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FSN 123 Chapter Notes -Fashion Design, Pouf, Imitation

Course Code
FSN 123
Luann Lafrenz

of 5
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
- 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
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
3. An unpredictable force. Direction can easily be determined by those who
study the fundamentals of fashion
The Terminology of Fashion
- 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)
- 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: 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 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 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: 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 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 of a costume is its overall outline/contour; referred to as shape or
- Fashion experts include 4 forms: slim, rectangle, wedge and A-line
- 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 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
- 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 popularity and subsequent decline in
acceptance of a style; it is represented by a bell-shaped curve
Stages of the Fashion Cycle
- Usually introduced in higher-priced merchandise & produced in small
quantities to test target market
- The test period ends when it has been either accepted/rejected by
- Promotional activities (designer appearances, charity shows)
- When new original design is accepted by an increasing number of
- Knock offs: versions of the original designer style duplicated by
manufacturers prices are lower
- Adaptations: designs that have all the dominant features of the style that
inspired them, but do not claim to be exact copies
- The period when a fashion is at the height of its popularity and use
mass produced with low price range
- If fashion becomes classic, it settles into a fairly steady sales pattern
- If new details are always introduced, interest may be kept longer
Decline Stage
- Boredom that results in decrease in consumer demand
- People still wear it but no longer buying at regular price; only discounts
- Production stops immediately
- Lack of interest for a style and can no longer be sold at any price
Lengths of Cycles
- Speed of cycles are becoming faster; rapid technological developments
- Consumers immediately accept/reject; new fashions are always ready