1. Which best depicts FASHION?
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

2. The Nature of Fashion chapter two
The terminology, components,cycles, and principles of fashion.
Key Concepts
Marketing and merchandising in the fashion business
The stages of the fashion cycle
The intangibles of fashion
chapter two
The Nature of Fashion
2008 Fairchild Books, Inc.

3. The Nature of Fashion A. The Fashion Business B. Misconceptions
C. Terminology
D. Components
E. The Fashion Cycle
F. The Intangibles of Fashion
G. Principles
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

4. FASHION BUSINESS FASHION INDUSTRY
Is defined as all the fashion industry and services in total
FASHION INDUSTRY
Is defined as solely the production of garments, accessories or shoes
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

5. Marketing and Merchandising
Identify consumer needs
Develop good products
Price, distribute, and promote for an easier sell
Goal: Know and understand the customer so well that the product or service sells itself
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

6. Marketing and Merchandising
The fashion business was slow to adopt marketing techniques that were successful with other consumer goods.
Until recently, time and money was spent trying to convince consumers that what the industry produced was what the consumer wanted.
Since adopting modern marketing principles, the fashion business has become much more responsive, designing products based on actual consumer needs.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

7. Marketing and Merchandising
FASHION MERCHANDISING is the planning required to have fashion-oriented merchandise at the:
Right time
Right place
Right quantities
Right prices
And with the right sales promotion.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

8. Misconceptions about Fashion
There are three widely held misconceptions concerning the fashion industry:
Designers and retailers dictate fashion and force it upon the hapless consumer. This is the most common misconception.
Fashion influences only women.
Fashion is a mysterious and unpredictable force of nature.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

9. Fashion Terminology Style Fashion High Fashion
is the characteristic or distinctive appearance of a garment…the combination of features that makes it unique and different from other garments
Fashion
Style accepted and used by the majority at one time.
High Fashion
New styles accepted by a limited number of fashion leaders who want to be innovative.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

10. Mass/Volume Fashion Design Taste
Refers to styles that are widely accepted.
Design
Interpretation of a style.
Taste
Prevailing opinion of what is attractive and appropriate.
Using your own fashion sense, would this be attractive and appropriate for you?
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

11. Classic
Style that remains in general fashion for an extended period of time.
Fad
The classic Chanel suit adapted for the 21st century
A style that suddenly sweeps into popularity, but disappears as quickly as it arrived, i.e., the ‘Nehru’ collar.
Trend
Even in 2008, the experts were unsure whether the ultra miniskirt was fad or a trend
A general direction or movement.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

12. Components of Fashion SILHOUETTE There are 3 basic forms:
Bell, bustle, straight (slim, rectangular, wedge, A-line)
DETAILS Details of the garment consist of: trim, buttons, length, width, waist, shoulder, sleeve treatment.
TEXTURE Refers to the look and feel of the garment and affects the color of a fabric by causing the surface to either reflect or absorb light.
COLOR Symbolizes many things, and is important in apparel selection for both men and women.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

13. The Fashion Cycle Sales Time INNOVATION STAGES CULMINATION STAGES
DECLINE STAGES
Introduction:
Fashion
Innovators
purchase
from the
Retailers who
“lead” fashion
Mass
Acceptance:
Fashion
followers
purchase
from mass
merchants
Acceleration:
Fashion followers
purchase from
traditional
retailers in
“moderate priced”
departments
Obsolescence:
No one is buying!
“You can’t
give it away!
Sales
Rise:
Fashion leaders
purchase from
traditional
retailers in
their “better”
department
Decline:
Fashion followers
may purchase
a few items
at greatly reduced
prices from
discounters
Time
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

14. Breaks in the Cycle
In fashion there are always ups and down, stops and starts
The normal flow can be broken or abruptly interrupted by outside influences
The influence can be simply unpredictable weather or a change in group acceptance
Or it can much more dramatic and far-reaching – war, worldwide economic depression or a natural disaster
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

15. Intangibles of Fashion
A fashion itself is intangible. A style is tangible made up of a definite silhouette and details of design.
BUT
Fashion is shaped by such powerful intangibles as…
Group Acceptance
Change
The Social Forces important during a certain era
People’s desire to relate to specific lifestyles
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

16. Intangibles of Fashion
Group acceptance
Basically fashion is acceptance. Group acceptance or approval is implied in any definition of fashion. To dress in the latest fashion means that they are trying to be individual yet also to belong
Change
Fashion is subject to change both rapid and gradual. Mass media spreads fashion news across the face of the globe in hours. New technology is constantly producing new fibers and blends of fibers. Each seems to offer more than the one before and encourages the discarding of the old
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

17. Mirror of the Time Social class Lifestyles
Fashions mirror the times by reflecting the degree of rigidity in the class structure of an era. Certain fashions have also been used as indications of high social standing and material success.
Today, social classes are far more fluid and mobile than ever before. People are free to choose their own values and lifestyles and their dress reflects that choice.
Lifestyles
Fashions also mirror the times by reflecting the activities in which people of an era participate. The importance of court-centered social activities in the 17th and 18th century Europe was an evidence in men’s and women’s ornately styled apparel.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

18. Five Principles of Fashion
1. Consumers establish fashions by accepting or rejecting styles offered.
Designers must give expression to silhouette, color, fabric and design that the majority of consumers want.
2. Fashion is not based on price alone.
Successful fashions are found at all price points.
3. Fashion is evolutionary, not revolutionary. Exceptions: French Revolution
1947 Dior’s “New Look”
Christian Lacroix’s pouf skirt from 1987
John Galliano’s pouf skirt from 2008
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

19. Five Principles of Fashion
4. Direction cannot be altered by sales promotion.
Promotional effort cannot renew the life of a fading fashion.
5. “All fashion ends in excess”.
Paul Poiret
Development of French doors in the 18th century to accommodate hoopskirts that ballooned to 8 feet in width.
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.

20. Which best depicts FASHION?
Chapter 2 The Nature of Fashion
2008 Fairchild Books, Inc.