Verbal Message (what you say): 7% of image Vocal Message (how you say it): 38% of image Visual Message (how you look, ex. clothes, grooming) 55% of image 80% of a client’s decision to do business with you is due to IMAGE Your overall image is made up of 3 V’s:

Fashion “the prevailing style at a given time” Fashion includes: –cars (popular cars at the time) –furniture styles –where we take vacations –language (popular sayings)

Fashion Characteristics Fashion is constantly changing Fashion cannot exist in isolation; requires an audience Fashion is followed; people adopt fashion for a while and then abandon it Fad-fashion accepted for a short period of time Classic-fashion accepted for a long period of time Follows a cycle - merchandise acceptance curve

Merchandise Acceptance Curve Introduction of fashion General Acceptance Decline of fashion of fashion

Example of the fashion cycle of a Fad, Fashion, and Classic Fad Fashion Classic

Who Dictates Fashion? Clothing designers- have the ideas each year Manufacturers- choose to produce only those products they think will sell Retailers- select products based on market research and previous sales records CONSUMERS- make the ultimate decision about what or whether to buy the product

Kinds of Clothing Stores Department store-wide selection; price range is medium to high; variety of products, styles, colors, etc.; offer services; ex. Marshall Fields, Nordstroms Specialty store-sells only one type of clothing or clothes for particular group; price range is medium to high; clothing categories narrower but selection of specialty clothing large; ex. Gap, Paul Harris

Kinds of Clothing Stores cont. Mass Merchandise store-have many stores; sell to large numbers of people; similar to department stores but prices tend to be in the medium range; carry fewer brand names; ex. Sears, JC Penney Discount store-appeal to the customer on the basis of price; carries a wide range of goods; ex. Target, K-Mart, Wal-Mart

Kinds of Clothing Stores cont. Off-Price store-name brand merchandise at lower prices; obtain their merchandise from manufacturer’s canceled orders, overruns, and season end close-outs; ex. Marhsall’s, Loehmann’s, T.J. Maxx Factory Outlet store-owned and operated by clothing manufacturers; offer name brand merchandise at low prices; ex. Bass She Outlet, Burlington Coat Factory

Kinds of Clothing Stores cont. Second Hand stores-used clothing; able to find exception values; selection limited in terms of color, size, styles, etc.; ex. Goodwill, Salvation Army. 2 Types of Second hand stores –thrift-people donate merchandise and prices very inexpensive –consignment-people bring in merchandise and receive a portion of the selling cost. Merchandise more expensive but overall the clothing is better quality.

Clothing Quality Indicators Design of garment Quality of fabric Quality of construction Overall appearance Fit Comfort Acceptable for intended use Price

Quality Indicators Cont. Fiber content Care instructions Seams matched Seams pressed Seams finished and even Hem even Waistband straight Zipper even and securely sewn

Quality Indicators Cont. Fasteners secure Pockets secure Collars interfaced Collar points even Top stitching even and not stopped and started Buttons secure Buttonholes well sewn No tucks or wrinkles in sleeves No rips or long threads

Cost of Clothing To determine the cost of clothing: Formula Total cost of garment divided by the # of times worn (estimate the # of times clothing will be worn)

Have knowledge of price & quality in different clothing types Cross Shop-shop several different stores before buying Read hang tags & labels Know your fabrics Watch for workmanship/quality Build wardrobe around a few coordinated pieces

Purchase basic items in multiple units, such as socks Keep records of brand performance and buy brands that you like Retain all labels and sales slips Don’t buy fad items as they will not be in fashion long Avoid bargains you don’t need Don’t shop when your desperate Look for economical clothing choices Watch for hidden costs, such as dry cleaning or storage costs