ch. 8 the fashion industry objectives: after completing this lesson, you should be able to – list...
TRANSCRIPT
Ch. 8The 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
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
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
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
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.
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
Fiber Companies
Research and Development is the backbone for the textile industryDevelop new fibers and equipment for making themUse testing methods, to test a new fibers’ strength, dyeability, and reaction to special finishesNew fibers (including nylon/polyester) created from chemicals
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
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
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
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
From Fabrics to Garments
Apparel manufactures buy fabrics from textile mills, design and produce a clothing collection or line and sell to storesAlmost all of today’s clothes are mass produced – made at the same time – machines do most all the workGarments are being made faster and cheaper today than ever before due to technological advances
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
The Manufacturing Process
Begins with a design ends with distribution1. Designing the line2. Making samples3. Establishing costs4. Taking orders5. Ordering materials6. Creating production patterns7. Creating layouts8. Cutting fabric9. Assembling garments10. Finishing garments11. Inspection12. Distribution
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
Fashion Centers
The “heart” of the garment industry is in New York City
Known in the trade as “7th Avenue”
Garment district includes over 4,500 showrooms and factories
Most hectic time is market week
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
Direct Retailers
Selling that bypasses the storesCatalogs
Order by mail, phone, fax
On-line shopping
Fashion Promotion
Competitive IndustryCompanies are always looking for ways to promote sales
AdvertisementsStore windowsIn-store displaysFashion showsCatalogsWebsites
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
Promotion Methods
AdvertisingNewspapers, magazines, direct mail, radio, television, internet, billboards
PublicityPR departments = distribute kits with info. about products
Visual displaysStore windows, within stores, displays, mannequines, props, color, lighting, exciting messages
Special eventsThemes to attract customersFashion shows
Fashion publicationsFashion magazines, newspapers
Trade publicationsPublication devoted to a specific industry