FSN 123 Lecture Notes - Lecture 5: Baby Boomers, Sales Promotion, Belonger Status

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Published on 15 Apr 2013
School
Ryerson University
Department
Fashion
Course
FSN 123
Professor
Page:
of 3
Week 5: Intro to Fashion
- Midterm exam is on chapters 1,2,3,7,11 (All special features, everything old is new again)
- 45 questions
- midterm info posted on Blackboard this (break down of topics, # of questions)
APA
- apa guide can be found at chapters
- publication manual of APA
- owl purdue website is helpful
- you need credible soures (books, experts on the subject, interview professionals, journal
articles, documentaries)
- NO WIKIPEDIA
- minimum ten sources
- Three must be written (library, floor 6 and 10)
- don’t use the in fashion
- this can include interviews, museum visits, websites, stores
- Everything must be cited
- use 12 point font
- need a title and page number
- must be double spaced, 12 pt times new roman
- not belonger than 8
- title is not a page
- 1 inch margins
- when alatering information in a direct quote use square brackets
- use three dots when removing information
- wgsn is a corporate author
- an appendix is what you cant fit into your paper
- each appendix is on a separate page
- distinguish by letter (appendix a, appendix b)
- the report is informal
Stores Appendix B
- In chart form
- Portrait or landscape
- List chart in information on the project brief
- Bullet or point form
- If taking photos inside the store you must ask permission
- Take notes outside the store
Chart
- list all daywear dress styles
- list color ways throughout the store (see fashion terms or fashion sketchbook)
- fashion sketchbook is the only textbook you can reference in your paper
- brands are for all daywear dresses
- price is the range for all dresses
Stores
- must have one day wear dress from your store
- sketch the photo, fiber content and care instructions are important
- dress information( brand, price, country of origin and colors)
- details and styles are necessar
- include visuals
- use entire 8 pages
- do refer to appendicies
- do use stats Canada
- do write in 1st or 3rd
- do refer to the evaluation sheets
- do utilize lu ann franzs office hours
- Do not use contracions
Lecture
Generational Market
- Targets groups age and attitude
- Until the 1960s= mass marketing
- Designers must target right segment
- You need to know who the target market is
- The gray market is born before 1945, most neglected, feels 10-15 younger
- Baby boomers 1946-1964, largest generation, primary demographic spending group
- Price zones=designer>bridge>contemporary>better>moderate>budget
- Will soon retire
- Baby busters, generation x, better educated, individualistic, 1st generation to grow up with
computers, spending career and family oriented, junior management positions
- Echo boom, 1980+, virtual fashion boomer, “generation y”, racially diverse
Personal
Disposable
Discretionary (the most important
The sociological Factors
Physical Mobility
- driving, vacation travel, moving
Psychological
Reaction to convent:
- Opposition of establishment
- Acceptance of majority
- Individuality and a need to belong
Fashion accelerate Fashion
Factors Retard Fashion
- Habits
- Religion
- Decrease buying power
Predicting the Movement of Fashion
Interpreting Influential Factors
- current events
- prophetic Styles
- sales promotion events
Importance of timing
- what the target market is wearing now, what is she wearing in my store
Understand the three theories of fashion
- downward flow
- horizontal flow
- upward flow
Fashion followers
- insecure about leading
- admire leaders
- lack of interest
- fear change
Fashion is self expression
- individuality verse conformity while trying to have a balance
Fashion Retailing
- cnadian retailing is the largest employer
- retail sales 21+billion
- 200,000+ retailers
Where do comsumers shop?
Store image:
- the way the customer feels about an outlet
- price policy is very important
- merchandise variety
- employees
- outlet appearance (how its setup and the shopping experience)…the whole package
- Target market
- Advertising
Where do consumers shop?
Assortment Breadth and Depth
Assortment: range of choices for a merchandise line
Breadth has to do with how wide or narrow, how many lines colours and sizes
Depth has to do with how deep or shallow, number of items carried

Document Summary

Midterm exam is on chapters 1,2,3,7,11 (all special features, everything old is new again) Midterm info posted on blackboard this (break down of topics, # of questions) Apa guide can be found at chapters. You need credible soures (books, experts on the subject, interview professionals, journal articles, documentaries) Three must be written (library, floor 6 and 10) This can include interviews, museum visits, websites, stores. Must be double spaced, 12 pt times new roman. When alatering information in a direct quote use square brackets. An appendix is what you cant fit into your paper. Each appendix is on a separate page. Distinguish by letter (appendix a, appendix b) List chart in information on the project brief. Price is the range for all dresses. Must have one day wear dress from your store. Dress information( brand, price, country of origin and colors) If taking photos inside the store you must ask permission include visuals.