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Chapter 1.1 what is fashion marketing


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Chapter 1.1 what is fashion marketing

  1. 1. What is Fashion? “The Difference Between Style & Fashion Is Quality”
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Fashion Basics • Straight (Tubular) • Bell shaped (Bouffant) • Bustle Shaped (full Back)
  11. 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. 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. 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. 14. Fashion Products Clothing is a garment used to cover the body. Garment refers to any article of wearing apparel.
  15. 15. Fashion Products Accessories are additional articles that complete or enhance outfits. Examples include: Shoes Handbags Leather goods Jewelry Scarves/Neckwear Eyeglasses Fragrances
  16. 16. Fashion Products • Home furnishings include window treatments, furniture coverings, decorative accessories.
  17. 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. 18. Importance to People The Role of Fashion: Appearance can identify social appearance. Reflect self-image Self-esteem
  19. 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. 20. source=search_app#q=Fashion+Silhouette +(Shape) +Detail+Color+Texture+Line+Functionality.