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RoyaleRobi
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Fashion business includes
•Design •Manufacturing •Distribution•Marketing •Merchandising•Retailing •Advertising •Communications•Publishing•Consulting
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Misconceptions About Fashion
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
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Terminology of Fashion
Style, Fashion •High fashion •Mass fashion or volume fashion, Design •Style number, Taste Classic, Fad, Trend
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Components of Fashion Design
Silhouette, Details, Texture, Color
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Fashion Cycle
- innovation stages: introduction and rise
- culmination stages:acceleration and mass acceptance
- decline stages:decline and obsolescence
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Intangibles of Fashion
Group acceptance, Change •The Futility of ForcingChange •Meeting the Demand for Change, A Mirror of the Times •Social Class •Lifestyle
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Four major environmental factors affectfashion interest and demand
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
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Target markets
Market segmentation •Geographics •Demographics •Psychographics •Behavior
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psychological factors thatinfluence fashion demand are
1.Boredom 2.Curiosity 3.Reaction to convention 4.Need for self-assurance 5.Desire for companionship
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Accelerating Factors
•Widespread buying power •Leisure time •Increased education •Improved status of women •Technological advances •Sales promotion •Seasonal change
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Retarding Factors
•Habit and custom •Religion •Sumptuary laws •Reductions in consumers’ buying power
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Four levels of the fashion business
•Primary level •Secondary level •Retail level •Auxiliary level
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Types of Designers
•High-fashion or “name” designers •Stylist-designers •Freelance designers
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