PORTFOLIO OF TAPANA Visual Branding & Fashion Design
N o wa d ay s , d e s i g n i s n ’ t o n ly a b o u t fa s h i o n n o r g r a p h i c s . I t ’ s a l l a b o u t b r a n d i n g.
I N T R O D U C T I O N Hello everyone! My name is Tapana Choochartpong, fashion and branding designer. Welcome to my blog. In short, I graduated from Srinakarinwirot University with a bachelors degree in Fashion design. I soon realised that marketing and visual branding are important for a career in design. Accordingly, I continued my education with a master’s in fashion management. I am currently studying a second master in Visual Brand Design at the Domus Academy, Milan. Due to the contrast in my studies, I have divided my portfolio into four chapters: Visual Brand Design, Fashion Design, Fashion Management and my personal interests. I have included skill tags in each chapter to show what skills relate to each project. Thank you for your time. If you are interested in me being a part of your project, please do not hesitate to contact me at Dna.tapana@gmail. com. Thank you for reading. Have a nice day! Best Regards,
tapana Choochartpong
PORTFOLIO OF TAPANA Visual Branding & Fashion Design
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CHAPTER 1 F
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NEO PASTEL
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HYBRID ARCHITECHER AND DESIGN
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FLINTURISTIC
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SHADOW PLAY
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MINE & COAL
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Master Thesis, Case Study : Red Valentino
Window display design for Mondadori, Salone del Mobile 2013 Batchlor Thesis
Sahagroup young designer contest, 2009 Rhino Ceros, Fall 2010
CHAPTER 2 F A S H I O N
M A N A G E M E N T
FASHION BUYER RESEARCH
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Case Study : La Rinascente, Bangalor, Indian Consumer
FINAL CHAPTER P
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THE TICKETS Tapana’s online diary
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C H A P T E R 1
FASHION DESIGN SKILL TAGS Fashion Design Stylist Chapter 2 : Fashion Design
Print Design
Fashion Illustration
Conceptual Art
Photographer
Trend Research Lighting
MASTER THESIS, CASE STUDY : RED VALENTINO P R OJE C T L E A DE R P A OL O FA NA R A
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I N T R O D U C T I O N Neo Pastel is the Master Thesis which had Red Valentino as a case study. The thesis worked closely with Mr. Paolo Fanara who currently is product manager at Red Valentino as project leader. The project aimed to find a direction of Red Valentino Spring - Summer 2013 to be out standing from their competitors nowadays (focusing on Asia market) but still contain strong brand identity. The first part discribe about comsumer behavior in general and brand positioning. Second part will be about concept and inspiration for collection, spring - summer 2013. Lastly, represent about mini collection to give the result to Red Valentino from all reserches.
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“ONLY 1 in 13 WOMEN CAN AFFORD RED VALENTINO�
42% Age 20-34 of women population for Red Valentino
79.2% Who has an education
300 EURO is a approximately price for one dress of Valentino.
19% 50% She lives in town
is a percentage of women who has 300 euro per month to spend on cloth
7.5% 11.2% is an average she spend her salary on clothes.
in conclusion, only 7.5 women who are age 20 - 34, living in town and literate is only 7.5 %
BRAND SEGMENT The two pyramid graphs was represented a clear idea of brand segment between Valentino and Red Valentino. Which is Valentino occupires both of Haute Couture and Pret - A - Porter. In contrast, Red Valentino is Challenger Brand together with competitors for instance Marc by Marc Jacob or Jil Sander Navy.
FASHION PYRAMID
Female Consumers
HAUTE COUTURE
AGE 50+
•More consider in health & daily happiness • Very focus on shape of clothes •Have very strong brand royalty
PRET - a - Porter AGE 35 - 54 Challenger Brands
MASS RETAILING AGE 18 - 34
•Spending a lot but carefully. • Want to spend money. •If product works well for specific consumer, price will not be issue •Have generally brand royally.
• Technology and luxury are two things this generation clearly desires •Requires good design; good value •Pur-
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HIGH PRICE
• Burberry
CLASSIC
• Miu Miu
• Moschino Cheap & Chic • Philosophy • Anna Sui • Jil Sander Navy • Red Valentino • See by Chloe
sophisticate
• Marc by Marc Jacobs • Kate Spade • Milly • Lanvin en Bleu
LOW PRICE
BRAND POSITIONING
According to the graph Red Valentino in the middle between classic and sophisticate following See by Chloe, Jill Sander Navy and Marc by Marc Jacobs. The aim of thesis is push Red Valentino more into sophisticaye direction but still contain the same price. *All of objective still work on maintain and develop the identity of Red Valentino.
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t r e ngt hs
Strong and out standing brand identity. The obviousness of target group. The brand has clear idea of silhouette, details and color.
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e a k ne s s e s
Market is saturated with too many competitors. Too much ruffle and polkadot style which not using in creative way.
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Having the good back up brand, Valentino. The brand has well-known and rich history. Having good starting point which are few collec-
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The competitors are very strong same as brand itself. The design overlap between creative and vintage.
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Chapter 2 : Fashion Design
STORY CONCEPT A princess falls into a deep sleep when she pricks herself on Red Valentino’s needle. The collection is a representation of the things the princess sees as she dreams.
FROM STORY TO MOOD BOARD
Key word of collectio is “Dream of Princess”. Therefore, mood board was inspired by romanticism and surrealism.
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c o l o r
p a l e t t e
In previous collections, Spring-Summer 2012 and Red Valentino competitors, pastel colours were often used in a traditional way. Neo Pastel is the concept of using fluorescent colour combined with pastels to give the collection a more dynamic, striking colour. This collection still works with the same silhouette and brand identity.
Chapter 2 : Fashion Design
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HYBRID ARCHITECHTURE AND DESIGN INSPIRED BY CULTURE window display design competition for modadori, duomo. salone deL mobile 2013 Manussanun Noksakun
Puttikhun Penwan
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Design should have the following colour
*The books is just a reference for competition. Salone de Mobile 2013, Mondadori will display Interni Magazine issue April 2013. Chapter 1 : Visual Brand Design
OBJECTIVES Window display competition for Interni Magazine issue of April 2013, Hybrid Architecture & Design will be an main concept for collectors dedicated to the theme of mĂŠtissage (crossbreed). This concept, intended as hybrid, it performs as a mix of culture and technology. The book will be display at Mondadori, Duomo duriong Salone de Mobile 2013.
WHAT TO DISPLAY Interni King Size Interni Panorama Magazine Interni Magazine Guida Fuori Salone Guida Zee Milano
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concept & MOOD BOARD Nowadays, technology is bringing people closer than ever. Communication technology has enabled people to connect with one another, forming large cyber-communities. These cyber-communities have bridged many different societies, causing the phenomenon we call “Crossing Cultures”. “Crossing Cultures” occurs on a near global scale, and as a result has become a source of inspiration for artists and designers. Recently, Interni Magazine noted this, and made the decision to publish a piece titled Hybrid Architecture & Design, centred on “Cross Cultures” influenced technologies and architecture. The magazine will feature at Mandadori Duomo during Salone del Mobile. For this reason, window display will play an important role in delivering the magazine’s message. Our aim is to create an eye-catching display that captures the viewers interest, and coveys the message of the editorial.
Chapter 1 : Visual Brand Design
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Chapter 1 : Visual Brand Design
The aim of the Cross Culture project was to create overlapping images that represented architecture from Europe and other parts of the world. We decided to use Duomo Cathedral for the main body of the image, while mixing it with elements of Asian and Middle Eastern architecture to represent the culture clash that is the result of communication technology. For the background, used a world map decorated with a Fibre Optic wire to reinforce this idea. This line connects each continent and will illuminate in red and green at night to reflect upon how technology connects different societies all over the world. Just like the layering effect we used on Duomo, the window display is made up of a mesh of different Cultures. The concept of technology is used in lighting design. Red spots on the map represent hubs of culture, which are connected by three shades of green line represent "Crossing Cultures" phenomenon that will be a theme in Interni Magazine this issue.
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SOMETIMES THE ANCIENT STORY CAN BE THE FUTURE.
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Objectives 1. Create new apparel designs that reflect prehistorical fashion. 2. Provide a new take on animal print designs. For example, tiger, zebra and colored prints. 3. Under no circumstances should the collection include real animal furs/skins.
Concept “Stone Age + Futuristic” is the collection’s main theme. It employs only a simple, short length skirt to represent the “tunic” of the ancient era.
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Redesign from original tiger print in order to convince people to do not support animal skin.
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SHADOW PLAY SAHA GROUP YOUNG DESIGNER CONTEST 2009
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Chapter 2 : Fashion Design
Objectives A concept of the competition is “T.H.A.I�. Designers can use any sub-concept to represent Thai culture in their collection.
Concept In previous collections, Spring-Summer 2012 and Red Valentino competitors, pastel colours were often used in a traditional way. Neo Pastel is the concept of using fluorescent colour combined with pastels to give the collection a more dynamic, striking colour. This collection still works with the same silhouette and brand identity.
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MINE & COAL Rhino ceros fall 2010
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MINE & COAL RHINO CEROS FALL 2010 There are many shapes of rock that indicate the word “strong”. This season, Rhino Ceros fall 2010, we present the word strong through concept “Mine & Coal” using silhouette, shape and form from many stones to inspired our collection, especially, coal Coal is a combustible black or brownish-black sedimentary rock normally occurring in rock strata in layers or veins called coal beds or coal seams having grey dark shade and always having geometric shape when it is cutted. From concept to apparel, colors of this collection represent shade of earth tone such as caramel yellow, brick orange, absolutely black. We want to Rhino men looks sharp and smart without wearing additional accessories. In the other word, the shirt was designed to be modern and classic in itself. All outfits in the photo shoot are available at Rhino Ceros Shop, Siam square section 4, Bangkok, Thailand. With regards, enjoy our appreciated collection.
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C H A P T E R 2
FASHION MANAGEMENT SKILL TAGS Research
Information Design
Typography
Fashion Buyer Chapter 3 : Fashion Management
Trend Research
CASE STUDY : LA RINASCENTE FOR INDIAN CONSUMER in BANGALOR P R OJE C T L E A DE R A L E S S A NDR O C A R ON F A S HION B U Y E R , L A R INA S C E NT E
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Aux Villes d’Italie, Bocconi brothers start a business in Milan/ revolutionary shop. Chapter 3 : Fashion Management
La Rinascente store, destroyed during Allied bombing attacks, reopens in Milan.
Senatore and Romualdo Borletti, acquire control of Bocconi’s store, which is renamed La Rinascente.
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Fiat take over the company Milan
Objectives Research Bangalor consumer behavior with a view to open “La Rinascente” in Bangalore, India, with different approached designed specificially for country that will welcome the new opening of “La Rinascente”. Retain “La Rinascente” style and Italian heritage in Bangalore and other nations
La Rinascente is acquired by a consortium led by the Borletti family, including Pirelli Real Estate.
La Rinascente is bought by the Central Group, Thailand.
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Bangalore Said shopping consumers that do not is favorite leisure activity trust retailers for family.
Check price between stores
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For electronics they may pay mo for after service product warranti Apparel is heavily oriented Openness to towards special credit occasions. Less-25: 45% 25-35: 38% 35 up : 28%
ore & ies
BANGALORE CONSUMER BEHAVIOR
Women apparel sale is “Ethnic style�
The majority of jewelry sold is traditional design Willing to pay a little more for conveniently located store
Said shopping location should be in 15 minutes.
Stake of that brand must held by Indian Increase for investor! import duties so indian people prefer go aboard to buy luxury
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Chapter 3 : Fashion Management
30 minutes
14 minutes
20 minutes
NO TRAIN OR TRaM Suggested location is “bangalore palace street“ 64% of Indians said that they would prefer that the shopping location be 15 minutes. The location was calucalted given this distance from the IT Industry and wealthy neighbourhoods, as these areas have the highest per capita income in Bangalore. Portfolio of Tapana
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CONSUMER ANALYSIS
LIVES IN TOWN / Literate / not include children
WOMEN
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S Developing Economy. Openness to Credit. Shopping being a huge sector for Leisure
W Disorganised Retail. High land Rentals. Weak Brand Promotions
O Increasing Brand conscious/ awareness. Rise in Global lifestyle needs. Increasing Spending behavior in consumers.
T Import Duty (30%) on International Brands Collaboration with Indian Company to establish
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BRAND SELECTION STRATEGY According to research, Italian culture has had an influence over Indian consumers in terms of trust and reputation. Therefore our strategy was to work on how to selecting the brands for the store that reflected Italian identity. For this reason, more than 60% of the brands in La Rinascente, Bangalore, would be Italian brands, including housing & furnishing, Some examples inclue Armani, Salvatore Ferragamo, Mami, Todd. Furthermore an Aperativo restaurant (italian buffet), Sartolia Serive (fix and change), and Caffe & Gelateria would also be available for our customer.
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1F WOMEN’s CONTEMPORARY Target Group Women age : 25-35 Student, Aspiring, Young Professional
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2F WOMEN’s LUXURY Target Group Women age : 30-55 Working Women, Professional, Foreigner
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3F MEN’s wears Target Group Women age : 25 - 60 Young Professional, Working and Business Men
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*The picture is used for the reason of education and presentation only.
Chapter 3 : Fashion Management
IN CONCLUSION Favoring Indian target analysis. High success probability. Fast developing economy. Only one competitor. Location in the heart of the city. Promising European luxury style. Assures quality with Made in Italy tag. Important to after sales services. Amalgamation of west and east.
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F I N A L C H A P T E R THE TICKETS MY ONLINE DIARY Photographer Final Chapter : The Tickets
Writing Skill
Photoshop
Wordpress
Personal Interest
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Final Chapter : The Tickets
T H E
T I C K E T s
The purpose of this chapter is to represent my personal interests rather than my career. I love taking photos. Moreover, I like to capture every moment I share with my friends through the lens. The Tickets was started in 2011, when I had my first international experience. I met a lot of new friends and had a good time with them. But all good things come to an end, after graduation, we all went back to our home countries. Therefore, I had the idea of creating a blog about our experiences. So we might have a platform that we can still keep in touch with eachother more than Facebook. Hopefully this chapter will represent my visual skills to the reader. You can follow my diary by this link www.itapana.wordpress.com. I willl be interested to hear any opinions you have.
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Final Chapter : The Tickets
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Final Chapter : The Tickets
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Final Chapter : The Tickets
WHY
THE TICKET?
I have always given a concept to my works. The Tickets was started from the idea of traveling. Life is about traveling and it is through travel that I have met new people and made new friends. For that reason, the blogs title refers to a big ticket, that my friends and I can use to travel back through old memories. Lastly, The Tickets starts with a “T�, the letter which is also the first letter of my name, Tapana Choochartpong.
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FOLLOW THE TICKETS
HERE
Final Chapter : The Tickets
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C O N TA C T TA PA N A
SEND AN E-MAIL
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WORDPRESS
BEHANCE
L LINKED IN
CV TAPANA CHOOCHARTPONG 26 . 06 . 1988 Dna.tapana@gmail.com Nationality : Thai Address : Via Spezia 22 Milan, Italy Cell : +39 345 8284546
LANGUAGES
THAI : NATIVE
ENGLISH : FLUENT
ITALIAN : CONVERSATIONAL
Education Sep 2011 - Now Sep2011 - Jul2012 Jul 2007 - Jul 2010 Mar 2007 - Apr 2007
Domus Academy. Master in Visual Brand Design. Milan, Italy DomusAcademy.MasterinFashionManagement.Milan,Italy Srinakharinwirot University. Bachelor in Fashion Design. Bangkok, Thailand Raffles Design Institute. Summer Course in Fashion Design. Bangkok, Thailand
PROFESSIONAL EXPERIENCE May 2013 - Currently Aug 2010 - Jul 2011 Jun 2011 - Jul 2011 Dec 2009 - Jan 2010 Jan 2009 - Apr 2009 May 2008 - Sep 2008
Freelance Print Design for Alax W Diamond Women wear summer 2013, New York. Creative Director at Rhino Ceros, Bangkok. Thai Silk Developer for Thai villagers at Thailand Textile Institute. Fashion Illustrator at Thailand Textile Institute. Internship as Fabric Designer at Thailand Textile Institute. Freelance Fashion Illustrator and Free Hand Drawing.
PRIZE AND REWARDS 02nd apr 2013 Won Mondadori window display design for Interni Magazine’s, Salone de Mobile, 29th Jul 2012 Won “Second Prize Award” the competition for the Master in Visual Brand Design, Domus Academy. 20th Feb 2011 Won “First Prize Award” the competition for the Master in Fashion Management, Domus Academy. 20th Feb 2009 Top 5 Final Round, Platinum Street Fashion Design II 5th Dec 2009 Won Men Wears, Saha Group Young Designer Contest IV 28th Nov 2009 2nd Women Wears, Grand Sport Young Designer Contest V 21st Nov 2009 Singha Present FASH part III, Bangkok International Fashion Week. 15th Sep 2009 Top 5 Men Intrend Young Creative Designer Contest II 26th Nov 2008 2nd Platinum Fashion Illustration Design I 9th Aug 2007 2nd Leather Goods Design, Thailand Student Fashion Project Award III
sPECIALIZED SKILLS
FASHION DESIGN
FASHION MANAGEMENT
VISUAL BRAND DESIGN
Women’s wear Design Men’s wear Design Print Design Fashion Stylist Fashion Photographer Fashion Illustration
Fashion Branding Trend Research Fashion Communication Buyer Fashion Marketing
Adobe! Photoshop Adobe Illustrator Adobe InDesign Adobe Flash Player Grid and Layout Design Cooperate Identity Typography Portfolio of Tapana
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SPECIAL THANKS TO LECTURERS in fine art MR. PATHARAPON SIRIMUSIKA Head lecturer of Fine Art, Seangthong Vittaya School
MR. Paiboon Pongrattanapisut Freelance lecturer of Barn Sin Studio, Songkhla Thailand
Srinakharinwirot University Prof. Ravitep Musikapan Director of Major Fashion Design, Faculty of Fine Art.
Ms. sawanya jomthepmala Lecturer of Major Fashion Design, Faculty of Fine Art.
Domus academy MRs. ANNAgemma Lascari Director of Master of Fashion Management
MR. ALESSANDRO CARON Project Leader : Fashion Buyer Research, Buyer at La Rinascente
MR. Paolo Fanara Thesis Project Leader and Product MAnager at Red Valentino
MR. Stefano Cardini Dorector of Master of Visual Brand Design
MRS. Margherita Paleasi Thesis Project Leader for Glamour Magazine
T H A N K
Y O U
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COMING SOON Print Design for Alax W Diamond Spring - Summer 2013, New York.
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