Garments, Especially Women’S Apparel, Produced In Factories According To Standard Sizes.

Fashion Fashion MarketingMarketing

Marketing II

Itawamba Agricultural High School

FASHION MARKETINGFASHION MARKETING

I. An Overview of Fashion Terms

Fashion Fashion MarketingMarketing

The making and selling of apparel and accessories that are desirable to customers

Fashion Fashion MerchandisingMerchandising

The planning, buying, and selling of apparel and accessories

ForecastersForecastersConsultants

that foresee the colors, textures, and silhouettes to predict coming fashion trends

TrendTrendThe direction

in which fashion is moving

Haute CoutureHaute Couture High Fashion

industry that creates original, individually designed fashion

CouturierCouturierHigh Fashion

Designer

Knock-offKnock-offCopy of another, usually higher

priced garment

SoftlinesSoftlines Products made from

textiles, sometimes called dry goods. Examples: Sewing fabrics, clothing, draperies, domestics (bedding), stuffed toys, sleeping bags, backpacks, etc

Private Private LabelLabel

Goods that are produced for only a particular retailer and have the retailer’s special trademark or brandname.

Brand Name (aka Brand Name (aka Trade Name)Trade Name)

Identifies the product and/or its manufacturer

Examples: L.L. Bean, Mossy Oak, Nike, New Balance, etc

Open-to-Buy Open-to-Buy (OTB)(OTB)

An ongoing dollar amount that buyers are permitted to order for their store, department, or apparel category or classification.

AccessoryAccessoryAn article that is added to complete

or enhance an outfit.Examples: Jewelry, shoes,

scarves, etc

FashionFashion

Currently popular style of objects or activities

StyleStyle

The basic characteristics or distinguishing features of an item

DesignDesign

A unique version of a style

FadFad A style or

design that gains and loses its popularity within a brief period of time

ClassicClassic Styles that

remain in fashion for years

Traditional Standard

Ready-to-Wear Ready-to-Wear (RTW)(RTW)

Garments, especially women’s apparel, produced in factories according to standard sizes.

Pret-a-porterPret-a-porterThe French designer ready

to wear industry (aka Pret)

CostumeCostume Theatrical costumes are clothes created for

performers to portray a certain national origin, time period, income level or place in society.

Costume Jewelry is “fashion jewelry” that is inexpensive, often made of plated metals and artificial stones.

Types of Fashion Types of Fashion ShowsShows

Fashion Show – Theatrical presentation of apparel, accessories, and other fashion products on live models to audiences

Runway Show – Typical presentation of models parading on a runway in a certain order of appearance

Collection Opening – The showing of total number of garments in a designer’s or manufacturer’s seasonal presentation, especially for high-priced garments.

More Fashion More Fashion ShowsShows Production Show – The most elaborate and

expensive type of fashion show, includes backdrops, lighting, and entertainment

Tea Room Modeling – Informal show done in a restaurant where models walk table to table to show and tell about what is being worn

Trunk Show – A designer or producer brings samples into a store for a limited time, during which customers place orders to be delivered at a later time.

II. The Fashion II. The Fashion CycleCycle

Introduction

Rise

Peak(culmination)

Decline

Obsolescence

Can you name some products that are in each stage of the cycle?

III. Fashion III. Fashion RetailersRetailers

Department Stores – Bloomingdale’s, Macy’s, Dillard’s (target mid-upper income groups)

Chain Stores – Sears, JC Penny (less expensive dept stores) Several may be owned, managed, merchandised, and controlled by a central office.

More Fashion More Fashion RetailersRetailers

Discount Stores – K Mart, Wal Mart, Target

Off Price Stores – T.J. Maxx (sell brand name or designer mdse at lower than normal prices.)

Boutiques – Giorgio Armani, Givenchy (Offer fashion forward mdse for special interest customers)

IV. Classifying Fashion IV. Classifying Fashion CollectionsCollections

Sportswear Active Wear Career Wear Evening Wear Lingerie Accessories

Refer to handout for more information about each

Assignment: Create a Powerpoint presentation or scrapbook containing one slide or a one page spread on each classification. Label each collection correctly. Title slide/Cover must contain name, date, class period.

V. External Environmental V. External Environmental Factors Influencing Factors Influencing

DemandDemand Social Factors (Values, Legal Issues,

Current Events) Trend Setters Technology Economic Conditions Gender and Age of Wearer

VI. Principles of VI. Principles of DesignDesign

Balance Proportion Emphasis Rhythm

Principles of DesignPrinciples of Design Balance :

– Formal Balance is symmetrical

– Informal Balance is asymmetrical

Principles of DesignPrinciples of Design Proportion: the spatial

relationship of all the parts in a design to each other and to the whole.

– EX: Small checks on a small person

– Body should be evenly divided into quarters at underarms, hips, knees, and feet

Principles of DesignPrinciples of Design Emphasis:

Concentration of interest in a particular part or area of a design

Principles of DesignPrinciples of Design Rhythm:

Causes your eye to move through the lines and spaces

VII. Elements of VII. Elements of FashionFashion

Silhouette (Shape)Color

LineTexture

Element: ColorElement: Color

COLOR IS THE MOST EXCITING ELEMENT

OF DESIGN

AKA: HUE

Color assignmentColor assignment

Using only primary and neutral colors create a color wheel of your own.

Create a design for each color scheme

Element: Silhouette Element: Silhouette (Shape)(Shape)

Overall outline or form of an outfit

Element: LineElement: Line Structural Lines: Formed when

garments are constructed (Look at page 145 Fashion Merchandising Textbook)

Decorative Lines: Applied lines including fabric design, trims, lace, etc.

Element: TextureElement: Texture How the surface of a material feels and

looks. (Look at page 148 in Fashion Merchandising Textbook)

Describe how the principles and Describe how the principles and elements of design have been elements of design have been

used in this sweaterused in this sweater

DESIGNDESIGN DESIGN ELEMENTS are used or arranged

according to the DESIGN PRINCIPLES to attractively create HARMONY (pleasing visual unity)

Color, Shape, Line, and Texture

Balance, Proportion, Emphasis and Rhythm

UNITY

Assignment: Choose an outfit that you can easily apply the elements and principles. Describe how the elements and principles have been combined to create a harmonious design.

Ex. The dress is shades and tints of purple and yellow which creates a complementary color scheme, a straight fitted skirt (shape), the texture is soft and flimsy, the decorative stitching provides detail on the hem. The flowers are proportional to the size of the dress and are arranged in a repetitions manner. Because of it being strapless on one side, tt has an informal balance and shows emphasis on the shoulder.

AssignmentAssignment

VII. Common VII. Common FibersFibers Natural Fibers

– Protein Fibers: From Animals Ex. Wool, Silk

– Cellulosic: From Plants Ex. Cotton, Flax (Linen)

Man-Made (Synthetic) Fibers– Cellulosic: From Plants

Ex. Acetate, Rayon

– NonCellulosic: From PetroChemicals Acrylic, Nylon, Spandex, Polyester

Assignment: Add a slide to your Powerpoint for

each of the types of fibers (4 total)

containing information and

pictures.

Refer to Chapter 6 in Fashion Merchandising Textbook

VIII. Current Trends VIII. Current Trends in Fashionin Fashion

Assignment : Prom Trends 2008

David’s Bridal Prom ShowPresent the current trends in Prom attire with a

“fashion show”, Assignment: Add slides showing and explaining

the outfit(s) you wore (designer, price, elements and principles illustrated in the design

IX. Major Fashion IX. Major Fashion Centers and Designers Centers and Designers

in the USin the US United States Centers– New York– Los Angeles– Chicago– Atlanta– Dallas

US Designers – Tommy Hilfiger, Calvin Klein, Donna Karan

Refer to the end of Chapter 9 and Chapter 16 in Fashion Merchandising Textbook

Major European Major European Fashion Centers and Fashion Centers and

DesignersDesigners European Centers– United Kingdom– Italy– France (Paris is THE FASHION CENTER of

the world) European Designers

– Gianni and Donatella Versace, Tom Ford w/ Gucci, Yves Saint Laurent, Miuccia, Mario Prada w/Prada and Miu Miu

Refer to pages 168-169 for more info

Asian Fashion Asian Fashion MarketsMarkets

China Japan Madagascar Vietnam Korea

Refer to pages 170 – 171 for more info

Assignment: Add a page in your scrapbook on each of the fashion markets (one from US, one from Europe, one from Asia) include at least one designer from each market

Fashion Related Fashion Related Careers ResearchCareers Research

Assignment: Create a slide/page containing information on at least one career in Fashion and

AND One slide/page on at least one Fashion Related Program at any college.

Possible websites are www.fashion.about.com, www.fashioncenter.com, www.fashioncareercenter.com, www.fidm.com

2007 Golden Globes2007 Golden Globes

2007 Golden Globes2007 Golden Globes

The EndThe End

Each student will present his/her powerpoint presentation or scrapbook for a test grade

in addition to the written unit test.

Hope you enjoyed the Fashion Unit