12-3 App. Ind.
1. What are the names of some of the Italian fashion dynasties?
Gucci, Prada, Versace, Feragamo (and Missoni)
2. According to Stephen Cojercero, fashion editor for People magazine, what is Missoni
Mulit-color, graphic prints, kni
App. Ind. 11-26
The Buyer Visits the Market
1. What do retailers, large and small, consider is the single most important factor in the
success of their business?
Buying the right merchandise
2. What motivates customers?
Having product that satisfies consu
App. Ind. 11-21
1. What are the three main categories of mens wear?
a) Tailored clothing (suit)
-Evolve very slowly and in subtle ways
-Wider versus narrower, with cuffs versus no cuffs, etc.
-Also change in fabrication
-More complex than regula
Fashion Promotion- Runway Shows
1. What are the different types of shows?
a) Individual designer or house
b) Philanthropic/charity shows
c) In house department store shows
d) In shopping malls (group of retailers show)
e) Trade show/local fashion we
App. Ind. 11-7
1. How much are retail sales of childrens wear worth annually?
2. What are the four categories for creating and marketing childrens wear?
a) Creating your line
b) Designing the collection for the season
Temperley by Ros
Temperly- expensive line
ALICE by Temperley- less expensive line
Favorite of celebrities including royals
Started in 2000
Had first runway show in 2003
2005 had first runway show in NY
2006 bridal launched
10-10 App. Ind.
1. Which was the first company to employ Calvin Klein?
2. How much was he paid per week?
3. Why was Calvin sent to Paris?
To copy the latest clothes from the runway
4. What new approach did Calvin take with h
10-8 App. Ind.
1. What are the ways consumers can purchase goods, other than brick and mortar stores?
Online, phone, mail, TV, personal sales (door to door, throw parties)
2. How do retailers continue to thrive in the in the economy?
THE ADVERTISING MEDIA
1. What are the major communications outlets?
TV, radio, magazine, internet, newspapers, direct mail, outdoor advertising (billboards)
2. Which advertising medium has proved most successful for Mr. Steve Kelly at Belk
1. When and where was Roy Holston Frowick born?
1932 in Des Moines, Iowa
2. What unusual hobby did he have that separated him from the other boys?
Sew and create things
3. As a teenager he made hats- what did he use for the hats?
In the book:
What is quick response based on?
Supply chain management- important factors
Different types of business ownership
Unlimited pliability- define
Why become a publicly held company?
What is pret-a-porter?
What is the name of a comp
Apparel Industry 9-19
Identity and Style
1. What are the 5 Ws that should be considered when designing or buying?
a) Who is customer?
b) What is occupation?
c) Where did they live- climate, population
d) When will they wear garment?
e) Why buy the garment
Apparel Industry 9-10
1) How much do Americans spend on clothes every year?
2) Which cities are considered to be focal points of fashion?
New York, Paris, Milan
3) How many Apparel Manufacturers are located in the Garment Distri
Apparel Industry 9-5
WHATS IN STORE
7. John Eshaya buyer, Ron Herman Melrose, says his responsibility as a buyer is to do
To be thinking about what your customer wants, whats next
8. Where does he look for inspiration?
Look at haute couture, fashion
Apparel Industry 9-3
1. What makes a trend?
Captures the fantasy of peoples dreams- they see it, they want it and it catches on- then
everyone wants it.
2. What is the eternal problem of the business of trend spotting?
You never really know
App. Ind. 9-17
1. What is the world fiber demand?
Around 44.5 million tons
2. What woven fabric is Italy well known for?
3. What fiber enables the production of stretch wool, stretch jersey and stretch lame?
4. How long has linen been considere
Lecture: Mr. Schaffer from Offers.com
Vertive is parent company
Performance Marketing Company- only gets money if someone uses coupon
theyre offering- what Offers uses
Display Advertising- ad units on a website- usually company will target specifi
Guest Speaker: Emily Hibbs
Lighting for Visual Merchandising
Spectrum Lighting- commercial design lighting and sales
Attract customers: lighting creates immediate impression of merchandise
Allow the customer to clearly and comfortably eva
1200 square feet
Point 1: demographic/psychographic info: look up
Point 2: make a logo!
Point 3: mission statement
Point 5: dont forget architectural detail
Point 8: planogram
Point 10: colored elevation- aka front view of
Mannequins and Fixtures
Mannequins- celebrity mentality; hottest items will go at front on mannequins
Considered the single silent sales-person
How realistic mannequin looks depends on price point of merchandise; stranger
the mannequin, the more
Placement of Products (where diff products are placed and reasons why)
Impulse Goods- lipstick example. Something like lipstick, a key chain.
POP; impulse goods are usually by isles, entrances, exits, or on end-caps. They
are things that soothe th
Umbrella- physical and psychological components (not merchandise though)
Want to attract attention
Motivate ad conversion (sale)
Avg. customer only stays 9 min.
Layout- guides consumers
Types of Window Spaces
o Closed back (higher drama, efficient, street front, not often in malls) or
open back (less drama, visibility into store, sales ppl can see out so safe,
product can be messed with, cant do as man
2 Types of Displays:
o Mass- must focus on price and what is being carried
Variety- unrelated merchandise that is collected in display
Sales- for a sale once or twice a year, or mark-down sale (50% off)
o Fashion- most comm
Relate to audience
Explain on board
Steps to Creating Boards
Select (edit from what you have- like pics, ideas)
Balance and weight among components of
Sarah Guest Lecture
Vendor, partner, and agency are very different
But think of self as partner
Vendor is not something you want to be called
Positioning Yourself: what makes you different, what you can do nobody else can
Get Smart- never know whe
Polyas Problem Solving
Understand and define the problem
Think about it
Devise a plan
Execute the plan
Put to other uses
Start in a clean place