1. Leaders of Fashion
Unit 3

2. Fashion designers produce new and different styles because needs and wants of consumers change

3. Designers are everywhere and they design everything – fashions, furnishings housewares
Ex. Ralph Lauren paint
      Liz Claiborne sheets

4. Designers must be able to produce a design at a profit.
Consider the availability and cost of materials.
Consider the image of the designer’s firm.
Consider production and labor costs.

5. Freelance Artist designer
TYPES OF DESIGNERS
High Fashion designer
Stylist designer
Freelance Artist designer

6. Coco Chanel
Carolina Herrera
Liz Claiborne

7. Karl Lagerfeld
Ralph Lauren
Bill Blass

8. Vivienne Westwood
Yves Saint Laurent
Donna Karan

9. Stylist designer – uses his/her talent to adapt or change the successful designs of others, usually at lower prices than the originals.
Freelance Artist designer- sells his/her sketches to manufacturers.  They may be original sketchers or adaptations.

10. WHERE DOES THE DESIGNER GET IDEAS AND INSPIRATIONS FOR NEW FASHIONS?
Television and film
Art shows
World happenings
Theatre
Music
Dance
World travels
Past fashions

12. TYPES OF MANUFACTURERS
Better market
Moderate – priced market
Budget market

13. Better Market Manufacturer
produce innovative high-fashion apparel.

14. Moderate-Priced Market Manufacturer sometimes produces originals but usually produces adaptations of styles that have survived the introduction stage and are in the rise stage of fashion cycle

15. Budget-Market Manufacturer
makes no attempt to offer new or unusual styles.  They mass produce adaptations of styles already accepted.

16. Manufacturers are committed to producing several new lines a year

17. Line –
an assortment of new designs offered by manufacturers to their customers, usually on a seasonal basis.

18. Manufacturers hope their designs will prove to be “hot”
Manufacturers hope their designs will prove to be “hot”!  When such designs are reordered frequently, they are known as FORDS in the industry.
FORDS – styles that are widely copied at a variety of price lines

19. TYPES OF RETAILERS
Fashion Leaders
Traditional Retailers
Mass Merchants

20. FASHION LEADERS – sell newly introduced styles in limited quantities that are usually expensive.
Ex. Bonwitt Teller, Bergdof Goodman,
        I. Magnin & Co.

21. Traditional Retailers – sell fashions that are in late rise or early culmination stage that are widely produced and offered at moderate prices.
Ex. Macys

22. THEORIES OF FASHION ADOPTION
Downward Flow Theory
Horizontal Flow Theory
Upward Flow Theory

23. Downward Flow Theory (trickle-down theory) – maintains that to be identified as a true fashion, a style must first be adopted by the people at the top of society then gradually accepted at lower social levels.
Upper class will reject fashion once it has flowed to a lower social level.

25. Horizontal Flow Theory (mass market theory) – maintains that fashions move horizontally between groups on a similar social levels rather than vertically from one level to another.
TV and ads expose new styles to the fashion leaders of all social groups at approximately the same time.

32. Merchants must watch their own customers (rather than the very wealthy) looking for fashion innovators and fashion influentials to determine where fashions are headed.

33. Fashion Innovator – a person
first to try out a new style.
Fashion Influential – a person whose advice is sought by associates.

34. Upward Flow Theory
maintains that the young particularly those of low income families are quicker than any other social group to create or adopt new and different fashions; then it moves upward into higher-income groups.

36. 1950’s young people discovered Army/ Navy surplus stores
1960’s Hell’s Angels introduced the fashion world to black leather
1970’s Peasant look from teenagers

37. 1980’s worn denim, metal, leather, bangles from rock and roll youth.
1990’s TOMMY HILFIGER
Young people can exert considerable
influence on fashion styling

38. The fashion statements made by fashion leaders are copied by the public.
Royalty
The Rich
The Famous
Athletes