"THE SECRET OF THE FASHION BRANDS" // "MODA MARKALARININ SIRRI"
My twentieth column at Modatava.com (English translation below)
// Modatava.com'daki yirminci köşe yazım
http://modatava.com/moda-markalarinin-sirri-3637
Why fashionable things are seen almost the same in all shops but they look more attractive to buy in fashion brands’ shops? Why they look much better on you with the fact that they are more expensive? What are their secrets?

Fabric! Even though you make the best sewing happen by the best tailor of the world, no cloth looks charming if its fabric is not good. We see the repetation of some designs in some chain shops with an advantage that they also do in in low costs. The reason of this is, they work mostly with cotton and jersey fabric. But when you want to buy a good suit; you visit more shops and although you don’t want to buy an expensive one, immediately again the one you choose to buy is an expensive and fit one, right? Also for night gowns and cocktail dresses, your unconscious again goes to the best fabric in between the choices.

Fashion designers buy the fabrics directly from fabric producers, wholesalers or ‘fabric managers’. I wrote it before; a year’s fashion is in fact clear from two years before and the work already gets started. Through that work, fashion designers either research for the clothes integrated with their designs or they choose them in between the offer samples sent to them. And so few of the fashion houses produce their own fabrics or make a company produce as how they wish. We can count Marchesa and Valentino at the very beginning.

Fashion designers also get invitations for trading and textile fairs. As technology develops, the technic and the look of produced fabrics also get developed. Naturally, the people who want to have more knowledge in this area are again fashion designers. In these fairs, fashion designers also get the chance to have a look at the materials for accessories including shoes, bags and jewelry. Sometimes all this work is done by top executives and they show samples they collected to the designers.

Fashion houses don’t give away the fabric used for their collections left from their wholesale agreements. Especially for the reason the classical designs are kept in special files, when a demand comes for a classical design, they take the fabric out and do a customized one. Unfortunately, some fashion houses serve their new collections first in US, chosen European countries and Turkey; then serve the unsold ones in other European countries, Far East and South America likely they are new. If we speak out, we can say they mix the unsold ones with some new productions of the sold ones and send them to those countries later.