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Ryerson University
FSN 123
Luann Lafrenz

Chapter 1: The Nature of Fashion The Importance of Fashion - Increased in the interest of fashion, people want to keep up with trends The Fashion Business Fashion industries – businesses that are engaged in manufacturing the materials and finished products used in the production of apparel and accessories for men, women and children Fashion business includes the industries and services relating to fashion – design, manufacturing, marketing, retailing, etc Marketing - To identify consumer needs: develop good products, price, distribute and promote to sell Fashion Marketing and Merchandising - Fashion marketing- satisfying consumer’s needs to develop products and services that provide superior customer value, prices, distributes to make it sell Merchandising: sales promotion as a comprehensive function – market research, development of new products, advertising and selling 5 Rs of merchandising: - Right time - Right place - Right quantities - Right prices - Right sales promotion for target market Misconceptions About Fashion 1. Is that designers and retailers dictate what fashion will be in but consumers decide what the fashion is which influences designs 2. Fashion acts as an influence on women only. Fashion is the force that influences different behavior: skirt lengths, wide/skinny ties + children demands 3. An unpredictable force. Direction can easily be determined by those who study the fundamentals of fashion The Terminology of Fashion Style - In general, style is a characteristic expression/presentation - In apparel, style is the characteristic or distinctive appearance of a garment; the features that makes it different from other garments - A specific style always remains; personal styles (MJ’s gloves, Snooki’s pouf) - Some styles are named after a period of history (flapper in 1920s) Fashion - A fashion is a style that is accepted and used by the majority of a group at any on time, no matter how small that group is - The result of social emulation and acceptance (miniskirts, square-toed shoes) - High fashion- a new style accepted by a limited number of fashion leaders who want to be first to change in fashion  if it is accepted by more people, they get mass produced and sold at lower prices while the leaders move on - Mass fashion/volume fashion- styles that are widely accepted; sold at large quantities at low prices & has most sales in the business Design - Design: a particular/individual interpretation, version or treatment of a style - Ex: a sweatshirt has variations (different necklines, pockets, etc) - Style number: manufacturers and retailers assign a number to each individual design produced – identifies it for manufacturing, ordering and selling purposes Taste - Taste refers to prevailing opinion of what is and what is not appropriate for a given occasion – what is appropriate for a specific situation - A new style: gradually accepted, widely accepted, gradually discarded - Fashion cycle has been shorter lately and repeated quicker Classic - Classic is a style or design that satisfies a basic need and remains in general fashion acceptance for an extended period of time - It is characterized by a simple design that keeps it from being easily dated - Ex: Chanel suit Fad - Fad: a fashion that suddenly sweeps into popularity, affects a limited part of the total population then quickly disappears - Starts by being quickly accepted then imitated by others in a short time - Because of the overwhelm, it fades quickly - Follows the same cycle as fashions but everything is shortened – called “miniature fashions” Trend - Trend is a general direction or movement - Marketers always want to know whether it’s going to be a trend or a fad to cash in on trends but avoid getting burned by fads Components of Fashion Design Silhouette - Silhouette of a costume is its overall outline/contour; referred to as shape or form - Fashion experts include 4 forms: slim, rectangle, wedge and A-line Details - Details: individual elements that give a silhouette its form or shape: trimmings, length and width, etc - Evolve gradually from each other; when the trend reaches an extreme, a reversal of the trend takes place Texture - Texture is the look and feel of material, woven or nonwoven - Can affect the appearance of a silhouette w/ bulky or slender look - Influences the drape of the garment - Affects colour of fabric by causing surface to reflect/absorb light Colour - A major consideration for women and men in apparel - Historically, colour was good to denote rank and profession - No limits to colours today; different season different colours The Fashion Cycle Fashion cycle refers to the rise, wide popu
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