Fundamentals of Fashion - Northside Marketing Education

Fundamentals of Fashion - Northside Marketing Education

Fundamentals of Fashion The Fashion Design Segment O Before Manufacturing can occur, the design process must occur. O Fashions are designed and produced at various price levels. O It is important for designers to market their product in the correct category.

O Design process is based on needs of the market combined with creative inspiration O Highly acclaimed designers are located in many fashion centers throughout the world. Determining a Target Audience O Each Designer has to determine who they are targeting to be able to choose a correct price point and market to their customer.

O Demographics- age, gender, income O Psychographics- attitudes, beliefs O Geographic- where tm lives O Behavioral- what benefit they look for in clothing. Target Audience O Most designers design more than one line O Each line is targeted at different people

O Price separates the fashion industry lines. Vera Wang $275 O Vera Wang Lavender Line O Vera Wang Bridal Line O Simply Vera Line- Kohls O Vera Resort Line O Collaborations with O Wedgewood- China

O Serta- Mattresses Vera Wang 2012 Resort Collection Works for Casual Bridesmaids Dresses Price Categories O All fashion begins as designs O Design is created for specific price range, design level, and target consumer. O Price of garments depend O Quality

O Labor costs O Complexity of style and construction O Reputation of designer or manufacturer Price Categories O These days designers may choose to focus on one or more price category. O Designs may be similar but construction and material used will be different. O Typically the line are called different things

O Armani- high end O Armani Exchange- less expensive Designer- Haute Couture "high sewing" O French for Fine Tailoring "high dressmaking" or "high fashion" O exclusive custom-fitted clothing. Haute couture is fashion that is constructed by

hand from start to finish, made from high quality, expensive, often unusual fabric and sewn with extreme attention to detail and finished by the most experienced and capable seamstresses, often using time-consuming, handexecuted techniques O Design that predominated until the 1950s O Made for the individual customer, look and fit take priority over the cost of materials and the time it takes to make O The most costly garments, thousands of

dollars. O High price guarantees you have a one of a kind outfit or gown that fits you perfectly and has been designed with you in mind. O Example: Channel Couture Bridge Line O a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices O A bridge between better and designer. O A cross between couture and mass market

O Not made for individual customers, but great care is taken in O O O O the choice and cut of the fabric. These clothes are made with high quality materials and mass produced only in small quantities to guarantee exclusivity. They are costly. Bridge lines serve several purposes for designers. They can

substantially increase sales volumes as their products become affordable to a wider audience at the lower price point Examples: Brand Bridge Line Calvin Klein CK

Donna Karen DKNY Armani Armani Exchange O Typically sells for less than $500. O The fabrics and styling are also of O O

O O O better quality than lower-priced items. Sportswear, coordinates and dresses may all appear in better lines. High Quality, more reasonable price than Bridge. Designed by talented experts who are unnamed on the label. More accessible to consumer and

retailers than high fashion designs. Sold in specialty stores and department stores. Example: Jones New York, Liz Claiborne. Better Moderate- Mass Market O This can be difficult to define; a lot of labels straddle this O O

O O O O category. Clothes to cater to a wide range of customers, producing ready-to-wear clothes in large quantities and standard sizes. Less costly materials and construction techniques, creatively used, produce affordable high street fashion. Standardized sizing is used, trims and notions are scaled

down but still try to keep the look of Designer. Other names for mass market: ready-to-wear, off-the rack Dillards is considered to be a moderate department store although their mens wear can hit contemporary and better price points. Examples: Old Navy, Gap, Dillards, H&M Budget O Intended for broad consumption, these are O O O O

O O often derivations of popular styles and staples. Lowest price category No original designing is done Copying is done of other garments Knock-offs Employee design stylist to knock to create a knock off Forever 21, Target O Sears sells budget priced products and Penneys

too. OComplete crossword puzzle to review terms. The Design Process Getting them to Fashion Week Fashion week is a fashion industry event, lasting approximately one week, which allows fashion designers, brands or "houses" to display their latest collections in runway shows and buyers

and the media to take a look at the latest trends. Most importantly, these events let the industry know what's "in" and what's "out" for the season. The most prominent fashion weeks are held in the four fashion capitals of the world: Milan, Paris, New York and London Specializing O A designer may choose to specialize in a certain area of design: O Womens wear

O Day wear, evening wear, lingerie, sports wear, knitwear O Mens Wear O Day wear, evening wear, sports wear, knit wear O Childrens wear O Boys wear, girls wear, teenage clothes, knitwear

A Fashion Year O Two main seasons O Spring/Summer O Autumn/Winter O Both require a different fashion look and a new range of colors and fabric designs for the time of year. The Plan... O Designers work a year in advance

O In the spring, the studio works for the spring/summer of the following year O Once a collection is finished, on to the next! O Research O Each collection is researched so that all the items in it complement each other, will be in style, and have the particular look for which the company is known for. O Predicting Trends O A designers most difficult task is forecasting what will be in style for the coming years. To do this, they know the past trends and look at repeats. They also purchase HIGH priced trend magazines. Additionally

they observe what succeeded with customers in the past. O Theme The Collection O A designer selects a theme that represents their collection. It can be a period in history, a foreign place, a range of colors, a type of fabric O Designing O After the groundwork is completed for the nature of

the collection, the designer must decide how many and what types of garments should be included in the collection. O Usually, they have a three month period to design, produce and publicize the collection in time for their fashion show. O Press and buyers get their first look at the collection at the show The Design O Steps O Designers work differently to put the design

ideas together: some sketch, drape fabric on a dress stand, or use patterns from previous seasons O Create a paper pattern O Make a muslin sample O Try it on (a dress stand or live model) adjustments are made O When fit is right, a professional pattern cutter makes an accurate pattern O A sample item is made in the fashion fabric, then produced in various colors O Fashion show: reveals the finished designs in their most attractive state

Name Recognition O Designers work hard to create a brand for themselves O Must create a perceived difference O In the mind of customer, item stands out from others, normally because of image or quality. O Each designer strives to have his or her signature, initials, logo, or type

of garment instantly recognized. Lets see how you do O Can you recognize these brands. Branding O Easy to pronounce and free from negative connotations O Short and Easy to remember O Describes the product features or benefits O Consistent with image

O Distinctive Design Capitals O Strong fashion economy O 5 major cities are considered by most to be the centers of the fashion world. O Which five cities do you think host fashion for the world? Milan

Milan, Italy O These fashions have a reputation for casual elegance and luxurious fabrics. O Many Italian couturiers, such as Valentino, are based in Rome. O Fashion capital of Italy O many well-known designers are based there and O exhibition center called the Diera di Milano or the Milan Fair

Italian Designers O Cailand O Giorgio Armani O Callaghan O Alma Couture O Armando Calo O Filippo Alpi O Capucine O O O

O O O O O O O O O O Femme Maria Grazia

Amoretti Roberta Badio Baila Maurizio Baldassari Renato Balestra Federico Bano Basile Bensussan Laura Biagiotti Blumarine Chiara Boni Mariella Burano

Byblos O Gianna Cassoli O Emilio Cavallini

O Ernestina Cerini O Complice O Anna e Cristina O O O O Costi Raffaella Curiel Dadoscorza by Edward De Carlis

Roberta De Castello Dolce & Gabbana

Elicolaj Ematite Erreuno Fendi Salvatore Ferragamo

Gianfranco Ferre Alberta Ferretti Fiore Floranna Gianluca Gabrielli M. Galante per Circolare Raniero Gattinoni

Genny Daniela Gerini Gherardini Istante Juditte Bill Kaiserman Krizia Andre Laug Paola Marzotto Max Mara

Anna Mucci Gioia Nordi Tita Rossi Tivioli Mario Valentin Gianni Versace Paris Paris, France O Chic and stylish O Home of famous couture houses such as

Dior and Chanel O The houses stage exclusive fashion shows in their own salons. Many other famous French designers show their work twice a year. O One of the best known French designers and a pioneer of ready to wear is Yves Saint Laurent. He consistently turned out stylish, quality garments over many years. O One of the innovators of French fashion is

Jean Paul Gauliter. He designs unusual witty clothes which stand apart from the main thrust of French style. He designed for Madonna. French Designers Jin Abe Balenciaga Dorothee Bis Cerruti Femme

Chanel Chloe Enrico Coveri Christian Dior Louis Feraud Jean-Paul Gaultier O Romeo Gigli

O Givenchy O Kenzo O O O O O O O O

O O Hiroko Koshino Christian Lacroix Karl Lagerfeld Guy Laroche Matsuda Issey Miyake Claude Montana Thierry Mugler Bernard Perris Nina Ricci

Sonia Rykiel Yves Saint Laurent Jean-Louis Scherrer Emanuel Ungaro Valentino Kansi Yamamoto Yohji Yamamoto

London London, England O Known for unorthodox clothes, with a young market and popular appeal. O Vivienne Westwood is one of the pioneers of street style, the name of daring youthful looks which London is known for. O John Galliano, Richmond Cornejo and a design group called English Eccentrics

also turn out fresh ideas consistently. O Other well known names include Zandra Rhodes, Katharine Hamnett (known for slogan t-shirts) and Bruce Oldfield who designs glamorous evening wear. London Designers O Bodymap O Joe Casely-Hayford O Caroline Charles O Nick Coleman O Paul Costelloe O Ghost

O Pam Hogg O Betty Jackson O Bruce Oldfield O Ednia Ronay O Vivienne Westwood O Workers for Freedom New York New York, New York, U.S.A. O a clean-cut casual style reflecting the

sporty, health-conscious life styles. O The fashion industry in New York is based around Seventh Avenue. New York Designers O O O O O O O O

O O O O O O Geoffrey Beene Bill Blass Oscar De La Renta Tom Ford (Gucci) Halston Carolina Herrera

Norma Kamali Donna Karan Calvin Klein Ralph Lauren Mary McFadden Mary Ann Restivo Scassi Pauline Trigere Tokyo Tokyo, Japan O The look is lose and apparently unstructured.

O complicated cutting techniques O Colors are often subtle, and somber. O Fabrics are rich and textured. O Famous names in Japanese fashion include Kenzo, known for layered looks and highly original knitwear. O Miyake, considered a master of draping and cutting O Rei Kawakubo who developed a completely new way of cutting. His work has been compared with the bias innovation of Vionnet in the 1930s.

Tokyo Designers O Jin Abe O Barbara Bui O Hiroko Koshino O Junko Koshino O Issey Miyake O Hanae Mori O Yuki Torii International O Kansai Yamamoto

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