Presentation on theme: "Which best depicts FASHION?"— Presentation transcript:
1Which best depicts FASHION? Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
2The Nature of Fashion chapter two The terminology, components,cycles, and principles of fashion.Key ConceptsMarketing and merchandising in the fashion businessThe stages of the fashion cycleThe intangibles of fashionchapter twoThe Nature of Fashion2008 Fairchild Books, Inc.
3The Nature of Fashion A. The Fashion Business B. Misconceptions C. TerminologyD. ComponentsE. The Fashion CycleF. The Intangibles of FashionG. PrinciplesChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
4FASHION BUSINESS FASHION INDUSTRY Is defined as all the fashion industry and services in totalFASHION INDUSTRYIs defined as solely the production of garments, accessories or shoesChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
5Marketing and Merchandising Identify consumer needsDevelop good productsPrice, distribute, and promote for an easier sellGoal: Know and understand the customer so well that the product or service sells itselfChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
6Marketing 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 Fashion2008 Fairchild Books, Inc.
7Marketing and Merchandising FASHION MERCHANDISING is the planning required to have fashion-oriented merchandise at the:Right timeRight placeRight quantitiesRight pricesAnd with the right sales promotion.Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
8Misconceptions 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 Fashion2008 Fairchild Books, Inc.
9Fashion 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 garmentsFashionStyle accepted and used by the majority at one time.High FashionNew styles accepted by a limited number of fashion leaders who want to be innovative.Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
10Mass/Volume Fashion Design Taste Refers to styles that are widely accepted.DesignInterpretation of a style.TastePrevailing 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 Fashion2008 Fairchild Books, Inc.
11ClassicStyle that remains in general fashion for an extended period of time.FadThe classic Chanel suit adapted for the 21st centuryA style that suddenly sweeps into popularity, but disappears as quickly as it arrived, i.e., the ‘Nehru’ collar.TrendEven in 2008, the experts were unsure whether the ultra miniskirt was fad or a trendA general direction or movement.Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
12Components 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 Fashion2008 Fairchild Books, Inc.
13The Fashion Cycle Sales Time INNOVATION STAGES CULMINATION STAGES DECLINE STAGESIntroduction:FashionInnovatorspurchasefrom theRetailers who“lead” fashionMassAcceptance:Fashionfollowerspurchasefrom massmerchantsAcceleration:Fashion followerspurchase fromtraditionalretailers in“moderate priced”departmentsObsolescence:No one is buying!“You can’tgive it away!SalesRise:Fashion leaderspurchase fromtraditionalretailers intheir “better”departmentDecline:Fashion followersmay purchasea few itemsat greatly reducedprices fromdiscountersTimeChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
14Breaks in the CycleIn fashion there are always ups and down, stops and startsThe normal flow can be broken or abruptly interrupted by outside influencesThe influence can be simply unpredictable weather or a change in group acceptanceOr it can much more dramatic and far-reaching – war, worldwide economic depression or a natural disasterChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
15Intangibles of Fashion A fashion itself is intangible. A style is tangible made up of a definite silhouette and details of design.BUTFashion is shaped by such powerful intangibles as…Group AcceptanceChangeThe Social Forces important during a certain eraPeople’s desire to relate to specific lifestylesChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
16Intangibles of Fashion Group acceptanceBasically 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 belongChangeFashion 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 oldChapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
17Mirror 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.LifestylesFashions 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 Fashion2008 Fairchild Books, Inc.
18Five 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 Revolution1947 Dior’s “New Look”Christian Lacroix’s pouf skirt from 1987John Galliano’s pouf skirt from 2008Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
19Five 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 PoiretDevelopment of French doors in the 18th century to accommodate hoopskirts that ballooned to 8 feet in width.Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.
20Which best depicts FASHION? Chapter 2 The Nature of Fashion2008 Fairchild Books, Inc.