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FSN 123 (20)
Chapter 4

In Fashion Chapter 4 Outline
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Department
Fashion
Course
FSN 123
Professor
Luann Lafrenz
Semester
Fall

Description
The Business of Fashion (Chapter 4) SCOPE OF THE FASHION BUSINESS The Primary Level - Composed of the growers/producers of the raw materials of fashion - Fiber, fabric, leather, fur producers - Planning of color and texture takes place in this level - Also works the furthest in advance The Secondary Level - Composed of industries – manufacturers and contractors – that produce finished/semi- finished good from the primary level - Work six months to one and a half years ahead The Retail Level - Distribution level - Retailers buy good from the secondary level and supply them to the consumer The Auxiliary Level - The only level that functions with all the other levels simultaneously - Advertising media – print, audio, visual – and fashion consultants and researchers TIMELESS TREASURES – Tom Ford - Ford took over Gucci in 1992 - Pg. 80 BUSINESS GROWTH AND EXPANSION Internal Growth - Horizontal growth: a company expands its capabilities on the level it has been performing successfully - Vertical growth: it expands its capabilities on levels other than its primary function Mergers and Acquisitions - One company is sold to another company with the purchasing company remaining dominant - Merger = fulfills the desire to increase sales (usually) - Diversification: the addition of various lines, products, or services to serve different markets. (can be a motive for a merger) The Franchise - Franchise agreement is a contract that gives an individual the right to own a business while benefitting from the expertise and reputation of an established fir, Licensing - Legal agreement where firms are given permission to produce and market merchandise in the name of the licensor for a specific period of time THE DESIGNER’S ROLE Types of Designers High-fashion designers: - has the full range of decision making for a fashion house - establishes the image and creates designs for the company Stylist-designers - work for manufacturers and adapt designs of others Freelance designers: - sell sketches of original designs to manufacturers - are not involved in the selection of fabrics/colours IN THE FASHION SPOTLIGHT – Vera Wang Pg. 88 THE MANUFACTURER’S ROLE Types
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