UNIT B EVOLUTION AND MOVEMENT OF FASHION

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UNIT BEVOLUTION AND MOVEMENT OF FASHION

• 2.04 Identify major fashion centers, types of
  designers, and price market categories.

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Major fashion centers

• New York City
• Los Angeles
• Atlanta
• Chicago
• Dallas
• Miami

• Seattle
• Paris
• Milan
• Florence
• Rome
• London

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New York City, New York

• Largest fashion marketing center in the U.S.
• Known for the Seventh Avenue garment district in
  Manhattan
• Permanent showrooms of manufacturers from the
  U.S. and around the world
• Open weekdays year round
• Most of the production jobs have been lost to
  other countries with cheaper labor, but some
  production jobs exist in Chinatown, Queens, and
  Brooklyn.

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New York City, New York (cont.)

• Fashion weeks sponsored by the Council of Fashion
  Designers of America (CFDA)
• Formed corporation called 7th on Sixth, Inc. to
  centralize runway shows
• Shows held in tents in Bryant Park

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Los Angeles, California

• CaliforniaMart is the largest fashion and textile
  facility in the U.S.
• An 82-block garment district includes designers,
  wholesalers, manufacturers, and patternmakers.
• Hosts a fashion week five times a year
• Primarily serves the West coast

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• Atlanta, Georgia
• AmericasMart
• Primarily serves southeast
• Chicago, Illinoisserves central states
• Dallas, Texas
• International Apparel Mart
• Primarily serves central states
• Known for evening, bridal, and western fashion

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• Miami, Florida
• Worlds largest swimwear show
• Wholesale center for the Americas
• Seattle, Washington

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• Paris, France
• Considered the world fashion leader
• Shows attract over 40,000 visitors and 1,100
  exhibitors from 30 countries
• Prêt-à-porter Paris shows twice a year at the
  same times as mass-produced lines but at
  different locations

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• Paris, France (cont.)
• Haute couture businesses are located in city
  fashion houses rather than in commercial
  buildings.
• Haute couture designers must belong to Chambre
  Syndicale. The couturier (or couturiére if
  female) must be recognized as talented and
  successful to become a member.
• Chambre Syndicale The trade association for top
  designers, which is governed by the French
  Department of Industry.

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• Paris, France (Cont.)
• Chambre Syndicale
• Sets qualifications for couture houses and
  requirements for collection showings
• Sponsors a school to educate apprentices
• Represents members in relations with the French
  government
• Coordinates dates of showings

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Paris, France (cont.)

• Louis Vuitton Moët Hennessy (LVMH)
• French luxury goods conglomerate
• Christian Dior SA is the parent company.
• Owns about 50 brands. Examples LaCroix,
  Celine, Givenchy, Donna Karan, Guerlain
  (perfumes), and Sephora (cosmetics)
• Buys and sells brands based on the profit
  potential

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• Alta moda The high fashion industry in Italy.
• Rome is the center for couture.
• Milan is the center for high-quality
  ready-to-wear.
• Florence is known for lower-priced ready-to-wear,
  menswear, childrens wear, and knitwear.
• Main collections are shown in fashion fairs prior
  to the French showings.

ITALY
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GREAT BRITAIN

• London is the major fashion center.
• Bond Street is the creative center.
• Promoted by the British Fashion Council (BFC)
• Fashion week twice a year
• Top ready-to-wear designers belong to a co-op
  association called London Designer Collections.

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Terms associated with fashion design

• Collection The total merchandise in a
  designers or apparel manufacturers seasonal
  presentation, especially for high-priced
  garments.
• Couturier (koo-tour-i-er) A male high fashion
  designer.
• Fashion designer One who creates or adapts
  clothing and accessory designs for manufacturers,
  retailers, or individual clients.

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Terms associated with fashion design (cont.)

• Fashion piracy Stealing design ideas.
• Fashion seasons Distinct retail selling periods
  in fashion marketing.
• Garment district The area in a fashion center
  where most of the apparel companies are located.
• Haute couture (hoat koo-tour) The name for the
  high fashion designer industry of France
  high-fashion, individually designed, original
  garments.

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Terms associated with fashion design (cont.)

• Alta moda The name for the high fashion
  industry in Italy.
• Licensing A legal arrangement granting a
  manufacturer the exclusive right to produce and
  market goods that bear the name of a famous
  person.
• Line A collection of styles offered by a
  manufacturer or designer.
• Prêt-a-porter (prêt-a-por-tay) French term for
  ready-to-wear.

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Terms associated with fashion design (cont.)

• Private label Merchandise developed for a given
  store and displaying that stores label found in
  better, moderate, and budget price market
  categories.
• Ready-to-wear Apparel mass produced in
  factories to standard size measurements.

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Basic types of designers

• Couture
• Stylist One who designs by changing or adapting
  designs of others.
• Makes lower-priced merchandise
• Creations made during the rise stage of the
  fashion cycle
• Primarily designs for manufacturers like The Gap,
  The Limited, and Guess
• Freelance designer An independent designer who
  sells sketches to manufacturers.

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Price market categories of womens apparel

• Designer (Couture)
• Category now almost extinct due to the extremely
  small market
• Original, high-priced fashion custom-made for a
  very few individuals
• One-of-a-kind extreme styles, avante-garde
• Luxurious, expensive fabrics and trims with
  intricate details
• Sold through the designers salon

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Price market categories of womens apparel (cont.)

• Designer (Couture)
• Sell for many thousands of dollars, maybe up to
  50,000 per garment, but do not generate a profit

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Price market categories of womens apparel (cont.)

• Bridge
• Has almost replaced the couture category
• Secondary lines of well-known couture designers
• Have the designers label
• Most expensive ready-to-wear
• Limited editions, small quantities offered for
  sale
• Expensive fabrics with fine details

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Price market categories of womens apparel (cont.)

• Bridge
• Sell for many hundreds of dollars, maybe as much
  as 5,000
• Sold in fashionable dress shops and upscale
  department stores like Neiman Marcus, Saks,
  Nordstroms, and Bergdorf Goodman

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Price market categories of womens apparel (cont.)

• Better
• Have a firm label rather than a designers name.
  Example Jones of New York, Liz Claiborne
• Ready-to-wear produced in larger quantities
• Reasonable prices
• High quality

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Price market categories of womens apparel (cont.)

• Better
• Found in specialty stores and department stores.
  Examples Macys, Marshall Field, and Lord
  Taylor

• .

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Price market categories of womens apparel (cont.)

• Moderate
• Well-known and nationally-advertised brand
  labels. Examples Jantzen, Gap, and Wrangler
• Lesser-known or unknown designers work for the
  manufacturer.
• Many items inspired by designer creations
• Widely available and worn by the majority of
  America

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Price market categories of womens apparel (cont.)

• Moderate
• Medium-priced merchandise
• High volume sales and higher price margins
• Sold primarily through department, chain, or
  specialty stores

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Price market categories of womens apparel (cont.)

• Budget/Discount
• Lowest priced category
• Created by stylists
• Knockoffs Copies of higher-priced items.
• Mass produced in less expensive fabrics with
  fewer details
• Brands such as Gitano, Donkenny, Kathie Lee,
  Arizona jeans, and Cherokee

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Price market categories of womens apparel (cont.)

• Budget/Discount
• Sold in discount stores and low-price chains
• Private labels such as Arizona jeans (J.C.
  Penney), Apostrophe (Sears), and Cherokee
  (Target)