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Fairchild Books


THE MARKETS FOR FASHION unit five ... designers like Giorgio Armani developed tremendous influence Today s luxury market is greatly influenced by Gucci and Prada ... – PowerPoint PPT presentation

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Title: Fairchild Books

unit five
Everything you always wanted to know about
markets, market centers, marts, and trade shows.
  • Key Concepts
  • Meaning of the terms market, market center, mart,
    and trade show, and the function of each in
    bringing fashion from producers to consumers
  • Locations and activities of markets, marts, and
    tradeshows in the United States
  • Locations and activities of foreign fashion
  • Trends in U.S. and foreign fashion markets

Global Fashion Markets
chapter sixteen
Marketing Terminology
  • Where goods are produced and sold to buyers at
    wholesale prices during market weeks
  • The major domestic market centers are
  • New York
  • By far the largest and most important market
  • Los Angeles
  • Miami
  • Dallas

Sales Representatives
  • The original link between the New York fashion
    scene and the provinces
  • Sales representatives evolved from lonely
    traveling salesmen showing only one line to
    groups of salesmen showing multiple, noncompeting
  • Ultimately, this developed into regional market
    centers, known as Marts

  • Consist of exhibition spaces that house wholesale
  • The Chicago Merchandise Mart is the oldest of the
  • Today there is a mart in most major cities

Services of Market Centers and Marts
  • Publicity - Fashion shows, Parties
  • Information Services - Buyers Directory,
  • Educational Services - seminars, conferences

Trade Shows
  • Periodic events in regional market centers
  • They are smaller than market weeks
  • MAGIC, is the exception
  • Mens Apparel Group In California, the largest
    show of its kind, is like a market week minus the
    permanent facilities, and held in Las Vegas
  • Today, women, children, and accessories are
    included in the Magic Trade Show (right)

New York City
  • Has many advantages
  • It is the nations fashion capital
  • New York City offers, by far, the largest
    selection of manufacturers showrooms
  • It is the fashion publishing, buying, and
    retailing center
  • It is the cultural center of the United States,
    the best place for designers to draw inspiration
    from all forms of art

New York City
  • Seventh on Sixth - originated in 1993 in NYC to
    provide a platform for American designers to
    become leading players in the global fashion
  • Today, IMG is the producer of not only Seventh on
    Sixth, but Los Angeles shows, and Miami shows
  • Internationally, IMG Fashion and Seventh on Sixth
    produce, manage and represent International
    Fashion Shows including Fashion Fringe (London),
    Lakmé India Fashion Week, Thai Supermodel Search
    and Pakistan Fashion week among others

Regional Market Centers
  • Each market center has their own unique flavor
    and fashion
  • The Los Angeles Market
  • Easy-living, casual lifestyle, colorful
  • The Dallas Market
  • Southwestern looks, handcrafted styles
  • The Miami Market
  • Latino and Caribbean flavor, colorful
  • Best known for childrens wear

The Dallas Market
Foreign Fashion Markets
  • France first emerged as a fashion showcase during
    the reign of Louis XIV (1643-1715)
  • Textile production in Lyons and lace works in
    Alencon were established to meet the needs of the
    royalty at court at Versailles
  • France originated haute couture in 1858 when
    Charles Frederick Worth opened his doors as the
    first couturier

Chambre Syndicale de la Couture Parisienne
  • Established in 1868, the Chambre Syndicale de la
    Couture Parisienne sets the standards and dates
    for the haute couture shows
  • The Chambre Syndicales most valuable
    contribution is that it represents its members in
    arbitration disputes and seeking regulation of
    wages and working hours

Haute Couture
  • Which by itself loses money, but creates
    profitability through
  • Franchising
  • Licensing arrangements
  • Prêt-à-porter lines

Gowns by John Galliano for Dior
  • Includes designs for the ready-to-wear portion
    of the market
  • This is the the money making section of the
    fashion industry, giving designers access to
    large markets
  • Standardized sizing and mass manufacturing
    created profitability

Semiannual Pret Shows
  • Held in the major European fashion capitals
  • London
  • Paris
  • Milan

Foreign Fashion Markets
  • Frances most serious rival in the fashion
    industry, the Italians have made massive inroads
    after the 1990s and into the 21st century
  • Italian designers are renowned for their superb
    knitwear, accessories, and textiles
  • Designers use innovative and beautiful textiles
    to launch themselves in the luxury markets
  • Italian designers have also capitalized on the
    highly skilled domestic laborers

Foreign Fashion Markets
  • As a result, designers like Giorgio Armani
    developed tremendous influence
  • Todays luxury market is greatly influenced by
    Gucci and Prada

Foreign Fashion Markets
Great Britain
  • Best known for handcrafted suits from Savile Row
  • Many of todays most important designers are
    from Britain
  • LVMH Moët Hennessy, employs John Galliano for
    Dior, Alexander McQueen for Givenchy, and has
    set up Stella McCartney with her own line.
  • Vivienne Westwood has been setting design trends
    for over 20 years
  • Philip Treacy is todays most recognized hat
  • Julien Macdonald has a stellar reputation

Foreign Fashion Markets
Germany and Scandinavia
  • Formerly nonexistent on the fashion tour, Germany
    surfaced with the ascendance of Hugo Boss, Mondi,
    Escada, and Jil Sander
  • Leather apparel, specifically in mens wear, is a
    popular Swedish product

Igedo in Düsseldorf is the largest European
fashion fair for womens ready-to-wear. Around
2,150 exhibitors from 40 countries, including
Markam (left), present their collection during
the fair
Foreign Fashion Markets
  • The 70s saw the first wave of Japanese
    designersKenzo Takada, Kansai Yamamoto, Hanae
    Mori, and Issey Miyakewith daring and
    provocative designs
  • The second wave arrived in the 80s, with Rei
    Kawakubo, Matsuhiro Matsuda, and Yohji Yamamoto
    leading the way
  • In the 90s, designers focused on retro pop
    cultural influences such as hippie beads and
    T-shirts and 1970s punk
  • In the 2000's new designers such as Shinichiro
    Arakawa create technically ingenious designs

Foreign Fashion Markets
Other Countries
  • China is one of the largest exporters of both raw
    materials and finished products
  • In 2000, the U.S. gave China normal trader
    status, which gave China entry into the WTO
  • Mexico benefited greatly from NAFTA, becoming
    one of the United States largest trading
    partners in a short period and making it an even
    more attractive offshore location for domestic
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