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Chapter 1

TXMI 3210 Chapter Notes - Chapter 1: Fashion Design, Sales Promotion

Textiles, Merchandising and Interiors
Course Code
TXMI 3210
Katalin Medvedev

of 4
Chapter 1 Vocab and Notes:
Fashion has a great impact on the economy
Fashion-the style or styles of clothing and accessories worn at a particular time by a particular
group of people
-also includes cosmetics, fragrances, and home furnishing
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-all the industries and services connected with fashion-distribution, marking,
retailing, advertising, etc
The total process of marketing has been adopted by the fashion business and is being
applied to the products and services of fashion industries
Marketing focuses on satisfying the customer needs
Fashion merchandising-sales promotion as a comprehensive function, including market
research, development of new products, coordination of manufacture and marketing, and
effective advertising and selling-the planning required to have the 5 r’s
Five R’s of merchandising-the correct fashion merchandise at the right time, right place, right
price, right quantity, and right sales promotions
Consumers decide what fashion will be by influencing design
Fashion influences men, women, and children
Fashion’s direction can be determined and its changes predicted with remarkable
Style-the characteristic or distinctive appearance of garments –the combination of features
that makes it different from other garments
When styles return to fashion, their basic elements remain the same. Minor details are
altered to reflect the taste or needs of the era in which they reappear.
Fashion-a style that is accepted and used by the majority of a group at any one time, no matter
how small that group
High fashion-a new style accepted by a limited number of fashion leaders-the first to adopt the
new changes
Mass/volume fashion- styles that are widely accepted-mass produced and appeal to the
greatest majority of fashion-conscious consumers; accounts for majority of sales
Design-a particular or individual interpretation, version, or treatment of a style.
Style number-a number assigned to each individual design produced to identify it for
manufacturing, ordering, and selling purposes.
Taste-the prevailing opinion of what is in and is not appropriate for a given occasion; what is
appropriate for a specific situation.
Classic-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.
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Fad-a fashion that suddenly sweeps into popularity, affects a limited part of the total
population, and then quickly disappears- rise in popularity is very fast, acceptance time is much
shorter, and their decline is much more rapid
Trend-a general direction or movement.
Four basic elements of fashion design include: silhouette, detail, color, and texture
Silhouette-a costume’s overall outline or contour.
Three basic forms: bell shaped, bustle/back fullness, straight or tubular.
Details-individual elements that give a silhouette its form or shape. These include trimmings,
skirt and pant length, width, and shoulder, waist, and sleeve treatment.
-when a trend in detail reaches an extreme, a reversal of this trend takes place.
Texture-the look and feel of material, woven or non woven.
-texture influences the drape of a garment
-texture affects the color of a fabric by causing the surface to either reflect or absorb
color-a key factor in apparel selection for both genders; important in advertising, packaging,
and store decore. A fashion designer’s color palette changes with consumer’s preferences
fashion cycle- the rise, wide popularity, and subsequent decline in acceptance of a style. The
movement of fashion is always forward, never backwards
Five stages of fashion cycle-introduction, rise, culmination, decline, obsolescence
Introduction stage-introduced by a producer. Higher priced merchandise produced in
small quantities because buyers purchase a limited number of pieces to test its appeal
to consumers
Rise stage-design is accepted by an increasing number of customers. The buyer reorders
in quantities for maximum stock coverage. Knock-off’s pop up at this stage as well as
oAdaptions- designs that have the dominant characteristics of a style but do not
claim to be exact copies.
Culmination stage-the period when a fashion is at the height of its popularity and use.
Can extend in two ways-
o1) becomes a classic and settles into a steady sales pattern
o2) new details of design, color, or texture are continually introduced and interest
of the fashion is kept alive
decline stage-decrease in consumer demand. Consumers may still wear the product, but
are no longer willing to buy it at its regular price
obsolescence stage-total lack of interest for a style has set in and it can no longer be sold
at any price.
declines are fast, and drop to obsolescence is steeper than a rise to culmination.
Technological developments and instant communication (social media) attributes to the
inc in speed of these cycles.
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Broken cycles pick up where it has stopped once conditions return to normal or once
the season that was cut short reopens.
The curve of the consumer buying cycle rises in direct relation to that of the consumer
use cycle. When fashion reaches its peak, consumer buying declines more rapidly than
consumer use.
Marketing follows the more profitable route by anticipating rather than follow the trend
of consumer demand.
Fast fasion-assortment rotation to keep fashion fresh. Allows retailers to develop ways that
allow variety to be managed officially.
Acceptance-fashion is acceptance and our need for acceptance is expressed in the way we
Change-fashion changes because ideas about politics, religion, leisure, democracy, success, and
age change. The mass media spreads fashion news across the globe. People are becoming more
environmentally conscious consumers are demanding eco-friendly products.
Fashion influences the spirit of the times
Designers are successful if the sense and anticipate change
Christian Dior quickened the course of fashion with his recognition of the need of
women at the time to get out unfeminine clothes and into feminine ones
Fashion in society:
Fashions are social expressions that document the tastes and values of an era
Fashion mirrors the times by reflecting the degree of rigidity in the class structure of an
Class distinctions used to be emphasized by fashion
Today, people’s dress reflects their ability to choose their own values and their freedom.
Principles of Fashion:
1. Consumers establish fashions by accepting or rejecting styles offered.
a. No designer can be successful without acceptance from the consumer
b. Consumers dictate which styles become fashions
2. Fashions are not based on price. Just because something is expensive does not mean it
will be successful
a. Successful fashions are to be found at every price level
3. Fashions are evolutionary in nature; they are rarely revolutionary
a. Fashion change comes about as a result of gradual movements from one season
to the next
b. Ex: Dior “New Look” of 1947
c. Consumers usually only buy a product if the purchase will complement their
existing wardrobe
4. No amount of sales promotion can change the direction in which fashions are moving
5. All fashions end in excess
a. Once the extreme has been reaches, a fashion is nearing its end.
Any fashion evolves according to the demands of a market
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