HECOL241 Lecture Notes - Lecture 3: Fast Fashion, Sweatshop, Athleisure

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Industry levels (text)! (chapter 1 the levels of the fashion industry chart) ! Paris loses its place as centre of fashion? increasing globalization - not just manufacturing for design inspiration, retailing ! Who de nes what is fashion - the designer, manufacturer, the retailer, or the consumer? . Fashion is the product of a complex set of interactions between various agents - between design houses, manufacturers, retailers and the fashion-buying public ! Population studies that divide consumers into smaller, more homogenous market segments (stone, pg. 50)! common segmenting variables:! gender! ethnicity ! income! Demographic subcultures! consumer lifestyles are affected by group membership within society at large ! members of subcultures share beliefs and common experiences that set them apart from others. Can exert major impact on consumer behaviour ! Female consumers ! one of the world"s greatest emerging market is closer than you think.

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