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Fashion Products and Planning


Fashion Products and Planning Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? – PowerPoint PPT presentation

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Title: Fashion Products and Planning

Fashion Products and Planning
  • What are fashion products?
  • What are trade associations?
  • What are trade publications and fashion
  • What are the aspects of product planning?

Why Important?
  • To understand and market fashion, it is important
    to know what and how fashion products are planned.

What are fashion products?
  • Fashion products include goods that are produced
    and services that are performed.
  • The fashion industry is comprised of many
    businesses that create fashion products.

Fashion Products
  • Fashion goods (goods) are tangible items that
    are made, manufactured, or grown.
  • Includes apparel, textiles, accessories, and
    other fashion products, from cosmetics and
    perfumes to furniture and cell phones.
  • Ex. The goods made by manufacturers include the
    textiles created from raw materials, the fabrics
    to make garments, and the finished garments sold
    in retail stores.

Fashion Products
  • Fashion Services (services) are intangible
    things that people do, such as tasks performed
    for customers.
  • Fashion services are provided by producers,
    retailers, cosmeticians, stylists, and other
    individuals who bring fashion to consumers.

Variety of Services
  • People in all segments of the fashion market
    primary, secondary, or tertiary markets offer
  • Examples
  • 1. Marketing specialists in each segment can
    provide current information concerning market
    trends and new products.

Variety of Services
  • Examples cont
  • 2. People involved in sales and service target
    fashion products on the right buyers.
  • 3. Sales associates in the design segment provide
    information to production people.
  • 4. The production sales staff works with retail
    buyers who stock the right goods in their stores.

Other Services
  • Fashion show production such as fashion week
    presentations and advertising assistance.
  • Retail services might include providing credit,
    personal shopping, and gift wrapping services.
  • All segments of the fashion industry offer some
    form of service to attract and keep customers.

The Fashion Trade
  • A dominant segment of the fashion industry, the
    garment industry is sometimes called
  • Rag trade a slang term meaning the the garment
  • The rag trade has its own trade associations.

What are trade associations?
  • Trade association a nonprofit organization that
    provides services to specific groups who develop,
    make, and sell products within an industry.
  • Sets standards and provides a means of
    communication among its members.
  • EX. the American Apparel and Footwear
    Association (AAFA) stays informed about current
    legislation relating to imports and exports,
    focusing on taxes, labor, and environmental

Types of Trade Associations
  • American Fiber Manufacturers Association fiber
  • American Yarn Spinners Association yarn
  • American Textile Manufacturers Institute fabric
  • American Association of Textile Chemists and
    Colorists fabric finishing
  • Council of Fashion Designers of America apparel
  • American Apparel and Footwear Association
    apparel manufacturing and sales
  • National Retail Federation retail activities

The Fashion Group
  • Fashion Group International, Inc. is a trade
    association representing all segments of the
    fashion industry.
  • Membership consists of women and men who are
    successful in the fashion business.
  • Members work as fashion designers, magazine
    editors, retail executives, and other fashion

The Fashion Group (cont.)
  • The group provides a forum for its members to
    share information and resources about career
    opportunities and ideas concerning the fashion
  • Headquarters located in New York City.
  • Los Angeles and Chicago have regional chapters.
  • Fashion Group chapters are located in key fashion
    cities around the world.

What is the goal of all trade associations?
  • To help members succeed by improving their
    segment of the fashion industry.

Trade Publications
  • Trade publication a magazine, newspaper, book,
    or journal offering a variety of information to a
    certain industry or segment of an industry.
  • Also types of fashion products, though they are
    NOT always sold commercially.
  • Provide companies with information they can use
    to develop new products.
  • Focus on trends and report on new developments in
    the textile, apparel-production, and retail

Womens Wear Daily
  • Major American fashion trade publication
  • Published five days a week each day dedicated to
    different features concerning fashion trends,
    designs, and manufacturing information.
  • Lists schedules for fashion events such as
    designer and fashion week shows.
  • Reports important business and financial news
    regarding the womens apparel trade.

Fashion Magazines
  • Individuals in the fashion industry read trade
    publications for current information on fashion
    products, but the public gets most fashion news
    from magazines, which are also fashion products.
  • Fashion magazine a consumer magazine sold
    commercially, featuring articles, illustrations,
    and advertisements with an international emphasis.

Fashion Product Planning and Product Mix
  • The planning process includes developing a
    product mix and product assortment that will
    satisfy the needs and wants of the market.
  • Product mix the total selection of goods and
    services that a company makes or sells.
  • Manufacturers offer different lines of products
    and services.

Product Assortments
  • Product assortment the range of items or
    merchandise within categories that a company
  • Assortment breadth number of different items
    offered within a classification of products.
  • Assortment depth consists of a large quantity
    of the goods offered.

Pop Quiz!
  • Which are two examples of fashion goods?
  • A) textiles and apparel
  • B) accessories and tailoring
  • C) manufacturing and home furnishings
  • D) design and manufacturing

Which are two examples of fashion services?
  • A) marketing and coats
  • B) hairstyling and tailoring
  • C) home furnishings and distribution
  • D) manufacturing and buttons

Rag trade refers to _____.
  • A) the distribution of leftover materials
  • B) a publication designed for a certain
  • C) slang for Women's Wear Daily
  • D) the garment industry

  • The Council of Fashion Designers of America is an
    example of a _____.
  • A) government council
  • B) trade association
  • C) trade publication
  • D) market research firm

What is the audience for a fashion publication?
  • A) people working in a specific industry
  • B) young teens
  • C) the general public
  • D) students of fashion design

What is the main American fashion trade
  • A) Vogue
  • B) Lucire
  • C) Women's Wear Daily
  • D) GQ (Gentlemen's Quarterly)