSPORTATION BY TRAIN TO GARMENT FACTORY 6. Yarn dyeing

Sampling

» »

Fig.: 49

H&M LOCATIONS

BANGLADESH

Fig.: 51

7. Knitting

(H&M, 2022)

Fig.: 52

BANGLADESH 8. Garment Production BANGLADESH 9. Embroidery BANGLADESH

Yarn

10. Finishing BANGLADESH

Transportation

SEA FREIGHT

11. Inspection & packaging BANGLADESH

Dyeing

(Shipmap.org, 2022)

Fig.: 54

KNIT CONCERN LTD.

12. TRANSPORTATION BY SHIP TO WAREHOUSE

Fig.: 55

UNITED KINGDOM

j

14. TRANSPORTATION BY ROAD TO STORES/ CUSTOMER

Fabric Product Development Project: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

COSTING

Fig.: 71

Production

Allocation

Launch

(H&M, 2022) (Clean Clothes, 2022) Fig.: 58

Supplier

Fabrics Pique Rib Interlining

Knit Group Toray Zhejang

0.4 metre 0.1 metre 0.05 metre

£ £ £

1.56 0.28 0.65

1 1 1

£ £ £

0.62 0.03 0.03

Trims Buttons Trimming Care label Logo label Size Label Thread

Burman Knit Group Bori Bablu Bablu Amann

2 piece 0.01 metre 1 piece 1 piece 1 piece 84.3 metre

£ £ £ £ £ £

10.00 1.56 0.02 0.80 0.80 15.00

1000 1 1 12 12 10,000

£ £ £ £ £ £

0.02 0.02 0.02 0.07 0.07 0.13

Packaging Hangtag Polybag Box Barcode

Globe Labels Fariha Fariha Fariha

1 piece 1 piece 1 piece 1 piece

£ £ £ £

0.01 0.20 1.00 0.50

1 1 0.05 0.05

£ £ £ £

0.01 0.20 0.05 0.03

Single Usage Units

£

1.28

STD.HRS

Yarn Dyeing Knitting Lay & Cut Sew & Make Finish & Pack

4 0.5 0.2 3 0.5

04

Product Development Project: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

7.99

Spring Summer 2022

GARMENT DESCRIPTION

“Polo shirt in cottonshirt piqué withby a ribbed collar and button placket. Small, embroidered detail on the chest, short sleeves with narrow Style Analysis of a child´s Category ProductDepartment Development Project: Product polo Mae Woelfle, N1011985 trims, and short slits in the sides of the hem. Slightly longer at the back.” (H&M Product Description 2022) T-Shirt & Shirts

Boys 2-8Y

Cotton piqué polo shirt

Composition Fig.: 5

60% Cotton 40% Polyester Available Sizing

» standard fitted classic kids’ polo shirt » made from a weft knitted piqué and rib knitted details like collar and sleeve hem » short, attached button placket with two 4-hole plastic buttons and 2 machine square buttonholes » ribbed collar, no collar stand, ribbon attached » woven brand and size label in the back neck, care label inside seam » the straight hem is shorter in the front with short side slits on both sides with 90° corners » small, embroidered palm tree motive on the right breast area Fig.: 2

1 - 2Y 2-4Y 4-6Y 6-8Y

THREAD COST

COLOURWAY

Stitch Type

AVAILABLE CLOURWAYS:

Buttonhole

» Light orange/ Striped » Dark blue/ Block-coloured » Blue/ Striped

Lockstitch

The fabrication stays the same, but all options will be knitted differently due to the yarn dyed stripe effects.

Bartacks Button attachment

The placement of the colour blocks on the image of the H&M website are different from my sample shirt, suggesting that the print pattern is placed from the hem and ends on different stripes depending on size.

Fig.: 3

» »

AFTER CARE

Fig.: 4

(Textile Labelling: ISO 3758; ASTM D5489)

(H&M, 2022)

INSIDE DETAILS

GARMENT SPECIFICATION

1/2

» » »

Machine washing at max. 40°C program for coloureds Best for coloured garments in cotton/polyester blends

Do not tumble dry Garments might deform or shrink in a tumble dryer

» »

Iron at medium heat Steam with care and do not stretch garment Two dots indicate a maximum temperature of 150°C Iron embroidery under a cloth

» » »

Overlock

Lockstitch Chainstitch 0 0 2 2 (4-hole) (2-hole) 5 5 6 4

89 56 5 3 35 25 30 10 4 3 3 2

Thread requirement per m/ one piece needle bobbin/looper total 0.11 0.7 1.64 1.28 0.14 0.1 0.25 0.13 3.22 2.15 2.15 1.72

0.87 0 1.64 1.28 0.1 0.07 0.25 0.13 9.63 6.13 23 15.66

0.98 0.7 3.28 2.56 0.24 0.17 0.5 0.26 12.85 8.28 25.15 17.38

Do not bleach Best for sensitive, coloured garments Use a bleach-free detergent

» »

»

Coverstitch

Seam Stitch width/ typ density in mm per cm

Do not dry-clean Indicating recommendations for professional cleaning

per hour £ £ £ £

8.2 OVERHEADS

0933591004

Per

Cost

Fig.: 73

(Amann, n.d.)

Requirement for garment usage thread 2x 2x 200cm 200cm 2x 0.12cm 2x 0.8cm 2x 2x 68cm 68cm 216cm 216cm

1.96m 1.4m 6.56m 5.12m 0.48m 0.30m 1.0m 0.52m 8.74m 5.63m 65.65m 37.54m

Total New Total

84.30m 421,500m x 5000 Shirts 50.51m 252,550m

per 12

£ £ £ £ £

0.17 0.02 0.01 0.13 0.02

HOURS PER DOZEN

£

0.34

factory, equipments, managment, …

Factory Overhead COST OF PRODUCTION Seconds, scrap

£ £ £

0.85 2.48 0.15

TOTAL COST OF MANUFACTURE

£

3.48

Manufacturers Profit Wholesale Price / FOB Price

£ £

0.32 3.80

Carriage, insurance, sea freight Quota, tax, import duty Customes clearance, transport Reprocessing and RTM allowance UK import agency/ admin overhead

£ £ £ £ £

0.50 0.26 0.24 0.16 0.64

TOTAL LANDED COST PRICE

£

3.80

Retailer`s Profit Margin

£

0.79

£

6.39

VAT (20%) £

1.60

SELLING PRICE (excluding VAT) RETAIL PRICE (including VAT)

Difference

TRIPLE BOTTOM LINE

As dem proces

But sin like stit compo while t Consid (H&M, and sp

168,950m

£

PLANET

Fig.: 74

PRICE

PLANET

PEOPLE

PRICE

» organic cotton » recylced Polyester » no toxic chemicals » less water consumption » low carbon footprint

» good working conditions » respect peoples rights » education » transparence of manufactring

» paying all living wage » less pressure on manufacturer/ with competitors

PEOPLE

(Harvard Busniess School Online , n.d.)

Product Development Project: Product Analysis of a child´s polo shirt by Mae Woelfle, N1011985

Possibl

per single

0.50 £ 2.00 0.50 £ 0.25 0.50 £ 0.10 0.50 £ 1.50 0.5 £ 0.25

7.99

GIVE A MANU COST REQU

RE

per dozen bundle

Operation

TOTAL

Season/ Collection

Price

TOTAL MATERIALS PER GARMENT LABOUR

piphany

RRP

(Love, 2022)

Fig.: 72

Material

Information given on the care label - “Made in Bangladesh” H&M manufacturing informations on the manufacuterer for this exact garment as part of the new transparency policy - “Knit Concern LTD” Normal working hours of Bangladesh people, acknowleding the Bangladesh Labour Law 2006 (amended 2013) - “No adult worker shall ordinarily be required or allowed to work in an establishment for more than eight hours in any day” and “every ... industrial establishment shall remain entirely closed for at least one and a half day in each week.”

Offical bank holidays in Bangladesh, UK and Sweden (Fig.: 63) - Some dates might not correspond with the entiteld lead time, while the overall lead time might appear longer than normal, but this is due to the many holidays during December. (Jackson, 2022)

Garment reference number

(Google, 2022)

Fig.: 56

13. Allocation

CONSIDERATIONS » »

(Google Maps, 2022)

Fig.: 50

INDIA

4. Blending of fibres & spinning

2 days

10

(TextileExchange, 2021)

INDIA 2. Polyester fibre manufacutred

5 days

24.11.21

COTTON PRODUCTION SHIPMENT LEADTIME

1. Cotton fibre harvested

14

3

PO Lap dip

COMMERICAL ACUMEN

5 days 3 days

(H&M, 2022)

02.11.21 08.11.21

Fig.: 53

Purchase Order raised Lap dip revison, comments

PRODUCT INFO

1 2

C T th 5 s a

R A 1 a c

P O p (B o w

R S S th n c

Whate be con respon 2021). and su Econom

Fig.: 71 at the l certain

From a on qua the fas rather consum many k

5/

Portfolio by Mae Woelfle

Sustainability Live Project "Sustainability in Practice" group presentation This presentation is the outcome of my groups sustainability in practice project tailored for the childrenswear brand Frugi. The task was to come up with a product or process for a new and innovative, but most importantly sustainable option to incorporate in their already existing business/ product range.

"Fix Frugi" - multiuse patch set The sustainable product idea came to life after a close look at the current business strategy from Frugi

and an in-depth analysis of the current sustainable fashion market. In combination with the Sustainable Development Goals by the UN and research on fashion environmental impact, the need to focus on

elongating a products life cycle and the option of repair is a great opportunity to gain advantages to the business competitors.

For easy at home repairs the first thing that comes

in mind are patches, especially for children’s wear.

People have used them for centuries as a quick,

cheap, and easy way to fix holes, stains, or points of high pressure to make a garment wearable again.

With the rise of fast fashion, the cheap costs of a

new garment and less time to fix things it has become a habit of throwing away clothing articles. And

with today’s critical society, parents are ashamed of the need to fix things, since it will look like there is

no money to buy a new one and the child might get a stigma of poverty. Most of the time the problem is for parents the availability of patches that match the clothing, making it blend with the overall design

and getting a unique look rather than a repaired one.

"Fix Frugi" is a small range of patches in different sizes and patterns coming with every collection,

available to purchase or within a loyalty program.

Production and cost should not be a problem sin-

ce the motives are already designed and prepared for the applications in the main collection anyway, and for machinery as well as materials the same

can be used, saving time and money to invest for a marketing campaign to educate the customers of the availability and usage of the patches.

The left-over material of the garments can be utilised this way and less waste will be created.

(GOV UK , 2022)

egal

Increasing national and global resilience to resource disruptions is essential and will reduce the need for humanitarian interventions.

Customer Profile Good quality and durability is wanted.

L

the John Lewis womenswear customer (Drapers Sustainability Report, 2022)

nvironment 51% say they repair their own clothing.

To build a successful range a defined target market will help to better understand the customers lifestyles, motivation and a deep insight into their shopping habits and needs. The profiles are a balanced mix of observations, demographic facts, psychographic information as well as a current “Customers want to feel represented by the models that they see on a brand’s platform”

(Retail Gazette, 2022)

affairs consideration. This pen profile was built based on observations, surveys, John Lewis data and

retail price increase.

experience online.”

(Klarna, 2020)

echnology

conomy

3.2% average expected

retail price increase.

(Business of Fashion, 2021)

S

ocial

“Customers want to feel represented by the models that they see on a brand’s platform”

(Retail Gazette, 2022)

T

echnology

(Global happenings, 2022)

(Global happenings, 2022)

“Recreate the offline

Trible check all design for non appropriate symbols especially in unfortunate times.

E

conomy

Trible check all design for non appropriate symbols especially in unfortunate times.

olitical

E

T

olitical

(Business of Fashion, 2021)

3.2% average expected

S

Market Overview

experience online.”

(Klarna, 2020)

Portfolio by Mae Woelfle

P

Market Overview

P

“Recreate the offline

ocial

consumer.

E

customer interviews to come up with the fictitious customer "Amanda" who epitomises their actual

Pen Profile Name Age Gender Millennial group Location Marital status Children Employment Salary Education Interests Hobbies Favourite colour Favourite colour to wear Clothing size Trend Adoption

6/

Amanda 51 Female Gen X Birmingham Married 2 children Accountant £80,000 BSc Art, theater & music Reading, walking, gardening, baking, family activities Blue Black Large Fashion Follower

E

nvironment 51% say they repair their own clothing.

Good quality and durability is wanted.

(Drapers Sustainability Report, 2022)

L

egal

Increasing national and global resilience to resource disruptions is essential and will reduce the need for humanitarian interventions.

(GOV UK , 2022)

Marital status Children

(Survey, 2022)

Leisure interests popular amongst this type include golf, exercise, wine, eating out, cinema or theatre.

Married 2 children

(ACORN, 2022)

Children

(Survey, 2022)

Location Living situation Household size

South Birmingham Detached house, 4 bedrooms 4 people

DEMOGRAPHICS

DEMOGRAPHICS

Employment

•

Employment Salary Education

DEMOGRAPHICS

Colour / Fit / Style preferences

Colour worn most often Favorite Colour Clothing Size Body shape Clothing size

Accountant £ 80,000 BSc

Black Blue Large H - Square

•

Acorn states the average household income is £60,000-£100,000+ Financial situation is ‘living comfortably’ without use of benefits.

“HENRYs - What are High Earners, Not Rich Yet”

Favorite Colours vs.

Colours worn most often

PSYCHOGRAPHICS

Interests Hobbies

Art, theater & music Reading, walking, gardening, baking, family activities and yoga

Shopping in a department store

Priorities for clothing

(Survey, 2022)

(Survey, 2022)

(Survey, 2022)

Body shape

Community Engagement

(Survey, 2022)

(ACORN, 2022)

•

(Boardman, Parker-Strak and Henning, 2020)

(ACORN, 2022)

Financial Situation

- Positive work ethic - Balanced life

Shopping habits / Buying motives

(Hansell & Jackson, 2021)

(Survey, 2022)

32% are degree educated or higher.

Hobbies / Interests/ Lifestyle choices

Hobbies / Interests

Education

(Survey, 2022)

Geographic / Culture

Marital Status

Culture

Social Situation

Salary / Job / Education

Location

42% 21% 13% 9% 8% 7%

• • • • • •

Where do you shop for clothing?

Average monthly spending on clothing (Survey, 2022)

(Survey, 2022)

Shopping habits Av. spending on clothing Priorities in clothing

PSYCHOGRAPHICS

(Survey, 2022)

stroll around and see if they like something want a variety of options to choose from look for their favorite brands sourch for a specific product type buy something for their family as well sourch for something specific and want to compare brands

In Store, Department stores and on brands website £100 a month Quality, Fit and Style

applying trend research to a range for a specific customer To get a good selling range the pen profile must be combined with the trend prediction in order to produce an on trend range fitted for the customer by making decisions on how to break down high fashion trends and make them wearable within their life. Price, performance, style preferences, trend adoption and buying motives must be matched, so a customer who does not actually need more clothing wants to buy and wear the new collection.

Trend Prediction: Desert Tropics

Japanese + Scandinavian -

Natural simplicity Fused minimalism Comfortable innovation

Boho + Modern Traveler -

Relaxed Silhouettes Beyond the Beach Modern Occasion Unbleached Cotton

Trend Prediction: Japandi

Trend II: "Japandi" # natural symplicity # fused minimalism # comfortable innovation Key Directions of the Japandi Trend written by Mae Woelfle

#everyday decandance

#gentle high-definition

#functional minimalism

Colour and Pattern Directions Using references from WGSN´s Women´s Colour Forecast S/S stating "natural and nostalgic tones will continue to hold sway, and so will upbeat, celebratory bights, responding to the need for optimism and stability", while considering the preferences of the customer and current best-selling colours, this colour scheme was created. Combining warm natural summer colours with several neutral cooling tones adding freshness.

The "palette provides the base for timeless year-round colour... offering a more responsible and sustainable approach to colour development, ensuring fabric stock can be used beyond one season, which will reduce waste and lower the environmental impact of the dyeing process," (WGSN, 2021) by combining warm natural summer colours with several neutral cooling tones adding freshness.

/

Key Directions #11-4800 TCX

morning fog

"It works like a perfect marriage between simplicity and nature with the common interest of minimalism. Bringing the best from two different sides of the globe"(Barbulianno, 2019). eucalyptus

#sense o

14

#18-6018 TCXfrom interior design but moving into Originally coming the fashion industry, this trend combines Japanese and

Scandinavian aesthetics (Trendhunter, 2022). sand beige

#14-1208 TCX

/

Focusing on advanced technology and high performance, useful in face-paced urban centres, while on the other hand keeping the balance of an organic look and touch, and coming home to a comfortable and calming environment. earth - metallic shimmers (DMI, 2021)

#20-0030 TCX

/

Using smart garments to make life easier, suitable for different settings and occasions all day long. (WGSN,

pearl white

2022) This means putting craftmanship to new modern #11-0103 TCX approach, by rethinking basic algorithmic designs to aid comfort, movement and performance. (DMI, 2021)

#mirror pattern

#natural calming and cooling

Graphic but organic imagery in black with a transparent background and adding a geometric look by mirroring the pattern in every direction, using the human preference of symmetry as a tool to calm down (Dave Mullen, 2017), but making it exiting with detailing and the use of a large repeat.

summer sky

#12-4207 TCX

SS 23 Womenswear for John Lewis This project displays combined primary and secondary trend research collected throughout various sources, from fabric Colour & Pattern Directions of the Japand Trend written by Mae Woelfle

fairs, comp shop trips and presentations from the leading trend

deep black

#19-4203 TCX

15

prediction companies tailored specifically to the John Lewis customer as a must-have capsule collection for the next season.

Included are the Zeitgeist, key directions, a colour pallet with a self-made signature print, material, and silhouette analysis as well as detail and styling advice, with some aspirational highlights and the key must-have garments.

Trend Prediction 7/

Key Shapes and Silhouettes of the Japandi Trend written by Mae Woelfle

17 #bleisure

Key Details of the Japandi Trend written by Mae Woelfle

Key Details

#soft engenieering

/

18

#neck detail According to customer research, scarves are widely worn and loved accessories.

Using the upcoming halter neck top trend (WGSN, 2021) as opportunity to create scarf like draped necklines.

Key Shapes and Silhouettes

/

#belts to tie

Versatile for any body shape and garment fit to accentuate the waist and as an easy closure element.

“Modern classics are reworked to meet the needs of the evolving consumer seeking smart solutions for their hybrid lifestyles.”

(WGSN,2022)

//

#tech craft

"Strike a balance between functional details (concealed pockets, detachable trims, and clip-on utility accessories such as water bottles) and unexpected design features, pushing performance-wear forwards."

(WGSN, 2021)

Choosing classic garment shapes including simple solutions that solve problems

#adjustable gathering without a functional appearance. For example silhouettes like A-Line and Kimono,

Using working bands to across gather a fabrics, making it of body types, with adjustable details to appeal broader range more to functional and easilybase changeable to the consumer and avoid returns, so reduce loss and dead stock. the customers taste and individual style.

Especially in lengthen or shortening a sleeve or hem in no time.

21

n dow

#butto

i

ra

#s

at

o nc

e

us

blo

kirt

/

/

tric s

#pleated trouser

s

mme

n dres

#asy

um

#s

er

m

c

arf

/

Key Garments of the Japandi Trend written by Mae Woelfle

Light raincoat made of 100% recycled polyester ripstop, making it thin, breathable and waterproof.

Band gathering detail to adjust sleeve length, hood hidable in collar.

/

Pleated summer skirt in airy soft viscose with cotton twill overlayer for structure. Adjustable length and zipper in side seam.

Kimono sleeve blouse with extended shoulders, asymmetric skirt placket and scarf drape detail.

Key Garments

Aspirational and Catwalk Trends

/

Wide leg trouser, pleated from panel and overlayer, jetted back pockets and zipper in side seam.

To visualise what runway design aspects could "trickle down" and be adapted (Dillon, 2018), this board features designs from the current spring/summer collections all representing the key aspects of "Japandi".

Shirt dress with belt detail, asymmetric cut and band gathering option on one side. 2 pockets in side seam.

/

A reoccurring feature are large soft drapes, often combined with pleats and wrap elements, creating new shapes while keeping the overall look of a natural body. Also moving on from big shoulders onto flat organic designs with raglan, yoke or even kimono sleeve styles, bringing the volume to the lower half of the sleeves.

#soft drape Street Style Trends of the Japandi Trend written by Mae Woelfle

Street Style Trends #kimono sleeve

/ #below knee

/

Outerwear in form of cape or wrapped scarf options made. Simple shapes, but worn and styled in unique ways, interchangeable depending on the need of warmth, coverage and occasion.

#black and white patterns

Often seen and styled in many ways is the button down midi shirt dress with asymmetrical tie or wrap elements.

#simple covers ups

19

Cool hunting and street style photographers from Copenhagen and Tokyo help capturing what is worn by people considered to be "KOLs - Key option Leaders". Recognising what is not yet popular, but will be in the next season (Grose, 2021), and when the suitable time comes, be broken down to fit into the company’s strategy.

#ruffles by gathering with a band

Aspirational of the Japandi Trend written by Mae Woelfle

/

Giving the basic algorithmic designs a soft makeover, demonstrating how basic designs can have a modern makeover but still be suitable for lower market levels, by focusing on simple draping, soft folds, and twisted layering to aid movement and easy transformation (WGSN, 2022), especially considering previous John Lewis & Partners (2022) best seller as well as comfort levels in modesty and fits, making the trend commercially viable.

20

Fashion Design mini collection based on trend reseach This project was part of my fashion design studies, focusing on creating a collection for a premium market and a given trend forecast by the "DMI - Deutsches Modeinstitut" and considering a specific target customer. The shown visuals are extracts from the whole report and are all done by myself from translating the trend reseach up to the finalised tech packs.

Portfolio by Mae Woelfle

mood

3

M DS

3.2 Produktionsdatenblatt Details 3.2 product specification details

Saison / season

Atelier / design

SS 20/20

1623046 M.Wölfle

Segment / product

Mantel

Datum aktualiert / updated

05.05.19

Kollektion / collection

Making Memories

Modell / style

Pflegekennzeichen für das Modell

38

Angaben bezogen auf Größe / Based on size

1 Kontrollmaße, Fertigmaße in cm / measurement guide

Malva

Modelllänge an der HM ab Taille

110,0

Kragenbreite an der HM

9,0

Ärmellänge ab Halsloch

70,0

Tascheneingrifflänge im VT

22,0

minimale bis maximale Kräuselbandbreite

6 bis 24

Bindebandlänge (ab VM gemessen) und -breite

130, 12

2 Modellangaben / making instructions

A-linien förmiger Mantel mit Raglanärmel und asymetrischen geradlinigen Teilungsnähten gerundeter Saum mit aufgesetztem Kräusel in unterschiedlichen Breiten (200%) Reverskragen mittels Rückenanlage, in Halsloch Kapuze mit eingesetzt Schlitz im linken VT, um Bindeband nach außen zuführen Taschen in einer beliebigen Naht, (Optik einer Leistentasche durch Schnittführung) Ziersteppungen um Linienführung zu unterstreichen (dunkelgrünes Garn) alle Schnittkanten des Ripstop werden offen verarbeitet, da er nicht ausfranst, außer an den Belegen 3 Nathtverarbeitungen / seam types 1 Schließnähte

301

120 Nm, PES alle Schließnähte

2 Absteppungen

301

120 Nm, PES Steppungen

3 Versäuberungsnähte

4 Sonstiges

1

2

Ripstop Zusammensetzung

100% PES

Futter: Baumwoll-Seidensatin Zusammensetzung

65% CO 35% SI

8/

Zusammensetzung

Zusammensetzung

CAD skills This project also reflects my skills regarding the Adobe Creative Cloud and Office: - Photoshop: moodboards are created and colour corrected

single pattern piece and final fabric print ready to be printed onto fabcis

- Illustrator: used for technical drawings - InDesign: Layouts, putting together written pieces and visuals

pattern Phaeacia

- Excel: preparing the tech packs - Word: Writing and correcting the reports - PowerPoint: Presenting the collection to the class

8

digital drawing process For my quick inital scribbes I prefer hand sketches, which I then scan and refine to presentation illustrations in Adobe Photoshop. Colours, prints and fabrics get added and I continue my digital drawings using a wacom tablet, to add details and depth.

Bespoke Tailoring client based examination project This page showcases the evolution of my master degree project. The task was to sew 3 pieces: a coulotte, a blouse and a short blazer for our client, including special details like hand stiched buttonholes and at least 3 pockets, all to sew, fit and finish within the examination period of two weeks. To pass the exam the suit had to be completly perfect with not one mistake, including a documentation, calcultion and invoice. My preparation included research in trends and my clients preferences as well as sourcing the perfect materials for my needs.

Moodboard

hidden deep inside

3

Portfolio by Mae Woelfle

Skribble

9/

Recherche

2. Anprobe

award and ceremony With my exams and my practical projects, both graded as exellent, I got awarded by the German chamber of skilled craft as best of the year county wide.

I got invited for the offical ceremony with the raising of the masters and an interview about my project, which was live broadcasted due to covid regulations.

Website

(german):

https://www.hwk-stuttgart.de/

artikel/meisterfeier-2020-der-abend-in-bildern-und-

mens tailoring And even when my degree was foucsed on womenswear tailoring, we also had to learn how to sew a mens jacket with the classical techniques, including all inlays, piqued lapels and handstiched lining.

8 7

deep waters 6

2

WAVE

5 3

mountain grey

silent fog

midnight black

3

3

9

stone blue

white feather

4

1

sketches from my strongest collage ideas in combination with my material experiments and previous corset work

collages inspired by the piece of music, my brainstorming and reseach

3. MATERIAL EXPERIMENT - GLASS FIBRE LIGHTING -

flexible but firm root structure to wrap around the upper body, symbolising mental grounding and to hold all the pieces together

brightness within the dark entangled in the protection, root and tulle parts

2

5

1. material experiment - fabric hardener -

4

3

chiffon

velvet

batist

glitter pik

ee

lining

POPELINE

Portfolio by Mae Woelfle

armor-like body protection parts in fluid looking wave shapes

10 /

Experimental Design creative fashion design project with an artistic approach Exploring the creative possibilities within fashion without a thought about a brand, customers or money involved. Starting the inspiration from a song called "Una Mattina" by Ludovico Einaudi, creating a mood and brainstorming words, exploring sculpural and technical ideas, developing silhouettes by collaging and bringing everthing together to a collection.

"hidden deep inside" This collection focuses about my idea of mental landscapes in somebodys mind and how the balance between calm and peaceful thoughts could look like in contrast to the chaotic and scary feelings inside us.

While the calm side is visualised by lightweight fabrics

To find a balance people can live with, I included the

blown in the air and fluid looking material, as a presenta-

image of the roots for growth and grounding of mental

tion of smooth waters and quiet places, the uneasy side

stages. As well as some hardend parts, which act like an

is shown in stiff and hard fabrics with a lot of volume, a

armor to protect yourself, from whatever will come up

contrasting print and some organic forms with sharp ends.

in further life, and the lights to brighten up the dar-

The combination of them will never be exactly equal,

kness in the shadows, to symbolise the strenght to look

so I decided to go for asymmetrical silhouettes.

for the good things, even in the worst situations.

D

ie Seelenhüterin

Portfolio by Mae Woelfle

Die Seelenhuterin

11 /

[ The Soul Herder ]

Couture Collection tulle gown and corset experimentation

It started with a cinderella tulle gown, which I created when I had a lot of time in lockdown and then my inital idea evolved over the past year into a small tulle couture collection. I used the time to explore and progress my skills in traditional sewing techniques including embroidery and corset making.

All skirts and tops are seperate and combinable with each other, to easily change and create more variations of the outfits.

work and materials involved The dresses contain about 1500m of 3m wide soft tulle in 7 different shades and took about 700 hours of sewing. The printed fabric used on differnt fabrics is also designed by myself and got printed onto the fabrics of my choice. Some pieces are hand embellished with thousands of pearls and beads.

1

analysis of Ted Baker´s current marketing mix and suggestions for development options The aim of this academic report is to demonstrate and apply key principles of the fashion marketing mix and fashion business strategies in relation to different aspects of the current and future global fashion industry development by focusing on the 2 of the 4 P´s with the greatest development potential.

This extract showcases my Adobe Creative Cloud and Excel software skills as well as the critical analysis of current business practices and interpretation of data, moreover ability to work with industry standard resources and conducting my own primary research.

Part A:

Marketing Mix

Fig.:3

TED BAKERS MARKETING MIX WITH FOCUS ON PLACE AND PROMOTION IDENTIFICATION, DEMONSTRATION AND SUGGESTIONS FOR APPROPRIATE DEVELOPMENT

4

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Part A - Marketing Mix

Fig.:7

COMPANY OVERVIEW.

Fig.:6

Fig.:8

Aspirational

TED BAKER PLC. “NO ORDINARY DESIGNER LABEL” Ted Baker is a global lifestyle brand distributing across five continents “offering a wide range of collections including menswear, womenswear, accessories, fragrance, skinwear, footwear, eyewear and watches.” (Ted Baker, 2022).

Ultimately Ted Baker is a highly regarded British brand with a prompt brand recognition of 96% in the UK, with increasing awareness in the USA and Germany and strong perceptions of trust (21%), quality (23%), being worth buying (18%) and brand affinity (21%).

Their position in the market (Fig.:6) opened them the opportunity to create a broad offering luxury products at accessible prices. And while they don’t have to compete with the UK high street retailers, they are more resilient to the fastchanging consumer trends and focus on their iconic visual identity and a strong brand code known for: “britishness, optimism, joy, and delivering this with colour, print and often a quirky humorous personality.” (Ted Baker, 2022).

£

Fig.:9

Fig.:4

2022

2021

2020

£428.2m

£352.0m

£630.5m

Revenue (inc. licensing) Total retail revenue Store revenue E-commerce revenue Sales per square foot including commerce sales Sales per square foot excluding commerce sales Wholesale revenue

£297.4m £204.7m £99.7m £105.0m

£246.8m £181.9m £67.3m £114.6m

£422.6m £296.9m £202.3m £94.6m

£658

£1,043

£447

£244

£711

£77.6m

£52.4m

£106.7m

Own stores Concessions Outlets Partner stores/concessions Total

47 95 19 12 173

44 130 21 10 205

46 242 22 11 321

Group revenue UK and Europe Performance

5

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

£££

Mainstream

Fig.:5

The mission is “to be the most engaging British lifestlye brand, creating and celebrating the unexpected in the everyday. “ Customer research (Fig.: 7) found associations with the brand remain positive overall feeling good and getting a sense of confidence from wearing Ted Baker fashion products. Other things found were “to stand out and be complimented”, ”being comfortable while still being stylish”, “versatile, suited for a mix of occasions” and words like sophistication, elegance, smartness were used, proving the new design direction (Fig.:8) settles well with the loyal long-time customers.

As for the recent financial situation (Fig.:4) Rachel Osborne, Chief Executive Officer (2021) commented: “The Ted Baker brand has strengthened further, with the number of active customers growing to 1.2m by the end of the year”, despite the decrease of the group revenue by 44% to £352.0m (Nov. 2021) compared to £630.5m (Nov.2020) in the prior year, still majorly

impacted of COVID restrictions on trading globally.

“But e-commerce sales increased by 22.0% to £144.9m, supported by continued investment in digital business and significant improvements to the online customer journey.” (Osborne, 2021).

But even with the major impact of COVID and the following slowdown in the economy, there is a decrease in demand for Ted Baker’s products.

People have less disposable income to spend on non-essential items. Ted Baker is aware of the current market risks (Appendix, p. 20), carefully manages costs and monitors the board on performance also exploring “all UK government support schemes and take steps to reduce costs and protect cash flow.” (Ted Baker, 2020).

Part A - Marketing Mix

HQ Location LONDON

Fig.:11

Social Media Fig.:17

Website

Department store

Fig.:13

• Decentralised - Existing beyond retail centres and the limits of bricks-and-mortar

S

• Low-impact - Tackling environmental footprints across supply chains

„

W

trengths

• Hyper-transparent - Using data to better inform and educate shoppers

eaknesses

» worldwide avaible » easy return process » destinct shop environments » good customer service » wide retailing network » BNPL payment options

Being ahead of the game will be a huge advantage over competitors, given the already wide spread of store locations all over the world and international reach of Ted Baker, smaller investments in technology and more in-store experiences are a relatively easy task than to build more stores.

Considering the SWOT analysis (Fig.:12) focusing on Ted Bakers retailing strengths and weaknesses, there are several opportunities for them to enhance their “Place” factor in the Marketing Mix.

» long shipping times » distrubtion of different fashion items to specifc stores/ online only » separation of distribution channels » lack of innovation (Grose, 2021)

(Customer Reviews 2022; Mintel, 2021)

Fig.:20

With the massive investment in the online presence Ted Baker already took the right step into a decentralised retail future, integrated social media into their e-commerce system, but the separation of the physical retail and online is still quite noticeable (Ted Baker, 2022).

“Ted Baker has 375 stores and concessions worldwide, comprising 92 in the UK, 81 in Europe, 95 in North America, 96 in the Middle East, Africa and Asia, and 11 in Australasia.”

(Ted Baker, 2022)

• Responsive - Agilely adapting to fluctuating demand or gaps in service

Fig.:19

Concesions, Outlets, ...

Websites and Shipping Options

Fig.:18

Keeping the agility to be able to adapt to demands and gaps in service will be extremely important in today’s fast changing world (Business of Fashion, 2021). And although the change to the metaverse is too big of a step for a brand like Ted Baker, they should not fall behind.

Ted Baker Stores

Research shows “almost two thirds (62%) of UK consumers expect more convenience from brands.” (Wunderman Thompson Technology, 2021) and the future of retailing being prospected as followed:

(Retail Future 2021 Report)

PREPARING THE PHYSICAL RETAIL ENVIRONMENT FOR THE FUTURE:

TED BAKER LOCATIONS:

Currently Ted Baker follows a multi-channel approach, with 45 brands owned physical stores, 205 concession lines in various department stores, online on www.tedbaker.com or indirect e-commerce, like Asos, shipping nearly all over the world (Fig.:11). And while the goal is to build an omni-channel, with customers experiencing all touchpoints as one brand and not only separate channels, it is not an easy task to fulfil, to coordinate and strategically plan all individual factors to become one experience (Hansell, 2022).

O

T

However, after lockdown many countries now enter a recovery phase and are “set to return to some level of normalcy with both physical stores and online channels being more closely integrated than ever before ... from learning what is on-trend to keeping in touch with brands, from selecting and purchasing products to sharing their shopping experience.”(Mintel, 2021).

They see the ability to connect with brand associates (both in-store and online) and have all digital options as normal and retailers need to acknowledge these demands as innovations in offline spaces to gain a competitive advantage.

Fig.:12

» currency fluctuations » changing customer preferences » exposure of stakeholders to negative media » supplier & critical path agility » diversity & inclusion

(Soloman, Mrad, 2022)

“WHICH OF THE FOLLOWING WOULD ENCOURAGE YOU TO START/ DO MORE SHIPPING VIA SOCIAL MEDIA?”

Fig.:22

Easy options for experiments with digital tools and technologies could be smart mirrors in stores (Fig.:19, 20), loyalty schemes with physical benefits by doing digital tasks (Fig.:21, 22) or simple product filters for social media. In addition to further possibilities of in-store embroidery personalisation or even an online tool to design your own unique Ted Baker scarf with digital fabric printing (Fig.:18).

Industry professionals predict that “brick-and-mortar stores will be used as galleries, showrooms and event spaces” (Howland, 2021) and brands offering additional incentives like one-off-a-kind experiences will emerge as winners in the race to success (Solomon, Mrad, 2022).

hreats

pportunities

» resale » in-store experience » promotional events » advanced technology » linking social media with sales » loyalty schemes

Fig.:21

MULTI-CHANNEL RETAILING:

“

Store

Fig.:16

PLACE.

“A “place” refers to how and where the fashion product will be available and sold” (Solomon, Mrad, p.342, 2022), and while retailing functions as a bridge between the producers (e.g. Ted Baker and their manufacturers) and the customers, offering time, space service and ownership value, different sales strategies reach different consumers. With a wide target group (Appendix, p. 18) Ted Baker can drive most sales with many different distribution channels with varying numbers of levels included (Solomon, Mrad, 2022).

Fig.:15

j

PLACE.

Fig.:14

Part A - Marketing Mix

Ted Baker already has a strong store image, creating an enjoyable, warm and creative atmosphere. All 5 characteristics: the exterior, interior, layout, design decoration and human variables play together to generate a feeling of intimacy and familiarity for their target customers (Nobbs, Fong and Baker, 2015).

Integrating some in-person experiences with detail capabilities in the stores will not need a lot of effort.

(Ted Baker, 2022)

Fig.:13

Fig.:10

6

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

7

consumers have tried reselling for the frist time in 2021, compared to 36.2 million in 2020. (Thread up,2021)

PLACE.

Fig.:25

P

Fig.:26

» paying living wage » no price pressure on manufacturer » cheaper resale prices

TED`S BRAND AWARENESS ACROSS DIFFERENT MARKETS (DEC 2021)

Using marketing tools for calls for action, discounts, loyalty schemes, events, ...

Fig.:34

BRAND AWARENESS FOR WOMENSWEAR IN GERMANY IN REALTION TO COMPETITORS:

Fig.:32

Fig.:36

9 8

Integrating macrotrends for sustainability, technology and diversity, representing the current zeitgeist.

Fig.:30

“Not only can more circular business practices cut emissions, reduce primary resource use, minimise waste, and create a more accessible economy for all, but the growth of circular systems shows many recognise this can be a winning business formula, too.”

(Susan Harris, n.d.)

(Blum,2021)

(Grose, 2021)

Using messages, interactive objects and backround text while integrating the brand.

Fig.:35

To avoid lots of organisation and keep it at low-cost a pop-up store has a lot of benefits, reselling items for only a specific period at a specific location, maybe even travelling to different UK cities.

“The goal of a pop-up store is to create consumer interest and generate buzz.”

(Solomon, Mrad, 2022). It’s an efficient way to introduce and test the desirability of second-hand Ted Baker products and see what the customers thinks. It also emphasises a great customer experience and features an engaging form of shopping, maybe even connectable with some of the other ideas in this report and not much different to Ted Bakers previous PR events (Fig.: 29) or Selfridges “pre-loved pop-up event” (Drapers,2021), (Fig.:23).

TRIPPLE BOTTOM LINE

rice

» good working condition » education and information » respecting peoples rights

A Action

Ted Baker made a good start with their first ever campaign “Paint it Ted” in 2018, but gave up to quickly (Fig.:35).

By analysing it with the AIDA model (Fig.:33) the start is always to get attention for example with a big above the line campaign for a new collection on billboards, in magazines and media, accessible for a large group of people to get the brand signature elements like their best-selling coat. Followed by the unique approach of painting to keep the interest (Heubel, 2019). Now the “advertisement convinces consumers that they want and desire the product or service because it will satisfy their needs.” (Jackson, 2022) and what could create more desire than to win an actual one-off-a-kind coat.

The last step will be a call to action, by doing something, purchasing the products, or just responding in some form, in this case the contribution to the competition.

Fig.:31

To reach their goals for the next quarter (Appendix, p. 20) to expand their market share in the US and Germany the major problem is to get them known. 65% of Germans don’t even know the brand exists, while Ted´s competitors have the same percentage of people “definitely considering” buying from them (Fig.:36).

Their current marketing concept, consisting mainly of BTL with direct emailing (Fig.:34), sales, CRM and some social media activity, is not designed to reach new customers at all (Travell, 2021).

Fig.:29

P

Ted Bakers last year’s market research (Fig.:32) clearly displays people have a very high awareness of the brand in the UK with 96%, although the people considering buying a garment rapidly decrease to only 49% and even less consumer currently shop with them. So, what is the problem?

The product, price, place or more likely the lack of promotional activities fitted for these types of customers. Ted Baker does not have any kind of advertisement, only a small visual campaign for their online presence, and some trials of promotional activities in the past (Hughes,2018).

Resale attracts lots of different types of customers from all economic levels, people who could normally not afford a Ted Baker dress would be able to get one for special occasions. While loyal customers could get their hands on previous styles they missed but adore and might even pay more than the original retail price, or just find some treasures and save money, to use it for the next vacation (Narts, 2021).

3.

Collection

D Desire

While consumers receive fashion communication often from “personal sources such as people around them, including friends, family salespeople and sometimes more importantly – people from the street” (Solomon, Mrad, 2022), the basic content for people to talk about must come from the brand itself.

To reach the goal of marketing by the “process of identifying and satisfying customer needs through the profitable supply of product and service benefits” (Jackson and Shaw,2001), it is necessary to manage the whole mix of elements, so their benefits are delivered in the most effective way possible.

Even if the product, price and place are as perfect as they can get, when the customer does not know they exist in the first place, the business will fail.

And statistics like the research from Drapers Sustainability (2021) report state: ”Younger people are more likely to resell items online: 17% of 18 to 24-year-olds and 19% of 25 to 34-year-olds say this is their preferred channel of disposal.”

And “more than a third (37%) of consumers buy second-hand fashion online, rising to around half for shoppers aged under 35. Nearly half (45%) buy secondhand fashion in stores or markets.” The market is ready (Fig.:27) and retailers willing to adopt will also gain new customers and improve engagement with existing ones.

Fig.:24

I Interest

RAISING THE BRAND AWARENESS :

The total number of consumers who bought second-hand apparel for the frist time in 2020.

(FashionUnited UK,2021)

--

Fig.:33

A Attention

Using design elements like strong imagery, colours and signature prints for campaign with story line for ATL advertisment.

33 million

65% of consumers

Fig.:28

2.

Garment reclaim

CIRCULAR RESALE MODEL

AIDA MODEL IN TED BAKER BRAND AWARENESS CONTEXT

PROMOTION.

estimated 2.1 trillon dollar of fashion items currently sitting unused in wardrobes. (Business of Fashion, 2021)

For Ted Baker a recommence model also known as resale could be a big opportunity to invest in. Overall, Ted Bakers resale values are quite high compared to their competitors. On websites like Depop and Vinted the category “Ted Baker Coat” alone stocks over 500+ items still selling for around 200GBP in used conditions and up to 300 for new ones still with a tag attached (Fig.:28).

Especially rare colours or prints from past collections (Fig.:30) seem to be very popular. But also dresses, shoes and handbags get sold very quickly for unusual high prices.

1. End consumer

eople

(Ted Baker, 2021)

5 to 7%

of resellable fashion is sold and bought on resale platforms. It means that there´s an

turn to second-hand fashion for many different reasons, whether it be their personal style, budget or commitment to a more sustainable lifestlye. (Mintel, 2022)

Fig.:23

lanet

in June. (Depop, 2021)

when they buy used items instead of new ones.

(FashionUnited UK, 2021)

4.

Refurbish

» reduce waste » good quality » use of sustainable material » easy recycling » green transport » less overconsumption » transparence

$1.6 billion

by 82%

Since retail is a key role in the circular fashion economy selling millions of products every day in stores and online, consumers “are increasingly interested in the social and environmental impact of these products” (Blum, 2021), needing brands to rethink their opportunities and embrace new revenue streams with business models that are good for the planet, for people and price (Fig.:24-26).

P

second-hand fashion resale app Depop for

Fig.:27

Consumers reduce their carbon footprint

TESTING RESALE OPPORTUNITIES WITH POP-UP EVENTS:

5. Resale

Part A - Marketing Mix

101.2 million clothing items were sold by retailers in 60% of the retailers surveyed are now open to offering a range of second-hand items resale shops in the course of the year 2020. (Drapers,2021) to their customers.

188 million (Thread up, 2021) Etsy bougt the British

Part A - Marketing Mix

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Part A - Marketing Mix

TED BAKERS COMMUNICATION: Suppose Ted Baker wants to create an advertisement campaign to raise brand awareness and make more people loyal customers, a clear message must be developed. As illustrated in Kotlers communication model (Fig.:38) this is actualy a more difficult task to do than said, since a lot of “noises” can disrupt the path from creating the message to the customer understanding what is meant.

PROMOTION.

Using a campaign to advertise the resale events as an example, location, age, gender and culture can completely change how the receiver (the people interested to come to one of the events) precepts the information and might rethink to actually spend time and money.

Fig.:37

KOTLERS COMMUNICATION MODEL

MESSAGE

Resale pop-up events information campaign

Fig.:38

SENDER:

ENCODING

Ted Baker

MEDIA:

DECODING

• Social Media • Website • Online adverts • In store

FEEDBACK:

• Positive: more inclusion, bigger campaign • Negative: make changes, rethink interpretation and target group

RECEIVER: Customer

RESPONSE:

NOISE

DRIP MODEL: TED BAKER CAMPAIGN EXAMPLE

However psychological research in fashion (Mair, 2018) shows people nowadays are more likely to keep an interest in advertising when the visuals support a more accurate and representative portrayal of the customers body image.

Making them ”feel better about themselves, more accepting of their changing bodies, more confident, less invisible and more valued by companies and by society as a whole” (Mair, p.44, 2018) and then as a result spend more money.

Competitors like Hugo Boss already included all kinds of bodies and faces in their latest campaigns (Fig.:40), resulting in a rapid increase of positive feedback, sales and PR attention (Boss, 2022).

And although an inclusive campaign can be tricky and should be handled with expertise and care, to not accidently offend somebody, every company needs to acknowledge “that not every woman is a six-foot-tall Blonde” and “that if a fashion brand wants to remain in the market, it should completely adapt to all changes in market trends and shifts in consumer behavior.” (Solomon, Mrad, p.78, 2022).

The campaign example as demonstrated in a DRIP model (Fig.:39) combines all aspects and represents the 3 A´s: attention, awareness and attraction, being a good opportunity to entertain, engage and inform customers (Jackson, 2022).

• Verbal: comments, reviews, • Non-Verbal: new customers and more sales & profits

D

Part A - Marketing Mix

Fig.:39

Ted Baker differentiates from competitors creating a resale pop up events and a inclusivity campaign to promote it.

ifferentiate

R I

CONCLUSION.

Informing customers via billboards, social media, YouTube and online magazine advertisement and direct e-mails to already existing customers.

e-enforce

Overall, Ted Baker already does a good job with their use of the marketing mix for the current fashion industry but need to improve fast to adapt to the future developments. At the moment they could gain a major advantage over their competitors and “use the buzz of being the first” (Lutkevich, 2021) to promote their brand awareness internationally.

Their price and product strategies are well established with a wide range of options and are only mentioned in positive customer feedback, while place and promotion are the two elements which have the most opportunities to grow Ted Bakers business for 2023.

Communicating information of the events, available products, dates and locations while welcoming all people.

nform

SUMMARY OF ALL MENTIONED SUGGESTIONS:

P

• • • • • • • •

The campaign promotes the events and builds interest and desire to buy while building a connection to the macrotrends of sustainability and diversity.

ersuade

Smart mirrors in changing rooms to let customers see other available options Loyalty scheme with digital tasks and physical benefits Social media filters and stickers for products, logos and events In store personalisation with embroidery Online tool to design own Ted Baker prints for scarves Resale pop-up events at different location Inform people of Ted Bakers sustainability strategy ATL campaign featuring a diverse set of people (ethnicities, body shapes, disabilities, …)

Fig.:41

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

11

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Marketing Mix Appendix

Appendix

OBSERVATION.

CUSTOMER RESEACH

BY TED BAKER 2022.

Fig.:10

Stores Fig.:3

Fig.:3

Fig.:3

TED BAKER PERFORMANCE REPORT 2022.

Noticeable is that the majority of the comments are “excellent” (5 stars) and the others are “bad” (1 star) due to lost or wrong online orders, failed returns without receipt or extended international shipping time. All things that can happen occasionally.

Concessions Fig.:58

Primary reseach trip to several Ted Baker stores in the UK including, Glasgow, Manchester, Oxford and Nottingham, at the airports London Heathrow and Stanstead, as well as several concession lines in department stores like Selfridges, House of Fraser and John Lewis from January until May 2022, but only for womenswear.

Appendix

CUSTOMER REVIEWS. Fig.:60

There are lot of reviews although Ted Baker does not ask their customers to review anything. All comments on the company and the garments do come from the customers themselves, on all kinds of different channels: Tik Tok, Twitter, Facebook, Instagram, Youtube, review websites like Trustpilot, ...

Fig.:3

Appendix

Fig.:57

Portfolio by Mae Woelfle

Fig.:40

10

Newest Data from the Preliminary Results Announcement (26.05.2022) for the 52 weeks ended 29 January 2022 and Q1 trading update for the 12 weeks ending 22 April 2022.

TED`S ACHIEVEMENTS:

TED`S GROWTH STRATEGY:

Fig.:64

EXAMPLES: Fig.:61

RANGE

• • • •

every store has a different range of products often size 0,2,4 on display, other sizes must be asked for sorted by collections with suitable accessoires mix of clothing for different occasions with some variations

• • • •

window display showing full outfits of current collection mannequin in the centre of the room clothing on racks, jeans and t-shirts folded on tables in a visual presentation with matching accessories extra sections for handbags, jewellery table and shoe area

STAFF

• • • •

waiting behind the cashier desk, attentive and helpful when asked know what is currently in stock at the store package everthing neatly in paper and bag dressed in creative smart casual

EXPERIENCE

• • •

shop is always tidy, clothing perfectly neat open changing room doors when empty long bar to hand garments in changing room, small seat and full mirrors on both sides of the dressing room

PRESENTATION

Fig.:59

Fig.:59

Fig.:60 Fig.:62

Fig.:15

17-40 year old styled long hair and sophisticated make-up often with friends, boyfriend or husband wearing smart casual clothing

Fig.:41

CUSTOMERS

• • • •

POSITVE THINGS MENTIONED:

NEGATIVE THINGS MENTIONED:

• • • • • • • • • • •

•

excellent in-store service replacment of faulty items fast responds website faults handled fast by customer service good quality worldwide shipping fast returns good resale value creative pattern, colours and prints good sizing guide additional e-mail receipt

• • • • • • •

website shows you everything even out of stock and no option to filter out. product faults no return without receipt delays in international shipping package tracking does not work strict replacement for faults policy order cancellation after checkout due to “Out of stock” wrong items send

Fig.:64

CHANNEL PERFORMANCE:

Fig.:60

• Good customer service - Bought a dress in Glasgow, somebody forgot the security tag, I didn’t see it until back home, brought it to my local Ted Baker store and they removed it. Even repacked it in their packaging and apologies for the problems this made.

• Good size guide - Due to their own specific sizing system (0-6) everybody has to look at the size guide and find himself buying the perfect size without comparing size to normal wardrobe.

• Luxurious in store experience - Sale assistants always available to help, get sizes, colourways and give good advice if asked for.

Fig.:63

19 Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

18

Appendix

PRODUCT.

PRICE.

Fig.:64

Fig.:3

20

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Current clothing prices range from £35 for basic cotton t-shirt to a standard of £150-295 for dresses and special outerwear for up to £425.

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Core items are always priced less than trend products.

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tra/oxygen/display/id=1129277?fromSearch=%3Ffreetext%3DTed%2520Baker> [Accessed 22 May 2022].

Mountain, N., 2021. The Critical Path. [Lecture at Nottingham Trent University]. 18.October.

Directory.goodonyou.eco. 2022. Zara - Sustainability Rating - Good On You. [online] Available at: <https://directory.goodonyou.eco/brand/ zara?_gl=1*1eyo25e*_ga*MTQxMjQ0NjE5OS4xNjUzMDM5NDYy*_ga_TTB1J3Q9MN*MTY1MzAzOTQ2MS4xLjAuMTY1MzAzOTQ2MS42MA..&_

international/bangladesh> [Accessed 18 May 2022].

Mintel, 2022. Ted Baker to open 30 new stores in new franchise agreement. [online] Reports.mintel.com. Available at: <https://reports.mintel.com/sinaMintel, 2021. Designer Fashion UK. [online] Reports.mintel.com. Available at: <https://reports.mintel.com/display/1049095/?fromSearch=%3Ffilters.

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Dfsworldwide.com. 2022. UK/Bangladesh Commercial Shipping | 20/40f Container Sea & Air Freight. [online] Available at: <https://www.dfsworldwide.com/Shipping-to-Bangladesh.html> [Accessed 13 May 2022].

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Howland, D., 2020. Brick and mortar’s next chapter. [online] Retail Dive. Available at: <https://www.retaildive.com/news/brick-and-mortars-next-chapter/578768/> [Accessed 24 May 2022].

Hughes, H., 2018. ‘Paint it Ted’: Ted Baker reveals its first ever advertising campaign. [online] Fashion United UK. Available at: <https://fashionunited.uk/

Devo, J., 2018. The Digital Fitting Room Is Coming. [online] Gadgetsboy.co.uk. Available at: <https://www.gadgetsboy.co.uk/digital-fitting-room-vodafone-mango/> [Accessed 23 May 2022].

Inditex.com. 2022. Code of Conduct and Responsible Practices. [online] Available at: <https://www.inditex.com/documents/10279/241587/ Code+of+Conduct+and+Responsible+Practices/aa0ee7c0-74b5-4f8d-a210-5581678919fe> [Accessed 20 May 2022].

Miller, K., 2020. The Triple Bottom Line: What It Is & Why It’s Important. [online] Business Insights Blog. Available at: <https://online.hbs.edu/blog/post/ Minimum-wage.org. 2022. Bangladesh Minimum Wage - World Minimum Wage Rates 2022. [online] Available at: <https://www.minimum-wage.org/

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Clean Clothes, 2015. Bangladesh Factsheet February 2015. [online] Clean Clothes Campaign. Available at: <https://cleanclothes.org/file-repository/ resources-publications-factsheets-bangladesh-factsheet-2-2015.pdf/view> [Accessed 1 May 2022].

Londrigan, M. and Jenkins, J., 2018. Fashion supply chain management. New York: Fairchild Books, An imprint of Bloomsbury Publishing Inc. The Manufacturer. 2016. The role of human factors in the future of manufacturing - The Manufacturer. [online] Available at: <https://www.themanufac-

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•

able at: <https://smartmarketingbreaks.eu/aida-werbewirkungsmodell/> [Accessed 26 May 2022].

Business of Fashion, 2021. State The State of Fashion 2022. [online] Available at: https://www.businessoffashion.com/reports/news-analysis/theChakraborty, S., 2019. Ted Baker: Charting the bespoke route globally. [online] https://www.retail4growth.com/. Available at: <https://www.retail-

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Fig.:38

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Gwilt, A., 2020. A practical guide to sustainable fashion 2nd ed.. London: Bloomsbury Publishing USA Hallett, C. and Johnston, A., 2014. Fabric for fashion. London: Laurence King Publishing, pp.22-60.

Hansell, M., Jackson, S., 2022. Lecture: Fashion Supply Chain Management (Nottingham Trent University) 29. April.

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Grumbach, D., 2014. History of international fashion. Northhampton: Interlink books.

Gurzki, H., 2019. Dreaming Up A World – How Luxury Brands Create Desire. [online] Forbes. Available at: <https://www.forbes.com/sites/esmtberlin/2019/11/20/dreaming-up-a-world--how-luxury-brands-create-desire/?sh=128c1bf971af> [Accessed 28 May 2022].

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Blum, P., 2021. Circular fashion. 1st ed. London: Laurence King Publishing, pp.14-106.

Boardman, R., Parker-Strak, R. and Henninger, C., 2020. Fashion Buying and Merchandising. Oxon: Routledge, pp.78-85.

Buchanan, S., 2015. Smart Fitting Rooms. [online] Smart Fitting Rooms | LS:N Global. Available at: <https://www.lsnglobal.com/micro-trends/article/16876/smart-fitting-rooms> [Accessed 23 May 2022].

4growth.com/projects/ted-baker-charting-the-bespoke-route-globally-4226> [Accessed 21 May 2022].

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Arnold, A., 2017. 4 Ways Social Media Influences Millennials’ Purchasing Decisions. [online] Forbes. Available at: <https://www.forbes.com/sites/ Beaudoin, P., Lachance, M.J. and Robitaille, J. (2003), “Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents”, Journal of Fashion Marketing and Management, Vol. 7 No. 1, pp. 23-30.

state-of-fashion-2022-industry-report-bof-mckinsey/ [Accessed 19 February 2022].

Lutkevich, B., 2021. What is buzz marketing? -- Definition from WhatIs.com. [online] SearchCustomerExperience. Available at: <https://www.techtarget.

index.cfm?directory_id=8&pageID=3300> [Accessed 25 May 2022].

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Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

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Amsterdam Standard. 2020. Nearshoring, Outsourcing, Onshoring & Offshoring: What’s Difference?. [online] Available at: <https://amsterdamstandard.com/en/post/nearshoring> [Accessed 18 May 2022].

andrewarnold/2017/12/22/4-ways-social-media-influences-millennials-purchasing-decisions/?sh=167dc1ed539f> [Accessed 17 May 2022].

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com/display/1049559/?fromSearch=%3Ffilters.category%3D124%26last_filter%3Dcategory&resultPosition=14> [Accessed 24 May 2022].

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Mair, C., 2018. The psychology of fashion. 1st ed. Oxon: Routledge, pp.35-45.

HUGO AG, 2022. HUGO BOSS Group: Company. [online] Group.hugoboss.com. Available at: <https://group.hugoboss.com/en/company> [Accessed 27 May 2022].

ter/578768/> [Accessed 24 May 2022].

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Travell, C., 2021. Brand Management and Marketing [Lecture at Nottingham Trent University]. 11.November.

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Jackson, S., 2022. Marketing Mix: Promotion. [Lecture at Nottingham Trent University]. 11.March.

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2022. [online] Available at: <https://www.tedbakerplc.com/~/media/Files/T/Ted-Baker/results-and-reports/report/2022/rns.pdf> [Accessed 26 May

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[Accessed 20 May 2022].

Hughes, H., 2018. ‘Paint it Ted’: Ted Baker reveals its first ever advertising campaign. [online] Fashion United UK. Available at: <https://fashionunited. uk/news/fashion/paint-it-ted-ted-baker-reveals-its-first-ever-advertising-campaign/2018110539795> [Accessed 25 May 2022].

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line-ir.pdf> [Accessed 18 May 2022].

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• •

Fig.:4

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

Fashion Industry Summative Assignment Report by Mae Woelfle N1011985

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21

FY22 HIGHLIGHTS:

Rachel Osborne, Chief Executive Officer, commented: “That momentum has continued into the new year, supported by a steady return to the office and social events.

While we remain mindful of what is a challenging macro environment, we are well positioned for growth. The positive response to our SS22 collection and the recent launch of our new digital platform, supported by our strong brand, capital light strategy and well-established distribution channels give us confidence in Ted Baker’s future.”

Fig.:60

17

Fig.:64

MY PERSONAL REVIEW:

Ted Baker, 2022. About Ted | Ted Baker UK. [online] Tedbaker.com. Available at: <https://www.tedbaker.com/uk/info/about-ted> [Accessed 18 May 2022].

•

ny-supply-chain/> [Accessed 20 May 2022].

Ted Baker, 2022. FULL YEAR RESULTS 52 weeks ended 29 January 2022. Ted Baker Annual Reports. [online] Available at: <https://www.tedbakerplc. com/~/media/Files/T/Ted-Baker/results-and-reports/presentation/2022/presentation.pdf> [Accessed 18 May 2022].

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Ted Baker, 2022. Ted Baker Press Release. [online] Available at: <https://www.tedbakerplc.com/~/media/Files/T/Ted-Baker/press-release/ted-cmd-outline-ir.pdf> [Accessed 18 May 2022].

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Ted Baker Group, 2022. Ted’s Aim & Strategy. [online] Tedbakerplc.com. Available at: <https://www.tedbakerplc.com/about-us/teds-aim-and-strategy> [Accessed 18 May 2022].

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Ted Baker, 2022. Preliminary Results Announcement for the 52 weeks ended 29 January 2022 and Q1 trading update for the 12 weeks ending 22 April 2022. [online] Available at: <https://www.tedbakerplc.com/~/media/Files/T/Ted-Baker/results-and-reports/report/2022/rns.pdf> [Accessed 26 May 2022].

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Textile News, Apparel News, RMG News, Fashion Trends. 2022. Top ten apparel sourcing countries to watch in 2022. [online] Available at: <https://www.

•

The Economist. 2009. Triple bottom line. [online] Available at: <https://www.economist.com/news/2009/11/17/triple-bottom-line> [Accessed 12 May

textiletoday.com.bd/top-ten-apparel-sourcing-countries-watch-2022/> [Accessed 20 May 2022].

2022].

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The Manufacturer. 2016. The role of human factors in the future of manufacturing - The Manufacturer. [online] Available at: <https://www.themanufactur-

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Thredup.com. 2022. 2022 Fashion Resale Market and Trend Repo

er.com/articles/the-role-of-human-factors-in-the-future-of-manufacturing/> [Accessed 20 May 2022].

Content Creation assistant for content creation at several photoshoots Helping to create digital content for a friend, who just started a bridalwear brand. I participated in her first two photoshoots as a videographer and content creator, while the account itself is managed by a social media marketeer, I was in charge of taking videos on the photoshoot day, as well as getting the raw clips into final edited and cut reels ready to get posted.

For the beginning they chose to focus on the clothing and brand aesthetic, rather than actual

Portfolio by Mae Woelfle

marketing, so we kept all content more traditional, until the final website will go live.

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i Instagram: https://www.instagram.com/maikejulianew/ TikTok: https://www.tiktok.com/@maikejulianew

my private social media accounts My private social media accounts still focus very much on my work. Since I do not like to share my private life, I decided to dedicate them to my current and previous sewing projects, interesting sewing tips and information and to stay in contact with my online network interested in fashion. I use different apps to plan my grid, colour coordination and texts as well as simple video editing software to cut some clips.

Corporate Design fictional branding for my graduate collection Big part of my graduate project was not only to design and sew a collection, but also to present it professionally. So I created this branding concept around it. Starting with a brand name and mission, a complete corporate design, visual merchandising concept and ending with the final catwalk show, where I also was part of the organisation team.

Video: https://www.youtube.com/watch?v=wurkyC8-UFg

creating a brand look While developing and reseaching, I also wanted to create this bigger picture, to present my intentions and the purpose of the collection to my audience. For the start I focused heavily on the initial promotion for this collection. My logo, the key is also featured in the designs and easy recognisable, other than the

Portfolio by Mae Woelfle

distinct but changing fabric prints.

NeverEndingDreams

The key to unlook the door of your dreams

by Maike Juliane Wölfle

14 /

n e k o r om b

fr

to fixed

making an impact Often, it’s the small things that make a garment unwearable again, and no matter how expensive a garment was, all of them can break over time and usage.

My fashion design and tailoring skills help to come up with the most time and cost efficient ways to fix something. Often shortening a garment can help remove a hole at the hem, a tailoring stitch can make a new closure loop, or a missing button can be attached.

Jeans that are too old or broken to be repaired will be upcycled into patchwork bags, utilising as much of the good fabric as possible.

Volunteer at White Rose upcycling and repair seamstress During term time I volunteer in the upcycling and repair department of the charity shop White Rose, offering lovingly hand-picked recycled clothes; men’s recycled fashion, women’s recycled fashion and kids recycled fashion. My role requires to repair, amend, or fix branded donations to

Portfolio by Mae Woelfle

make them able to be sold again or make them even more valuable than before.

15 /

client analysis Knowing, combining and using the principles of colour coordination, working with the given body shape and not against them, focusing on the prefered features, appealing some visual rules, including the clients taste and style preferences all with in the budget - personal styling can help clients to find the right balance, get them the assurance from a professional that their looks enhance their features and personalty, to go more comfortable through life. With the help of moodboard and visuals, sometimes even including a wardrobe audit gives more then enough information for the client to be useful for his entire life.

Portfolio by Mae Woelfle

Personal Styling making a person feel as confident as possible It does not matter if a client wants a complete body and wardrobe analysis or just need some help with an outfit for a specific occation, clothing and styling hold more power then most people assume. Looks can change how a person feels about herself, how she appeals and interacts with others, but to find the right pieces and combining them together in the given budget and for the needed occation, is not an easy task, especcialy when you are not particularly interested in these topics.

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Pedagogical Report teaching students a specific topic Along with the German "Meistertitel" (bachelor professional degree) comes the ability to teach offical degree fashion design and tailoring courses, so a big part of the training included studies on learning and teaching principals and how to apply them in lessons and 1-to-1 teaching.

Half of the examination was this in depth report and a practical task to do an tutorial with an actual student, which I both successfully completed.

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

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Nachweis zur praktischeN uNterweisuNg der ausbildereigNuNgsprüfuNg

im Ausbildungsberuf Maßschneider/in

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achlicher bezug

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erNzielbereiche

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Prüfungsteilnehmer

ca. 15-20 min.

Meisterschule (Fachschule) Manuel Fritz Steubenstraße 46 68163 Mannheim

u ruNde liegeNder kuNdeNauftrag

Eine Kundin des Ateliers wünscht sich für ihre alljährliche Gartenparty ein sommerliches, luftiges Hängerkleid mit viel Saumweite, sodass es bei ihren Bewegungen mitschwingt. Ihr bevorzugter Stil ist elegant und modern.

Durch die Berücksichtigung ihres Figurtyps und einer Beratung bezüglich Farbe und Stoff entschied sie sich für ein Kleid mit stark gekräuselter Saumrüsche als Eye-Catcher.

Als Stoff wurde ein weicher, leichter Baumwollsatin ausgesucht.

3.2 aNforderuNgeN aN deN ausbilduNgsplatz

09 l 10 Q 11 a

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7.2 uNterweisuNgsMethode Für die Durchführung dieser Unterweisung wurde die Vier-Stufen-Methode ausgewählt.

Durch die Vier-Stufen (Erläuterung siehe Abschnitt 8) ist sichergestellt, dass sich der Auszubildende bei der Erlernung von gänzlich neuem von Beginn an eine richtige und systematische Fertigkeit aneignet. Der Ausbilder führt den Lernenden mit expliziter Instruktion, Erklärung und weiteren Beispielen durch eine strukturierte Handhabung. Aufbauende und weiterführende Arbeiten können dann Freier gestaltet werden.

Es ist ein darbietendes Lehrverfahren, welches sehr methodisch und strukturiert vorgeht. Es wird vor allem bei „One-Best-Way“-Themen, bei Gefahrenunterweisungen oder, wie in dieser Unterweisung, bei der Einführung in neue Themengebiete verwendet.

Bei zu häufigem oder unangebrachtem Einsatz wird der Auszubildende oft unterfordert, er langweilt sich und wird demotiviert, da sehr wenig Selbstständigkeit, logisches Denken und Kreativität verlangt wird.

Das entwickelte Lehrverfahren der Drei-Stufen-Methode geht von einer gemeinsamen Auseinandersetzung mit dem Thema aus. Dabei wird der Lehrling viel mehr gefordert, benötigt aber auch bereits Grundkenntnisse zum Lerngegenstand. Der Verlauf, sowie das exakte Ergebnis, kann gesteuert aber nicht vorher festgelegt werden, deshalb eignet sich diese Methode besonders für Themen mit mehreren Lösungswegen.

Sie kann nach dieser ersten Unterweisung zum Thema Rüschen hervorragend, für weitere Arten zur Rüschenherstellung und den unterschiedlichen Arten von Rüschen angewendet werden.

Die 6-Stufenmethode ist ein Modell eines aufgebenden Lehrverfahrens einer vollständigen Handlung. Es ist besonders für Themen mit mehreren Lösungswegen und bereits gefestigtem Grundlagenwissen des Auszubildenden geeignet. Es kann dabei leicht zu Überforderung, Verletzungsgefahr und sehr hohem Zeit-, sowie Kostenaufwand kommen, ohne ein zufriedenstellendes Ergebnis zu erhalten. Diese Methode erfordert ein hohes Lernniveau, fördert Transferdenken und schöpferische Neuleistung, ist für diese Unterweisung (Grundlagenerläuterung) allerdings nicht geeignet.

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

05

dIdaktIsche und pädagogIsche prInzIpIen

5.1 kogNitive lerNziele - kopf

Neben den Kenntnisse im sicheren Umgang mit der Nähmaschine muss der Auszubildende mit den Sicherheits- und Unfallverhütungsmaßnahmen des Ateliers vertraut sein.

Diese kenntnisorientierten Lernziele beziehen sich auf den Wahrnehmungs- und Gedächtnisbereich. Also besonders auf das Beobachten, Verstehen, Wissen, Denken, Einsehen und Merken.

Um sich den Lernprozess einzuprägen und behalten zu können sollten die folgenden persönlichen Rahmenbedingungen des Auszubildenden beachtet werden:

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Die Vorgehensweise des Rüschens verstehen

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Prozesse nachvollziehen können und auf andere Gegebenheiten transferieren können

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Zusammenhänge zwischen Materialauswahl und Kräuselfaktor erkennen und mit Vorwissen in der Bekleidungsmathematik verknüpfen

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Wichtige Schritte wie Maschineneinstellung behalten und wiedergeben können

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Körperliches und mentales Wohlbefinden Für eine Informationsaufnahme darf der Köper sowohl physisch als auch psychisch nicht mit für ihn wichtigeren Aufgaben abgelenkt werden. Deshalb sollte der Auszubildende gesund und ohne körperliche Beschwerden, als auch ohne Sorgen, Druck oder sonstige geistige Beeinträchtigung sein.

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Motivation und Lerninteresse Die körperlichen als auch geistigen Fähigkeiten können Schwankungen unterliegen. Durch kurz- als auch langfristiges Beobachten kann man bei einer Person rhythmische Abläufe feststellen.

Am Besten man nutzt die persönlichen Leistungshöhepunkte des Auszubildenden für die Unterweisung, um den größtmöglichen Erfolg zu erzielen. Im Durchschnitt kann man sagen, dass die beste Zeit dafür zwischen 9 Uhr und 11 Uhr liegt.

5.2 affektive lerNziele - herz

Konzentrations- und Leistungsfähigkeit nutzen (Leistungsprofil) Um überhaupt eine zielgerechte Informationsaufnahme zu ermöglichen, muss ein Lern- bzw.

Informationsinteresse bestehen. Dabei ist besonders Motivation ein wichtiger Beweggrund zum Lernen sein und sollte jederzeit gefördert werden.

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Das solide Aufbauen der Grundlagen steigert für zukünftige Aufgaben und Aufträge das Selbstbewusstsein und fördert die Möglichkeiten von der Kreativität bis zur Umsetzung.

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Durch die intensive Betreuung und aktive Kommunikation wird das Vertrauensverhältnis und die Zugänglichkeit zwischen Ausbilder und Auszubildendem gestärkt.

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Die Fehleranalyse stärkt die Wertung und Beurteilungsgabe, während die Anschauungsobjekte Interesse für weitere Projekte und selbst verantwortliches Arbeiten vermitteln.

5.3 psychoMotorische lerNziele - haNd Diese motorischen Lernziele beziehen sich auf manuelle und andere körperliche Abläufe und Fertigkeiten.

Verhaltensweisen des körperlichen Handelns, bei Bewegungen und manuellen Tätigkeiten sollen optimiert werden und sich vor allem in Bezug auf die Unfallverhütung richtig einprägen.

Der Auszubildende war zum Zeitpunkt dieser Ausarbeitung noch nicht bekannt.

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Fertigkeiten der Hände und Finger beim Führen der langen Stoffbahnen an der Nähmaschine

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Das Feingefühl beim Halten der Fäden und Ziehen der Stoffmasse, ohne dass die Fäden reißen und die Rüschen gleichmäßig verteilt werden.

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Körperhaltung an der Nähmaschine, sowie automatische Handgriffe, wie das Ausschalten dieser nach Nutzung und Handhabung der Stecknadeln.

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Prinzip der Praxisnähe - handlungsorientiert Lehren Je abstrakter und fremder Aufgaben und Lernübungen sind, desto schwerer sind sie wahrzunehmen und zu verstehen. Deshalb sollte immer Bezug zu alltäglichen Handlungen, Hintergründen und Situationen hergestellt werden.

Nähproben und Bekleidungsbeispiele können dabei hilfreich sein Einsatzmöglichkeiten oder auch Folgen von Fehlern darzustellen.

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Prinzip der Zielklarheit Eine Erfolgsanalyse, sowie die selbstständige Kontrolle und ein strukturierter Aufbau sind nur ein paar der Gründe, warum das Ziel der Aufgabe und der Sinn dahinter immer klar und eindeutig definiert werden sollte. Je transparenter der Ablauf ist, desto sicherer kann gehandelt werden.

Der Kundenauftrag für ein Rüschenkleid ist das übergeordnete Ziel, welcher dem Auszubildenden dargestellt werden soll, um die Sinnhaftigkeit der Unterweisung zum Rüschen vermitteln zu können.

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Prinzip der Fasslichkeit Neben der Klarheit ist auch die Anschaulichkeit des gesamten Stoffes, sowie seine Komplexität zu beachten. Vor allem die Auffassungsgabe bzw. das Lernniveau und die Lernneigungen (Visuell, Auditiv, ...) des Lehrlings sollten beachtet werden. In einer Unterweisung mit direktem Kontakt kann individuell auf die Voraussetzungen des Auszubildenden eingegangen werden.

Für einige Arbeitsschritte sind schematische Darstellungen mit Angaben hilfreich, da sie schwer erkennbare oder komplexe Vorgehensweisen vereinfachen.

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Prinzip der Aktivitätsförderung Für mehr Motivation, Lernbereitschaft und Interesse soll der Auszubildende auf selbstständiges Arbeiten vorbereitet und ermutig werden. Gerade um die Grundlagen zu festigen, ist es auch wichtig, dass der Lehrling eigenständig übt und wiederholt. Dazu sollten Fortschritte kontrolliert und anerkannt werden, Fehler berichtigt und Aufgaben abgewandelt werden. Das spätere Ziel ist die Übertragung und schöpferische Neuleistung.

Das Aufzeigen von Einsatzmöglichkeiten der Technik, das schnelle Erreichen eines optischen Ergebnisses sowie die Aussicht auf das eigenständige Fertigen der Saumrüsche für den Kundenauftrag wirken auf den Auszubildenden fördernd ein.

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Prinzip der Erfolgssicherung Laufende Kontrollen, Analysen und Feedback sollen sowohl für Ausbilder, als auch für den Auszubildenden zeigen, ob das Erlernte verstanden, richtig interpretiert und wichtige Punkte behalten wurden. Außerdem sollten Erfolge anerkannt und gelobt werden.

In der praktischen Unterweisung wird durch Verständnis- und Ablauffragen die Lernzielkontrolle bzw. die Erfolgssicherung durchgeführt.

Außerdem verdeutlicht die Aufgabe der Fehleranalyse auf welche Punkte bei der Fertigung besonders zu achten sind, da gerade die Folgen und unliebsamen Konsequenzen daraus, den Auszubildenden dazu veranlassen, sich die wichtigen Punkte besonders gut einzuprägen.

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

unterweIsungsaBlauF

7.4 beNötigte hilfsMittel uNd MaterialeN

08 8.1 s 1 - v tufe

Darstellung des korrekten Näharbeitsplatzes und des benötigten Zubehörs:

Maschinen, diese ausschalten und Nachlauf abwarten.

Bei Störungen, Defekten und Mängeln Maschine sofort ausschalten und Fachpersonal Bescheid geben.

Jacken, Taschen, Nähkoffer, Getränke und Lebensmittel ordentlich unter den Tischen abstellen.

Keine Stoff- und Fadenabfälle auf den Boden werfen: Rutschgefahr Nadeln nicht in den Mund nehmen.

Nicht rennen.

Im Umgang mit Scheren Vorsicht walten lassen und nie mit offener Schere hantieren oder durch den Raum laufen.

Erste-Hilfe-Maßnahmen kennen und diese im Falle einer Verletzung anwenden können

Da im Atelier kein Kunde erwartet wird, ist ordentliche, gepflegte Alltagskleidung als Arbeitskleidung unter den Sicherheitsvoraussetzungen gestattet.

Prinzip der Altersgerechtigkeit Für eine gute Kommunikation sollte der Ausbilder immer die Altersgruppe bedenken, welcher der Auszubildende angehört und dieser gerecht werden.

Gerade bei der Vorbereitung des Auszubildenden sollte auf Themen eingegangen werden, bei denen junge Menschen mitreden können.

5

> Lange Haare nach hinten zusammenbinden. > Tücher und Schmuck müssen abgelegt werden. > Feste und geschlossene Schuhe tragen. > Es dürfen keine Schutzvorrichtungen an den Maschinen entfernt werden. > Beim Verlassen des Arbeitsplatzes sowie der Änderung (z.B. Fadenwechsel) und Reinigung von > > > > > >

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Da im Nähatelier und an der Nähmaschine gearbeitet wird, gelten die Regelungen der Unfallverhütung und die Sicherheitshinweise des Ateliers. Der Auszubildende ist damit bereits bestens vertraut und hat seine Kenntnisnahme am Anfang des Jahres schriftlich bestätigt. Die Sicherheitshinweise, auf die in der Unterweisung eingegangen werden muss, sind hier nochmals erwähnt:

Um die Unterweisung so zielführend wie möglich zu gestalten, sollten die von der Wissenschaft entwickelten didaktischen bzw. pädagogischen Prinzipien beachtet werden:

Diese verhaltensorientierten Lernziele beinhalten die Gefühls-, Interessen- und Einstellungsbereiche. Darunter zählen sowohl Wertung, innere Einstellung, Interesse und Motivation, aber auch Empfindungen, soziales Verhalten, die Bereitschaft zur Kooperation und Arbeitsfreude.

Keine Unter- oder Überforderung Überforderung führt zu Unwohlsein teils mit Versagensangst, Hilflosigkeit, Stress und Druck, was man unter allen Umständen vermeiden will, da die Belastbarkeit und vor allem die Lernfähigkeit drastisch sinken.

Aber auch Unterforderung sollte vermieden werden, da sie mit Unzufriedenheit, Langeweile, Müdigkeit, Gereiztheit und Frustration einhergeht und ebenso wie Überforderung das Lerninteresse beeinflusst.

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

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Klar definierte Lernziele informieren über das zu erreichende Endverhalten und die Fertigkeiten, Kenntnisse und Fähigkeiten. Außerdem helfen sie den Erfolg des Lernprozesses und die Veränderung zu beurteilen und bei der Planung und Strukturierung der Unterweisung.

3.4 aNforderuNgeN aN deN auszubildeNdeN

7.3 arbeitssicherheit uNd arbeitskleiduNg

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Der Unterweisungs- bzw. Führungsstil gibt die Art und Weise der Führung des Ausbilders vor. Je nach Situation, Ort, Zeit, Ziel, Zweck und Auszubildenden kann der „richtige“ Stil variieren.

Für eine Unterweisung ohne Gefahren und Druck in der Werkstatt ist der demokratische/ partnerschaftlich kooperative Führungsstil am Besten geeignet.

Dieser zeichnet sich vor allem durch gemeinsames Handeln, viel Kommunikation und Hilfestellung aus.

Er fördert unter anderem Motivation, Eigeninitiative, Spontanität, gegenseitiges Verständnis, hohe soziale Kompetenzen und Kooperationsbereitschaft.

Allgemein ist bei der optimalen Unterweisung der Einsatz von Anweisungen, Beaufsichtigung, Hilfestellung, Anerkennung und Beanstandung, Information, Gebote, Feedback und Motivation fördernd.

uelleN

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

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07 7.1 u

Seite 14

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

Grobziel Des Weiteren wird unter §5 Nr.9 a) „Gestaltungstechniken anwenden“ aufgeführt.

Feinziel Das Fertigen einer gekräuselten Rüsche wird aus den Gestaltungstechniken abgeleitet.

erNzielkoNtrolle

Eingeteilt werden können sie entweder nach dem Grad der Genauigkeit (Leitziel, Richtziel, Grobziel und Feinziel), dem Lernzielniveau (Reproduktion, Reorganisation, Übertragung und schöpferische Neuleistung) oder nach dem Lernzielbereich:

>

umsetzung

Richtziel Für das gewählte Thema der Unterweisung sieht das Ausbildungsberufbild des Berufs, nach §5 Abschnitt II: Berufliche Fachbildung, das Richtziel Nr. 9: „Ausführen von gestalterischen Arbeiten“ vor.

Seite 9 bis 14

Für eine erfolgreiche Unterweisung sind die Erfahrung und das Wissen des Ausbilder bzw. des Ausbildungsbeauftragten in seiner Tätigkeit wichtig. Aber auch Fähigkeiten wie zum Bespiel zur Steigerung der Motivation, eine angepasste Gestaltung der Lernprozesse oder den Sinn und Zweck des Inhaltes verständlich vermitteln zu können, sollten vorhanden sein.

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Individuell anpassbare Werkstatteinrichtung und Arbeitsmaterialien Der Arbeitsplatz, also z.B. die Tisch- oder Stuhlhöhe sollte zur Körpergröße passen, damit Arbeiten in korrekter Haltung gewährleistet werden kann, um Gesundheitsschäden zu vermeiden.

Außerdem sollten die benötigten Arbeitswerkzeuge in Griffnähe liegen und sich, ebenso wie die technischen Maschinen, in einem guten, gepflegten Zustand zur sicheren Nutzung befinden.

Bei allen Hilfsmitteln sollte auf Besonderheiten des Auszubildenden, wie z.B. ergonomische Anpassung für Linkshänder, eingegangen werden.

Uneingeschränkte Sicht Bei der Unterweisung sollte an allen Bereichen ausreichend Platz sein, damit der Auszubildenden ohne Sichteinschränkung der Unterweisung folgen kann.

Leitziel Nach §3 der Ausbildungsordnung und §1 des BBiG soll der Auszubildende als übergeordnetes Ziel der Ausbildung zur beruflichen Handlungskompetenz, also der Ausübung einer qualifizierten Tätigkeit befähigt werden. Dazu wird selbstständiges Planen, Durchführen und Kontrollieren vorausgesetzt.

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

In der Berufspraxis wird die Unterweisung im Schneideratelier durchgeführt. Für einen optimalen Lernprozess sollte neben den benötigten Maschinen und Werkzeugen vor allem auf folgende Bedingungen geachtet werden:

Raumluft und Temperatur Viel Sauerstoff, neutraler Geruch und eine angenehme Raumtemperatur sorgen für die bestmögliche körperliche Leistungsfähigkeit

Seite 6 bis 8

Um nach der Ausbildung die staatliche Anerkennung zum „Maßschneider/ zur Maßschneiderin“ zu erhalten, muss der Auszubildende über die notwendigen Fertigkeiten und Kenntnisse verfügen.

Der Ausbilder führt anhand von arbeits- und geschäftsbezogenen Unterweisungen alle praktischen Inhalte der Ausbildungsverordnung aus.

Unterschrift

03 3.1 z g

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MsetzuNg

8.1 Stufe 1 - Vorbereiten 8.2 Stufe 2 - Vormachen und Erklären 8.3 Stufe 3 - Ausführungsversuch 8.4 Stufe 4 - Selbstständiges Anwenden

Prüfungsdauer

Prüfungsort

Als Voraussetzung, um den Auszubildenden in optimaler Art und Weise die erforderlichen Fähigkeiten und Kenntnisse zu vermitteln und ein Begleiter in Lernprozessen zu sein, sind fachliche als auch persönliche und pädagogische Kompetenzen zu beherrschen.

Geräusche Wenig Ablenkung oder Störung durch Geräusche oder andere Gespräche, da diese seine Konzentration stören können. Eine laute Umgebung kann außerdem die Unterweisung unterbrechen bzw. unverständlich machen.

Seite 5

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idaktische uNd pädagogische priNzipieN

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Maike Juliane Wölfle

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ausgangssItuatIon

FachlIcher Bezug

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7.1 Unterweisungsstil 7.2 Unterweisungsmethode 7.3 Arbeitssicherheit und Arbeitskleidung 7.4 Benötigte Hilfsmittel und Materialien

Ort, Datum

Maike Juliane Wölfle

Um einen Teil der beruflichen Fachbildung für das Gesamtziel der persönlichen Handlungskompetenz (§1 BBiG) vermitteln zu können, soll dem Auszubildenden in dieser Unterweisung unter den bestimmten Voraussetzungen (siehe auch 03: Ausgangssituation) eine kontrollierbare und universell einsetzbare Technik mit zwei Kräuselfäden demonstriert werden.

5.1 Kognitive Lernziele 5.2 Affektive Lernziele 5.3 Psychomotorische Lernziele

06 d 07 u

Im Rahmen eines neuen Kundenauftrags für ein sommerliches Hängerkleid soll eine gestalterische Arbeit, das kontrollierte und maschinelle Fertigen einer gekräuselten Rüschen in Form einer angesetzten Saumrüsche, vermittelt werden.

Rüschen sind Stoffstreifen oder Bänder, die durch Zusammenziehen an einer oder mehrerer Stoffkanten beliebig stark gekräuselt werden. Sie können entweder an ein Bekleidungsstück an- , ein- oder aufgesetzt werden. Es gibt viele Möglichkeiten, in welcher Art und Weise gekräuselt wird, zum Bespiel mit Hilfe von speziellen Nähmaschinenbauteilen oder durch geänderte Fadenspannungen. Die Kräuselungen werden dabei sehr gleichmäßig, können allerdings in Kräuselstärke und Stofflänge nicht beeinflusst werden.

3.1 Zu Grunde liegender Kundenauftrag 3.2 Anforderungen an den Ausbildungsplatz 3.3 Anforderungen an den Ausbilder 3.4 Anforderungen an den Auszubildenden

04 a 05 l

Hiermit versichere ich, dieses Schriftstück mit bestem Wissen nach den bestehenden Regeln und Vorschriften des Handwerks, wie auch den erlernten Inhalten für die Ausbildereignungsprüfung unter Verwendung der angegebenen Quellen selbst entworfen zu haben.

Portfolio by Mae Woelfle

thema

Inhalt

MaschiNelles fertigeN eiNer gekräuselteN rüsche

Maschinelles fertigen einer gekräuselten Rüsche

Überprüfen des Ausbildungsplatzes Als Erstes wird der Arbeitsplatz so von mir vorbereitet, dass die benötigten Materialien, Werkzeuge und Hilfsmittel bereit liegen, die Nähmaschine eingefädelt und überprüft wurde. Außerdem sorge ich für gutes Licht, frische Luft und gute Sicht.

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Begrüßung Anschließend begrüße ich den Auszubildenden, erkundige mich nach seinem Wohlbefinden und führe etwas Small-Talk für einen guten Einstieg. Damit wird Kontakt hergestellt, die Befangenheit des Anfangs und Hemmungen bzw. Unsicherheiten genommen. Somit schaffe ich eine lockere und angenehme Lernatmosphäre.

Themen wie letzte oder vorgenommene Nähprojekte können auch schon langsam auf das Thema Rüschen lenken.

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Ziel der Unterweisung vermitteln Eine wichtige Lernvoraussetzung ist die Erläuterung des Themas und der Lernziele der Unterweisung.

Damit wird der Sinn und Zweck der Aufgabe und der Zusammenhang zum Kundenauftrag erklärt.

Außerdem kann der Auszubildende die nachfolgende Unterweisung besser in den Ablauf seiner Ausbildung eingliedern.

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Motivation (Interesse wecken) Motivation stellt den Beweggrund oder den Auslöser zum Lernen dar, oft ist dies die menschliche Neugier. Dennoch muss für bewusstes Lernen ein Informationsinteresse, aber auch Lernfreude bestehen.

Um die Motivation anzuregen, wird ein vertrauensvolles Verhältnis im kooperativen Führungsstil in geeigneter Ausbildungsmethode und Aufgabenstellung angestrebt. Zusätzlich wird auf individuelle Besonderheiten und Realitätsnähe eingegangen. Anerkennung und Erteilung von Lob sowie die Aussicht auf zukünftige Verantwortung für folgenden Aufträge mit mehr Realisierungs- und Designmöglichkeiten, eigene Arbeiten und Ideen einbringen zu können, sollen die Motivation anregen.

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Vorkenntnisse und Sicherheitshinweise klären Des Weiteren werde ich vor Beginn der Unterweisung auf das Gefahrenpotenzial im Nähatelier , eine Kontrolle der Arbeitskleidung im Nähatelier, wie z.B. das Tragen von geschlossenen Schuhen, aber auch auf seine Vorkenntnisse eingehen. Die explizit benötigten Kenntnisse werden wiederholt und an das vorhandene theoretische Wissen angeknüpft.

Darstellung der Werkzeuge und Hilfsmittel:

7.4 beNötigte hilfsMittel uNd MaterialeN Maschinen und benötigtes Zubehör zum Nähen: Schnellnäher Spule und Spulenkapsel zum Stoff passende Nadel Normaler (Gradstich-) Nähfuß mit angebrachtem Fingerschutz Stoffprobe für korrekte Stichprobe qualitativ hochwertiges 120Nm-Nähgarn (hier Kontrastgarn zur besseren Veranschaulichung)

> > > > > >

Werkzeuge und Hilfsmittel: Schneiderschere (Links-/ Rechtshänder) Stecknadeln Stecknadelkissen Maßband Sonstiges Nähequipment (z.B. Pinzette, Schneiderkreide, Stickschere, Pfriem, Nähnadeln,...)

> > > > >

orbereituNg des auszubildeNdeN

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Darstellung der vorbereiteten Materialien:

Materialen:

> vorbereitete Stoffstreifen in der gewünschten Höhe (Streifenbreite + Nahtzugabe + Saumzugabe) mit vorgefertigten Saum und der richtigen Länge (offene Weite= 80 cm) mit versäuberten Kanten.

> 2 kleine Reststoffstücke

Veranschaulichungsmaterial und sonstige Ausbildungsmittel: (siehe 11: Anlagen)

> Veranschaulichungsmaterial in unterschiedlichen Materialen und Kräuselfaktoren > Veranschaulichungsmaterial an unterschiedlichen Kleidermodellen > Zusammenfassung > Lernzielkontrolle (Fragebogen)

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17 /

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8.2 stufe 2 - vorMacheN uNd erkläreN >

Erläuterung der Ausgangssituation und dem Vorhaben Wie in den benötigten Materialien dargestellt, ist ein Stoffstreifen mit fertiger Kantenverarbeitung mit einer Länge (offenen Weite) von 80cm gegeben. Dieser soll als einseitige Rüsche aus einfachem Stoff auf eine Länge von 40cm (geschlossenen Weite) eingehalten und an ein Stoffstück mit eben dieser Länge mit 1 cm Nahtzugabe angesetzt werden.

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Durchführung mit Erklärung und Begründung Der Arbeitsablauf wird in kleine Schritte aufgeteilt, welche einzeln erklärt und Besonderheiten erläutert werden. Dabei ist auf eine exakte Ausführung, deutliche, klare und richtige Worte zu achten und die ständig Rückversicherung der Aufmerksamkeit des Auszubildende . Auf Unklarheiten und aufkommende Fragen des Lehrlings muss eingegangen werden.

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3. 2. Steppline nähen

durchführuNg

begrüNduNg

Arbeitsschritt 2 wiederholen, außer: - Rüschensteifen von der Schnittkante mit 1,5 cm aus anlegen (Entspricht einem Abstand von 1 cm zwischen den Stepplinien)

- Da später die Rüsche mit dem Oberstoff verbunden werden soll und die Kräusel senkrecht zur Nahtline verlaufen sollen, parallelisieren die zwei Stepplinien die Kräusel an der Ansatzlinie (1 cm NZG).

Fadenabschneider ausschalten - Grobstich einstellen hier: Stichlänge 5

begrüNduNg

darstelluNg

4. Maschine

zurückstellen

- Später werden die lange Fadenenden zum Halten und Kräuseln benötigt - Ein großer Stich ermöglich die Faltenbildung

- Automatischen Fadenabschneider einschalten - Normalstich einstellen hier: Stichlänge 2,5

- Rückeinstellung für Normalgebrauch

- Auf Filzunterlage mit Stecknadeln (oder alternativ mit Farbigem Tape auf Tischplatte) die fertige bzw.... Ansatzlänge markieren hier: 40 cm - Wichtig ist eine gerade und freie Strecke

- Die endgültige Breite ist festgelegt und muss vor dem eigentlichen Kräuseln markiert werden, ohne dass sie später verrutschen kann - Wenn die geschlossene Weite der Rüsche von der erwünschten Länge abweicht, passt die Rüsche nicht an den Oberstoff.

5. Geschlossene Weite markieren

2. 1. Steppline nähen

- Auf einem der kleine Reststücke 3-4 Stiche mit Rückstichen nähen und Nadel heben - Fäden auf ca. 10 cm Länge ziehen

- Die Reststücke an Anfang und Ende fixieren die Fäden, die man zum Kräuseln so ordentlich wie möglich benötigt.

- Rüschensteifen mit der offenen Kante füßchenbreit (5 mm) von der Schnittkante aus anlegen - Von Anfang bis Ende einmal die offene Weite absteppen

!Siehe schematische Darstellung: Stepplinien nähen

arbeitsschritt 7. Stoff kräuseln

8. Fixieren des

!Siehe Schlechtbeispiel: Grobstichlänge zu klein

6. Fixieren eines

- Eine Stecknadel wird senkrecht zu den Stepplinien an einer den seitlichen Kanten in deren Mitte gesteckt - Die 2 oberen Fäden werden erst in Form einer 8, dann rund herum um eine Stecknadel gewickelt - Stecknadelende durch den Stoff stechen um Aufgehen zu verhindern

Fadenendes

- Am Ende Nadel heben und wieder die Fäden ca. 10 cm ziehen - Auf einem zweiten Reststück 3-4 Stiche mit ein paar Rückstichen nähen und Fäden abschneiden

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

darstelluNg

!Siehe schematische Darstellung: Stepplinien nähen

Arbeitszergliederung

arbeitsschritt durchführuNg 1. Maschine einstellen - Automatischen

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

arbeitsschritt

durchführuNg

- Die beiden Oberfäden gleichmäßig festhalten und den Stoff zusammenschieben - Spannung in der Oberfäden halten und gegeben falls kürzer greifen - Mit den Fingern Fältelungen weiter in das Stoffinnere schieben bis die gekräuselte Länge mit der Ansatzlänge übereinstimmt (Beide Seitenkante des Rüschenstreifens schließen mit der Markierung ab.)

- Arbeitsschritt 5 auf der anderen Seite wiederholen - Achtung: nicht aus Versehen richtige Länge verlieren.

anderen Fadenendes

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

8.3 stufe 3 - ausführuNgsversuch

darstelluNg

- Oberfäden parallel und gleichmäßig halten, Kräuselungen immer parallel schieben, da es sonst zu Verschiebungen und schiefen Kräuselfalten kommt.

-Nicht zu fest ziehen, sonst können die Fäden reißen  dann alles nochmals von vorne

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Nachmachen Der Auszubildende führt die gezeigten Arbeitsschritte unter meiner Aufsicht durch und erläutert dabei wichtige Aspekte und Vorgehensweisen. Das durch Hören und Sehen Gelernte wird gefestigt und die Merkfähigkeit steigt durch das wiederholte Selbst-Ausführen. Dadurch, dass der Lehrling die Abläufe mit eigenen Worten zusammen fassen muss, werden gleichzeitig kognitive und psychomotorische Lernzielbereiche abgedeckt.

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Kontrolle Als Ausbilder stehe ich als Aufsicht zur Rückversicherung und für Hilfestellungen, aber auch als Kontrolleur für Fehler bereit, um einzugreifen und Fehler zu korrigieren, bevor sich der Auszubildende etwas Falsches einprägt.

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Anerkennung und Lob

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Zusammenfassung

>

Endergebnis

Beim Vergleich und der Analyse des Endergebnisses kommt neben der Wertung die Anerkennung der geleisteten Arbeit und das Lob, um die Unterweisung mit Erfolgserlebnissen positiv zu verknüpfen, auch wenn das Ergebnis nicht erreicht wurde. Eine Fehleranalyse und die Erkenntnis, was und warum es nicht optimal verlaufen ist, sind ebenfalls Erfolge auf dem Weg und ermutigen zu einem weiteren Versuch.

!Siehe Schlechtbeispiel: Faden gerissen und Nur an einem Faden Kräuselfaden angezogen

Rückblickend wird die Unterweisung zusammengefasst, ausstehende Fragen geklärt, Anschauungsmaterial gezeigt und eine Voraussicht auf kommende und fortführende Themen gezeigt.

- Richtige Fadenlänge gut festhalten, sonst entsteht ungewollte Mehrweite. !Siehe schematische Darstellung: Fixieren des Fadenendes

9. Kräuselfalten verteilen

- Fältelungen gleichmäßig auf der geschlossenen Weite mit den Fingern schieben und verteilen - Achtung: wichtige Punkte wie die vordere Mitte oder Nähte beachten.

- Die noch ungleichmäßig liegenden teilweise gebündelten Kräuselungen schieben für ein ebenmäßiges Bild ohne Löcher. !Siehe Schlechtbeispiel: ungleichmäßig Kräuselfalten verteilt

- Eine Seite der Fäden muss gesichert werden, damit die Kräusel nicht auf der einen Seite eingezogen und auf der anderen Seite herausrutschen.

- Verhindert das Herausziehen eines Fadens.

- Bei langen Stecken kann problemlos von beiden Seiten angezogen werden. !Siehe schematische Darstellung: Fixieren des Fadenendes

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08

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

Üben und Festigen des Erlernten In dieser einzelnen kurzen Unterweisung reicht die Zeit nicht aus, um das Gelernte mehrmals zu üben und im Gehirn zu verankern. In einer Ausbildung würden zum Wiederholen dem Auszubildenden Rüschenstreifen aus Materialien (leichter, dicker und steifer Stoff), offenen Weiten bzw. Längen und Kräuselfaktoren vorgelegt werden. Damit wird auch das Feingefühl bei der Handhabung dieser Stoffe und deren Verhalten geschult. Im Laufe der Bearbeitung erkundige ich mich nach entstandenen Fragen.

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Erfolgskontrolle

Quellen

10

>

Unterlagen Für seine schriftliche Ausarbeitung bekommt der Lehrling eine Tabelle mit den Arbeitsschritten und den Bildern, welche er mit einer Anleitung und Besonderheiten/ Schwierigkeiten mit seinen eigenen Worten ausfüllen soll. Somit wird die Unterweisung noch einmal im Nachhinein schriftlich von ihm fixiert. Vor der fortführenden Unterweisung zum Thema Rüschen wird die Aufzeichnung als Einstieg aufgegriffen und entstandene Fragen geklärt bzw. Fehler berichtigt.

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Zukunftsaussicht Als Abschluss werden Termine der nachfolgenden Unterweisung, die Inhalte, also aufgesetzte Rüschen, zusammengesetzte Rüschen an die zugedachten Teilungsnähte des Oberstoffes ansetzen, gekräuselte Stufenröcke fertigen, usw. besprochen.

Am Ende der erfolgreich abgeschlossenen Unterweisungen darf der Auszubildende ein Folgeauftrag, in Form eines Sommerkleides, für die Tochter der Kundin selbstständig durchführen.

Bei Fragen und Problemen leistet der Ausbilder jederzeit Hilfestellung und Rückversicherung.

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Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

11.2 bilder der aNgeweNdeteN aNschauuNgsbeispiele

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

11.3 scheMatische darstelluNgeN zuM theMa rüscheN

Textquellen

> „Die Handwerkerfibel, Band 4, Berufs- und Arbeitspädagogik“ von Lothar Semper und Bernhard Gress, 2019 im Holzmann Medien Verlag in Bad Wörishofen herausgegeben.

> „Nähen perfekt, Die Grundlage sauberen Nähens“ von Yoshiko Mizuno, 2015 vom Stiebner Verlag in München herausgegeben.

> Unterrichtsmaterialien der Meistervorbereitung in der Meisterschule Manuel Fritz > von Dipl.- HDL Peter Würges > „Fachwissen Bekleidung“ 10. Auflage, 2013 vom Europa-Lehrmittel Verlag in Haan-Gruiten herausgegeben.

Des Weitern wird im Rahmen einer Erfolgskontrolle noch einmal explizit auf die Schlechtbeispiele, ihre Fehler, die Gründe und die richtige Ausführung im Gespräch eingegangen. Dabei soll der Auszubildende die Fehlerbezeichnungen auf den Kärtchen den einzelnen Fehlern und die Gründe zuordnen, diese erklären und ihre Vermeidung darstellen. (Siehe 09: Lernzielkontrolle)

Bildquellen

> Titelbild: https://www.fashionmakery.com/home/jetzt-wird-aufgerüscht/ (19.02.2020) > Alle anderen Bilder von Maike Juliane Wölfle

zu Arbeitsschritt 2 und 3 - Stepplinien nähen

anlagen

11 11.1 b

ilder der aNschauuNgsbeispiele - arbeitsprobeN aus verschiedeNeN MaterialeN Baumwollpopeline

Die Grundlage des Rüschens kann und wird in der Schneiderei vielseitig eingesetzt. Denn mit der richtigen Methode können nicht nur Kräuselfalten erzeugt, sondern auch Stoff eingehalten werden und ist somit ein wichtiger Schritt für weiterführende Projekte wie z. B. das Einhalten von viel Mehrweite an einer Armkugel, selbstständiges Arbeiten und höchst wahrscheinlich auch ein Bestandteil der Gesellenprüfung.

Feintüll

lernzIelkontrolle

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11

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

8.4 stufe 4 - selbststäNdiges aNweNdeN >

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12

zu Arbeitsschritt 5 und 7 - Fixieren des Fadenendes

Seidensatin

Um zu erkennen ob die vereinbarten Lernziele erreicht wurden und diese ihre Zwecke erfüllen, wird eine Lernzielkontrolle in Form einer eigenständigen Wiedergabe von Begriffen, Abläufen und Schwierigkeiten beziehungsweise möglichen Fehler gefordert.

Jacquard

In dieser Unterweisung erfolgt die Überprüfung in Form eines Puzzles aus Beispielproben und zuordenbaren Kärtchen, auf welchen Fehler, Arbeitsschritte, Besonderheiten und Schwierigkeiten aufgebracht wurden.

Organza

Bilder, die Leervorlage sowie die Lösung sind im Anhang dargestellt.

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16

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11

17

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

11.4 darstelluNg der schlechtbeispiele

topics covered in the report

arbeitsschritt

fehler

1. Maschine einstellen

Grobstichlänge zu klein

Stichlänge 4 - 5 einstellen

Nur ein Kräuselfaden, keine exakte Kontrolle über Ansatzweite

2 Kräuselfäden verwenden

Nur an einem Faden Kräuselfalten angezogen oben oder unten

Beide Fäden gleichmäßig parallel anziehen

The task was to teach a student the basics on how to sew frilles

2. Erste Stepplinie nähen

in a 30 minute time frame, while the report focuses on the

3. Zweite Stepplinie nähen

applied principles and why I chose them, including the students abilities at the point of teaching, the execution of the tutorial,

darstelluNg

verMeiduNg

7. Stoff kräuseln

the needed preparations, materials, as well as the learning

Hochwertiges Polyestergarn nutzen Faden gerissen Nicht zu fest ziehen oder reißen Fadenchaos vorsichtig lösen

goals and follow-up tasks.

9. Kräuselfalten verteilen

Halbieren, vierteln, ... um besseren Überblick zu erhalten

Ungleichmäßig Kräuselfalten verteilt

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LK 11.4.1 a 1.

2.

3.

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

LK 11.4.2 ü

rbeitsauftrag

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

Ordne die einzelnen Kärtchen den ausgelegten Schlechtbeispielen zu.

Gliedere dabei in Fehler, Vermeidung und dazugehöriger Arbeitsschritt im Ablauf.

LK 11.4.3 ü

buNgsblatt

Bilder

Fehler

Vermeidung

Dazugehöriger Arbeitsschritt

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

LK 11.4.3 ü

buNgsblatt - kärtcheN 2. Erste Stepplinie nähen

3. Zweite Stepplinie nähen

1.

1.

2 Kräuselfäden verwenden

Kontrolliere die Aufteilung mit den Nummern auf der Rückseite und an den Beispielen.



Für deine eigenen Unterlagen: - Schneide die einzelnen Kärtchen aus LK 11.4.3 aus - Klebe diese in die Tabelle von LK 11.4.2 an ihre richtige Position.

2.

2.

Je Kräuselfaktor stark unterschiedlich

Schnittkanten oder Falten eingenäht

Nur an einem Faden Kräuselfalten angezogen oben oder unten

4.

9. Kräuselfalten verteilen

Vermeidung

Dazugehöriger Arbeitsschritt

2 Kräuselfäden verwenden

3. Zweite Stepplinie nähen

Nur an einem Faden Kräuselfalten angezogen oben oder unten

Beide Fäden gleichmäßig parallel

7. Stoff kräuseln

Ungleichmäßig Kräuselfalten verteilt

Halbieren, vierteln, ... um besseren Überblick zu erhalten

9. Kräuselfalten verteilen

Grobstichlänge zu klein

Einstellen Stichlänge 4-5

1. Maschine einstellen

1. Maschine einstellen

3.

Ungleichmäßig Kräuselfalten verteilt

Beide Fäden gleichmäßig parallel

3.

Fehler

Nur ein Kräuselfaden, keine exakte Kontrolle über Ansatzweite

2. Erste Stepplinie nähen

Nicht zu fest ziehen oder reißen Fadenchaos vorsichtig lösen

7. Stoff kräuseln

Nachweis zur praktischen Unterweisung der Ausbildereignungsprüfung von Maike Juliane Wölfle

buNgsblatt - lösuNg

Bilder Einstellen Stichlänge 4-5

Grobstichlänge zu klein

4.

Halbieren, vierteln, ... um besseren Überblick zu erhalten

Hochwertiges Polyestergarn nutzen

5.

Faden gerissen

Nur ein Kräuselfaden, keine exakte Kontrolle über Ansatzweite

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Hochwertiges Polyestergarn nutzen Faden gerissen

5.

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7. Stoff kräuseln

Nicht zu fest ziehen oder reißen Fadenchaos vorsichtig lösen

7. Stoff kräuseln

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Contact mjw@dg-email.de

Maike (Mae) Juliane Woelfle Nottingham, UK Karlsruhe, GER

e