The Award of the Stiftung der Deutschen Bekleidungsindustrie 2006 with the topic “local – global” will be awarded to designs, which are based on the lokal clothing culture of the region of the designer and consequently stand in contrast to the market with their approach and identity. The designs should transform local elements into new, up-to-date and globally attractive symbols.

In spite of all the talk about individualism and the apparent great range of offers, products have largely become uniform with globalization. The worldwide “Esperanto style” with an alphabet from Armani to Zara is not only due to the assumptions of manufacturers that the social groups are the same worldwide or that all suppliers want to sell to all customers, but also due to the fact that their products are often from the same manufacturing plants in the Far East, regardless of whether from Polo Ralph Lauren or Hennes & Mauritz.
Although fashion has always been globally oriented, mainly local styles, clothes for work, multifaceted everyday clothes and Sunday dress as well as colorful uniforms – in addition to fashion clothing – set the tone for the street scene until into the 60s. Different body shapes, climates, available raw materials, dyes and craftsmanship also put their stamp on clothing. Even the different sports were developed dependent on the possibilities on site. These special regional characteristics and national design cultures are still in existence today. For example, different products sell well in London than in Liverpool.

1st Part: Analysis
The first part of the work to be submitted should provide an independent analysis of the clothing culture from the region where the designer comes from (and consequently demonstrate in-depth understanding of the culture). The place of studies can be selected alternatively. The region may not be selected freely, because we are not interested in superficial, ethnic symbols. After providing an overview, the analysis should concentrate on one aspect, for example a material, a production technique or a particular sport.
The analysis results must be supplemented by the entrants’ own observations and documented in photographs. The independent analyses should be supported by appropriate publications such as market studies, books or articles.

2nd Part: Concept
The concept of the design on the topic “local – global” should be based on the analysis. The designs must fulfill high demands, i.e., be original and harmonious while geared to the market at the same time.


3rd Part: Design
Based on this solid concept, the third part of the work should express the results in a collection with at least four outfits. One outfit should be submitted for jury evaluation. The complete collection of the winners will be exhibited.
Entrants can chose whether they design womenswear, menswear or complete collections, although this is also dependent on the analysis. The design can be for any season.

Special Award Fashion Branding
The tasks of fashion designers have changed completely since the foundation was founded in 1977. In addition to the design of products that does justice to target groups, the shaping of identities has been added. Because there is no special training for this in colleges, the foundation would like to point the way for this and create consciousness for brands and brand identities. Therefore, it is awarding a Special Award Fashion Branding in collaboration with Interbrand Zintzmeyer & Lux. The world’s leading brand consulting company Interbrand belongs to Omnicom, one of the largest communication groups of the world.

Briefing
The Special Award Fashion Branding will be awarded for concise brand worlds, which are based on values. Therefore, the task is to develop a branding concept for a fashion label. The submitted works must be in relation to a competition entry on the topic “local – global”. The brand concept should be formulated and presented both conceptually and visually in harmony with the product. Consequently, interdisciplinary projects are recommended such as between fashion and business communication or fashion and communication design.

Although fashion creates identity and identity is considered the competitive strategy of the future, there has been surprisingly little research given to how fashion designers can shape brand identities strategically, let alone solidly based knowledge about this. One of the reasons is certainly that reconciling the issues is complicated. It is not only a question of building a bridge between the continual changes in fashion and the necessary continuity of brands, but also the duality of fashion itself between attempts to fit in and the need to be different, individualism and membership in a group.

1st Part: Analysis
The analysis should be elaborated in connection with a project on the topic “local – global”.

2nd Part: Concept
Elaboration of a brand personality on the basis of a model of brand personality common in publications. The developed concept should be well thought out strategically and displayed in a well-grounded manner.

• Positioning concept of the new brand
• Positioning of the brand in the existing competitive environment

3rd Part: Design
The brand personality should be presented visually in the sense of a “brand” experience in a sub-sector and in harmony with the product.
In addition to display of the target group, the following aspects should be visualized:

• Brand world/experience (e.g., logo, typography, colors, materials, claim)
• Picture concept (fashion photography, tonality, impression)
• Shop layout
• Communication (advertising concept)

The results must be presented as a “mood board”.

Participants
The contest Award of the Stiftung der Deutschen Bekleidungsindustrie 2006 with the subject "local - global" is open to especially talented design students of all disciplines, but especially from the textile and fashion design areas. Students in the fourth semester or higher are entitled to participate. Students from the first four semesters can also participate in groups involving students in different stages of their studies.
The participants must be currently matriculated at a European college or fashion school.

The works should be created for this contest. Works can be submitted by individuals, interdisciplinary teams (which is especially desired) and/or in collaborations with companies. Theses and dissertations can also be submitted if they correspond to the task and were created in 2005. The submitted works may not have already been published.

Works by students of business and communication sciences can also be submitted for the Special Award Fashion Branding. However, these students must have a partner from the area of studies of design for the visualization.  

Jury
A jury composed of internationally experienced experts from design, industry, marketing, media and commerce will select the prizewinners according to set criteria. The decision of the jury cannot be contested in a court of law.

Members of the jury are:

• Reinhard Binder, Creative Director, Interbrand Zintzmeyer & Lux
• Ingrid Obhof, Co.X Fashion Network
• Torsten Hochstetter, Global Head of Design, adidas-Salomon AG
• Ulrike Proß, Marketing, The North Face
• Joachim Schirrmacher, Editor-in-chief, Style in Progress
• Joyce Thornton, Generation Now Editor, WGSN
• Martin Trautmann, Shop Boarders, Munich

Judging criteria
The works on the topic “local – global” will be evaluated according to the following criteria:

• Comprehensive concept (analysis, strategy, interdisciplinary character)
• Innovation/vision (link of local and global, technology impetus)
• Technical and design realization (quality of the drawing, presentation, workmanship, fit, color concept and selection of materials)
• Area of use, functionalism

The works for the Special Award Brand Identity will be evaluated according to the following criteria:

• Overall concept (analysis, strategy, interdisciplinary character)
• Conception (uniqueness, potential for differentiation)
• Relevance with respect to product and industry
• Brand suitability for the future
• Possibility to realize in actual practice
• Strictness and consistency of realization from concept to design
• Interplay between product and brand
• Innovation/vision

Prizes
The Award of the Stiftung der Deutschen Bekleidungsindustrie 2006 is endowed with money prices at the rate of 7,000 Euros.
1. Prize: 4,000 Euro
2. Prize: 2,000 Euro
3. Prize: 1,000 Euro

Adidas, René Lezard and Schöffel additionally award six month contracts for paid internships.

The Special Award Fashion Branding is endowed with money prizes at the rate of 3,500 Euros.
1. Prize: 1,500 Euro and a six month long paid internship at a subsidiary of Interbrand Zintzmeyer & Lux (Zurich, Cologne, Munich, Hamburg)
2. Prize: 1,500 Euro
3. Prize: 500 Euro

The jury can decide to distribute the prize money differently. In addition, the jury can award other designs distinctions, which need not necessarily be connected with prize money.

Thanks to the support of ispovision, the prizewinners will receive additional communication services:

• Trade fair booth/exhibition area
• Award ceremony, press conference
• Integration into the ispo communication means (Daily News, Magazine, Newsletter)
• Publication in the Internet, including presentation on the Award webpage as well as a link to your own homepage (if it exists)
• Press release to more than 2,000 international journalists
• Presentation on the media database of ispo

Consequently, participants will have the possibility to present your work to approx. 55,000 trade visitors and more than 2,000 international journalists.

All participants can register starting December 15th for a free visit to the award ceremony and the trade fairs ispovision and ispo:
visit.ispo@stiftung-bekleidungsindustrie.de

Award Ceremony and Exhibition
The award ceremony will take place within the framework of ispovision in Munich from January 29 - February 1, 2006.

Winners must pay their own travel expenses. A flat rate will be paid for overnight stays in the amount of 150 euros for single persons and up to 300 euros for groups.

The applicants obligate themselves to take part personally in the award ceremony in Munich if they are awarded a prize. You will be informed of the exact date in due time.

Lokal - Global
The work to be submitted for the Award of the Stiftung der Deutschen Bekleidungsindustrie 2006 on the topic “local – global” is divided into three parts:

• Documentation and analysis of the concept
• Presentation chart
• Outfits

Documentation and analysis of the concept
a) Summary (3,500 characters/500 words) in English. This must be sent to mail@stiftung-bekleidungsindustrie.de by December 21st, 2005. A printout of the summary must be sent by mail. Please note that the e-mail may have a maximum size of 500KB (Word or PDF-document).
b) Analysis documentation and the resulting design concept typed in English. This must contain a list of worked materials with precise information about articles and manufacturers.
Scope: 10 to 30 pages of text; maximum of 20 pages of illustrations, technical drawings, material and color concept, maximum 10 pages of photographs.
Format: DIN A4 (210 mm x 297 mm)

Presentation chart
Design concept presentation using illustrations, technical drawings, colour and fabric concept.
Format: cardboard A3 horizontal (420 mm x 297 mm)

Outfit
One outfit must be submitted for the jury meeting.
The garments presented must be German sizes: women 38 or M, men 52 or L. These sizes are mandatory.

	size 38	size 52
chest measurement	88 cm	104 cm
waist measurement	70 cm	92 cm
hip measurement	94,5 cm	112 cm
body height	168 cm	180 cm
side length	106 cm	106 cm

The materials used must be documented (manufacturer and precise article name, including information such as second hand, etc.)
In the case of a prize, the additional outfits of the collection must arrive in Munich by the 21st of January 2006 at the latest for preparation of the award ceremony. A CD with three songs should also be sent for the presentation during the award ceremony.
Pictures are required for fittings (including during jury meeting), which should show exactly how the models should put on and wear the outfits. When there are complicated designs or ones that are not totally clear, putting on the clothes must be documented step by step (front/back, right/left, wrapping techniques, etc.)

Pictures are required for fittings (including during jury selection), which should show exactly how the models should put on and wear the outfits. When there are complicated designs or ones that are not totally clear, putting on the clothes must be documented step by step (front/back, right/left, wrapping techniques, etc.)

Example: picture for fittings


Special Award Fashion Branding
The works to be submitted for the Special Award Fashion Branding are divided into two parts:

• Documentation and analysis of the concept
• Mood board

Documentation and analysis of the concept
a) Summary (3,500 characters/500 words) in English. This must be sent to mail@stiftung-bekleidungsindustrie.de by December 21st, 2005. A printout of the summary must be sent by mail. Please note that the e-mail may have a maximum size of 500KB (Word or PDF-document).

b) Analysis documentation and the resulting design concept typed in English.
Length: 20 pages of text; maximum of 10 pages of illustrations.
Format: DIN A4 (210 mm x 297 mm)

Mood board
Format: cardboard A1 horizontal (840 mm x 600 mm). To be sent in rolled.


Example: Moodboard

You will be assigned a number after the binding registration. Each individual part must contain the name and complete address on the reverse side (the inside for clothing).

Digital submissions are not permitted except for the project sketch.