Documente Academic
Documente Profesional
Documente Cultură
All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any meansgraphic, electronic, or mechanical,
including photocopying, recording, taping, or information storage and retrieval systems without written permission of the publisher.
Elaine Stone
Part One
Chapter One
Key Concepts
Marketing and merchandising in the fashion business The terminology of the fashion business The stages of the fashion cycle The intangibles of fashion
Stone Chapter 1
Stone Chapter 1
Advertising
Communications Publishing Consulting
Stone Chapter 1
1. Designers and retailers dictate what the fashion will be and then force it upon helpless consumers
Stone Chapter 1
Design
Style number
Stone Chapter 1
Stone Chapter 1
Stone Chapter 1
10
Stone Chapter 1
11
Stone Chapter 1
12
Stone Chapter 1
13
Stone Chapter 1
14
Principles of Fashion
1. Consumers establish fashions by accepting or rejecting the styles offered Fashions are not based on price. Just because something is expensive does not mean it will be successful Fashions are evolutionary in nature; they are rarely revolutionary No amount of sales promotion can change the direction in which fashions are moving All fashions end in excess
2012 Fairchild Books, A Division of Cond Nast 15
2.
3.
4.
5.
Stone Chapter 1
Trade Talk
adaptation classic culmination stage decline stage design details fad fashion fashion business fashion cycle fashion industries fast fashion high fashion knockoff
silhouette
style style number taste texture trend
16
Stone Chapter 1