2Learning Targets Define fashion terms. Describe a fashion cycle. Explain how the textile industry operates.Describe the manufacturing process for clothing.Explain what’s involved in fashion merchandising.
3What is fashion?Fashion: particular style that is popular at any given time.Clothes, hairstyles, accessories, etc.Style: characteristics that distinguish one particular clothing item from another.Skirts: Straight, A-line, CircularSleeves: Set-in, Raglan, Kimono
4Fad vs. ClassicFad: a fashion that is very popular for only a short time.“here today and gone tomorrow”Colors, accessories, looksMay return in another generationClassic: styles that stay in fashion for a long time.Simpler and less innovativeBasic style never dies
7Other Terms to KnowAvant-garde: a French expression that means being ahead of fashion.Daring and unconventionalDon’t appeal to most peopleOld-fashioned: any style that is no longer in fashion.Retro: style of an earlier time that are fashionable.
8The Fashion Cycle Introduction Stage A fashion is born when someone begins to wear it.Garment introduced to the publicSmall quantities & higher pricesGrowth StageInterest builds & people accept itVariations at lower pricesMaturity StageMany people wear the fashionReaches the peak of its popularityLarge quantities at affordable pricesDecline StagePeople do not want to wear it any moreSales rapidly decline
9Why Fashions Change Communication Travel & Trade People & Events The Fashion IndustrySocial TrendsHistorical EventsEconomicsDesire for Change
10Did you know?The United States produces enough fabric to stretch to the moon and back 23 times! How is this possible?The Textile Industry
11What is the Textile Industry? Fiber and fabric producers40% of the textiles manufactured in the U.S. goes into clothingFibers are spun into yarns then made into fabrics in textile millsApparel manufacturers buy finished fabrics then use them to cut and sew into garmentsFiber companies research and develop new fibers and equipment for making themForecasting services predict color, fabric, and fashion trends 2 years or more in advance
12Locations 70% of textile employment is located in the southeastern US Related businesses such as mills, converters, and showrooms are located in NYCOther showroomsLADallasAtlantaChicago
13The Apparel IndustryThis segment accounts for more companies, employees, and sales volume than any other segmentApparel manufactures buy fabrics then design and produce a clothing collection or line, and sell the finished garments to storesToday clothes are mass-producedMany garments are produced at the same time with machines doing most of the work3 main categories: women’s wear, menswear, and children’s wear
14Types of Manufacturers GarmentHandle garment’s production from design, to production, to shippingProduce two lines of clothing per year at least 6 months ahead of seasonContractorsSpecialize in sewing certain garments for a certain priceMany overseesAccessoriesShoes, hosiery, jewelry, watches, scarves, ties, gloves, hats, belts, handbags, and small leather goods
15The Manufacturing Process Designing the LineMaking SamplesEstablishing the CostsTaking OrdersOrdering MaterialsCreating Production PatternsCreating LayoutsCutting FabricAssembling GarmentsFinishing GarmentsInspectionDistribution
16Fashion Centers Heart of the garment industry is in NYC Seventh Avenue Garment District includes over 4500 showrooms and factories!Market WeekStore buyers come to the garment district to purchase merchandiseNYC hosts 5 market weeks each yearOther headquarters and apparel mart locationsLAChicagoDallasAtlantaMiamiSan FranciscoSeattle
17Fashion Merchandising Retail means the sale of goods in small quantities to consumers.Retailers sell clothes and accessories.Retailers decide what styles, fabrics, colors, and sizes to sell and at what prices.Retailers display, advertise, promote, and sell the clothing items.
18Retail Stores Fashion Leaders Traditional Retailers Mass Merchants Feature newly introduced styles that are usually expensiveEx: Nordstrom & Neiman MarcusTraditional RetailersOffer many fashions at moderate pricesEx: Macy’s & DillardsMass MerchantsCarry widely accepted styles at moderate to lower pricesEx: JC Penny , Sears, & WalmartChainsLarge retail company with many stores in many cities
19Fashion PromotionEfforts to inform people about what’s new in fashion and to convince them to buy.Marketing: developing, promoting, and selling products.Methods of PromotionAdvertisingPublicityVisual DisplaysSpecial EventsFashion PublicationsTrade Publications