Fashion Marketing

Roberto Rincon

FASHION MARKETING

I. An Overview of Fashion Terms

Fashion Marketing
The

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

Fashion Merchandising
The planning, buying, and selling of apparel and accessories

Forecasters
Consultants

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

Trend
The

direction in which fashion is moving

Haute Couture

High Fashion industry that creates original, individually designed fashion

Couturier
High

Fashion Designer

Knock-off
Copy

of another, usually higher priced garment

Softlines

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

Private Label

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

Brand Name (aka Trade Name)

Identifies

the product and/or its manufacturer Examples: L.L. Bean, Mossy Oak, Nike, New Balance, etc

Open-to-Buy (OTB)

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

Accessory
An

article that is added to complete or enhance an outfit.

Examples:

Jewelry, shoes,

scarves, etc

Fashion
Currently popular style of objects or activities

Style
The basic characteristics or distinguishing features of an item

Design

A unique version of a style

Fad

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

Classic
Styles that remain in fashion for years Traditional Standard

Ready-to-Wear (RTW)
Garments,

especially womens apparel, produced in factories according to standard sizes.

Pret-a-porter
The

French designer ready to wear industry (aka Pret)

Costume
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 Shows

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 designers or manufacturers seasonal presentation, especially for high-priced garments.

More Fashion Shows

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 Cycle

Peak (culmination) Rise Introduction

Decline
Obsolescence

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

III. Fashion Retailers

Stores Bloomingdales, Macys, Dillards (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.
Department

More Fashion Retailers

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 Collections

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 Factors Influencing Demand

Social Factors (Values, Legal Issues, Current Events) Trend Setters Technology Economic Conditions Gender and Age of Wearer

VI. Principles of Design

Balance
Proportion Emphasis Rhythm

Principles of Design
Balance :

Formal Balance is symmetrical Informal Balance is asymmetrical

Principles 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 Design
Emphasis:

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

Principles of Design
Rhythm: Causes your eye to move through the lines and spaces

VII. Elements of Fashion

Silhouette

(Shape)

Line

Color

Texture

Element: Color
COLOR IS THE MOST EXCITING ELEMENT OF DESIGN AKA: HUE

Color assignment
Using only primary and neutral colors create a color wheel of your own. Create a design for each color scheme

Element: Silhouette (Shape)

Overall outline or form of an outfit

Element: 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: Texture

How the surface of a material feels and looks. (Look at page 148 in Fashion Merchandising Textbook)

Describe how the principles and elements of design have been used in this sweater

DESIGN

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
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.

VII. Common Fibers

Natural Fibers
Protein Fibers: From Animals

Ex. Wool, Silk Ex. Cotton, Flax (Linen)

Cellulosic: From Plants

Man-Made (Synthetic) Fibers

Cellulosic: From Plants

Ex. Acetate, Rayon Acrylic, Nylon, Spandex, Polyester

Assignment: Add a slide to your Powerpoint for each of the types of fibers (4 total) containing information and pictures.

NonCellulosic: From PetroChemicals

Refer to Chapter 6 in Fashion Merchandising Textbook

VIII. Current Trends in Fashion

Assignment :

Prom Trends 2008 Davids Bridal Prom Show Present 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 Centers and Designers in 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 Fashion Centers and Designers

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 Markets

China Japan Madagascar Vietnam Korea

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

Refer to pages 170 171 for more info

Fashion Related Careers 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 Globes

2007 Golden Globes