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FSN 123 (20)
Chapter 1

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FSN 123
Luann Lafrenz

The Nature of Fashion The Fashion Business Fashion industries – businesses engaged in manufacturing the materials and products used in the production of apparel and accessories Fashion business – all industries and services connected with fashion: design, manufacturing, distribution, marketing, etc. Any business concerned with fashion goods or services Marketing – process of marketing includes many different activities that identify consumer needs, develop good products, and price, distribute, and develop products so that they sell easily - For many years, fashion producers were only concerned with that was economical and easy for them to produce (no interest in the wants and needs of the consumer) - Today, the process of marketing has been adopted by the fashion producer, which is called fashion marketing - Fashion marketing = “Satisfying Consumer Needs”. - Fashion marketing is understanding the consumers’ needs, developing products that provide good consumer value, and pricing and distributing the product(s) effectively so that it will sell Merchandising –refers to the planning required to have the right fashion oriented merchandise at the right time, in the right place, in the right quantities, at the right prices, and with the right sales promotion for a specified target market. (5 Rs) Misconceptions About Fashion 1. Designers and retailers dictate what the fashion will be and force it upon consumers. In reality, consumers decide what the fashion will be by influencing new designs and accepting or rejecting the styles that are offered. 2. Fashion acts as an influence on women only. Men and children are also influence fashion. 3. Fashion is a mysterious and unpredictable force. Fashion can be measured and evaluated by those who study and understand the fundamentals of fashion. The Terminology of Fashion Style – characteristic or distinctive appearance of a garment (the combination of features that makes it different from other garments - Ex. T-shirts are different from polo shirt Fashion – a style that is accepted by the majority of a group at one time - High Fashion: a new style accepted by a limited number of fashion leaders who want to be the first to adopt to changes in fashion - Mass Fashion/Volume Fashion: a contrast with high fashion. Usually produced and sold in large quantities at low prices to appeal to the greatest majority of consumers. Mass fashion accounts for most of the sales in the fashion business. Design – an interpretation, version, or treatment of a style. - A style may be expressed in many different designs, all different, but all related because they are in the same style - Ex. A sweatshirt is a style, but the neckline, and sleeves can be changed Taste – an opinion of what is and what is not appropriate for an occasion Classic – a style or design that satisfies a basic need and remains accepted in fashion for a long time. A classic is characterized by a simple design that keeps it from being easily outdated Fad – a fashion that sweeps into popularity, affects a limited amount of the population, and then quickly disappears - A fad comes into existence by the introduction of some exaggerated feature or detail, which excited the interest of the consumer. - Fads begin in lower price ranges, and are easy to copy. Trend – a general direction or movement IN THE FASHION SPOTLIGHT – Michael Kors 2010 – Received the CFDA Lifetime Achievement Award 1999 – Received the CFDA Award for Womenswear Designer of the Year 2003 – CFDA Award for Menswear Designer of the Year - Began designing at the age of 19 - Studied fashion design at the Fashion Institute of Technology in New York - 1981 – launched the Michael Kors womenswear line - 1997 – creative director for Celine - 2003 – left Celine to focus on his own brand - KORS: The mid-tier between the runway and MICHAEL collections, included footwear and jeans - MICHAEL: included handbags, shows, and women’s ready-to-wear apparel Components of Fashion Design Silhouette – overall outline or contour. Can also refer to ‘shape or form’. Three basic shapes: bell- shaped, bustle, and straight. Four variations on the straight/tubular silhouette: slim, rectangle, wedge, and a-line. Details – individual elements that give a silhouette its shape or form. For example: trimmi
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