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02.04 power point

  1. 1. UNIT B EVOLUTION AND MOVEMENT OF FASHION 2.04 Identify majorfashion centers, types of designers, and price market categories.
  2. 2. Majorfashion centers •New YorkCity •Los Angeles •Atlanta •Chicago •Dallas •Miami •Seattle •Paris •Milan •Florence •Rome •London
  3. 3. New YorkCity, New York •Largest fashion marketing centerin the U.S. •Known forthe Seventh Avenue garment district in Manhattan –Permanent showrooms of manufacturers from the U.S. and around the world –Open weekdays yearround •Most of the production jobs have been lost to othercountries with cheaperlabor, but some production jobs exist in Chinatown, Queens, and Brooklyn.
  4. 4. New YorkCity, New York(cont.) •Fashion weeks sponsored by the Council of Fashion Designers of America (CFDA) –Formed corporation called 7th on Sixth, Inc. to centralize runway shows –Shows held in tents in Bryant Park
  5. 5. Los Angeles, California • CaliforniaMart is the largest fashion and textile facility in the U.S. • An 82-blockgarment district includes designers, wholesalers, manufacturers, and patternmakers. • Hosts a fashion weekfive times a year • Primarily serves the West coast
  6. 6. •Atlanta, Georgia  AmericasMart  Primarily serves southeast •Chicago, Illinois—serves central states •Dallas, Texas  International Apparel Mart  Primarily serves central states  Known forevening, bridal, and western fashion
  7. 7. •Miami, Florida World’s largest swimwearshow Wholesale centerforthe Americas •Seattle, Washington
  8. 8. Paris, France • Considered the world fashion leader • Shows attract over40,000 visitors and 1,100 exhibitors from30 countries • Prêt-à-porterParis® shows twice a yearat the same times as mass-produced lines but at different locations
  9. 9. Paris, France (cont.) •Haute couture businesses are located in city “fashion houses” ratherthan in commercial buildings. • Haute couture designers must belong to Chambre Syndicale. The couturier(orcouturiére if female) must be recognized as talented and successful to become a member. • ChambreSyndicale: Thetradeassociationfortop designers, whichis governedbytheFrench Department of Industry.
  10. 10. Paris, France (Cont.) ChambreSyndicale • Sets qualifications forcouture houses and requirements forcollection showings • Sponsors a school to educate apprentices • Represents members in relations with the French government • Coordinates dates of showings
  11. 11. Paris, France (cont.) Louis Vuitton Moët Hennessy (LMVH) • French luxury goods conglomerate • Christian DiorSA is the parent company. • Owns about 50 brands. Examples: LaCroix, Celine, Givenchy, Donna Karan, Guerlain (perfumes), and Sephora (cosmetics) • Buys and sells brands based on the profit potential
  12. 12. ITALY • Altamoda: Thehighfashion industryinItaly. • Rome is the centerforcouture. • Milan is the centerforhigh- quality ready-to-wear. • Florence is known forlower- priced ready-to-wear, menswear, children’s wear, and knitwear. • Main collections are shown in fashion fairs priorto the French showings.
  13. 13. GREAT BRITAIN • London is the majorfashion center. • Bond Street is the creative center. • Promoted by the British Fashion Council (BFC) • Fashion weektwice a year • Top ready-to-weardesigners belong to a co-op association called London Designer Collections.
  14. 14. Terms associated with fashion design •Collection: Thetotalmerchandiseinadesigner’s orapparelmanufacturer’s seasonalpresentation, especiallyforhigh-pricedgarments. •Couturier(koo-tour-i-er): Amalehighfashion designer. •Fashiondesigner: Onewhocreates oradapts clothingandaccessorydesigns for manufacturers, retailers, orindividualclients.
  15. 15. Terms associated with fashion design (cont.) • Fashionpiracy: Stealingdesignideas. • Fashionseasons: Distinct retailsellingperiods in fashionmarketing. • Garment district: Theareainafashioncenter wheremost of theapparelcompanies arelocated. • Hautecouture(hoat koo-tour’): Thenameforthe highfashiondesignerindustryof France; high- fashion, individuallydesigned, original garments.
  16. 16. Terms associated with fashion design (cont.) •Altamoda: Thenameforthehighfashion industryinItaly. •Licensing: Alegalarrangement grantinga manufacturertheexclusiveright toproduceand market goods that bearthenameof afamous person. •Line: Acollectionof styles offeredbya manufacturerordesigner. •Prêt-a-porter(prêt-a-por-tay’): Frenchtermfor ready-to-wear.
  17. 17. Terms associated with fashion design (cont.) • Privatelabel: Merchandisedevelopedforagiven storeanddisplayingthat store’s label; foundin better, moderate, andbudget pricemarket categories. • Ready-to-wear: Apparelmass producedin factories tostandardsizemeasurements.
  18. 18. Basic types of designers •Couture •Stylist: Onewhodesigns bychangingoradapting designs of others. •Makes lower-priced merchandise •Creations made during the rise stage of the fashion cycle •Primarily designs formanufacturers like The Gap, The Limited, and Guess •Freelancedesigner: Anindependent designerwho sells sketches tomanufacturers.
  19. 19. Price market categories of women’s apparel Designer(Couture) • Category now almost extinct due to the extremely small market • Original, high-priced fashion custom-made fora very few individuals • One-of-a-kind extreme styles, avante-garde • Luxurious, expensive fabrics and trims with intricate details • Sold through the designer’s salon
  20. 20. Price market categories of women’s apparel (cont.) Designer(Couture) • Sell formany thousands of dollars, maybe up to $50,000 pergarment, but do not generate a profit
  21. 21. Price market categories of women’s apparel (cont.) Bridge • Has almost replaced the couture category • Secondary lines of well-known couture designers • Have the designer’s label • Most expensive ready-to-wear • Limited editions, small quantities offered forsale • Expensive fabrics with fine details
  22. 22. Price market categories of women’s apparel (cont.) Bridge •Sell formany hundreds of dollars, maybe as much as $5,000 •Sold in fashionable dress shops and upscale department stores like Neiman Marcus, Sak’s, Nordstrom’s, and Bergdorf Goodman
  23. 23. Price market categories of women’s apparel (cont.) Better • Have a firmlabel ratherthan a designer’s name. Example: Jones of New York, Liz Claiborne • Ready-to-wearproduced in largerquantities • Reasonable prices • High quality
  24. 24. . Price market categories of women’s apparel (cont.) Better • Found in specialty stores and department stores. Examples: Macy’s, Marshall Field, and Lord & Taylor
  25. 25. Price market categories of women’s apparel (cont.) Moderate • Well-known and nationally-advertised brand labels. Examples: Jantzen, Gap, and Wrangler • Lesser-known orunknown designers workfor the manufacturer. • Many items inspired by designercreations • Widely available and worn by the majority of America
  26. 26. Price market categories of women’s apparel (cont.) Moderate •Medium-priced merchandise •High volume sales and higherprice margins •Sold primarily through department, chain, or specialty stores
  27. 27. Price market categories of women’s apparel (cont.) Budget/Discount • Lowest priced category • Created by stylists • Knockoffs: Copies of higher-priceditems. • Mass produced in less expensive fabrics with fewerdetails • Brands such as Gitano, Donkenny, Kathie Lee, Arizona jeans, and Cherokee
  28. 28. Price market categories of women’s apparel (cont.) Budget/Discount •Sold in discount stores and low-price chains •Private labels such as Arizona jeans (J.C. Penney), Apostrophe (Sears), and Cherokee (Target)