Download - Fashion Marketing Power Point
Fashion Fashion MarketingMarketing
Marketing II
Itawamba Agricultural High School
FASHION MARKETINGFASHION MARKETING
I. An Overview of Fashion Terms
Fashion Fashion MarketingMarketing
The making and selling of apparel and accessories that are desirable to customers
Fashion Fashion MerchandisingMerchandising
The planning, buying, and selling of apparel and accessories
ForecastersForecastersConsultants
that foresee the colors, textures, and silhouettes to predict coming fashion trends
TrendTrendThe direction
in which fashion is moving
Haute CoutureHaute Couture High Fashion
industry that creates original, individually designed fashion
CouturierCouturierHigh Fashion
Designer
Knock-offKnock-offCopy of another, usually higher
priced garment
SoftlinesSoftlines Products made from
textiles, sometimes called dry goods. Examples: Sewing fabrics, clothing, draperies, domestics (bedding), stuffed toys, sleeping bags, backpacks, etc
Private Private LabelLabel
Goods that are produced for only a particular retailer and have the retailer’s special trademark or brandname.
Brand Name (aka Brand Name (aka Trade Name)Trade Name)
Identifies the product and/or its manufacturer
Examples: L.L. Bean, Mossy Oak, Nike, New Balance, etc
Open-to-Buy Open-to-Buy (OTB)(OTB)
An ongoing dollar amount that buyers are permitted to order for their store, department, or apparel category or classification.
AccessoryAccessoryAn article that is added to complete
or enhance an outfit.Examples: Jewelry, shoes,
scarves, etc
FashionFashion
Currently popular style of objects or activities
StyleStyle
The basic characteristics or distinguishing features of an item
DesignDesign
A unique version of a style
FadFad A style or
design that gains and loses its popularity within a brief period of time
ClassicClassic Styles that
remain in fashion for years
Traditional Standard
Ready-to-Wear Ready-to-Wear (RTW)(RTW)
Garments, especially women’s apparel, produced in factories according to standard sizes.
Pret-a-porterPret-a-porterThe French designer ready
to wear industry (aka Pret)
CostumeCostume Theatrical costumes are clothes created for
performers to portray a certain national origin, time period, income level or place in society.
Costume Jewelry is “fashion jewelry” that is inexpensive, often made of plated metals and artificial stones.
Types of Fashion Types of Fashion ShowsShows
Fashion Show – Theatrical presentation of apparel, accessories, and other fashion products on live models to audiences
Runway Show – Typical presentation of models parading on a runway in a certain order of appearance
Collection Opening – The showing of total number of garments in a designer’s or manufacturer’s seasonal presentation, especially for high-priced garments.
More Fashion More Fashion ShowsShows Production Show – The most elaborate and
expensive type of fashion show, includes backdrops, lighting, and entertainment
Tea Room Modeling – Informal show done in a restaurant where models walk table to table to show and tell about what is being worn
Trunk Show – A designer or producer brings samples into a store for a limited time, during which customers place orders to be delivered at a later time.
II. The Fashion II. The Fashion CycleCycle
Introduction
Rise
Peak(culmination)
Decline
Obsolescence
Can you name some products that are in each stage of the cycle?
III. Fashion III. Fashion RetailersRetailers
Department Stores – Bloomingdale’s, Macy’s, Dillard’s (target mid-upper income groups)
Chain Stores – Sears, JC Penny (less expensive dept stores) Several may be owned, managed, merchandised, and controlled by a central office.
More Fashion More Fashion RetailersRetailers
Discount Stores – K Mart, Wal Mart, Target
Off Price Stores – T.J. Maxx (sell brand name or designer mdse at lower than normal prices.)
Boutiques – Giorgio Armani, Givenchy (Offer fashion forward mdse for special interest customers)
IV. Classifying Fashion IV. Classifying Fashion CollectionsCollections
Sportswear Active Wear Career Wear Evening Wear Lingerie Accessories
Refer to handout for more information about each
Assignment: Create a Powerpoint presentation or scrapbook containing one slide or a one page spread on each classification. Label each collection correctly. Title slide/Cover must contain name, date, class period.
V. External Environmental V. External Environmental Factors Influencing Factors Influencing
DemandDemand Social Factors (Values, Legal Issues,
Current Events) Trend Setters Technology Economic Conditions Gender and Age of Wearer
VI. Principles of VI. Principles of DesignDesign
Balance Proportion Emphasis Rhythm
Principles of DesignPrinciples of Design Balance :
– Formal Balance is symmetrical
– Informal Balance is asymmetrical
Principles of DesignPrinciples of Design Proportion: the spatial
relationship of all the parts in a design to each other and to the whole.
– EX: Small checks on a small person
– Body should be evenly divided into quarters at underarms, hips, knees, and feet
Principles of DesignPrinciples of Design Emphasis:
Concentration of interest in a particular part or area of a design
Principles of DesignPrinciples of Design Rhythm:
Causes your eye to move through the lines and spaces
VII. Elements of VII. Elements of FashionFashion
Silhouette (Shape)Color
LineTexture
Element: ColorElement: Color
COLOR IS THE MOST EXCITING ELEMENT
OF DESIGN
AKA: HUE
Color assignmentColor assignment
Using only primary and neutral colors create a color wheel of your own.
Create a design for each color scheme
Element: Silhouette Element: Silhouette (Shape)(Shape)
Overall outline or form of an outfit
Element: LineElement: Line Structural Lines: Formed when
garments are constructed (Look at page 145 Fashion Merchandising Textbook)
Decorative Lines: Applied lines including fabric design, trims, lace, etc.
Element: TextureElement: Texture How the surface of a material feels and
looks. (Look at page 148 in Fashion Merchandising Textbook)
Describe how the principles and Describe how the principles and elements of design have been elements of design have been
used in this sweaterused in this sweater
DESIGNDESIGN DESIGN ELEMENTS are used or arranged
according to the DESIGN PRINCIPLES to attractively create HARMONY (pleasing visual unity)
Color, Shape, Line, and Texture
Balance, Proportion, Emphasis and Rhythm
UNITY
Assignment: Choose an outfit that you can easily apply the elements and principles. Describe how the elements and principles have been combined to create a harmonious design.
Ex. The dress is shades and tints of purple and yellow which creates a complementary color scheme, a straight fitted skirt (shape), the texture is soft and flimsy, the decorative stitching provides detail on the hem. The flowers are proportional to the size of the dress and are arranged in a repetitions manner. Because of it being strapless on one side, tt has an informal balance and shows emphasis on the shoulder.
AssignmentAssignment
VII. Common VII. Common FibersFibers Natural Fibers
– Protein Fibers: From Animals Ex. Wool, Silk
– Cellulosic: From Plants Ex. Cotton, Flax (Linen)
Man-Made (Synthetic) Fibers– Cellulosic: From Plants
Ex. Acetate, Rayon
– NonCellulosic: From PetroChemicals Acrylic, Nylon, Spandex, Polyester
Assignment: Add a slide to your Powerpoint for
each of the types of fibers (4 total)
containing information and
pictures.
Refer to Chapter 6 in Fashion Merchandising Textbook
VIII. Current Trends VIII. Current Trends in Fashionin Fashion
Assignment : Prom Trends 2008
David’s Bridal Prom ShowPresent the current trends in Prom attire with a
“fashion show”, Assignment: Add slides showing and explaining
the outfit(s) you wore (designer, price, elements and principles illustrated in the design
IX. Major Fashion IX. Major Fashion Centers and Designers Centers and Designers
in the USin the US United States Centers– New York– Los Angeles– Chicago– Atlanta– Dallas
US Designers – Tommy Hilfiger, Calvin Klein, Donna Karan
Refer to the end of Chapter 9 and Chapter 16 in Fashion Merchandising Textbook
Major European Major European Fashion Centers and Fashion Centers and
DesignersDesigners European Centers– United Kingdom– Italy– France (Paris is THE FASHION CENTER of
the world) European Designers
– Gianni and Donatella Versace, Tom Ford w/ Gucci, Yves Saint Laurent, Miuccia, Mario Prada w/Prada and Miu Miu
Refer to pages 168-169 for more info
Asian Fashion Asian Fashion MarketsMarkets
China Japan Madagascar Vietnam Korea
Refer to pages 170 – 171 for more info
Assignment: Add a page in your scrapbook on each of the fashion markets (one from US, one from Europe, one from Asia) include at least one designer from each market
Fashion Related Fashion Related Careers ResearchCareers Research
Assignment: Create a slide/page containing information on at least one career in Fashion and
AND One slide/page on at least one Fashion Related Program at any college.
Possible websites are www.fashion.about.com, www.fashioncenter.com, www.fashioncareercenter.com, www.fidm.com
2007 Golden Globes2007 Golden Globes
2007 Golden Globes2007 Golden Globes
The EndThe End
Each student will present his/her powerpoint presentation or scrapbook for a test grade
in addition to the written unit test.
Hope you enjoyed the Fashion Unit