McGraw-Hill © 2008 The McGraw-Hill Companies, Inc. All rights reserved. Fashion Terminology and the Merchandising Process Chapter Two Core Concepts in Fashion by Laura Portolese Dias

2-2 Chapter Two Fashion Terminology and the Merchandising Process Fashion Acceptance – The extent to which customers are willing to accept a product Fashion leaders – first group to accept a new fashion Fashion followers – do not take risks – Will only purchase clothing after it has been generally accepted by the public

2-3 Chapter Two Fashion Terminology and the Merchandising Process Mass produced fashion – Sometimes called volume fashion – Are styles that are widely accepted Style – combination of garment characteristics that makes it different from other garments Fashion – a style that has been accepted and used by the majority of people in any one group, at any one time

2-4 Chapter Two Fashion Terminology and the Merchandising Process Length of Fashion Cycle – Fad  Comes into popularity very quickly  Has exaggerated detailing  Goes out of style quickly – Trend  General direction or style for clothing  Usually shown by a few designers, but not yet widely accepted – Classic  Considered in good taste over long periods of time

2-5 Chapter Two Fashion Terminology and the Merchandising Process The Fashion Cycle – Introduction  High price points  Fashion leaders purchase – Increase in popularity and Peak Phase  Fashion followers have accepted the garment  Is mass produced  Can be found at most retailers – Decline  Fashion leaders have moved on to new styles  Consumers still wear the style  Marked down in stores – Rejection  Most consumers have moved on to new styles  Can not sell-even at large discounts

2-6 Chapter Two Fashion Terminology and the Merchandising Process Interrupted Cycle – One where consumers did not stop buying the product, it just became unavailable – Swimsuits in August

2-7 Chapter Two Fashion Terminology and the Merchandising Process Categories of Fashion Products – Pricing is a major factor – Couture  Made especially for the customer  Extremely high prices  Sometimes called haute couture – Designer Signature  Expensive  Exclusive  Sometimes called Ready-to-wear

2-8 Chapter Two Fashion Terminology and the Merchandising Process Categories of Fashion Products (con’t) – Bridge  Range from $500-$1000 per garment  DKNY as an example – Better  Priced below $500 per garment  Good quality  Jones New York as example – Moderate  Under $100  Usually sold in chain stores, such as The Limited – Budget  Less than $50  Old Navy, Target as examples

2-9 Chapter Two Fashion Terminology and the Merchandising Process Besides price, Women’s wear can be further divided into categories – Function  How garment will be used  Dresses, formal, suits, outerwear, sportswear, active wear, swimwear, lingerie and accessories. – Season  Spring  Summer  Winter  Fall

2-10 Chapter Two Fashion Terminology and the Merchandising Process Women’s fashion categories – Size  Juniors: Includes odd numbered sizes 1-15  Junior Plus: Same styles as junior, but in size  Misses: Include seven numbered sizes from 0-20  Petites: Includes those items made for smaller/shorter women, sizes 2P to16P  Women’s, sometimes called Plus: Includes even numbered sizes from 12 to 52. The styles in Women’s tend to have less fad merchandise and more classic  Maternity: Maternity clothing

2-11 Chapter Two Fashion Terminology and the Merchandising Process Categories of Men’s clothing – Function  Tailored clothing, furnishings, sportswear, active wear, work clothing and accessories – Season  Spring  Summer  Winter  Fall

2-12 Chapter Two Fashion Terminology and the Merchandising Process Categories of Men’s Clothing – Size  Short (36-44)  Regular (35-46)  Long (37-48)  Extra Long (38-50)  Portly Short (39-48)  Large (46, 48 and 50)

2-13 Chapter Two Fashion Terminology and the Merchandising Process Categories of Children’s Wear – Special considerations  Outerwear should not carry hood or neck drawstrings  It should not have waist strings that extended beyond 7.4 cm  The waist strings should be sewn down at the midpoint  There should not be toggles or knots on the ends of strings

2-14 Chapter Two Fashion Terminology and the Merchandising Process Categories of Children’s Wear – Size  Infants: Newborn-1 year  Toddlers: 2-3 years  Children’s: 3-6 years  Girls: 7-14 years  Preteen: 7-14 years (more sophisticated styling than girls, although the same age range)  Boys: 7-14 years  Young-men’s: 14-20

2-15 Chapter Two Fashion Terminology and the Merchandising Process Categories of Children’s Wear – Season  Spring  Summer  Winter  Fall – Price  budget, moderate, better priced and designer as categories of pricing

2-16 Chapter Two Fashion Terminology and the Merchandising Process Fashion Merchandising Process – Set Buying Plan – Buy and Order – Receive Orders and provide information to sales staff – Monitor inventory levels and sales – Negotiate with vendors on buy-backs

2-17 Chapter Two Fashion Terminology and the Merchandising Process Fashion Forecasting – Predicting needs, demand and sizing for upcoming seasons Six Month Buying plan – A plan that buyers use to know their budget for upcoming seasons – Numbers based

2-18 Chapter Two Fashion Terminology and the Merchandising Process To purchase products, buyers will – Attend trade shows – Visit with designers in showrooms – Designers go to buyers office’s to show new garments