mcgraw-hill © 2008 the mcgraw-hill companies, inc. all rights reserved. fashion terminology and the...
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McGraw-HillMcGraw-Hill © 2008 The McGraw-Hill Companies, Inc. All rights reserved.© 2008 The McGraw-Hill Companies, Inc. All rights reserved.
Fashion Terminology
and the Merchandising Process
Chapter Two
Core Concepts in Fashion by Laura Portolese DiasCore Concepts in Fashion by Laura Portolese Dias
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Chapter TwoFashion Terminology and the Merchandising Process
Fashion Acceptance– The extent to which customers are
willing to accept a product Fashion leaders – first group to accept a new fashion
Fashion followers– do not take risks – Will only purchase clothing after it has
been generally accepted by the public
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Chapter TwoFashion Terminology and the Merchandising Process
Mass produced fashion– Sometimes called volume fashion– Are styles that are widely accepted
Style – combination of garment characteristics that
makes it different from other garments Fashion– a style that has been accepted and used by
the majority of people in any one group, at any one time
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Chapter TwoFashion Terminology and the Merchandising Process
Length of Fashion Cycle– Fad
Comes into popularity very quickly Has exaggerated detailing Goes out of style quickly
– Trend General direction or style for clothing Usually shown by a few designers, but not yet
widely accepted
– Classic Considered in good taste over long periods of time
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Chapter TwoFashion Terminology and the Merchandising Process
The Fashion Cycle– Introduction
High price points Fashion leaders purchase
– Increase in popularity and Peak Phase Fashion followers have accepted the garment Is mass produced Can be found at most retailers
– Decline Fashion leaders have moved on to new styles Consumers still wear the style Marked down in stores
– Rejection Most consumers have moved on to new styles Can not sell-even at large discounts
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Chapter TwoFashion Terminology and the Merchandising Process
Interrupted Cycle–One where consumers did not stop
buying the product, it just became unavailable– Swimsuits in August
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Fashion Products– Pricing is a major factor–Couture
Made especially for the customer Extremely high prices Sometimes called haute couture
–Designer Signature Expensive Exclusive Sometimes called Ready-to-wear
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Fashion Products (con’t)– Bridge
Range from $500-$1000 per garment DKNY as an example
– Better Priced below $500 per garment Good quality Jones New York as example
– Moderate Under $100 Usually sold in chain stores, such as The Limited
– Budget Less than $50 Old Navy, Target as examples
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Chapter TwoFashion Terminology and the Merchandising Process
Besides price, Women’s wear can be further divided into categories– Function
How garment will be used Dresses, formal, suits, outerwear, sportswear,
active wear, swimwear, lingerie and accessories.
– Season Spring Summer Winter Fall
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Chapter TwoFashion Terminology and the Merchandising Process
Women’s fashion categories– Size
Juniors: Includes odd numbered sizes 1-15 Junior Plus: Same styles as junior, but in size 16-24 Misses: Include seven numbered sizes from 0-20 Petites: Includes those items made for
smaller/shorter women, sizes 2P to16P Women’s, sometimes called Plus: Includes even
numbered sizes from 12 to 52. The styles in Women’s tend to have less fad merchandise and more classic
Maternity: Maternity clothing
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Men’s clothing– Function
Tailored clothing, furnishings, sportswear, active wear, work clothing and accessories
– Season Spring Summer Winter Fall
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Men’s Clothing– Size
Short (36-44) Regular (35-46) Long (37-48) Extra Long (38-50) Portly Short (39-48) Large (46, 48 and 50)
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Children’s Wear– Special considerations
Outerwear should not carry hood or neck drawstrings
It should not have waist strings that extended beyond 7.4 cm
The waist strings should be sewn down at the midpoint
There should not be toggles or knots on the ends of strings
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Children’s Wear– Size
Infants: Newborn-1 year Toddlers: 2-3 years Children’s: 3-6 years Girls: 7-14 years Preteen: 7-14 years (more sophisticated
styling than girls, although the same age range)
Boys: 7-14 years Young-men’s: 14-20
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Chapter TwoFashion Terminology and the Merchandising Process
Categories of Children’s Wear– Season
Spring Summer Winter Fall
– Price budget, moderate, better priced and
designer as categories of pricing
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Chapter TwoFashion Terminology and the Merchandising Process
Fashion Merchandising Process– Set Buying Plan– Buy and Order– Receive Orders and provide
information to sales staff– Monitor inventory levels and sales– Negotiate with vendors on buy-
backs
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Chapter TwoFashion Terminology and the Merchandising Process
Fashion Forecasting– Predicting needs, demand and
sizing for upcoming seasonsSix Month Buying plan–A plan that buyers use to know
their budget for upcoming seasons–Numbers based
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Chapter TwoFashion Terminology and the Merchandising Process
To purchase products, buyers will–Attend trade shows–Visit with designers in showrooms–Designers go to buyers office’s to
show new garments