Fashion

Fashion Industry

By

Ajay Prasad (14ab02)

Jis Aby Charles (14ab11)

“Fashion is not art, it is industry”

Jean Muir

What is fashion?

Fashion involves change, accepted

change, defined as a succession of

short-term trends Styles do not become fashions unless they

win acceptance amongst consumers. Fashion is not just about clothing.

How Fashion Is Marketed

Marketing is a series of activities that fashion businesses undertake so that customers will buy products from them instead of their competitors.

Diverse and Changing Markets

The fashion market is too large and too diverse to reach with a single marketing approach.Consumer buying habits do not always remain the same.Businesses must offer new products and develop strategies that affect their diverse customer bases.

Fashion Merchandising

The retailers role in fashion marketing is very important.

Merchandising = the buying and selling of goods.

Fashion Merchandising aims to have:– The right fashion merchandise, at the right

place, at the right time, in the right

quantities at the right price

Channels of Distribution

– Before merchandise reaches the consumer, it goes through the channel of distribution.

A direct channel of distribution is a path of distribution in which products are sold by the producer directly to the consumer.

An indirect channel of distribution is a path of distribution of products that involves one or more steps, or intermediaries.

Marketing Strategies

There are three strategies that fashion marketers use to increase their business.

1. Increase the number of customers.2. Increase the average transaction.3. Increase the frequency of repurchase.

Mass Market Clothes to cater to a wide range of customers,

producing ready-to-wear clothes in large quantities and standard sizes.

Less costly materials and construction techniques, creatively used, produce affordable high street fashion.

Standardized sizing is used, trims and notions are scaled down but still try to keep the look of Designer or Haute Couture.

Other names for mass market: ready-to-wear, off-the rack

Examples: Old Navy, Gap, Abercrombie and Fitch, H&M

A fashion year Two main seasons

– Spring/Summer– Autumn/Winter

Both require a different fashion look and a new range of colors and fabric designs for the time of year.– Lightweight fabrics in summer– Heavier fabrics in winter

Fashion

The currently accepted western style.

Fad

A fashion with a sudden burst of popularity

Classic A fashion that

retains general acceptance over a very extended period of time

Fashion Cycle The introduction, Rise, Culmination, Decline, and

Obsolescence of a given style over a period of time.– Introduction: the beginning of a new style, trend– Rise: gain in popularity and familiarity– Culmination: the highest point or peak of the trend– Decline: the end of a style or trend

Recurring cycle in skirt lengths

Milan, Italy These fashions have a reputation for casual elegance

and luxurious fabrics. However, Milan is seen as the fashion capital of Italy because many well-known designers are based there and it is the venue for the Italian designer collections.

Paris, France

Home of famous couture houses such as Dior and Chanel– The houses stage exclusive fashion shows in their own

salons. Many other famous French designers show their work twice a year.