2007 fairchild publications, inc.. all rights reserved. no part of this presentation covered by the...
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2007 Fairchild Publications, Inc.
2007 Fairchild Publications, Inc.
All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher.
Copyright © 2007Fairchild Publications, Inc.
ISBN-13: 978-1-56367-650-5
GST R 133004424
Designed by Stone DesignWorks
2007 Fairchild Publications, Inc.
2007 Fairchild Publications, Inc.2007 Fairchild Publications, Inc.
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 5
A. The Importance of the Fashion Business
C. Terminology
D. Components
E. The Fashion Cycle
G. Principles
The Nature of Fashion
B. Misconceptions
F. The Intangibles of Fashion
62007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion
The Importance of Fashion
• Fashion involves our outward visible lives. It has an impact from every stage of life from womb to tomb.
• Fashion has a great impact on our country’s economy. Changes in fashion result in new consumer purchases.
• The thought of being unfashionable is a fate worse than death to many people!
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 7
Fashion BusinessAll the industries and services connected with fashion: design, manufacturing, distribution, marketing, retailing, advertising, communications.
Fashion IndustryBusinesses that are engaged in manufacturing materials and finished products for fashion.
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 8
Misconceptions about Fashion
1. That designers and retailers dictate fashion and force it upon the hapless
consumer. 2. That fashion acts as an influence on
women only.
3. That fashion is a mysterious and unpredictable force of nature.
There are three widely held misconceptions concerning the fashion industry:
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 9
Misconceptions about Fashion
Using feathered flights of fancy, designer Frank Sorbier sends this gown down the runway–not to sell to the public, but to get press coverage and create a “fashion buzz.”
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 10
Fashion Terminology
Style number
High fashionFashion
Style
Mass/Volume fashion
Design
Taste
Classic
FadTrend
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StyleIs a characteristic or distinctive appearance of a garment.
FashionStyle accepted and used by the majority of a group at any one time.
High FashionNew styles accepted by a limited number of fashion leaders who want to be innovative.
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Mass/Volume FashionRefers to styles that are widely accepted.
DesignInterpretation of a style.
TastePrevailing opinion of what is attractive and appropriate for a given occasion.
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 13
ClassicStyle that remains in general fashion for an extended period of time.
FadA fashion that suddenly sweeps into popularity, and then quickly disappears.
TrendA general direction or movement.
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 14
Components of Fashion• SILHOUETTE
There are three basic forms:
a. Bellb. Bustlec. Straight
• Variations of the straight silhouette
d. Slime. Rectangularf. Wedgeg. A-line
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Components of Fashion
• DETAILSDetails of the garment consist of: trim, buttons, length, width, waist, shoulder, sleeve treatment.
• TEXTURERefers to the look and feel of material, woven or nonwoven, that can affect the appearance of a silhouette. Texture can give a bulky or slender look to a garment depending on the roughness or smoothness of the material.
• COLORIs important in apparel selection for men, women and children.
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The Fashion Cycle
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 17
The Fashion Cycle
• Stages of the Fashion CycleEvery fashion cycle passes through five stages:
1. Introduction
2. Rise
3. Culmination
4. Decline
5. Obsolescene
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 18
The Fashion Cycle• Consumer Buying Cycle versus Consumer Use Cycle
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 19
Intangibles of Fashion
• Group acceptance
• Change
• Social forces
• People’s desire to relate to specific lifestyles
Fashion itself is intangible. A style is tangible, made up of a definite silhouette and details of a design. But fashion is shaped by such powerful intangibles as
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 20
Intangibles of Fashion
• Mass media accelerates the pace of fashion change
FashionFashion is a complex means for facilitating orderly change is a complex means for facilitating orderly change in a mass society.in a mass society.
• The rise of ready-to-wear creates “discard-ability”
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 21
Mirror of the Time
• Today social classes are far more fluid than ever because there is no universal way of life today, and people are free to choose their own lifestyles—and their dress reflects that choice.
Fashions reflect the degree of rigidity in the class structure of an era.
FashionFashion is a non-verbal symbol. is a non-verbal symbol.
Social class
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 22
Mirror of the Time
• Currently our clothes varies according to lifestyles. Our interest in active sports and leisure pastimes varies with the difference in the lifestyle of an urban career-oriented woman and that of a suburban housewife. Each lifestyle is reflected in their choice of wardrobes.
FashionFashion is a non-verbal symbol. is a non-verbal symbol.
Fashions reflect activities in which the society participates.
Lifestyles
2007 Fairchild Publications, Inc. Chapter 1The Nature of Fashion 23
Principles of Fashion
1. Consumers establish fashions by accepting or rejecting styles offered.
2. Fashion is not based on price alone.
Designers must give expression to silhouette, color, fabric and design that the majority of consumers want.
Successful fashions are found at all price points.
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Principles of Fashion
3. Fashion is evolutionary, not revolutionary.Exceptions: 1789 French Revolution
1947 Dior’s “New Look”
4. No amount of sales promotion can change the direction in which fashions are moving.
Women’s liberation in the 1960s created a demand for less constructed undergarments
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Principles of Fashion
This Dior couture see-through dress shows the concept that all fashion ends in excess.
5. “All fashion ends in excess”.
–Paul Poiret