Fashion Marketing

1
Chapter 4
Fashion Centers
Design and Buying Centers
Global Impact of Fashion
2
Chapter Objectives

• Describe a fashion design center.
• Define a buying center.
• Explain how design and buying centers impact
  local economies.
• Identify the most important design centers.
• Explain the importance of global sourcing in the
  fashion industry.
• Describe how cultural influences affect
  mainstream fashion.

3
What Is a Design Center?

• A thriving design center can make a city
  important in the fashion world.

design center a district in a city where
fashion design and production firms are clustered
together
Design centers host important fashion shows
during fashion weeks.
fashion weeks periods during each year when
fashion designers present new designs or
collections
Section 4.1
4
International Design Centers

• Major design centers include

• Paris
• New York
• Milan

• London
• Tokyo

Section 4.1
5
International Design Centers

• Since the 1700s, the city of Paris has been
  synonymous with haute couture and has been the
  home to couturiers.

haute couture French term for high fashion,
which is expensive, trend-setting, custom-made
apparel
couturiers professional fashion designers,
involved in designing, making, and selling high
fashion
Coco Chanel and Yves St. Laurent are examples of
couturiers.
Section 4.1
6
International Design Centers

• Atla moda, the Italian term for high
• fashion, is centered in the city of Rome.
• Designers in Milan concentrate
• primarily on ready-to-wear garments.
• Italian fashion is known for its beautiful
  fabrics and sophisticated prints.

Section 4.1
7
International Design Centers

• New York City is considered to be
• the center of U.S. fashion.
• Almost two-thirds of U.S fashion
• manufacturing is located in New York.
• New York designers present their creations during
  designated fashion weeks.

Section 4.1
8
International Design Centers

• London was originally noted for
• classic business suits.
• London fashion now focuses on
• high-quality, ready-to-wear garments.
• There are about ten design centers throughout the
  United Kingdom.

Section 4.1
9
International Design Centers

• Tokyo has quickly become one
• of the leading fashion design centers.
• Fashion companies in Tokyo not only
• produce Japanese designs but also have licenses
  to produce European and American apparel products.

Section 4.1
10
U.S. Design Centers

• Important design centers in the U.S. include

• New York City, New York
• Los Angeles, California
• Dallas, Texas
• Miami, Florida

Section 4.1
11
What Is a Buying Center?

• Buying centers are concentrated in geographic
  areas where manufacturers promote their newest
  lines or a group of styles and designs.

buying centers a central district in a city
where fashion businesses sell products to retail
buyers
Section 4.1
12
The Importance of Buying Centers
What Is a Buying Center?
Out-of-town apparelbuyers generate millionsof
dollars for the localeconomy.
Section 4.1
12
13
U.S. Buying Centers

• The apparel industry designates particular market
  weeks to present different components of fashion
  products.

market weeks the major times scheduled by
fashion producers to show fashions to buyers
Section 4.1
14
U.S. Buying Centers

• New Yorks Garment District is the
• primary buying center in the country.
• Many retailers avoid New York and
• use regional buying centers in cities such as
• Los Angeles, Dallas, Chicago, Atlanta, or Miami.

Section 4.1
15
U.S. Buying Centers

• A larger regional center may have several
  building clusters, or marts.

mart a building that houses thousands of
showrooms for a specific merchandise category
Different marts may be devoted to specific
apparel or accessory groups. (Ex prom/evening
wear, handbags, etc.)
Section 4.1
16
Heart of the Fashion Industry

• Design centers and buying centers represent the
  heart of the fashion industry.
• Design centers represent the centers of
  creativity.
• Buying centers represent the centers of commerce.

Section 4.1
17
Global Sourcing and Production

• To reduce costs and maximize profits, many
  textile and apparel manufacturers have begun
  global sourcing.

global sourcing the identifying and
negotiating of supply chains in numerous world
locations
Section 4.2
18
How Fashion Travels
The global chain of production must remain
flexible to enable producers to respond to the
latest fashion trends.
Globalization
Need to reduce costs
Time-to-market concerns
Product lead times



Section 4.2
18
19
Culture and Fashion see Page 80

• The influence of culture or ethnicity cycles in
  and out of fashion.

culture the system of shared beliefs, values,
customs, behaviors, and artifacts attributed to
members of a specific society
Some ethnic styles become classic, or standard.
Section 4.2
20
Main Points
4.1

• What are three of the most important
  international design centers?
• New York, Paris, Milan, London, Tokyo
• What is the difference between a fashion design
  center and a buying center?
• Fashion design center is where the creative
  functions of design and production happen. A
  buying center is a where fashion businesses sell
  products to retail buyers.
• How do fashion design centers and buying centers
  benefit the cities in which they are located?
• Stimulate the economy and increase revenue to a
  city through other businesses

A.
B.
C.
Section 4.1
21
Checking Concepts

1. Describe the concept of fashion weeks hosted by
   design centers.

1. Explain how local governments support design
   centers.

continued
22
Checking Concepts

1. What do we call the geographic areas where
   manufacturers promote and sell their newest
   lines?

1. Name some businesses besides fashion businesses
   that benefit from design and buying centers.

continued
23
Checking Concepts

• Identify the major design centers of the world.

• Identify the major buying centers of the United
  States.

.
24
Checking Concepts
Critical Thinking

• 7. Identify a culture that has significantly
  influenced fashion of the last two years and give
  examples of items of apparel.