TXC8 notes (before midterm 1)

TXC8 notes (before midterm 1) - CH 2 NATURE OF FASHION...

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9/25/09 CH. 2 NATURE OF FASHION Fashion business- all industries and services related to fashion (mag.) Fashion industry- only the prod. Of garments, access. Or shoes Fashion pipeline (prod-dist chain, chain of commerce)- organizations involved in moving textile prod from raw materials to retailers who get the prod to consumers 3 levels of the pipeline *component suppliers-provide raw material *finished prod supp- manufacturers of apparel and access. *retail distributors the softgoods industry *gen. includes textile home furnishings and other textile prod like toys in addition to apparel *note class in design called soft prod develop (77A, 77B) marketing and merchandising *identify consumer needs *develop good products *price, distribute and promote for an easier sell *goal: know and understand the consumer so well that the prod/service sells itself *fashion business was slow to adopt marketing techniques that were successful with other consumer goods *until recently, time and money was spent trying to consumers that what the industry produced was what the consumer wanted *since adopting modern marketing techniques, the fash buss… orientations *prod orientation- focus on what’s cheap/easy for comp to prod *marketing orientation- focus on what consumer wants and needs fash merch-planning needed to have fash-oriented merchandise at the: 1
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*right time, place, quantities and price and with the right sales promotion the focus is on the merchandise fashion marketing -focus on the consumer, the target market misconceptions -designers and retailers dictate fashion -fash influ only women -fash is mysterious and unpred 9/29/09 CH.2 NATURE OF FASHION Are they misconceptions? *how much control do “brands and retailers have over what you wear? *has fashion really evolved into a sci? Terminology style- characteristic/distinctive appeareance of a garment…the combo of features that makes it unique and diff from others-shape or out of garment that distinguishes from others…fabric? Design- version of a style, variations in material etc. Style number- each garment in a manufacturer’s line will be assigned a style number and sometimes a name Recent examples of names *quick dri towel by linden street *classic princess athletic shoe *star player athletic shoe *hot lights athletic shoes *emma boot fashion definitions *planned obsolescence (obsolescence ogres) consumer can rebel by not purchasing 2
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*styles of dress that are currently being featured in the fashion media *styles of dress that are currently popular in the retail market **try to drive fashion out of style, bring in new fashion **order similar styles preferred definition *styles used and accepted by a substantial number of people in a group at a given time and place for a given situation *how long a time? A “few” seasons. Mass/volume fashion- styles that are widely accepted, generally sold at moderate to low
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This note was uploaded on 09/27/2011 for the course TXC 8 taught by Professor Na during the Spring '11 term at UC Davis.

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TXC8 notes (before midterm 1) - CH 2 NATURE OF FASHION...

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