Fashion Marketing

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Chapter 1
What Is Fashion?
Introducing Fashion
Fashion History
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Chapter Objectives

• Explain the different definitions of fashion.
• Identify the merchandise categories of fashion.
• Explain the difference between style and design.
• Identify the needs satisfied by clothing.
• Discuss the early history of clothing.
• Name some influential people in fashion industry.
• Identify specific styles in the 20th century.

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Definitions of Fashion
Fashion Defined
In the apparel industry, fashion is the existing
type of clothing that is preferred by a large
segment of the public.
To many people, fashion is a current trend that
is popular for frivolous reasons.
To some people, fashion is a precise style of
dress or behavior that is acceptable in one year,
but not in another.
To retailers, fashion is whatever is currently
selling.
To sociologists, fashion represents a way of
social interaction and status seeking.
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Merchandise Categories

• Fashion retailers group merchandise into
  categoriesbasic merchandise and fashion
  merchandise.

fashion merchandise goods that are popular at a
particular time
staple items basic merchandise that customers
purchase on a regular basis
Staple items are in the basic merchandise
category.
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Fashion Basics

• To be successful in the fashion industry,
  designers, producers, marketers, and retailers
  must have an understanding of basic fashion
  terms, such as style and design.

style a particular shape or type of apparel
item identified by the distinct features that
make it unique
design a particular or unique version of a
style because of a specific arrangement of the
basic design elements
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Fashion Basics

• A retail customer may select a garment based on
  its color.

garment any article of clothing, such as a
dress, suit, coat, or sweater
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Fashion Basics

• The three dimensions of color are

• Huethe quality of the color
• Valuethe lightness or darkness of a color
• Intensitythe brightness or dullness of a color

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Fashion Basics

• Line is an element of design that directs the
  path of eye movement.
• Shape, or silhouette, is the overall form or
  outline of a garment.
• Texture is how the surface of a material, or
  fabric, feels and looks.
• Function refers to the intended use or purpose of
  an object.

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Design Elements
Fashion Basics
Color
Line
Shape
Texture
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What Are Fashion Products?

• Fashion is anything that has strong appeal at a
  given time.
• Fashion is is usually determined by taste.
• Taste refers to the current opinion of what is
  attractive and appropriate for an individual and
  occasion.

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What Are Fashion Products?

• Fashion products include

Clothing
Accessories
Home Furnishings
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The Importance of Fashion

• Economic and political trends, current events,
  and social issues are often reflected in fashion.
• Fashion serves as a historical record of culture
  and lifestyle.

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Importance to People

• Personal appearance can identify social position
  and reflect a persons self-image.

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Economic Importance

• Fashion is one of the worlds largest industries.
• It affects the global economy and local economies.

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Economic Importance

• Fashion can be a reflection of the economic
  environment.
• When people are unable to satisfy their basic
  needs for food and shelter, style becomes less
  important.

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1.1

• What is the difference between style and design?
• What are four basic elements of design?
• How do economic conditions affect fashion?

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3.
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Earliest Clothing

• The earliest clothing dates from about 20,000
  B.C.
• The earliest clothes were developed primarily for
  protection from the weather and environment.
• The earliest clothes were made of fur, animal
  skin, leaves, and grass.

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Why People Wear Clothes

• People have three basic clothing needs

• Physical needs protection and safety
• Psychological needs appearance enhancement
• Social needs affiliation and standards

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Why Clothing?
Why People Wear Clothes
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Sources of Clothing History

• The evolution of dress can represent a visual
  history of a culture.

Sources of clothing history include
Actualgarments
Oldpaintings
Fashionpublications
Photographs
Writtenpublications
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Fashion Through the Ages

• Centuries ago, people dressed according to what
  society allowed for the social classes.
• The wealthy class dictated fashion.
• During the 18th century, political and social
  shifts contributed to the growth and influence of
  the middle or working class.

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Fashion Through the Ages

• During the Industrial Revolution of the 1800s,
  garments began being mass-produced.
• The invention of photography influenced the
  spread of styles.
• The fashion magazine Vogue was first published in
  1892.

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Historical Trendsetters

• Elizabeth I
• Clothing indicator of social status
• Louis XIV
• Sent life-size fashion dolls to every European
  court
• Marie Antoinette
• Trendsetter for ornate styles

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Historical Trendsetters

• George Bryan Beau Brummell
• Dandyism

dandyism during the 1880s, a style of dress for
men and a lifestyle that celebrated elegance and
refinement

• Jacqueline Kennedy Onassis
• Understated elegance

• The Beatles
• Mop-top hairstyles

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Fashion 20th Century to the Present

• The Early 1900s

• In 1909, Vogue features new loose-fitting
  clothing for women.
• Women stop wearing corsets.
• Skirts get slightly shorter.
• The invention of rayon leads to more functional
  clothing.

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Fashion 20th Century to the Present

• The 1920s

• Gabrielle Coco Chanel introduces sportswear
  garments and trousers for everyday wear.
• Chanel promotes the style of the flappers.
• Chanel introduces the little black dress.
• The one-hour dress is invented by the Womens
  Fashion Institute.
• Styles are simpler.

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Fashion 20th Century to the Present

• The 1930s1950s

• Movie stars set trends for hair, makeup, and
  clothes.
• Nylon is invented by DuPont.
• To save fabric during wartime, hemlines become
  shorter.
• Simple styles represent patriotism during
  wartime.
• American designers become more prominent.

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Fashion 20th Century to the Present

• The 1930s1950s

New Look a style of the 1940s that featured
long hemlines, narrow shoulders, and tightly
fitted bodices with long, full, or narrow skirts

• Womens styles become more traditionally feminine
  in the 1950s.
• Christian Dior launches a new style in 1947
  called the New Look.

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Fashion 20th Century to the Present

• The 1960s

hippie style of the 1960s, a fashion consisting
of clothing from the Middle and Far East, bright
colors, peasant embroidery, cheesecloth, and
safari jackets

• Social changes, world events, and music affect
  fashion.
• New synthetic fibers are invented.
• Hippie style appears.

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Fashion 20th Century to the Present

• The 1970s

disco style of the 1970s, a fashion consisting
of gold lamé, leopard print, stretch halter
jumpsuits, and white clothing that glowed under
ultraviolet lighting

• Disco style appears.

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Fashion 20th Century to the Present

• The 1970s

punk fashion of the 1970s, a style featuring
intentionally torn clothing worn by young people
with limited income, such as students and the
unemployed

• Punk fashion appears.

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Fashion 20th Century to the Present

• The 1970s

feminist movement of the 1970s, the organized
effort to establish equal social, economic, and
political rights and opportunities for women
influenced womens fashions with shorter hemlines
and the pantsuit for the workplace

• Feminist movement influences womens styles.

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Fashion 20th Century to the Present

• The 1980s

• Professional women adopt the power look.
• Business-casual attire appears.
• High-quality products become available at
  moderate prices.
• Stretchy, synthetic athletic wear becomes popular.

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Fashion 20th Century to the Present

• The 1990s

grunge a style started by the youth culture in
the Pacific Northwest region of the United States
in the early 1990s it is messy, uncombed, and
disheveled

• Americans begin dressing less formally.
• Grunge style appears.

• Fashion industry begins to lose the ability to
  dictate trends.

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Fashion 20th Century to the Present

• Fashion Today

• Consumers make well-informed choices about what
  to wear, where to shop, and how much to spend on
  products.
• Fashion makers and marketers need to be more
  informed and aware of customer wants and needs.

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Celebrity Fashion History
Historical fashions remind people of a time and
place. When Jennifer Lopez launched her new
perfume Still, she wanted to attract a more
sophisticated consumer than the 15- to 25-year
olds who spent 40 million in 2002 on her first
scent Glow.

• Operating an e-tail business on an electronic
  channelthe Webcan be costly, due to design,
  delivery, returns, and operating expenses.
• Though Many larger dot-com companies crashed in
  the 1990s, small stores like Harris Cyclery of
  West Newton, Massachusetts, actually increase
  sales using a basic Web site. Today, a third of
  Harriss bicycle business rides in on the Web to
  get hard-to-find parts and personal service.
• Describe an e-businesss home page to your class
  after viewing one through marketingseries.glencoe.
  com.

The ad campaign for Still was designed to
highlight Jennifer Lopezs movie-star glamour. It
featured her in a 1950s Marilyn Monroe dress and
curls. The advertising campaign uses all media,
including the Internet and Lopezs official Web
site, to reach the widest possible market.
For more information, go to marketingseries.glenco
e.com.
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• What three basic needs are satisfied by the use
  of clothing?
• How did World War II affect the fashion industry?
• What fashion trends emerged in the 1980s?

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Checking Concepts

1. Define fashion according to retailers.

1. Explain the meaning of style.

1. Discuss the four elements of design.

1. Name three needs satisfied by clothing.

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Checking Concepts

1. Identify the materials used to make clothing as
   early as 20,000 B.C.

1. Name a person in England who influenced fashion
   in the 16th century.

1. Identify some factors that affected fashion in
   the 1940s.

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Checking Concepts
Critical Thinking

1. Discuss how the feminist movement may have
   influenced clothing styles in the 1970s.

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