1. Ch. 8 The Fashion Industry Objectives: After completing this lesson, you should be able to – List ways that fibers and fabrics are used other than in clothing Explain how the textile industry operates Describe the manufacturing process for clothing Explain what’s involved in fashion merchandising Describe promotion methods used by designers, manufacturers, and retailers

2. Examining the Issue Did you know that the U.S. produces enough fabric to stretch to the moon and back 23 times? Technology makes this possible – what used to take several months can now be done in minutes. Textile production is just 1 part of the HUGE fashion industry

3. The Textile Industry Fiber and Fabric producers make up the textile industry One of the oldest/largest industries in America Fiber and Fabric produced is for many purposes

4. Uses of Fibers and Fabrics 40 % goes to clothing 60% goes to home furnishings and other uses (see page 135 pie chart) Felt tip pen = nylon point Tea bag Fibers and Fabrics = luggage, flags, ropes, medicinal equipment/tools, recreation, transportation

5. From Fiber to Fabric Farmers grow plants that provide cotton fibers. Ranchers raise sheep that provide fleece for wool. Scientists work in chemical companies to manufacture synthetic fibers. All of these fibers are eventually spun into fabric by textile mills.

6. From Fiber to Fabric Manufactures buy the finished product (fabrics) and create their products Fabric stores buy from the mills to sell fabric to home-sewers

7. Fiber Companies Research and Development is the backbone for the textile industry Develop new fibers and equipment for making them Use testing methods, to test a new fibers’ strength, dyeability, and reaction to special finishes New fibers (including nylon/polyester) created from chemicals

8. Textile Mills Spin fibers into yarns and yarns into fabric Constantly researching new techniques for weaving, pattern making, prints, and colors Final stage of fabric construction may include a finish application Water repellent, stain resistant, etc. Textile mills work with forecasting services to predict color, fabric, and fashion trends for two or more years in advance

9. Textile Mills Spin fibers into yarns and yarns into fabric Constantly researching new techniques for weaving, pattern making, prints, and colors Final stage of fabric construction may include a finish application Water repellent, stain resistant, etc. Textile mills work with forecasting services to predict color, fabric, and fashion trends for two or more years in advance

10. Textile Converters Converters – companies or individuals who serve as middle men between textile mills and apparel manufactures Buy unfinished fabrics called greige (gray) goods and then have them dyed, printed, and finished to meet the specifications of designers/manufactures

11. The Apparel Industry Accounts for more companies, employees, and sales volume that any other industry A.K.A. the garment industry or the rag trade Very complex, fast-paced industry with fashions constantly changing

12. From Fabrics to Garments Apparel manufactures buy fabrics from textile mills, design and produce a clothing collection or line and sell to stores Almost all of today’s clothes are mass produced – made at the same time – machines do most all the work Garments are being made faster and cheaper today than ever before due to technological advances

13. Types of Manufacturers Apparel Women’s wear Receives the most publicity, has greatest fashion designer recognition, most competitive segment in fashion industry Menswear Children’s wear

14. The Manufacturing Process Begins with a design ends with distribution 1. Designing the line 2. Making samples 3. Establishing costs 4. Taking orders 5. Ordering materials 6. Creating production patterns 7. Creating layouts 8. Cutting fabric 9. Assembling garments 10. Finishing garments 11. Inspection 12. Distribution

15. The Role of Unions Formed to obtain better working conditions, better pay, and benefits for workers Currently represents over 300,000 garment workers Formed in July 1995

16. Fashion Centers The “heart” of the garment industry is in New York City Known in the trade as “7 th Avenue” Garment district includes over 4,500 showrooms and factories Most hectic time is market week

17. Fashion Merchandising After the production of goods, items are sold to retail stores who sell them to “us”, the customer Retail = sale of goods in small quantities to consumers Retailers decide what styles, fabrics, colors, and sizes to sell and at what prices

18. Direct Retailers Selling that bypasses the stores Catalogs Order by mail, phone, fax On-line shopping

19. Retail Operations Sales associates Stock clerks Buyers Merchandise managers Visual Merchandiser

20. Fashion Promotion Competitive Industry Companies are always looking for ways to promote sales Advertisements Store windows In-store displays Fashion shows Catalogs Websites

21. Marketing Developing/promoting/selling of products Conduct surveys on consumer needs/attitudes Information gathered to predict what will sell in the future Marketing very important for a company’s success

22. Promotion Methods Advertising Newspapers, magazines, direct mail, radio, television, internet, billboards Publicity PR departments = distribute kits with info. about products Visual displays Store windows, within stores, displays, mannequines, props, color, lighting, exciting messages Special events Themes to attract customers Fashion shows Fashion publications Fashion magazines, newspapers Trade publications Publication devoted to a specific industry

23. Trade Associations Organizations of manufacturers, designers, retailers, and other people involved in a particular industry Represent designers, apparel manufactures, and retailers See page 147 for trade associations