Ch. 8The Fashion Industry

Objectives:After completing this lesson, you should be able

to –•List ways that fibers and fabrics are used other than

in clothing•Explain how the textile industry operates

•Describe the manufacturing process for clothing•Explain what’s involved in fashion merchandising•Describe promotion methods used by designers,

manufacturers, and retailers

Examining the Issue

Did you know that the U.S. produces enough fabric to stretch to the moon and back 23 times?

Technology makes this possible – what used to take several months can now be done in minutes.

Textile production is just 1 part of the HUGE fashion industry

The Textile Industry

Fiber and Fabric producers make up the textile industry

One of the oldest/largest industries in America

Fiber and Fabric produced is for many purposes

Uses of Fibers and Fabrics

40 % goes to clothing

60% goes to home furnishings and other uses (see page 135 pie chart)

Felt tip pen = nylon point

Tea bag

Fibers and Fabrics = luggage, flags, ropes, medicinal equipment/tools, recreation, transportation

From Fiber to Fabric

Farmers grow plants that provide cotton fibers.

Ranchers raise sheep that provide fleece for wool.

Scientists work in chemical companies to manufacture synthetic fibers.

All of these fibers are eventually spun into fabric by textile mills.

From Fiber to Fabric

Manufactures buy the finished product (fabrics) and create their products

Fabric stores buy from the mills to sell fabric to home-sewers

Fiber Companies

Research and Development is the backbone for the textile industryDevelop new fibers and equipment for making themUse testing methods, to test a new fibers’ strength, dyeability, and reaction to special finishesNew fibers (including nylon/polyester) created from chemicals

Textile Mills

Spin fibers into yarns and yarns into fabric

Constantly researching new techniques for weaving, pattern making, prints, and colors

Final stage of fabric construction may include a finish application

Water repellent, stain resistant, etc.

Textile mills work with forecasting services to predict color, fabric, and fashion trends for two or more years in advance

Textile Mills

Spin fibers into yarns and yarns into fabric

Constantly researching new techniques for weaving, pattern making, prints, and colors

Final stage of fabric construction may include a finish application

Water repellent, stain resistant, etc.

Textile mills work with forecasting services to predict color, fabric, and fashion trends for two or more years in advance

Textile Converters

Converters – companies or individuals who serve as middle men between textile mills and apparel manufactures

Buy unfinished fabrics called greige (gray) goods and then have them dyed, printed, and finished to meet the specifications of designers/manufactures

The Apparel Industry

Accounts for more companies, employees, and sales volume that any other industry

A.K.A. the garment industry or the rag trade

Very complex, fast-paced industry with fashions constantly changing

From Fabrics to Garments

Apparel manufactures buy fabrics from textile mills, design and produce a clothing collection or line and sell to storesAlmost all of today’s clothes are mass produced – made at the same time – machines do most all the workGarments are being made faster and cheaper today than ever before due to technological advances

Types of Manufacturers

Apparel Women’s wear

Receives the most publicity, has greatest fashion designer recognition, most competitive segment in fashion industry

Menswear

Children’s wear

The Manufacturing Process

Begins with a design ends with distribution1. Designing the line2. Making samples3. Establishing costs4. Taking orders5. Ordering materials6. Creating production patterns7. Creating layouts8. Cutting fabric9. Assembling garments10. Finishing garments11. Inspection12. Distribution

The Role of Unions

Formed to obtain better working conditions, better pay, and benefits for workers

Currently represents over 300,000 garment workers

Formed in July 1995

Fashion Centers

The “heart” of the garment industry is in New York City

Known in the trade as “7th Avenue”

Garment district includes over 4,500 showrooms and factories

Most hectic time is market week

Fashion Merchandising

After the production of goods, items are sold to retail stores who sell them to “us”, the customer

Retail = sale of goods in small quantities to consumers

Retailers decide what styles, fabrics, colors, and sizes to sell and at what prices

Direct Retailers

Selling that bypasses the storesCatalogs

Order by mail, phone, fax

On-line shopping

Retail Operations

Sales associates

Stock clerks

Buyers

Merchandise managers

Visual Merchandiser

Fashion Promotion

Competitive IndustryCompanies are always looking for ways to promote sales

AdvertisementsStore windowsIn-store displaysFashion showsCatalogsWebsites

Marketing

Developing/promoting/selling of products

Conduct surveys on consumer needs/attitudes

Information gathered to predict what will sell in the future

Marketing very important for a company’s success

Promotion Methods

AdvertisingNewspapers, magazines, direct mail, radio, television, internet, billboards

PublicityPR departments = distribute kits with info. about products

Visual displaysStore windows, within stores, displays, mannequines, props, color, lighting, exciting messages

Special eventsThemes to attract customersFashion shows

Fashion publicationsFashion magazines, newspapers

Trade publicationsPublication devoted to a specific industry

Trade Associations

Organizations of manufacturers, designers, retailers, and other people involved in a particular industry

Represent designers, apparel manufactures, and retailers

See page 147 for trade associations