is part of the Informa Markets Division of Informa PLC
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.
CBME Turkiye | 13 - 16 December 2023
Venue | Istanbul Expo Center Hall 1-2-4-8
Visiting Hours | 09.30 - 18.30 (Wednesday-Friday)
09.30 - 16.00 (Saturday)
Meet kids fashion designer from Turkey! The second guest to our new interview series is Ayşe Ebru Kurtbağı. In this interview of 10 questions, the designer shared useful tips for the beginners of this industry.
I was born in 1984 in Adana and studied fashion design in high school and college. I attended several courses, seminars, and training both during and after my education, and I am currently studying Brand Communication. I have worked as a specialist designer in the textile and accessories departments of leading retailers in Turkey since 2009. Currently, I work as a specialist kids fashion designer in the textile accessories department for kids.
I became acquainted with textile during secondary school thanks to my family’s short experience in textile. After spending long hours at the workshop, I decided to this for the rest of my life. I can say that I have deliberately tried to study in this domain throughout my successive education life. To imagine that there is no limit to what I can do with a fabric or material when I touch them has always thrilled me and been the driving force to produce.
As an individual who has designed in many classifications, kids group has its specific dynamics and a playful world. Besides, there are many challenges to overcome; the safety of kids is one of the most crucial elements of the collection process. It is very important to tap into technical knowledge and skills gained from other groups in line with the criteria about the safety of kids. Even with its challenges, it was impossible not to gravitate towards this playful world.
Fashion, as you mentioned, is not only an increasingly developing but also an increasingly consuming industry. In this sense, it gets more and more important each day to keep pace and updated with fashion, which eventually leads to stiff competition. In such stiff competition, I consider kids fashion as the most exclusive domain with the highest added value. As their children keep growing, families have to tend to be buying at all times and they wish to buy the best for their children with good reason. Despite the fact that there are very large kids companies around the world, researchers suggest that families tend to buy firstly from those brands they trust the most.
The biggest mistake of newly built Turkish brands is to do everything at the same time and to offer multiple alternatives to customers even before any specialization. Even there are many large retailers in Turkey leading in kids fashion, I believe boutique brands may get a further chance with an online transformation. I recommend that new and boutique brands should get specialized solely in a single domain and try to earn customers’ trust in their area of specialization.
In fact, all these should coexist to resonate with customers. In particular, designs should be both ergonomic and comfortable to allow you to move freely in the changing world and daily life, and authentic that may help you express and reflect yourself so that customers choose you and your product amongst hundreds, or even thousands of alternatives.
The creation of a collection is a versatile process that starts with color and materials and then morphs into a product. I follow global trends through websites and fashion weeks such as WGSN and catwalks. In addition, national and international shows provide the biggest input into the collection. However, the important part of this process is to know your client and to understand what they really want. You have to blend all these inputs with your customer’s expectations in order to complete the collection.
As a matter of fact, this question should not be limited to the effects of colors on psychology. Not only children but all of us buy almost every product based on a psychological effect. It can be said that all elements of digital marketing, neuro-marketing, and marketing industry based upon such psychology. When it comes to kids' fashion, the effect of licensed characters (such as Elsa, Mickey Mouse, Minnie Mouse), as well as the colors, play a great role in the selection of products.
The digital world is surely the largest portion of the process. We even start digitally designing our designs and work the entire process on 3D almost until production. It is vital to gain maximum benefit with minimum sources in the new normal. And therefore, sustainability is one of the most significant steps and has recently resonated with many clients, in particular abroad. I believe it will take its rightful place within the Turkish market in the upcoming periods.
Digitalization has now become an integral part of every industry. Even though fashion is about touching materials and fabrics, it has to adapt to this transformation. We can design with real drawings that make you feel like actually touching a fabric through augmented reality. Even catwalks are organized digitally, I mean adaptation to the digital world is at full speed.
I recommend the beginners make use of each and every opportunity to improve themselves and definitely work hard to capture the digital transformation I mentioned above.
Kids Fashion Photographer Melanee Kate from the USA shares her tips and insights in 9 questions with whom interested in becoming a kids fashion photographer. She mentions the importance of photoshoots in marketing.
CLICK HERE TO READ→