FSN 123 Lecture Notes - Lecture 3: Sales Promotion, Mass Society

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Published on 15 Apr 2013
School
Ryerson University
Department
Fashion
Course
FSN 123
Professor
Page:
of 2
Week 3
Intro to Fashion
Due next week: interview paper, evaluation, final list of interview questions with
transcript
Ensure cover pages for paper and transcript have the required information
Textbook Exam Coverage
- Major concepts
- “In the fAshion spotlight”
- “timeless treasures”
- “Everything old is new again
- Speakers
- Lectures
Lecture
Nature of Fashion
Importance of Fashion
Impacts: every stage of our lives, our economy
- fashion industry revolves around the consumer needs
- Designers and retailers dictate fashion…True? No
- Runway pieces…are for both the public and press; suggests color and style
- Misconception of fashion “only for women”…bingo bongo wrongo
- Influences both men and women
Fashion Terminology
- must know for exam
- Speak in fashion ease
Components of Fashion
- straight variations are more common nowa days (slim, rectangular, wedge,
aline)
- silhouette is older (bell, bustle, straight)
- Details must be addressed in research paper (trim, buttons, length, width,
wasit, shoulder, sleeve treatment)
- Texture (look and feel can effect silhouette)
- Color (very important for your theme) **number one reason why someone
buys something
The Fashion Cycle (can be found in textbook)
- Consumer buyr cycle verse consumer use cycle
- Fad is really short, almost immediately high sales then it just drops off
- The classic never really goes away, it varies
Fashion is a complex means for facilitation oderly change in a mass society
- mass media speeds pace of fashion change
- rise of rtw (ready to wear) creates “discard-ability”
Fashion is a non-verbal symbol
- social class: reflects degree of rigidty in class structure
- lifestyles: reflect activities society participates
Principles of Fashion
1. Consumers accept or reject styles offered
2. Fashion is not based on price alone
3. Fashions are evolutionary in nature; rarely revolutionary
4. No amount of sales promotion can change fashion direction
5. All fashion ends in excess
The Environment of Fashion

Document Summary

Due next week: interview paper, evaluation, final list of interview questions with transcript. Ensure cover pages for paper and transcript have the required information. Impacts: every stage of our lives, our economy fashion industry revolves around the consumer needs. Runway pieces are for both the public and press; suggests color and style. Misconception of fashion only for women bingo bongo wrongo. Components of fashion straight variations are more common nowa days (slim, rectangular, wedge, aline) silhouette is older (bell, bustle, straight) Details must be addressed in research paper (trim, buttons, length, width, wasit, shoulder, sleeve treatment) Texture (look and feel can effect silhouette) Color (very important for your theme) **number one reason why someone buys something. The fashion cycle (can be found in textbook) Consumer buyr cycle verse consumer use cycle. Fad is really short, almost immediately high sales then it just drops off. The classic never really goes away, it varies.