ruffles

hi all :)
hmm, i attempted to post a question a little while ago, but it hasn't
shown up for some reason, so here i go again! i had a question
regarding how to go about sewing ruffles down the front of a shirt.
the only way of creating ruffles that i know of, is by sewing large
stitches along the fabric and then pulling the ends. but i find the
ruffles end up looking somewhat "heavy" (if that makes any sense) and
pleat-like. i was hoping for something like this:

http://www.net-a-porter.com/isroot/NETAPORTER/SiteImages/prod_large/5396_index.jpg

thanks in advance! :)

ps: there's some awesome info on there!