A Visually stimulating introduction to the Fashion and Apparel Industry. Includes: 1. The Business of fashion 2. The Language of Fashion 3. The Components of Fashion 4. The Cycles of Fashion 5. The Intangibles of Fashion 6. The Principles of Fashion

2. 1) The Business of Fashion
2) The Language of Fashion
3) The Components of Fashion
4) The Cycles of Fashion
5) The Intangibles of Fashion
6) The Principles of Fashion

3. Refers to all the Industries that utilize and support the
production and transformation of raw materials,
principally fibers and textiles but also leather and fur;
into products for consumer consumption.

4. The Fashion and Textile Industry
The Fashion and Textile Industry consists of four levels: the production of
raw materials, principally fibers and textiles but also leather and fur; the
production of fashion goods by designers, manufacturers,
contractors, and others; retail sales; and various forms of advertising and
promotion.
The apparel market encompasses every kind of clothing, from
sportswear to business wear, from value clothing to statement luxury
pieces. The revenue of the global apparel market was calculated
to amount to some 1.5 trillion U.S. dollars in 2021 and was predicted
to increase to approximately 2 trillion dollars by 2026. The countries
that account for most of this apparel demand are the United States
and China, both generating substantially higher revenues than any
other country.

5. The Business of Fashion- Refers to all the goods and services both
tangible and intangible that contribute to the industry in its entirety.
They include but are not limited to:
Raw Materials- Crude or processed materials that can be converted by
manufacture, processing, or combination into a new and useful product.
Wages and Taxes- Compensation paid for labor or services and taxes imposed
on such wages, salaries, and other calculated profits added to the cost of some
goods, services, and transactions.
Labor and Production- The amount of physical, mental, and social effort used
to produce goods and services in an economy or industry.
Intellectual Property- work or invention that is the result of creativity, such as a
manuscript or a design, to which one has rights and for which one may apply for a
patent, copyright, trademark, etc.
Consumer Products-(Final Goods) products that are bought by individuals or
households for personal use.
Name Some Examples:

6. Refers to the Refers to a visual and spoken language,
developed to remove any barrier when working together
within the Industry.
A successful product has a perfected and proportional
combination of all these complements.

7. The language of Fashion- Refers to a visual and spoken language,
developed to remove any barrier when working together within the Industry.
Special Icons, abbreviations, icons or terms are specifically used to remove
miscommunication and misinterpretation. Examples include:
Merchandisers- Mu%, COGS, Gross Margin, FOH, DV(Distribution Void), Store Set,
Fashion Cycle, (PM) Profit Margin etc.
Apparel- Style, Bodice, Trend, Yard, Gross, Yoke, Placket, Bishop Sleeve, Bias, Dirndl,
Bateau, Dolman Gigot, inverted Box Pleat, Welt, Gross-grain, DTM etc.
Labor and Production- Center Front, Off-Grain, interfaced, Sloper, abbreviations like
(SA, SS, CF, SFP, PP, Mid- ArmH Dart, Facing etc.
Intellectual Creators- Spec- pack, Swatch, Pantone, Illustrator, Mood board, Spread
sheet, Forecast, Croqui, Mock-up, Rhino Rendering, etc.
Textile Producers- Boucle, Carding, Viscose Rayon, Spinneret, Chenille, Brocade,
Jacquard loom, Elastomers, Acetate, Tenacity, Denier, etc.
This language not only removes miscommunication, but also can denote
your experience level, skill set and intellect in the industry.

8. Fashion Terminology
Style- Distinctive appearance of a garment
Fashion Style that is accepted or used by the majority
of a social group.
Design- Particular interpretation of a style
A Classic- Style/design remains in general acceptance
A Fad- Sweeps in, affects limited population, quickly
disappears
A Trend- General direction or fashion movement

9. Refers to the combination of Four Basic Elements:
Silhouette, Detail, Texture, and Color.
A successful product has a perfected and proportional
combination of all these complements.

10. Silhouette- The outline or contour of a garment, or its overall shape, also
referred to as shape or form. They can be used to emphasize or diminish a
body through the illusion of perspective or proportion.
There are 4 Basic group Types:
A) The Bell,
Dome, or
Bouffant
C) The Straight
or
Tubular
B) The Bustle
or
Back fullness
G) The
Triangular,
A-line
or
Conical
D) The
Rectangular
or
Slim
E) The
Rectangular
or
Sack
F) The
Inverted
Triangular,
Pegged
or
Wedge

11. Detail- The individual elements that give a silhouette its form or shape. It
includes lengths, widths, embellishments and adornments.

12. Texture- The most significant components of fashion. It is the look and feel of
the materials. Whether woven, knit, non-woven or applied. It gives the surface
structure the appearance of length or depth through bulkiness or slimming.

14. Color- Is a significant portion to design, color is the property possessed by an
object of producing different sensations on the eye as a result of the way the
object reflects or emits light.
Colors evoke psychological reactions, affecting
moods and emotions. Sometimes, these
reactions are related to the intensity of a color.
In other cases, they're products of experience
and cultural influences.
Colors effect Consumer buying behaviors:
* 93% rely on visual appearance when considering new
products.
* 85% say color alone is a primary reason for purchasing a
product.
* 90% say their impulse buys are based on color alone.
Additionally, researchers at the University of Loyola found that
color increases brand recognition by up to 80%.

16. Exploration of Color and Human Psyche
Red has a stimulating action on the heart and circulatory system. It helps you feel strong
and energetic and is associated with vitality and ambition. In the world of home décor red
evokes appetite.
Pink is a mixture of red and white, and has a gentler action than red. It is emotionally
soothing and calming. It lessens feelings of irritation and aggression. It lessens feelings of
loneliness and discouragement and helps us feel less burdened and more nurturing. In the
world of home décor pink evokes youthful luxury and romance.
Orange strengthens digestion and the immune system. It is a happy color, easing emotions
and boosting self -esteem. It creates enthusiasm for life. Orange mixed with white creates
tones of apricot and peach which are good for emotional exhaustion. In the world of home
décor orange evokes eclectic sophistication.
Yellow strengthens the nervous system. It makes you more clear-headed and alert. It is a
happy and uplifting color, allowing clear-thinking for decision making. Yellow will help with
an optimistic attitude!
Green helps to regulate circulation. It is the color of the heart, both physically and
emotionally. It helps open the heart so we may be more empathetic to those around us. It is
often a color we are drawn to when we are under emotional stress, because it promotes
relaxation and calmness and soothes the emotions. In the world of home décor green
sparks creativity and inspiration.

17. Blue light has been shown to lower blood pressure, is anti-inflammatory, and has pain-
relieving properties. Blue is very calming and cooling and is associated with a higher
part of the brain. It promotes mental control, clear thinking and inspires creative
thinking. Very dark blues help us connect to our intuitive and feminine side.
Purples and violets are also associated with a higher part of the brain, encouraging
intuition and feelings of being more connected psychically. It is often worn for psychic
protection. Purples and violets are connected with many of your higher senses i.e.,
sensitivity, spirituality, compassion and higher ideals. Like blue, these colors stimulate
creativity and inspiration. Purples and violets have a purifying, antiseptic effect, and are
physically cooling.
White is the color of pureness, protection and peace. It has a cleansing effect on the
emotions and the spirit. It can create space to think, but too much white is too cooling
and isolating.
is associated with the feminine nature of things, both comforting and protecting.
It gives an air of mystery to the wearer. Over-wearing of black can be too reserved and
inhibiting. Mix with other colors! Gold, like yellow, is energizing, mentally stimulating
and is associated with power and abundance. It is associated with higher principles,
wisdom and understanding.
Brown is a stabilizing color, helping you feel connected to the earth. It helps with being
more nurturing and supportive. Too much brown though can decrease your feelings of
self worth. Mix with other colors!

18. POWERFUL NATURAL
CONTENT AMBITIOUS
ENVIOUS ROMANTIC
JOY YOUTHFUL
PRIDE STRONG
SELF CONFIDENT CARING

19. POWERFUL
AMBITIOUS
ROMANTIC
JOY YOUTHFUL
PRIDE
SELF CONFIDENT CARING

20. LONELY HAPPY
OPTIMISTIC DOUBT
DISPAIR CALM
GENTLE RICH
HELPFUL NATURAL
ANGRY CREATIVE

21. HAPPY
OPTIMISTIC
CALM
GENTLE
HELPFUL NATURAL
CREATIVE

22. PURE SENSUAL
RICH COOL
STRONG ANGRY
PURE NIEVE
GENTLE TENSION
MYSTERIOUS
SOPHISTCATED

23. SENSUAL
RICH COOL PURE NIEVE
TENSION
MYSTERIOUS
SOPHISTCATED

24. NATURAL JOY
FRIENDLY INTEREST
JOY CONTENT
GUILT TRUST

25. NATURAL
FRIENDLY INTEREST
CONTENT
TRUST

26. 1) The Cycles of Fashion
2) The Intangibles of Fashion
3) The Principles of Fashion

27. Refers to a natural cycle by which a fashion trend is
introduced, rises to mainstream popularity, declines, and
finally gets rejected in the obsolescence stage.
Here is a breakdown of the five stages in a standard
fashion cycle:

28. 1. Introduction: The introduction stage is when the new style first enters the
fashion world. This introduction can be part of a new haute couture design
during fashion week, an outfit worn by a well-known figure, or a calculated effort
from a marketing agency or manufacturer. The style is usually only available in
small quantities from a handful of different designers or retailers, often at a high
price.
2. Increase: The increase stage (also known as the “fashion acceptance”
stage) is when the new fashion style begins gaining momentum and traction in
the fashion industry, officially receiving the coveted “trend” label. During the rise
stage, more fashion leaders and trendsetters wear outfits that incorporate the
idea, from social media influencers to celebrities, increasing consumer
demand. In response to this acceptance by fashion influencers, more retail
stores will begin carrying the trend.

29. 3. Peak: In the peak stage, the trend has reached full saturation in the
general public, and many everyday consumers begin wearing the trend. Most
retailers will have identified and replicated the trend, and it will be available
through mass production at a wide variety of price levels, especially at lower
prices.
4. Decline: In the decline stage, the trend will have become oversaturated in
the market. During this period, the trend’s intense popularity will begin to turn
off consumers who want their outfits to feel fashion-forward and unique rather
than mainstream.
5. Obsolescence: Once the trend has reached the end of the fashion cycle,
it is considered outdated and out-of-fashion by mainstream fashion wearers,
who have moved on to newer trends in the introduction or increase stages.
Reaching obsolescence doesn’t mean a rejected trend will never reenter the
cycle. The cycle is in a constant state of repetition, bringing back “old fashions”
to send them through the movement of fashion.

30. Think of the Fashion Cycle as waves in a wide and vast ocean. Each
wave has its own pattern, and movement based on the environmental
conditions. Some fashion cycles can take longer than others to crest.
They are irregular and can be just as chaotic, rising fiercely from swell
to fall. Others can just ripple along, moving up and down ever so slightly
over time. (Discuss breaks, long run, short run)
Which bell chart would illustrate the fashion cycle for ‘Ripped Denim Jeans”?
Which bell chart would illustrate the fashion cycle for “Logo T-shirt”?
Which bell chart would illustrate the fashion cycle for a Kayne West Nude Jumper?

31. Refers to factors that influence and shape the industry
that are unable to be touched or grasped; not having
physical presence.
Here is a breakdown of these Intangible factors:

32. 1. Group Acceptance: The desire to relate, be included, or be
in proximity of specific lifestyle. As part of 2 deep seated
human desires. One is employed to express one’s sense of
self yet driven to be accepted as part of a collective, tribe, or
social hierarchy system.
2. Change: The fluctuations of ideals of a society. (Politics,
Religion, Lifestyle, Democracy, Economics, Social Change, Social
Hierarchy and Age.

33. Refers to factors that influence and shape the industry
that are tangible, precise and can be tracked and
measured through Data.
Let’s investigate these Principals of Fashion:

34. 1. Consumers drive the market: By accepting or rejecting the styles
offered.
2. Fashion is not based by price: How much one pays for a garment is
no indication on the successful acceptance as fashionable by mainstream
society, nor is it a measure of the quality and exclusivity.
3. Fashion Forward: No amount of promotion or advertising can change the
direction of fashion is moving. Producers and retailers cannot dictate what
consumers will buy, nor what they do not want.
4. Excess End: All fashion ends in excess. As with the forward direction of a
fashion so does that fashion increase in exaggerations. Once the it becomes
too exaggerated it also becomes less functional. Fashion is an intricate
balanced equation of Esthetics, Function and Form. Once one portion of this
equation is unbalanced the product no longer is viable and becomes obsolete.