Fashion Marketing Power Point


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Fashion Marketing Power Point

  1. 1. Fashion Marketing Marketing II Itawamba Agricultural High School
  2. 2. FASHION MARKETING I. An Overview of Fashion Terms
  3. 3. Fashion Marketing <ul><li>The making and selling of apparel and accessories that are desirable to customers </li></ul>
  4. 4. Fashion Merchandising The planning, buying, and selling of apparel and accessories
  5. 5. Forecasters <ul><li>Consultants that foresee the colors, textures, and silhouettes to predict coming fashion trends </li></ul>
  6. 6. Trend <ul><li>The direction in which fashion is moving </li></ul>
  7. 7. Haute Couture <ul><li>High Fashion industry that creates original, individually designed fashion </li></ul>
  8. 8. Couturier <ul><li>High Fashion Designer </li></ul>
  9. 9. Knock-off <ul><li>Copy of another, usually higher priced garment </li></ul>
  10. 10. Softlines <ul><li>Products made from textiles, sometimes called dry goods. Examples: Sewing fabrics, clothing, draperies, domestics (bedding), stuffed toys, sleeping bags, backpacks, etc </li></ul>
  11. 11. Private Label <ul><li>Goods that are produced for only a particular retailer and have the retailer’s special trademark or brandname. </li></ul>
  12. 12. Brand Name (aka Trade Name) <ul><li>Identifies the product and/or its manufacturer </li></ul><ul><li>Examples: L.L. Bean, Mossy Oak, Nike, New Balance, etc </li></ul>
  13. 13. Open-to-Buy (OTB) <ul><li>An ongoing dollar amount that buyers are permitted to order for their store, department, or apparel category or classification. </li></ul>
  14. 14. Accessory <ul><li>An article that is added to complete or enhance an outfit. </li></ul><ul><li>Examples: Jewelry, shoes, scarves, etc </li></ul>
  15. 15. Fashion Currently popular style of objects or activities
  16. 16. Style The basic characteristics or distinguishing features of an item
  17. 17. Design A unique version of a style
  18. 18. Fad <ul><li>A style or design that gains and loses its popularity within a brief period of time </li></ul>
  19. 19. Classic <ul><li>Styles that remain in fashion for years </li></ul><ul><li>Traditional </li></ul><ul><li>Standard </li></ul>
  20. 20. Ready-to-Wear (RTW) <ul><li>Garments, especially women’s apparel, produced in factories according to standard sizes. </li></ul>
  21. 21. Pret-a-porter <ul><li>The French designer ready to wear industry (aka Pret) </li></ul>
  22. 22. Costume <ul><li>Theatrical costumes are clothes created for performers to portray a certain national origin, time period, income level or place in society. </li></ul><ul><li>Costume Jewelry is “fashion jewelry” that is inexpensive, often made of plated metals and artificial stones. </li></ul>
  23. 23. Types of Fashion Shows <ul><li>Fashion Show – Theatrical presentation of apparel, accessories, and other fashion products on live models to audiences </li></ul><ul><li>Runway Show – Typical presentation of models parading on a runway in a certain order of appearance </li></ul><ul><li>Collection Opening – The showing of total number of garments in a designer’s or manufacturer’s seasonal presentation, especially for high-priced garments. </li></ul>
  24. 24. More Fashion Shows <ul><li>Production Show – The most elaborate and expensive type of fashion show, includes backdrops, lighting, and entertainment </li></ul><ul><li>Tea Room Modeling – Informal show done in a restaurant where models walk table to table to show and tell about what is being worn </li></ul><ul><li>Trunk Show – A designer or producer brings samples into a store for a limited time, during which customers place orders to be delivered at a later time. </li></ul>
  25. 25. II. The Fashion Cycle Introduction Rise Peak (culmination) Decline Obsolescence Can you name some products that are in each stage of the cycle?
  26. 26. III. Fashion Retailers <ul><li>Department Stores – Bloomingdale’s, Macy’s, Dillard’s (target mid-upper income groups) </li></ul><ul><li>Chain Stores – Sears, JC Penny (less expensive dept stores) Several may be owned, managed, merchandised, and controlled by a central office. </li></ul>
  27. 27. More Fashion Retailers <ul><li>Discount Stores – K Mart, Wal Mart, Target </li></ul><ul><li>Off Price Stores – T.J. Maxx (sell brand name or designer mdse at lower than normal prices.) </li></ul><ul><li>Boutiques – Giorgio Armani, Givenchy (Offer fashion forward mdse for special interest customers) </li></ul>
  28. 28. IV. Classifying Fashion Collections <ul><li>Sportswear </li></ul><ul><li>Active Wear </li></ul><ul><li>Career Wear </li></ul><ul><li>Evening Wear </li></ul><ul><li>Lingerie </li></ul><ul><li>Accessories </li></ul>Refer to handout for more information about each Assignment: Create a Powerpoint presentation or scrapbook containing one slide or a one page spread on each classification. Label each collection correctly. Title slide/Cover must contain name, date, class period.
  29. 29. V. External Environmental Factors Influencing Demand <ul><li>Social Factors (Values, Legal Issues, Current Events) </li></ul><ul><li>Trend Setters </li></ul><ul><li>Technology </li></ul><ul><li>Economic Conditions </li></ul><ul><li>Gender and Age of Wearer </li></ul>
  30. 30. VI. Principles of Design <ul><li>Balance </li></ul><ul><li>Proportion </li></ul><ul><li>Emphasis </li></ul><ul><li>Rhythm </li></ul>
  31. 31. Principles of Design <ul><li>Balance : </li></ul><ul><ul><li>Formal Balance is symmetrical </li></ul></ul><ul><ul><li>Informal Balance is asymmetrical </li></ul></ul>
  32. 32. Principles of Design <ul><li>Proportion: the spatial relationship of all the parts in a design to each other and to the whole. </li></ul><ul><ul><li>EX: Small checks on a small person </li></ul></ul><ul><ul><li>Body should be evenly divided into quarters at underarms, hips, knees, and feet </li></ul></ul>
  33. 33. Principles of Design <ul><li>Emphasis: Concentration of interest in a particular part or area of a design </li></ul>
  34. 34. Principles of Design <ul><li>Rhythm: Causes your eye to move through the lines and spaces </li></ul>
  35. 35. VII. Elements of Fashion <ul><li>Silhouette (Shape) </li></ul><ul><li>Color </li></ul><ul><li>Line </li></ul><ul><li>Texture </li></ul>
  37. 38. Color assignment <ul><li>Using only primary and neutral colors create a color wheel of your own. </li></ul><ul><li>Create a design for each color scheme </li></ul>
  38. 39. Element: Silhouette (Shape) <ul><li>Overall outline or form of an outfit </li></ul>
  39. 40. Element: Line <ul><li>Structural Lines : Formed when garments are constructed (Look at page 145 Fashion Merchandising Textbook) </li></ul><ul><li>Decorative Lines : Applied lines including fabric design, trims, lace, etc. </li></ul>
  40. 41. Element: Texture <ul><li>How the surface of a material feels and looks. (Look at page 148 in Fashion Merchandising Textbook) </li></ul>
  41. 42. Describe how the principles and elements of design have been used in this sweater
  42. 43. DESIGN <ul><li>DESIGN ELEMENTS are used or arranged according to the DESIGN PRINCIPLES to attractively create HARMONY (pleasing visual unity) </li></ul><ul><li>Color, Shape, Line, and Texture </li></ul><ul><li>Balance, Proportion, Emphasis and Rhythm </li></ul><ul><li>UNITY </li></ul>
  43. 44. Assignment Assignment: Choose an outfit that you can easily apply the elements and principles. Describe how the elements and principles have been combined to create a harmonious design. Ex. The dress is shades and tints of purple and yellow which creates a complementary color scheme, a straight fitted skirt (shape), the texture is soft and flimsy, the decorative stitching provides detail on the hem. The flowers are proportional to the size of the dress and are arranged in a repetitions manner. Because of it being strapless on one side, tt has an informal balance and shows emphasis on the shoulder.
  44. 45. VII. Common Fibers <ul><li>Natural Fibers </li></ul><ul><ul><li>Protein Fibers: From Animals </li></ul></ul><ul><ul><ul><li>Ex. Wool, Silk </li></ul></ul></ul><ul><ul><li>Cellulosic: From Plants </li></ul></ul><ul><ul><ul><li>Ex. Cotton, Flax (Linen) </li></ul></ul></ul><ul><li>Man-Made (Synthetic) Fibers </li></ul><ul><ul><li>Cellulosic: From Plants </li></ul></ul><ul><ul><ul><li>Ex. Acetate, Rayon </li></ul></ul></ul><ul><ul><li>NonCellulosic: From PetroChemicals </li></ul></ul><ul><ul><ul><li>Acrylic, Nylon, Spandex, Polyester </li></ul></ul></ul>Assignment: Add a slide to your Powerpoint for each of the types of fibers (4 total) containing information and pictures. Refer to Chapter 6 in Fashion Merchandising Textbook
  45. 46. VIII. Current Trends in Fashion <ul><li>Assignment : </li></ul><ul><li>Prom Trends 2008 </li></ul><ul><li>David’s Bridal Prom Show </li></ul><ul><li>Present the current trends in Prom attire with a “fashion show”, </li></ul><ul><li>Assignment: Add slides showing and explaining the outfit(s) you wore (designer, price, elements and principles illustrated in the design </li></ul>
  46. 47. IX. Major Fashion Centers and Designers in the US <ul><li>United States Centers </li></ul><ul><ul><li>New York </li></ul></ul><ul><ul><li>Los Angeles </li></ul></ul><ul><ul><li>Chicago </li></ul></ul><ul><ul><li>Atlanta </li></ul></ul><ul><ul><li>Dallas </li></ul></ul><ul><li>US Designers </li></ul><ul><ul><li>Tommy Hilfiger, Calvin Klein, Donna Karan </li></ul></ul>Refer to the end of Chapter 9 and Chapter 16 in Fashion Merchandising Textbook
  47. 48. Major European Fashion Centers and Designers <ul><li>European Centers </li></ul><ul><ul><li>United Kingdom </li></ul></ul><ul><ul><li>Italy </li></ul></ul><ul><ul><li>France (Paris is THE FASHION CENTER of the world) </li></ul></ul><ul><li>European Designers </li></ul><ul><ul><li>Gianni and Donatella Versace, Tom Ford w/ Gucci, Yves Saint Laurent, Miuccia, Mario Prada w/Prada and Miu Miu </li></ul></ul>Refer to pages 168-169 for more info
  48. 49. Asian Fashion Markets <ul><li>China </li></ul><ul><li>Japan </li></ul><ul><li>Madagascar </li></ul><ul><li>Vietnam </li></ul><ul><li>Korea </li></ul>Refer to pages 170 – 171 for more info Assignment: Add a page in your scrapbook on each of the fashion markets (one from US, one from Europe, one from Asia) include at least one designer from each market
  49. 50. Fashion Related Careers Research <ul><li>Assignment: Create a slide/page containing information on at least one career in Fashion and </li></ul><ul><li>AND One slide/page on at least one Fashion Related Program at any college. </li></ul><ul><li>Possible websites are , , , </li></ul>
  50. 51. 2007 Golden Globes
  51. 52. 2007 Golden Globes
  52. 54. The End <ul><li>Each student will present his/her powerpoint presentation or scrapbook for a test grade in addition to the written unit test. </li></ul><ul><li>Hope you enjoyed the Fashion Unit </li></ul>