FASH 101 Ch.1

all the industries and services connected with fashion: design, manufacturing, distribution, marketing, retailing, advertising, communications, publishing, and consulting-- in other words any business concerned with fashion goods or services.

the planning or behind the scene clerical work in fashion.


Sales promotion as a comprehensive function including market research, development of new products, coordination of manufacture and marketing, and effective advertising and selling.

a total system of business activities designed to plan, price, promoted, and place (distibute) products and services to existing and potential customers.

the characteristic of distinctive appearnce of a garment -- the combination of features that makes it different from other garments.

a style that is accepted and used by the majority of a group at any one time, no matter how small that group.

a new style is accepted by a limited number of fashion leaders who want to be the first to adopt changes and innovation in fashion.

consists of styles that are widely accepted. These fashions are usually produced and sold in large quantities at moderated to low prices.

a particular or individual interpretation, version, or treatment of a style.

a number assigned by manufacturers and retailers to each individual design produced.

refers to prevailing opinion of what is and what is not appropriate for a given occation.

a style of design that satisfies a basic need and remains in genereal fashion acceptance for an extended period of time.

a fashion that suddenly sweeps into popularity, affects a limited part of the total population, and then quality disappears.

the general direction of movement of fashion.

the overall outline or contour of a costume or garment; also called the shap or form.

the individual elements that give a silhoutette its form or shape.

the look and feel of material, woven or nonwoven.

the rise, wide popularity, and subsequent decline in acceptance of a style.

• Introduction
• Rise
• Acceleration
• Mass Acceptance
• Decline
• Obsolescence

fashion innovators purchase from the retailers who "lead" fashion.

when the new orginal design is accepted by an increasing number of customers.

fashion followers purchase from traditional retailers in "moderate priced" departments.

Fashion followers purchase from mass merchants.

Fashion followers may purchase a few items at greatly reduced prices from discounters.

When total lack of intrest for a style has set in and it can no longer be sold at any price.

the copying, at a lower price, of an item that had good acceptance at higher prices.

designs that have all the dominant features of the style that inspired them, but do not claim the be exact copies.

the period when a fashion is at the height of its popularity and use.

when boredom with a fashion sets in and there is a decrease in consumer demand for that fashion.

when total lack of intrest for a style has set in and it can no longer be sold at any price.

a strategy of constantly changing fashion to keep it fresh by basing the collections on the most recent fashion trends, manufacting it quickly in an affordable way to the mainstream consumer.

1. Consumers establish fashions by accepting or rejecting the syles offered.

2. Fashions and their success are not based on price.

3. Fashions are evolutionary in nature; they are rarely revolutionary.

4. No amount of sales promotion can change the direction in which fashions are moving.

5. All fashions end in excess, meaning they will be used and stretched the its extreme until it can't anymore.