How Does the Designer Job Vary from The Design Director?

Introduction

Design assistants and designers are mostly working towards design management. So, what is the difference between design management and designers?

  • Topic: The difference between the functions of the design director and the designer
  • Participant – LengYun Fashion Group #1
  • Time – 2021-06-08
  • Moderator: Mengmeng – Guangzhou – Director of Women’s Design – Has served the garment industry for more than 11 years, from recent graduation to 30 plus, from design assistant to design director. From 10 years ago the popular aesthetic to the current popular minority, light literary style. From women’s brand research and development to women’s brand group mode. From sentimental design to market data combined with group goods, continue to cultivate in women’s clothing.
  • Jane Di – Shanghai – Group 1 Moderator – I am Jane Di, Deputy Head of the Leng Yun Fashion Group, responsible for the day-to-day operations and event operations of the community. Has been engaged in marketing work, because the family is engaged in the garment industry, clothing is a great interest of mine, so I joined the LengYun Fashion Group.

What does a designer do daily?

1. Designer’s expertise and skills

Guangzhou is the capital of women’s wear, many designers dream of starting a place, including me. I would like to ask you first what you think of the costume designer.

Audience Tan: 

When I was a child, I dreamed of being a women’s fashion designer when I saw Skybridge. They have their understanding of beauty, their persistence.

Audience Juan:

First, the fabric must be familiar, will draw, understand the trend.

Audience Aurora:

The design director needs management guidance to lead the team of designers.

Audience Jane Di:

My designers need to understand everyone’s dress needs, solve the pain point of everyone’s clothing, and add their understanding of clothing in the design.

Audience Tan:

I think designers must have a certain understanding of layout, craft, but do not need to go too deep. Costume designer drawings are a must-have skill, but you do not need to paint them to look particularly good and be clear. More important is the understanding and reaction of the market.

Audience Becky:

designs may not be possible without considering the ergonomics of typography and clothing. Designers must understand the version, to better communicate with the moderators, so that their designs better landing.

Moderator:

I worked as a designer for 8 years, then switched to buyers, and then became a design director. Just looked at everyone’s feelings about designers: drawing, beauty, craft, understanding of accessories, we all speak comprehensively. But the importance of the garment pattern is easily ignored by the designers. There are many kinds of job breakdowns for designers, but they are roughly the same as we all say. A layout-savvy designer with a publishing success rate of more than 80%.

I have been a professional designer for 8 years, which will meet a variety of moderators, it is impossible that the moderators have not changed. So, we must grasp the layout to a more perfect presentation of ready-to-wear. Are most of our designers specializing in researching styles? Assistants look for pictures, find styles, designers’ drawings are loops. The aesthetic of magazines and websites will improve quickly.

Audience Tan: 

Yes, the moderator has no understanding of aesthetics, we need to look at the paper version when we communicate well. In what ways are you all looking for pictures? Look at the picture above on the pop website or microblogging and other channels?

Audience Juan:

INS,Small Red Book,Trending Websites。

Moderator:

How to cultivate aesthetics?

One is to look for pictures to see the money.

How many pictures do you think designers look at a day? I want designers to pass more than 80 pictures per person per day. Have you found that hot spots, POP, butterfly Xun their content are the same? Many are from foreign websites to move down the content, and WGSN still has disputed. Our path to originality is still a long way off.

The second is to match the picture. A lot of designers look at it, are we paying attention to the matching inspiration? Now a lot of bloggers really can match styles. Seeing more of this is a great help to beauty.

Audience Tan: 

They just sort the show, but it’s also good to search for niche brands. The advantage of WGSN is that I think they have their original pattern gallery. We pay is to require a complete set-out, increase the joint sales. Especially the original I used to do; the original design is relatively difficult to match. If we design when the design is well designed to match, it is more convenient for the audience.

Moderator:

In the use of face accessories, we feel that girls and Chinese women are equipped with materials difference? I was the first to do Taiwan women’s wear in China, what do you think about Taiwan women’s wear in China? Teenage girls pretend to be a fairy, linen will be less used. They do more women’s clothing, in addition to the layout of fine, most of the material will be thick. Why do you think that is why?

Audience Tan: 

I think the girl dress on the texture requirements are not high, mainly cotton, cotton hemp, human silk, polyester, and so on. My previous company was made at this age, and they especially liked satin, yarn, acetic acid, and other relatively good textured fabrics.

Day-to-day management of the design team

Management of subordinate designers

Audience Jane Di:

It seems that Moderator has experienced in many different types of companies and knows women’s wear at different ages, so is it through this experience that he has grown into the current director? How does Moderator typically manage your team?

Moderator:

In addition to basic design work, design management also involves looking for drawings, looking for styles, profiles, details, accessories, colors, and so on. In management, I’ll ask my designers to sort. Designers do a lot of work every day, so I’ll also guide them to hand over some of their work to assistants.

Start inside the team, starting with looking for diagrams, with assistants looking for diagrams extensively. Designers divide by band (refer to the dimensions above) Many companies let assistants do civilian and procurement work, don’t they?

Audience Juan:

My buyer’s assistant started with a street shooting, went to the market to get goods and things like that.

Moderator:

assistant mobility is big, one of the reasons is that the work is too broken, a lot of chores. To stabilize the personnel, I have also been looking for ways to start trying to assign the assistant some pictures to cultivate aesthetic, so that the assistant has progressed, there is hope. I’ve heard a lot of bosses say designers are proud and can’t design. I said, “That’s something you won’t manage.” “The designer’s mobility is great and it’s a loss for me. So, I also have asked designers to think about how to arrange assistant work.

Audience Juan:

How can the design department’s large turnover of personnel be measured? Take our company as an example, 8 designers, about 3 to 4 per year. At first, it was a bit of a flurry to face this situation, and then I thought it was a team-building trial and error process.

Audience Tan :

I think designers and company styles need to be honed. If you do not give time to run, designers have been flowing, it is difficult to ensure the quality of the company.

Moderator:

What is the emphasis of everyone’s run-in? I think the focus of the run-in is on the director. If the order rate is too low, then the resources are too wasteful. So, to increase the order rate is the first, if there is progress every month. Back to

Audience Jane Di:

I think the point of the run-in is the match between the designer’s style and brand style, as well as the company’s working model, and the company’s management model. Our team has been iterative, with only about six schools locked in for new students, and other schools that we do not know about are not hiring.

LengYun:

80 sketches per person per day? The workload is big enough. Is this efficient?

Moderator:

Because of the assistants’ help, I give the designer no set rules, but 3 days must pass once the map. I would ask designers to learn to divide diagrams. This process is more important than the following diagram, over the map, the sub-plot will let the new person quickly into the state.

Audience Tan: 

If the leader has no direction, completely to self-like orders, will lead to partial and narrow styles. For example, our boss has a special love for cowboys, but the cowboy order rate is very low.

Moderator:

My boss also has a preference, but I will rationally control, according to the season, sales rate, put some inappropriate out not to place orders. The company designer said I was too rational. Do you have any management of designer classification?

Audience Tan: 

Web designers have creative and marketable categories. Look at the designer’s ability to assign tasks in different directions.

Horizontal department management

Moderator:

So, I rationally want the team composition to be young designers and mature designers, rational and emotional have.

Just finished dream team management, and then share the horizontal department management, in fact, if it is not our design department, all departments will have different views. When you disagree, know that quarrels can’t solve the problem. Have you heard about up management?

Audience BECKY:

Use your boss as a resource for you to accomplish your task.

Moderator:

I summed up the essence: improve the status of the design department. The boss can’t train the design department in public again. Respect the product, recognize the product, before the performance. The position of the design department has been raised so that the problem of horizontal department quarrel is solved.

Audience Tan: 

Yes, one reason I left the last company was that the design department was in a very low position and the departments did not work together. This is inefficient, all pots are designed to be back.

Design and planning

When we are looking for popular information, color, fabric, profile, and so on how do we all do?

Audience Tan: 

Previously worked for a company that does not do quarterly planning but does a series of landing planning.

Moderator:

Our designers will do the opening season of small business planning.

LengYun:

Small business planning, large planning, refers to the whole market and part?

Moderator:

I will plan the general direction of communication with designers so that designers have the direction to do their series of small plans. Every time you do the planning, you can also see the designer’s shortboard, is the picture sense is too poor. Simply put (1) P-map software is not familiar; Series is to each designer’s style direction, designers on the trade-off or more rational, I will use the series to frame the direction of the designer to do the planning. Like color planning, fabric planning, will we rely more on feeling?

Audience Tan: 

I do it according to the style I want to do, and our big plans will frame the popular colors that I’m in charge of the brand.

Moderator:

Now the information on the trend website is more comprehensive, do not frame on the runaway. When doing elegant feminine style, I will let designer fabrics plan to use more women’s fabrics, such as light-sensitive, printing materials. Instead, I’ll tell the leisure group to use less light.

Audience Tan: 

What fabrics are more suitable for casual?

Moderator:

What brand do you think represents casual?

Audience Tan: 

CELINE.

Moderator:

I also like CELINE for these two seasons. When it comes to leisure, I will tell the designer to use a little more profile when planning. Communication is important, divided according to each person’s strengths. Because we serve the group goods brand, so I will share my plans to be a supplier. Guide suppliers to let them follow my plan to develop, the planning rate is higher.

Audience Tan: 

My previous company is to do landing planning, the designer’s photoshop requirements are relatively high, but the follow-up development is very convenient.

Moderator:

Everyone is different, for large-scale planning. I am for the company, and the outside will have a sense of screen requirements. In addition to color, the sidebar is the best display effect. I’ll ask the designer to do the sidebar with photoshop.

Overall, growing from designer to design director is mainly in top-level design (design planning), team management, and project management (on time, on time, on quality, and at a price to complete product development tasks.

 In the process, it’s more difficult for the new director to get the team to complete the task. It’s easy to take responsibility for yourself, and it’s harder to take responsibility for the team (others).

Moderator’s Summary

First, how I grew from a designer to a design director

  1. Designer’s professional knowledge skills: including but are not limited to enhance aesthetics, understanding layout, series planning, the use of face accessories, color application, rational thinking, and so on.
  2. Courage: Courage for a job promotion.

Second, the design team’s day-to-day management

  1. Management of the designer team: give the assistant hope: improve their aesthetic ability; give the design direction: have the direction, have the framework and the goal.

2. Horizontal cross-sectoral communication, including room, merchandise, marketing, etc. Improve the position of the design department: upward management, so that the boss identifies with the designer,

 Third, design planning

  1. Too much fashion information, how to choose by series to do different fabrics, color planning.
  2. how to make good use of the advantages of the design team and the combination of external resources.

Share your plans and get more professionals involved and listen to opinions, but don’t be blind.

  • Design planning for the terminal presentation.

Determine the color of the big tone, sidebar category rendering, including category, fabric, etc.

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