The Jaulie
A vibrant gem colored sweater with an elegant and flattering silhouette.
Story & Inspiration ·
Design Goals & Audience ·
Market Data & Research ·
Competitors ·
Consumer Needs ·
Materials & Trims ·
Development ·
Technical Packs! ·
Prototyping & Sampling ·
Brand Cohesion ·
E-Commerce Site Plan ·
Challenges & Reflection ·
Story & Inspiration · Design Goals & Audience · Market Data & Research · Competitors · Consumer Needs · Materials & Trims · Development · Technical Packs! · Prototyping & Sampling · Brand Cohesion · E-Commerce Site Plan · Challenges & Reflection ·
What to expect in this case study
Because of a dear friend, Jaulie
This sweater pays homage to my dear friend Jaulie, whom I call "New York's it girl," though she's too down-to-earth to accept it. My inspiration came from her outfit at our first brunch: an emerald green sweater and black leather pants.
Inspiration
While styling editorials for Grazia Magazine in Karachi, Pakistan, I came across a sweatshirt for 1,000 PKR (around $5). I was drawn to its green color, gathered sleeves at the cuffs, and loose neckline that allowed for easy breathing. I wondered—could there be a more formal version of this? But I couldn’t find anything that gave me the same feel. Years later, my friend Jaulie wore a stunning emerald green sweater paired with black leather pants, and I was in awe of the outfit. That moment inspired me to create my own formal sweater, blending my favorite elements from the original: a breathable neckline, graceful sleeves, and a fun twist—subtle blue ribbing for contrast."
Why I Designed This
TARGET AUDIENCE
PURPOSE
The sweater you wear to a dinner party or on that date you've been wanting to impress for weeks. It's a subtle statement piece. Effortlessly combines elegance and modernity.
Demographic: Women aged 23-35.
Lifestyle: Social women who go out, date nights, hang with friends, dinner parties.
Style Preferences: She doesn’t need to be a fashionista but they can have stylish pieces. She wants more color in her wardrobe & appreciate a contemporary and elegance crossover..
Geographic Focus: Versatile. Ideal for cooler climates.
SPECIFIC GOALS
Versatility in Styling: Imagine a modernized and cleaner version of the Carhartt work jacket. The easy jacket you throw on while still looking put together when out.
Comfort and Functionality: The 100% satin lining in the jacket allows for easy slip in and out of and wear - the magnetic closures offer quicker and easier ease in closing than zippers and buttons.
Modern Aesthetic: Maintaining a modern aesthetic to the brand’s design language while also having that fun quirk we love - which is the contrasting green satin lining.
Market Data
Key Buy
Funnel neck sweaters were highlighted on major 2024 fashion runways (Prada, Burberry) emphasizing their commercial potential and alignment with current trends (WhoWhatWear).
Popularity of the Color Green in Fashion (2015-2024)
The Popularity Index represents the relative popularity of the color green in fashion each year, with higher values indicating greater prevalence and consumer interest in the color. This index is based on various factors, including sales figures, fashion show appearances, and consumer engagement.
COMPETITORS
What they do well…
Ganni: Loud Vibrant Style Ganni is known for its quirky, modern aesthetic that combines vibrant colors and unexpected details. Their sweaters often feature bold patterns, playful embellishments, and oversized silhouettes, making them standout pieces that still feel wearable.
Bottega Veneta: Innovative Knitting Techniques Bottega Veneta pushes the boundaries of traditional knitwear with advanced knitting techniques that create intricate, three-dimensional textures. Their designs often feature bold ribbing, intricate cable knits, and unique weaves that elevate the tactile quality of the garment.
Statement Sleeves
As celebrities showcase their style with bold, statement sleeves, consumers are seeking something similar but less intimidating. That's why my curved bell sleeves are a great option—they offer a touch of drama without being too daring.
5.4%
is the projected CAGR for the global sweater market through 2026, with funnel neck sweaters fitting well into this growth due to their blend of fashion and functionality(WhoWhatWear)
70%
of seasonal outerwear purchases are for winter clothing like sweaters, making funnel neck designs a key functional choice for warmth (WhoWhatWear).
Trims
CONSUMER NEEDS
Texture Introduction
Texture plays a crucial role in creating a standout outfit. Many recent collaborations place a strong emphasis on the textures and fabrics used. The micro-ribbing texture of my sweater adds depth and sophistication to any look.
Care Label
Standard satin label, thermal print, folded, in white
Thread
Spun Polyester, 100% Polyester, T-21 (Match to fabric)
Brand Label
TBD Sourced from the factory.
Effortless Pieces
We’re in an era where less is more, and simplicity is smart. Having a statement piece that requires little thought but still makes you look effortlessly put-together will be incredibly appealing to consumers when they see the sweater.
Materials Research
Wavy Rib Knit
74% Rayon / 23% Polyester / 3% Spandex
Stretch: 4-way 75% horizontal, 15% vertical
Weight: 10.4 oz
Fabric
Color
Design Development
Fashion Illustrations
Initial Sketches
Tech Pack
Prototyping & Sampling
Currently manufacturing in China
Qingdao Prinda Textile &Garments Co; Ltd
Manufacturing Timeline
Mid-October 2024:
Proto Sample Submission: The proto sample will be submitted by mid-October 2024.
End of October 2024:
Feedback on Proto Sample: Provide feedback on the proto sample by the end of October 2024.
November 10, 2024:
Final Agreement: Finalize the price, quantity, and payment terms by November 10, 2024.
November 20, 2024:
Grading and Fabric Purchase: Begin grading and fabric purchase by November 20, 2024.
December 2024:
Grading and Fabric Completion: Complete grading and have all fabric ready by December 2024.
Mid-December 2024:
PPS Submission: Submit the PPS using bulk fabric and trims by mid-December 2024.
End of December 2024:
Feedback on PPS: Provide feedback on the PPS by the end of December 2024.
Early January 2025:
Production Start: Production will start in early January 2025.
End of February 2025:
Estimated Delivery: Delivery is estimated by the end of February 2025.
How this piece fits with rest of the line…
Color Palette: The beige color of the jacket compliments the more neutral and muted tones which creates a cohesive look across the collection.
Silhouette and Style: The jacket’s minimalist design is consistent with the overall modern and tailored aesthetic of the other pieces. The sharp lines and structured fit of the jacket align with the other garments' sleek silhouettes. The lack of excessive embellishments and the focus on clean design elements are also unifying.
Versatility: The jacket can be easily paired with the other pieces, such as the black pants and white shirt. This versatility is a key characteristic that ties it into the broader collection, emphasizing the ability to mix and match within the line.
E-Commerce Site Plan
360-Degree View
A 360-degree view of a jacket online offers a comprehensive and interactive shopping experience. By allowing customers to rotate the jacket and view it from every angle, they can get a more accurate sense of its fit, design, and details. This feature reduces uncertainty and increases confidence in the purchase decision, as customers can examine important aspects like the back design, side cuts, and fabric texture.
Visual Diagram
A visual diagram easily breaks down the jacket’s key features—such as material, design, and craftsmanship. This highlights how confident we are in the product's quality - specific elements like the collar design, magnetic placement, and overall fit.
Challenges & Learnings
Think with Cohesion.
When launching an entire line, it's essential to maintain a consistent design language across all pieces. While designing this jacket, I was often tempted to introduce varsity and preppy elements. However, I needed to stay true to the minimalist and simple aesthetic of the collection to ensure overall cohesion.
Manufacturing, you truly are a beast of its own kind.
The manufacturing process has proven to be more complex and demanding than I initially anticipated. I contacted over 100 manufacturers across multiple countries to find one that could meet my requirements for low minimum order quantities (MOQs), competitive pricing, and high-quality production. Additionally, I had to adapt my communication style, especially on platforms like WeChat, to ensure my terminology was clear and easily translatable for my Chinese manufacturers. Being on the same page from crucial.
The art of the tech pack.
Developing the tech pack has been a significant achievement for me. A lot of my pride as a designer is there. It's the primary tool for conveying my designs in clear, detailed, and straightforward terms. I underwent multiple feedback sessions with my mentor to refine and perfect the tech pack.