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Copyright 2011 Fairchild Books

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,

InFashion: Fun! Fame! Fortune! 2nd Edition

including photocopying, recording, taping, or information storage and retrieval systems without written permission of the publisher.

ISBN: 978-1-60901-308-0 GST R 133004424

Elaine Stone

Part One

The Changing World of Fashion

Chapter One

The Nature of Fashion

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

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2012 Fairchild Books, A Division of Cond Nast

The Importance of Fashion


Great impact on the economy Style or styles of clothing and accessories worn at a particular time by a particular group of people Includes cosmetics, fragrances, and home furnishings

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2012 Fairchild Books, A Division of Cond Nast

The Fashion Business

Fashion business includes: Design Manufacturing Distribution Marketing Merchandising Retailing

Advertising
Communications Publishing Consulting

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2012 Fairchild Books, A Division of Cond Nast

Misconceptions About Fashion

1. Designers and retailers dictate what the fashion will be and then force it upon helpless consumers

2. Fashion acts as an influence on women only


3. Fashion is a mysterious and unpredictable force

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2012 Fairchild Books, A Division of Cond Nast

The Terminology of Fashion


Style Fashion
High fashion Mass fashion or volume fashion

Design
Style number

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2012 Fairchild Books, A Division of Cond Nast

The Terminology of Fashion


Taste Classic Fad Trend

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Components of Fashion Design


Silhouette Details Texture Color

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The Fashion Cycle

Stages of the Fashion Cycle

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The Fashion Cycle

Lengths of Cycles Breaks in the Cycle

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Consumer Buying and the Fashion Cycle


Every fashion has both a consumer buying cycle and a consumer use cycle

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The Intangibles of Fashion


Group acceptance Change
The Futility of Forcing Change

Meeting the Demand for Change

A Mirror of the Times


Social Class
Lifestyle

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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
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2.

3.

4.

5.

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Trade Talk

adaptation classic culmination stage decline stage design details fad fashion fashion business fashion cycle fashion industries fast fashion high fashion knockoff

marketing mass or volume fashion merchandising obsolescence stage rise stage

silhouette
style style number taste texture trend
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2012 Fairchild Books, A Division of Cond Nast