Starting an Athleisure Business Short Course
Course description
Course overview
This course aims to give an overview of the functionality of sportswear design with the more holistic approach of athleisure designs, exploring differences in market positioning as it relates to consumer, pricing and product end use. The course will also offer insights and practical exercises on how to develop a business idea in a specific market and how to create differentiation from competitors.
Through lectures, case studies, tutorials, 1-to-1s and presentations as well as group discussions, this course will take an idea from concept to creation with a specific understanding of the target market and the narrative around a concept.
During the course, students focus on individual projects that develop week by week. This can be the development of an idea you already have, a new brand concept you want to develop or a hypothetical collection for an existing brand.
In all options, students follow a step-by-step method that focuses on research development, market profiling, exploring design ideas and range planning, concept development and initial promotional ideas. To get the most out of the course, students will be expected to engage with tasks in class and further weekly task development assigned week by week.
This course is available in two formats: a 5-week evening course or a single weekend course (Saturday and Sunday).
Who this course is for
This course is aimed at fashion designers, foundation students, graduates, creatives and those looking to change careers or explore a new path (beginners). Students should have a creative eye, business drive, passion for marketing observations and a desire to learn.
Students will need to have some basic IT skills to produce concept boards and create a final project plan and presentation. This is a concept-based course and does not include any garment construction work or pattern cutting.
Key information
Topics covered
- Overview of type of sportswear and athleisure markets
- Macro trend forecasting, consumer behaviours and how to apply data to design
- Brand values and personality
- Concept creation and mood boarding
- Competitive analysis, target audience and creating a buyer persona
- Fabrics and trims, technicality, novelty and sustainability
- Understanding technical specifications
- Range development and presentation
- Promotional ideas and digital marketing techniques
Learning outcomes
- Have gained an insight into the sportswear and athleisure markets' similarities and differences
- Gained an insight into macro trend forecasting and consumer behaviour shifts
- Understand brand values and personality
- Learnt about the importance of creating a strong concept board
- Have explored key areas of design such as market profiling, planning and concept development
- Developed effective ways to use mixed media techniques for design development
- A sound knowledge of the customer profile
- An overview of how to create a working drawing for industry-level manufacturing
- Outlined an overview of marketing plan to launch an Athleisure capsule collection
- Produced a body of work that could contribute to a portfolio for industry / further study
- Digital badge and certificate of attendance
Materials
- Ability to use Adobe Illustrator or Adobe Photoshop on campus (or on your devices). The course can be followed by sketching by hand only but using the above software is recommended.
- Sketchbook
- Pen and pencil
Tutor
Cristina Adami
Cristina Adami is an Italian designer based in Clerkenwell, London. After completing a BA in Visual Communication at the prestigious Institute Superiore Industrie Artistiche (ISIA) of Urbino in 1997 she completed her studies with an MA in Design Studies at CSM in 2001. Her fascination with fashion and technology inspired her dissertation research into the role of clothing in the absence of gravity. This let to work in Sportswear, Activewear and Swimwear. Her design work encompassed development of technical textile for athletes, collaborations with international clubs and sponsorships including creating specific lines for the Olympic Games and the development of speed enhancing fabric Powerskin.
Throughout the years Cristina has also designed for a number of UK and International brands and retailers. Cristina’s design work is distinguished by a mix of functionality and bohemian aesthetic. Brands she worked for include Arena International, Fila, Fifa, David Lloyd, Firetrap, Monsoon, Jaeger, Maison Derhy, Victoria’s Secret as well as designing Florence Welch first US tour costumes and the Julian McDonald range at Debenhams.
As an educator Cristina supports students creativity by encouraging self-expression and team work development. Her teaching combines theoretical background with industry based workshops that links learning to real life example preparing students to industry.
Cristina current research is in the role of AI visualisation to aid creativity and development. Her focus is the role of analogue creative techniques in a digitalised world. She questions the importance of creative experimentation in relation to technological advancement. Pushing the boundaries of what is possible is central to her practice and her pedagogy, encouraging students to explore possibilities out of the beaten track to find their own authentic voice.
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