Case Study Part 1 BRANDING BURBERRY Burberry, the clothing company, was founded in 1856 by 21 year old Thomas Burberry, an apprentice draper. Drapers made cloth and sold fabrics and dry goods. Burberry began making outdoor wear for local residents in rainy Basingstock, England. In 1880, he invented a waterproof wool fabric called gabardine, which become one of the materials for Burberry’s most fashion creation—the trench coat. In 1920, Burcerry registered a signature plaid pattern for wool, which would become the standard lining for the Burberry trench coat. For the next 80 years, Burberry plaid was seen inside the trench coat of the English elite. The Burberry label came to represent old English fashion—and old ideas. By 1990s, this image began to limit Burberry’s appeal and market. So in 1997, a new marketing team, led by New Yorker Rose Marie Bravo, set out to revitalize the brand. By 2002, Burberry Group, PLC became the United Kingdom’s first publicly traded luxury-goods company. How did Burberry’s marketing team transform Burberry from stuffy to chic? ANALYZE and WRITE Write a paragraph about Burberry’s type of fashion products. Write a paragraph about why it is important for a product to be in style.

Chapter 5: Producing Fashion 5.1 Types of Fashion

What Will YOU Learn??? To identify the types of fashion products To explain the main categories of fashion apparel To identify the classifications of fashion apparel categories.

Types of Fashion Products Fashion affects all areas of our lives, from the clothes and accessories we wear to the decorative furnishings we use in our homes. Lines are groups of styles and designs produced and sold as a set of related products for a given reason. Two main types of product lines: Hardlines – lines of products that aer non-textiles, such as small and large appliances, home accessories, and items not made of fabric. Softlines – lines of products made from textiles that include apparel and household items such as towels, table lines, and bedding.

Types of Apparel Apparel is the term used for clothing , as in personal attire or garments. Apparel is categorized by: Women’s wear Men’s wear Infants’ wear Children’s wear

Types of Accessories Accessories are fashion items that are added to complete or enhance outfits. Varied Use of Accessories Special Accessory Producers

Home Furnishing Home Furnishing is the fashion product category that included textiles use to furnish and decorate the home, such as towels, linens, and bedding. Categories of Home Furnishing Home Furnishings and the Economy

Categories and Classifications in Apparel Women’s Wear Apparel manufacturers divide women’s apparel into classifications based on the type of merchandise. Classifications include: Sportswear Separates Dresses Evening and Bridal Maternity Outerwear Suits Activewear Swimwear Accessories Footwear Miscellaneous Apparel (uniforms, gloves, aprons, smocks, and etc.) Women’s Wear is divided into size ranges that include: Misses Women’s Petite Juniors

Men’s Wear Standard Classifications of Men Wear: Tailored apparel Furnishing (dress shirt, neckwear, hats, socks, slacks, sleep wear, and robes) Sportswear Heavy Outwear Work Clothing Footwear Miscellaneous Apparel (rainwear, uniforms, caps)

Infants’ and Children’s Wear Trends in Infants’ and Children’s Wear Styles designed for older age groups have begun to migrate to the children’s market. Teen fashion is represented in the children’s market. Classifying Infants’ and Children’s Wear Sizes that may reflect age group: Infant Toddler Young Children (sizes 2-6x) Girls (6-14) Boys (6-20)

Quiz What are the tree main merchandise categories of apparel? What are the size classifications for women’s clothing? How is children’s clothing classifed?