Survey of Fashion

•Design •Manufacturing •Distribution•Marketing •Merchandising•Retailing •Advertising •Communications•Publishing•Consulting

1.Designers and retailers dictate what the fashion will be and then force it upon helpless consumers 2. Fashion acts as an influence on women only 3.Fashion is a mysterious andunpredictable force

Style, Fashion •High fashion •Mass fashion or volume fashion, Design •Style number, Taste Classic, Fad, Trend

Silhouette, Details, Texture, Color

• innovation stages: introduction and rise
• culmination stages:acceleration and mass acceptance
• decline stages:decline and obsolescence

Group acceptance, Change •The Futility of ForcingChange •Meeting the Demand for Change, A Mirror of the Times •Social Class •Lifestyle

1.Market segmentation by geographics,demographics, psychographics, and behavior 2.The degree of economic development and well-being of a country or society 3.The sociological characteristics of the class structure 4.The psychological attitudes of consumers

Market segmentation •Geographics •Demographics •Psychographics •Behavior

1.Boredom 2.Curiosity 3.Reaction to convention 4.Need for self-assurance 5.Desire for companionship

•Widespread buying power •Leisure time •Increased education •Improved status of women •Technological advances •Sales promotion •Seasonal change

•Habit and custom •Religion •Sumptuary laws •Reductions in consumers’ buying power

•Primary level •Secondary level •Retail level •Auxiliary level

•High-fashion or “name” designers •Stylist-designers •Freelance designers