UNIT BEVOLUTION AND MOVEMENT OF

FASHION

2.04 Identify major fashion centers, types of

designers, and price market categories.

Major fashion centers

•New York City

•Los Angeles

•Atlanta

•Chicago

•Dallas

•Miami

•Seattle

•Paris

•Milan

•Florence

•Rome

•London

New York City, New York

•Largest fashion marketing center in the U.S.•Known for the Seventh Avenue garment district in Manhattan–Permanent showrooms of manufacturers from the U.S. and around the world

–Open weekdays year round

•Most of the production jobs have been lost to other countries with cheaper labor, but some production jobs exist in Chinatown, Queens, and Brooklyn.

New York City, New York (cont.)

•Fashion weeks sponsored by the Council of Fashion Designers of America (CFDA)

–Formed corporation called 7th on Sixth, Inc. to centralize runway shows

–Shows held in tents in Bryant Park

Los Angeles, California• CaliforniaMart is the

largest fashion and textile facility in the U.S.

•An 82-block garment district includes designers, wholesalers, manufacturers, and patternmakers.

•Hosts a fashion week five times a year

• Primarily serves the West coast

•Atlanta, Georgia AmericasMart

Primarily serves southeast

•Chicago, Illinois—serves central states

•Dallas, Texas International Apparel Mart

Primarily serves central states

Known for evening, bridal, and western fashion

•Miami, FloridaWorld’s largest swimwear showWholesale center for the Americas

•Seattle, Washington

Paris, France

•Considered the world fashion leader

•Shows attract over 40,000 visitors and 1,100 exhibitors from 30 countries

•Prêt-à-porter Paris® shows twice a year at the same times as mass-produced lines but at different locations

ITALY•Alta moda: The high fashion industry in Italy.

•Rome is the center for couture.

•Milan is the center for high-quality ready-to-wear.

•Florence is known for lower-priced ready-to-wear, menswear, children’s wear, and knitwear.

•Main collections are shown in fashion fairs prior to the French showings.

Basic types of designers

•Couturier: One who creates original, individually designed high fashion; usually owns a fashion house.

•Stylist: One who designs by changing or adapting designs of others.

•Makes lower-priced merchandise

•Creations made during the rise stage of the fashion cycle

•Primarily designs for manufacturers like The Gap, The Limited, and Guess

•Freelance designer: An independent designer who sells sketches to manufacturers.

Price market categories of women’s apparel

Designer (Couture)• Category now almost extinct due to the

extremely small market

• Original, high-priced fashion custom-made for a very few individuals

• One-of-a-kind extreme styles, avante-garde- LADY GAGA

• Luxurious, expensive fabrics and trims with intricate details

• Sold through the designer’s salon

Price market categories of women’s apparel (cont.)

Designer (Couture)

•Sell for many thousands of dollars, maybe up to $50,000 per garment, but do not generate a profit

Dior, Chanel, Yves St. Laurent, Gucci, Prada, Versace, Balenciaga and Marc Jacobs

Price market categories of women’s apparel (cont.)

Bridge

•Has almost replaced the couture category

•Secondary lines of well-known couture designers

•Have the designer’s label

•Most expensive ready-to-wear

•Limited editions, small quantities offered for sale

•Expensive fabrics with fine details

Price market categories of women’s apparel (cont.)Bridge

•Sell for many hundreds of dollars, maybe as much as $5,000

•Sold in fashionable dress shops and upscale department stores like Neiman Marcus, Sak’s, Nordstrom’s, and Bergdorf Goodman

•Armani, Gucci, Calvin Klein, Ralph Lauren, Geoffrey Beene, Anne Klein, Prada, Gaultier

Price market categories of women’s apparel (cont.)

Better

•Have a firm label rather than a designer’s name. Example: Jones of New York, Liz Claiborne, Ann Klein, Armani Exchange, Kouture by Kimora

•Ready-to-wear produced in larger quantities

•Reasonable prices

•High quality

.

Price market categories of women’s apparel (cont.)

Better

•Found in specialty stores and department stores. Examples: Macy’s, Marshall Field, and Lord & Taylor

Price market categories of women’s apparel (cont.)

Moderate

•Well-known and nationally-advertised brand labels. Examples: Jantzen, Gap, and Wrangler

•Lesser-known or unknown designers work for the manufacturer.

•Many items inspired by designer creations

•Widely available and worn by the majority of America

Price market categories of women’s apparel (cont.)

Moderate

•Medium-priced merchandise

•High volume sales and higher price margins

•Sold primarily through department, chain, or specialty stores

Price market categories of women’s apparel (cont.)

Budget/Discount

•Lowest priced category

•Created by stylists

•Knockoffs: Copies of higher-priced items.

•Mass produced in less expensive fabrics with fewer details

•Brands such as Gitano, Donkenny, Kathie Lee, Arizona jeans, and Cherokee

Price market categories of women’s apparel (cont.)

Budget/Discount

•Sold in discount stores and low-price chains

•Private labels such as Arizona jeans (J.C. Penney), Apostrophe (Sears), and Mossimo (Target), George (Wal-Mart)