Fashion Merchandising:
Standard 4
The Fashion Industry
Objectives Students will understand key components
of the fashion industry. – Objective 1: Identify factors that contributed to the
development of the apparel industry. – Objective 2: Identify key fashion centers in the U.S.
and around the world– Objective 3: Identify and describe major trade
publications and fashion magazines. – Objective 4: Identify key fashion designers and their
contributions.– Objective 5: Identify careers in the fashion
merchandising industry.
The Scope of the Apparel Industry
The apparel industry has been developing for many centuries.
Key contributing factors:– History– Politics– Economics– Media
History Fashion as we know it started with changes
that came during the Industrial Revolution.– Development of the factory system of production.
• Ex. Assembly line– Mechanized textile mills: made better quality
fabrics in less time.• Ex. Flying shuttle, Spinning Jenny, Cotton mill, Cotton
gin
Apparel switched from handmade garments to mass produced ready-to-wear.
Sewing machine invented: factory manufacturing of clothing was introduced
Politics Civil War:
– Introduction of standard sizes due to military uniforms
Global Capitalism:– More interaction between governments
allows free trade to occur worldwide.– Entrepreneur
• Person who starts his or her own business and who assumes the risk and management of the enterprise
– Clothes were made faster, which dropped prices so all were competitive in sales.
Economics Techniques in mass distribution,
advertising, and retail selling developed and refined
Creation of retail outlets (department stores) during 19th century. – Began in Europe. – Permanently reshaped shopping
habits. Textile and apparel production is the
largest industry in many nations, especially in developing countries. – One of the largest employers in the US.
Media Advertising and promotion of all
types of apparel, from haute couture to every day low-priced garments. – Items shown in ads, magazines, and
on social media develop a need to purchase.
Introduction of movies, then television, then internet constantly sped up introduction of new fashions to the public.
Fashion Centers
The fashion industry is truly international. Its presence is found in cities around the world.
Centers are usually found in cities where fashion design and production firms are clustered together.
Some of these centers are locations for Fashion Weeks.– When designers present new designs or collections– The most important collection shows are held twice
a year, featuring spring-summer and fall-winter lines.
THE fashion center. New York designers include Donna Karan,
Vera Wang, Marc Jacobs, Michael Kors, Calvin Klein, and Ralph Lauren.
New York’s Fashion District is the largest in the world. It ranges from Fifth Avenue to Ninth Avenue and from 34th to 42nd Street.
New York Fashion Week is held every February and September each year.
An estimated 900 fashion companies are headquartered in New York City. 180,000 are employed in the industry, which generates over $2 billion in tax revenues.
New York
Los Angeles
The West Coast Fashion Center is known for its casual lifestyle, laid back threads, and bloggers.
The LA Fashion District covers over 90 blocks. Big brand names based in LA are: John
Elliott+Co, Mother, Aviator Nation, d.RA, Apolis, Korovilas, Nasty Gal, Elder Statesman, and American Apparel.
Miami
Known for its luxury boutiques, designer stores galore, and its international center of commerce.
Famous designers that have called Miami home: Gianni Versace, Lazaro Hernandez, Proenza Schouler, and Alejandro Ingelmo.
Best shopping areas are in South Beach and include Webster Miami, and Miami’s Design District.
Miami holds 3 Fashion Weeks: Fashion Week Swim, Miami Beach International Fashion Week, and Funkshion Fashion Week. They showcase swimwear, international design, and resort wear.
Chicago
Known for the Magnificent Mile (Michigan Avenue).
Major stores include Macy’s, Nordstrom, Barney’s Bloomingdale’s, 900 North Michigan shops, and the Shops at North Bridge.
Chicago does its own fashion show, and has showcases for many major fashion events.
Milan Home to numerous fashion designers
including Armani, Versace, Prada, and Valentino.
Milan Fashion Week held twice a year. The famous shopping streets are Via
Montenapoleone, Via Sant’Andrea, Via della Spiga, Via Manzoni, Via Bigli and Via Gesu.
Paris First Fashion Capital. Home to many premier fashion designers including Chanel, Dior, Hermes, Vuitton, and Saint Laurent. Paris Fashion Week is the grand finale of the Big 4
(New York, London, and Milan.) Some of the biggest names in the industry are
headquartered in Paris. Best shopping streets in the world: Champs-Elysées,
Avenue Montaigne, Rue de la Paix, Saint Honoré. The French dress to impress and invest in high
quality fabrics. Haute couture was born in Paris. Only the French Chambre Syndicale de la Haute
Couture can bestow upon a designer the title of couturier.
London
Famous fashion designers are Vivienne Westwood, Alexander McQueen, Stella McCartney, Jimmy Choo, and Manolo Blahnik.
Major areas for fashion are Knightsbridge District, South Kensington, and Chelsea.
London Fashion Week and The Clothes Show London are the prominent fashion events.
London Fashion Week is known for its new, fresh, and creative designers.
Tokyo Famous Tokyo Fashion Designers are Rei
Kawabuko, Issey Misake, and Yohji Yamamoto. Known for Street Fashion.
– Different styles of Street Fashion are Lolita, Gyaru, Ganguro, Kogal, Bosozoku, Decora, Visual Kei, Oshare Kei, Angura Kei, Cult Party Kei, Dolly Kei, Fairy Kei, and Mori Girl.
Known for the significant consumption of luxury brands.
Trade Publications Definition: magazines,
newspapers, and books that deal with a specific industry.
Women’s Wear Daily: Major US trade publication for women’s and men’s clothing. It reports all new apparel trends with photos, fashion illustrations, and stories.
Footwear News: Specializes in the footwear industry.
Fashion Magazines
Definition: consumer magazines sold commercially, featuring articles, illustrations, and advertisements.
Internet Sites/Social Media Easily
accessible information, instant updates on the latest designs, access to designers
Includes Fashion Blogs
Fashion Designers
Giorgio Armani:– Italian designer
known for Men’s wear, most notably tailored suits
Coco Chanel:– Famous French
couturier known for introducing the little black dress, died in 1971, still remains a top French fashion house
Fashion Designers Michael Kors:
– American known for American sportswear and accessories for women
Christian Dior:– French designer
who introduced the “New Look” (fitted blouses and long full skirts) in 1947, died in 1957
Fashion Designers Dolce and
Gabbana:– Italian design
team known for modern, romantic styles and high-end casual for men and women
Tom Ford:– American
designer who has worked behind the Gucci and YSL labels, Classic simplistic menswear
Fashion Designers Marc Jacobs:
– American designer who's designs include grungy-hobo chic
Donna Karen:– American
designer who designs simple, women’s clothes that stretch and move well
Fashion Designers Calvin Klein:
– Famous for his jeans, underwear and advertising
Karl Lagerfeld:– German born
French designer, creates quality tailoring and bold ready-to-wear pieces
Fashion Designers Ralph Lauren:
– Popular American designer famous for his classic men’s and women’s lines
Yves St. Laurent:– French designer
who paved the way for pantsuits and female power dressing, died in 2008
Fashion Designers Levi Strauss:
– American business man who popularized the denim craze, added rivets for extra durability, died in 1902
Gianni Versace:– Italian designer who
used bold color, daring cuts, and innovative materials. His sister Donatella took over in 1997 after his tragic death
Fashion Designers Diane von
Furstenberg:– Belgian- born designer
and former princess who’s jersey wrap dress became her brand’s iconic look, works in NYC
Vera Wang:– American
designer and child champion figure skater, famous for designing expensive and elegant bridal wear
Fashion Designers
Louis Vuitton:– Italian born,
famous for bags, luggage, and leather goods, died in 1892
Careers in the Industry
Designer:– Designs clothing, etc.
Fashion blogger:– Uses social media, does not need to
be an expert Fashion journalist:
– Writes or edits articles, or helps to formulate and style a fashion shoot.
