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

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Presentation on theme: " 2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 1 Which best depicts FASHION?"— Presentation transcript:

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

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

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

4  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 4 F ASHION B USINESS Is defined as all the fashion industry and services in total F ASHION I NDUSTRY Is defined as solely the production of garments, accessories or shoes

5  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 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

6  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 6 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. Marketing and Merchandising

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

8  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 8 Misconceptions about Fashion 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. There are three widely held misconceptions concerning the fashion industry:

9  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 9 Style 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. Fashion Terminology

10  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 10 Mass/Volume Fashion 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?

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

12  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 12 Components of Fashion D ETAILS Details of the garment consist of: trim, buttons, length, width, waist, shoulder, sleeve treatment. S ILHOUETTE There are 3 basic forms: Bell, bustle, straight (slim, rectangular, wedge, A-line) T EXTURE 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. C OLOR Symbolizes many things, and is important in apparel selection for both men and women.

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

14  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 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

15  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 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

16  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 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

17  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 17 Mirror of the Time 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. Social class 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.

18  2008 Fairchild Books, Inc. Chapter 2 The Nature of Fashion 18 Five Principles of Fashion 1.Consumers establish fashions by accepting or rejecting styles offered. 2.Fashion is not based on price alone. 3.Fashion is evolutionary, not revolutionary. Exceptions: 1789 French Revolution 1947 Dior’s “New Look” Designers must give expression to silhouette, color, fabric and design that the majority of consumers want. Successful fashions are found at all price points. Christian Lacroix’s pouf skirt from 1987 John Galliano’s pouf skirt from 2008

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

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


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