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Chapter 1.1 what is fashion marketing
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Chapter 1.1 what is fashion marketing


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  • 1. What is Fashion? “The Difference Between Style & Fashion Is Quality”
  • 2. Fashion Defined Key Terms: Intensity Staple Items Line Fashion Merchandise Texture Style Shape Design Function Garment Clothing Color Accessories Hue Home furnishings Value
  • 3. Fashion Defined Fashion is the existing type of clothing that is preferred by a large segment of the public at a given time. Fashion Means: A precise style of dress or behavior Whatever is currently selling A way of social interaction and status seeking
  • 4. Merchandise Categories Fashion retailers group merchandise into categories: Basic merchandise Fashion merchandise Staple Items are basic merchandise items that customers purchase on a regular basis. (Examples: socks, sleepwear) Fashion Merchandise are goods that are popular at a particular time.
  • 5. Fashion Basics Style Style is a particular shape or type of apparel item identified by the distinct features that make it unique. It may gain or lose popularity, but it maintains its identification as a particular style. Examples include: Capri pants, and mini skirts.
  • 6. Fashion Basics Design Design is a particular or unique version of a style because of a specific arrangement of the basic design elements. The four basic design elements are: Color Line Shape texture
  • 7. Fashion Basics Color is a critical element of design and may be the most important. Three dimensions of color are: Hue: the quality of the color Value: the lightness or darkness of a color Intensity: the brightness or dullness of a color A garment is any article of clothing, such as a dress, suit, coat, or sweater.
  • 8. Fashion Basics • Line is an element of design that directs the path of eye movement. • It’s a distinct, elongated mark that directs the eye up and down, side to side, or around an object.
  • 9. Fashion Basics Shape, or silhouette, is the overall form or outline of a garment. It’s a key design feature for designers, manufacturers, and retailers. It’s the three-dimensional form of clothing, accessories, or shoes. The three basic shapes in fashion are: Straight (Tubular) Bell-shaped (Bouffant) Bustle (Back Full)
  • 10. Fashion Basics • Straight (Tubular) • Bell shaped (Bouffant) • Bustle Shaped (full Back)
  • 11. Fashion Basics Texture is how Terms to describe texture include: the surface of a material, or fabric, Smooth feels and looks. Rough Dull Fibers, yarns, and the method of Shiny fabric Delicate construction can Fine determine texture. Shaggy Flat
  • 12. Fashion Basics Function is a fifth design element that refers to the intended use or purpose of an object. Fashion is expected to function in the following ways: Beautify Adorn Express Identify Protect Provide Therapy
  • 13. What Are Fashion Products? Fashion is determined by personal taste. Taste refers to the current opinion of what is attractive and appropriate for an individual and occasion. Fashion Products include: Clothing (garment) Accessories Home Furnishings
  • 14. Fashion Products Clothing is a garment used to cover the body. Garment refers to any article of wearing apparel.
  • 15. Fashion Products Accessories are additional articles that complete or enhance outfits. Examples include: Shoes Handbags Leather goods Jewelry Scarves/Neckwear Eyeglasses Fragrances
  • 16. Fashion Products • Home furnishings include window treatments, furniture coverings, decorative accessories.
  • 17. The Importance of Fashion What’s reflected in fashion? Economic Trends Political Trends Current Events Social Issues Fashion serves as a historical record of culture and lifestyle
  • 18. Importance to People The Role of Fashion: Appearance can identify social appearance. Reflect self-image Self-esteem
  • 19. Economic Importance Many types of fashion businesses benefit from the fashion industry in cities such as: New York Los Angeles Chicago San Francisco Paris Milan London Tokyo When the economy is unstable fashion suffers. When the economy is good fashion is fun and adventurous.
  • 20. source=search_app#q=Fashion+Silhouette +(Shape) +Detail+Color+Texture+Line+Functionality.