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Fashion Marketing

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Local governments are happy to have organizations promote the fashion industry within particular cities. It brings in tourism and increases the economy. 2. – PowerPoint PPT presentation

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Title: 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.
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