5 accessories (chap 11)
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5 accessories (chap 11)



5th Chapter in Fashion Marketing

5th Chapter in Fashion Marketing



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  • Hanes, Burlington and Round the Clock basic stockings, Kayser Roth produces No nonsense and Hue stockings <br />
  • Private brands in each store. A play on the names of the stores. Sears store brand is BEST (in the book) <br />
  • Gold and Silver <br /> Gold and silver — 2 regal elements known as precious metals — have been prized for thousands of years for their beauty and rarity as well as their hardness and resistance to corrosion. Because of these qualities, precious metals are universal symbols of strength, wealth and power. They are a prized and indispensable part of any jewelry collection. Here are some basic facts and tips that will help you when you&apos;re shopping for fine jewelry of gold, silver or platinum. <br /> Gold <br /> Silver <br /> Gold <br /> Gold is the oldest precious metal known to humankind. The metal&apos;s luster and remarkable properties have allowed it to be crafted into the world&apos;s most coveted and exquisite jewelry. <br /> Gold is the world&apos;s most malleable (able to be pounded thin) and ductile (able to be drawn to a fine wire) of all metals. In its pure state, gold is too soft to be worn for jewelry, so it is usually mixed with other metals, such as silver, copper, nickel and zinc, to make it harder. A mixture of metals is called an alloy. The quantity of gold in an alloy is expressed in karats (abbreviated as k or kt). The following chart shows the proportion of pure gold in the most common karat counts: <br /> Gold Purity by Karat Count <br /> Here are the most common colors of gold alloys and the metals used in making them: <br /> Colors of Gold Alloys <br /> Wal-Mart gold jewelry is stamped with its karat content (usually 10 karat, 14 karat or 18 karat), so you can be certain of the quality and value. <br /> Gold-Filled Jewelry <br /> Gold-filled jewelry contains a layer of gold on a base metal. The percentage of gold must be at least 1/20 of the total weight of the piece. <br /> Gold-Overlay Jewelry <br /> Gold-overlay is a layering process in which a base metal is layered with gold. Gold-overlay jewelry is created with the following guidelines: <br /> Gold-overlay jewelry uses either 14kt or 10kt gold <br /> Vermeil Jewelry <br /> A Sterling silver base that is coated or plated with gold or gold alloy, Vermeil jewelry is created with the following guidelines: <br /> The gold coating must never be less than 10kt in fineness. <br /> The minimum thickness for this coating must be 3 microns. (A micron is a measurement of thickness used in the jewelry industry.) <br /> Silver <br /> Silver has a long and noble history, second only to that of gold. Popular as a jewelry metal for thousands of years, it is harder than gold and much more plentiful. The abundant supply and ease of working it make silver more affordable and a good alternative to gold and platinum (although it does tarnish and need polishing from time to time). <br /> Sterling silver is a silver alloy with a fixed standard of purity. It consists of 925 parts silver (out of 1,000) and 75 parts copper. Like gold alloys, sterling silver can be used to plate other metals. <br />
  • Two weeks before a break DECA start the scarf project one week is knitting and second week is knitting with prada. <br />

5 accessories (chap 11) 5 accessories (chap 11) Presentation Transcript

  • Accessories Chapter 11
  • Accessories • IMPULSE ITEMS – products that customers typically buy on the spur of the moment 1.Main Floor 2.Near the door 3.Near the cash register
  • Fashion Accessories • Shoes • Hosiery • Bodywear • Handbags • Jewelry • Gloves • Millinery (hats)
  • SHOES • New England and St. Louis, Missouri are the major centers for shoe production • LAST – a form in the shape of a foot over which shoes are built • Lasts were originally wooden forms now they are plastic or aluminum.
  • Marketing of Shoes 1. Advertising – brand name ads are important in national fashion magazines and television 2. Dual-distribution- a manufacturer’s policy of selling goods at both retail and wholesale levels.
  • Industry Trends for Shoes• Before 1920’s it was considered immodest to expose the feminine ankle. Since then shoes have developed both in fashion importance and variety. After World War II the black or brown all purpose shoe disappeared
  • Hosiery • History – Until World War I women’s legs were hidden under floor length skirts and dresses. • Hosiery industry grew when skirt lengths moved up. Women wore silk, cotton or rayon stockings • 1938- Nylon stockings were introduced
  • Hosiery • Boarding – a heat setting process through which hosiery acquires permanent shape.
  • Hosiery • 1942- 1945 During World War II nylon production was restricted to war purposes (parachutes) • Women now went bare-legged or used leg make-up to give the effect of sheer stockings
  • Hosiery The 1940’s –World War II brought many restrictions and shortages of material such as nylon. Women were not allowed to buy such items made out of nylon like stockings. So new products called “Leg Charm” came out as a substitute. Women used these new leg creams and eyeliner pencils to create the effects of stockings. The 40’s brought new concepts such as women taking the same jobs as men, radios and records, strong nationalism and an emergence of American designers. Some popular styles of the 1940’s were knee- length skirts, padded shoulders and rolled hair, tailored suits and small hats.
  • • First introduced by the Du Pont Corporation in 1940, nylon stockings were an instant success. Billed as "stronger than steel" and "run-proof," the public was fascinated by the new synthetic material. Du Pont brilliantly promoted the new stockings from the start. On May 15, 1940, Du Pont declared "N-Day" - for the first time, all across America, nylon stockings would go on sale. Women lined up for blocks and Du Pont sold 5 million pair in that single day. • During World War II Du Pont was forced to divert its nylon production to war-related materials, such as parachutes and aircraft tires. The nylon stocking shortage had begun. In America, the demand for nylon stockings was so high that people began paying $20 on the black market (before the start of the war they had cost a little over a dollar). In Chicago, police ruled out robbery as a motive in a murder case because the perpetrator had left behind six pair of nylon stockings at the crime scene! • In August of 1945, only eight days after Japan's surrender, Du Pont announced that it would immediately return to producing nylon stockings. The next month stockings went on sale at a limited number of stores. Thousands of people showed up for the stockings, which quickly sold out, and so began the first of the so-called "Nylon Riots." Throughout 1945, stores were besieged by mobs of women who had learned of the sales by word of mouth. Du Pont, not fully recovered from its wartime conversion, could not keep up with the demand. People waiting in line were disorderly and police had to disperse crowds. When stores sold out of the precious hosiery, fights broke out. In Pittsburgh, the mayor arranged for a stocking sale in response to a petition by four hundred women. On the day of the sale, 40,000 people lined up to fight for 13,000 pairs. Similar scenes took place all across the country. Finally, by March of 1946, Du Pont was producing 30 million pairs a month, enough for everyone, and the "Nylon Riots" ended.
  • Hosiery • 1950’s Introduction of colors other than black or flesh tones • 1960’s to accessorize the shorter skirt, colors, textures (fishnet) are introduced • 1970’s women wearing pants: pantyhose, knee-highs, ankle- highs are in vogue • 1980’s patterned pantyhose
  • Marketing of Hosiery 1. Major hosiery producers sell to retail stores across the country. Ex. Hanes, Burlington, Round the Clock, Kayser-Roth
  • Marketing of Hosiery 2. Major hosiery producers carry a designer label: • Ex. Hanes uses Oleg Cassini • Kayser Roth uses Calvin Klein • Round-the Clock uses Givenchy
  • Marketing of Hosiery 3. Private and store brands. The cost is usually less because there is less advertising. • Ex Sears-Best • Macys – Supremacy • I. Magnin - Magnifique
  • Marketing of Hosiery 4. Mass-merchandised brands for supermarket discount brands. • Ex. Leggs made by Hanes • No-nonsense made by Kayser Roth
  • Bodywear • Bodywear-includes leotards, tights, wrap skirts, sweatsuits, exercise outfits.
  • Industry trends of hosiery: • When skirts are shorter, texture and color in hosiery become important. • When pants are in fashion, pantyhose and knee-highs are popular.
  • Jewelry • Fine Jewelry • Bridge Jewelry • Costume or Fashion Jewelry
  • Fine Jewelry • Jewelry made of such precious metals such as gold and platinum which may be set with precious or semiprecious gemstones.
  • Gemstones • Natural stones used in making jewelry. • Precious gemstones – diamonds, emeralds, rubies, sapphires, pearls Diamonds, emeralds, rubies, sapphires, pearls
  • Semiprecious Gemstones• Amethysts • Garnets • Opals • Jades
  • Costume Jewelry • Mass produced jewelry made of plastic, wood, glass, brass and set with simulated or non- precious stones (glass, plastic)
  • Bridge Jewelry • Gold Filled • Vermeil (vermay) • Sterling Silver
  • History of Costume Jewelry• Prior to 1920’s costume jewelry did not exist. Fine jewelry was worn for economic value; never to accessorize one’s clothing! – 1920’s Coco Chanel introduced long faux strands of pearls – 1989 Barbara Bush increased interest in faux pearls – 1996 Jackie Kennedy faux pearls in auction
  • Faux Pearls Coco Chanel Barbara Bush
  • Here they Are, the Pearls Jackie Kennedy Loved • Jackie Kennedy loved to wear her "pearls" from KJL. There are 3 strands of huge 10mm beautiful cream pearls, all hand knotted, with a pretty diamante clasp. The shortest strand of the 3 is 18", so they are very easy to wear and what an impact! Day or night, this necklace is a stunner. You'll treasure it. The original sold at auction for over $200,000.00. Jackie's pearls, $155.00.
  • Marketing of Fine Jewelry• Many fine jewelry departments in stores are leased from manufacturers because: 1. A large amount of capital is necessary 2. Specialized staff is needed to sell the jewelry
  • Industry Trends of Jewelry• When turtlenecks are in, jewelry companies make long chains and pendants. • When sleeveless dresses are in, bracelets become popular. • When prints are popular jewelry becomes tailored. • When solid colors are in, jewelry has more complex designs and colors
  • Handbags • Handbags can be made of leather, fabric, beading, vinyl and canvas. –Classics: Coach, Dooney & Bourke –Expensive: Fendi, Louis Vuitton, Gucci
  • Gloves • 1900’s-1960’s glove business flourished because women always wore gloves when they went out. • 1960’s saw the end of gloves as a requirement for a well- dressed woman
  • Millinery • Hats were very popular for decades until: • 1960’s women’s beehive and bouffant hairstyles caused millinery sales to hit bottom • 1960’s-1970’s hats worn only on cold days
  • Millinery • National Millinery Institute campaigned in an extensive effort to reverse the no hat trend. • The effort failed because: –No amount of sales promotion can change the direction fashion is moving!!