1.  2007 Fairchild Publications, Inc.

2. All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher. Copyright © 2007 Fairchild Publications, Inc. ISBN-13: 978-1-56367-650-5 GST R 133004424 Designed by Stone DesignWorks

3.  2007 Fairchild Publications, Inc.

5. Chapter 1 The Nature of Fashion 5 A.The Importance of the Fashion Business C. Terminology D.Components E.The Fashion Cycle G. Principles The Nature of Fashion B. Misconceptions F.The Intangibles of Fashion

6.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 6 The Importance of Fashion Fashion involves our outward visible lives. It has an impact from every stage of life from womb to tomb. Fashion has a great impact on our country’s economy. Changes in fashion result in new consumer purchases. The thought of being unfashionable is a fate worse than death to many people!

7.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 7 Fashion Business All the industries and services connected with fashion: design, manufacturing, distribution, marketing, retailing, advertising, communications. Fashion Industry Businesses that are engaged in manufacturing materials and finished products for fashion.

8.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 8 Misconceptions about Fashion 1.That designers and retailers dictate fashion and force it upon the hapless consumer. 2.That fashion acts as an influence on women only. 3.That fashion is a mysterious and unpredictable force of nature. There are three widely held misconceptions concerning the fashion industry:

9.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 9 Misconceptions about Fashion Using feathered flights of fancy, designer Frank Sorbier sends this gown down the runway–not to sell to the public, but to get press coverage and create a “fashion buzz.”

10.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 10 Fashion Terminology Style number High fashion Fashion Style Mass/Volume fashion Design Taste Classic Fad Trend

11.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 11 Style Is a characteristic or distinctive appearance of a garment. Fashion Style accepted and used by the majority of a group at any one time. High Fashion New styles accepted by a limited number of fashion leaders who want to be innovative.

12.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 12 Mass/Volume Fashion Refers to styles that are widely accepted. Design Interpretation of a style. Taste Prevailing opinion of what is attractive and appropriate for a given occasion.

13.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 13 Classic Style that remains in general fashion for an extended period of time. Fad A fashion that suddenly sweeps into popularity, and then quickly disappears. Trend A general direction or movement.

14.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 14 Components of Fashion S ILHOUETTE There are three basic forms: a.Bell b.Bustle c.Straight Variations of the straight silhouette d.Slim e.Rectangular f.Wedge g.A-line

15.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 15 Components of Fashion D ETAILS Details of the garment consist of: trim, buttons, length, width, waist, shoulder, sleeve treatment. T EXTURE Refers to the look and feel of material, woven or nonwoven, that can affect the appearance of a silhouette. Texture can give a bulky or slender look to a garment depending on the roughness or smoothness of the material. C OLOR Is important in apparel selection for men, women and children.

16.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 16 The Fashion Cycle

17.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 17 The Fashion Cycle Stages of the Fashion Cycle Every fashion cycle passes through five stages: 1.Introduction 2.Rise 3.Culmination 4.Decline 5.Obsolescene

18.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 18 The Fashion Cycle Consumer Buying Cycle versus Consumer Use Cycle

19.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 19 Intangibles of Fashion Group acceptance Change Social forces People’s desire to relate to specific lifestyles Fashion itself is intangible. A style is tangible, made up of a definite silhouette and details of a design. But fashion is shaped by such powerful intangibles as

20.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 20 Intangibles of Fashion Mass media accelerates the pace of fashion change Fashion is a complex means for facilitating orderly change in a mass society. The rise of ready-to-wear creates “discard-ability”

21.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 21 Mirror of the Time Today social classes are far more fluid than ever because there is no universal way of life today, and people are free to choose their own lifestyles—and their dress reflects that choice. Fashions reflect the degree of rigidity in the class structure of an era. Fashion is a non-verbal symbol. Social class

22.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 22 Mirror of the Time Currently our clothes varies according to lifestyles. Our interest in active sports and leisure pastimes varies with the difference in the lifestyle of an urban career-oriented woman and that of a suburban housewife. Each lifestyle is reflected in their choice of wardrobes. Fashion is a non-verbal symbol. Fashions reflect activities in which the society participates. Lifestyles

23.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 23 Principles of Fashion 1.Consumers establish fashions by accepting or rejecting styles offered. 2.Fashion is not based on price alone. Designers must give expression to silhouette, color, fabric and design that the majority of consumers want. Successful fashions are found at all price points.

24.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 24 Principles of Fashion 3.Fashion is evolutionary, not revolutionary. Exceptions: 1789 French Revolution 1947 Dior’s “New Look” 4. No amount of sales promotion can change the direction in which fashions are moving. Women’s liberation in the 1960s created a demand for less constructed undergarments

25.  2007 Fairchild Publications, Inc. Chapter 1 The Nature of Fashion 25 Principles of Fashion This Dior couture see-through dress shows the concept that all fashion ends in excess. 5.“All fashion ends in excess”. –Paul Poiret