Fashion

1. Bangladeshi fashion

2. OBJECTVES: The main objectives of this study are: To know about Fashion To know about history of fashion clothing To know about fashion capitals fashion accessories To know about factors for creating new fashions To know about fashion cycle To know about Evolution and Movement of fashion: Fashion Theories, fashion leaders and followers, fashion forecasting To know about Fashion Business: Fashion Merchandising, Stores, Brands, Retailing To know about Bangladeshi fashion

3. WHAT IS FASHION? • The styles that are accepted and used by a particular group of people at a given time. • It’s what designers create for a select population which later becomes a trend. • To be a Fashion, an item must possess Style: Must be unique and different from the regulars. Change: Fashion must change over time. Acceptance: Must be accepted by a group of people at a given time. Fashion is a current trend. It refers to the styles in Clothes, Cosmetics, Foot Wear, Lifestyle, Behaviour. Fashion is like a train, It will come and go…..if you like it, go with it…..otherwise wait for the next one!

4. History of Fashion Clothes The Victorian Era (1837–1901) • Dresses were the social standard for women • Dresses had a conservative cut • Corsets were always worn • Crinolines were used • Dresses generally had many frills and ruffles • Dresses were always long

5. History of Fashion Clothes (Cont…..) The Twenties • Women liberated themselves by cutting their hair and no longer wearing Victorian clothing • Hemlines were shortened dramatically • Corsets and crinolines were abandoned • Dresses were flowing and comfortable • Black became a common color in clothing; it was no longer used solely for mourning purposes • Social standards for clothing weren’t as tight • The Flapper (1920 American silent comedy film, Starring Olive Thomas), with her bobbed hair and short skirts, became a 20s style icon

6. History of Fashion Clothes (Cont…..) 1940’s and 1950’s • Because of rationing, women’s clothes had to have less fabric during World War II • This led to short, skirts jackets • Sheath dresses replaced flowing ones • Women rarely wore pants during these decades.

7. History of Fashion Clothes (Cont…..) The 1960’s • The shorter skirts from the 1940s and 1950s stayed • Clothes came in brighter colors • In 1966, Mary Quant came up with the idea of the miniskirt • Pants become commonplace for women • The mod and hippie subcultures emerged • Twiggy (Lesley Lawson) become a fashion icon • Hippie style – liberal fashion with influence from the east, using bright colors, peasant embroidery, cheesecloth, and safari jackets.

8. History of Fashion Clothes (Cont…..) The 1970’s • Influence of disco, punk, and feminist movement included: torn clothing, pant suits for women, and influence of white, neon and after- glow.

9. History of Fashion Clothes (Cont…..) The 1980’s • 1980s fashion tended to be rebellious, colorful, and crazy • People used fashion to express themselves • Clothes often did not match • No conservative fashion here! • Leggings, legwarmers, and anything brightly colored was in style • Lots of glitz! • Business casual with the power look and health conscious. High price not linked to high fashion and more use of easy to care synthetic fibers.

10. History of Fashion Clothes (Cont…..) The 1990’s • 1990s fashion was more subtle than 1980s fashion • It was more minimal (not as much glitz) • Oversized t-shirts and sweatshirts, overalls, wind pants, straight-leg jeans, and baggy jeans were popular • In US dress-down leads the way to informality, comfort and athletic look override business attire. Grunge – a style started by youth culture. Messy, uncombed, not too much effort.

11. History of Fashion Clothes (Cont…..) Modern Fashion • Uggs, layering, printed clothes, leggings, Bermuda shorts, and ripped jeans are popular • It has components from many decades: leggings from the 1980s, Bermuda shorts from the 1960s, and printed clothes from the 1960s • “Green fashion” (clothes made from organic materials) has also seen an emergence • Free-spirited: Bohemian Chic and Hipster - mixed different styles from punk, grunge, hippie, hipsters using large sunglasses, flowing skirts, boots and loose jumpers.

12. HOW APPAREL FASHIONS ARE CREATED? By Using Special Materials By Modifying Construction By Modifying Color Using different color Changing pattern Using Special Fabric Using diverse printing By changing positioning of parts Using Special Trims Using stripe and check in different way Using Special Sewing Thread By changing the way of cutting

13. Top Fashion Cities of World 2012 Rank City 2011 Rank 2011 to 2012 Change 1 London, England 1 0 2 New York, U.S. 2 0 3 Barcelona, Spain 7 +4 4 Paris, France 3 -1 5 Madrid, Spain 12 +7 6 Rome, Italy 13 +7 7 Sao Paulo, Brazil 25 18 8 Milan, Italy 4 -4 9 Los Angeles, U.S. 5 -4 10 Berlin, Germany 10 0

14. FASHION ACCESSORIES A fashion accessory is an item which is used to contribute, in a secondary manner, to the wearer's outfit. The term came into use in the 19th century. Accessories are often used to complete an outfit and are chosen to specifically complement the wearer's look. Fashion Accessories Live accessories Flowers, in bouquets and other forms, have long been used as living fashion accessories. In addition, small pets, including toy dogs, birds, lizards, snakes, and chirping crickets have been worn or carried as fashion accessories. Talking parrots are widely recognized as part of a pirate outfit. In addition, beautiful women companions of rich and powerful men have often been characterized as "arm charms" or "arm candy", and small children have been called the ultimate luxury fashion accessory. Carried Worn purses and handbags, hand fans, umbrellas, canes, and ceremonial swords, Smart phones, Portable music player etc. boots and shoes, ties, hats, belts, gloves, muffs, jewelry, watches, shawls, socks, and stockings etc.

15. Fashion Cycle • A period of time or life span during which the fashion exists, moving through the five stages from introduction through obsolescence • All styles that come into fashion rotate through the fashion cycle. • Fashion acceptance can be illustrated using a bell-shaped curve

16. Fashion Cycle (Cont....) Introduction: • The first stage of the fashion cycle when new styles, colors, textures, and fabrics are introduced. • The new style may be accepted by a small number of people called fashion leaders. • Promotional activities include fashion shows and advertising in high fashion magazines. • Fashions are produced in small quantities at high prices. • Retail buyers purchase limited numbers to see if the style will be accepted.

17. Fashion Cycle (Cont....) Rise • The second stage of the fashion cycle when consumer interest grows and the fashion becomes more readily accepted by consumers. • Mass production brings down the price of the fashion, which results in more sales. • Styles are manufactured in less expensive materials and in lower quality construction than the original style. • Promotional efforts are increased in high fashion magazines to heighten consumer awareness. • Retail buyers order items in quantity.

18. Fashion Cycle (Cont....) Peak (Culmination stage) • The third stage of the fashion cycle during which a style is at its height of popularity. • The fashion is demanded by almost everyone because it is now within the price range of most consumers and is mass produced in many variations. • Each retailer tries to persuade customers that its version of the style is the best.

19. Fashion Cycle (Cont....) Long-run fashions: • Styles that take a long time to complete the fashion cycle. • Classics, basics, and/or staple fashions • Slow introduction, long peak, slow decline Short-run fashions: • Styles that are popular for a brief period of time. • Fads, usually lasting only one season • Accepted and rejected quickly • Teenagers’ fashions change the fastest and have the most trends. • Styles are easy for the manufacturer to produce and are relatively inexpensive to the consumer.

20. Fashion Cycle (Cont....) Decline • The fourth stage of the fashion cycle when the market is saturated and popularity decreases. • The fashion is overused and becomes dull and boring. • As the fashion decreases in popularity, retailers mark down their prices. • Promotions center around major clearance or closeout sales of the fashion.

21. Fashion Cycle (Cont....) Obsolescence • The fifth stage of the fashion cycle when the style is rejected, is undesirable at any price, is no longer worn, and is no longer produced.

22. Fashion Cycle (Cont....) Classic • Some styles never become complete obsolete, but interest remain more or less accepted for an extended period. • Jeans, A-line kurtha, polo shirt, loafers and sari is a very good example for classic fashion. Fads • Short lived fashion is called fad. • They lack the design strength to hold consumers attention for a long time. Cycles within cycles • Design elements such as color, texture, silhouette may change even though the style itself remains popular. • Jeans is a good example (skin fit, boot cut, low waist, high waist, different washes, torn jeans)

23. Fashion Leaders and Followers Fashion leaders • Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends. • The first to purchase new styles • Desire distinctiveness and uniqueness • May be innovators and/or influencers. • Royal families, first families, movie stars, television personalities, athletes, singers, musicians Fashion followers • Those who accept and wear a fashion only after it becomes acceptable to the majority.

24. Fashion Theories (Cont....) Trickle-down theory Trickle-up theory Trickle-across theory

25. Tricle Down Theory • Trickle-down theory (Downward flow theory): The assumption that fashion trends start among the upper class or fashion leaders and move down to the masses or fashion followers. • It is based on the traditional process of copying and adapting trendsetting fashion from Paris, London, New York designers. • World’s oldest and most accepted fashion theory described by Veblen in 1899 and Simmel in1904 • Asserts that fashions are accepted by people of lower socioeconomic income levels only after they have been worn by people of upper socioeconomic income levels • These styles are seen on high-fashion runways. • Jackie Kennedy’s pillbox hat, Barbara Bush’s pearls, Nancy Reagan’s red, Hillary Clinton’s pantsuits in the office

26. Tricle Up Theory • Trickle-up theory (Upward flow theory)/ Bubble-up pattern: The assumption that fashion trends start among the young or lower income groups and move upward to older or higher income groups. • In this theory the innovation is initiated from street, so to speak and adopted from lower income groups. The innovation eventually flows to upper income groups. • Style originates with the lower class and gains approval by upper class or the fashion elite. The popular examples of Trickle Up theory: • Following World War –II the young discovered Army/Navy surplus stores and began to wear pea jackets and khaki pants. • Another category of clothing, the Tee Shirt initially worn by laborers as a functional and practical undergarment has since been adopted universally as a casual outer garments. • Ripped jeans, leather jackets are also popular example of Trickle Up theory.

27. Tricke Across Theory • Members of each social group look at the leaders of their own group for fashion trends. • Described by Robinson in 1958, King in Blumer in 1969 • A leader within each class influences peers or a leader of one group affects the other group members. • Example: Designer fashions are copied quickly for mass production, providing similar styles at most price ranges. However, they don’t become popular until the fashion leaders of each group have accepted them. and

28. Fashion Marketing • Fashions as we know it, developed in Europe during the renaissance period in the 1500's. Textiles and clothing changed slowly until the industrial revolution, which began in England in the 1700's • The industrial revolution caused a switch from handmade garments to mass- produced ready-to-wear clothes. Three factors contributed to this change Mechanized textile mills were able to make fabrics of better quality in less time. Sewing machines were invented Techniques in mass distribution, advertising, and retail selling were developed and refined.

29. Fashion Marketing • High fashion couture clothes are very fashionable and expensive. Couture design firms serve the small but influential high-priced market. • High Fashions began in Paris, France. Paris has been the international cultural center for hundreds of years. Early designers from over the world went to Paris for their designs. • World War II stopped European exports to the United States, and that helped the U.S. Designers. After WWII America became recognized as a fashion center. Hollywood became a vehicle for spreading fashion ideas throughout the country and world. • Courtiers have branched out to make more money • Several couturiers add to their income by selling patterns of some of their creations to commercial pattern companies Designer patterns: can be seen in designer catalogs at fabric stores where the patterns are sold.

30. Fashion Marketing • Successful couture designers and fashion houses create collections which are all of their designs for a specific season. Designers and fashion houses will show their collections twice a year at two major showings. One in July for fall+winter fashions. One in January for spring+summer fashions. The showings are glitzy runway extravaganzas. They show 50-100 outfits by each designer. At the end of the show, the designer makes a traditional walk down the runway. • The audiences at a show is made up of wealthy private customers, press representatives, and commercial buyers. • Couturiers create small shops at or near the fashion house, or in fashionable areas of other cities. They feature accessories designed by the couturier, or a member of the staff. It bears the designers label.

31. Fashion Marketing Franchises: Franchises are arrangements in which the firm such as a couturier, provides retailers with a famous name and merchandise. In return, the couturier receives a certain amount of money. Franchise owners do not work for the couturier directly, they have been granted the right to use the designers name and trademark to market the goods. Licensing: Licensing is an arrangement whereby manufacturers are given exclusive rights to produce and market goods that bear a famous name as a stamp of approval. In return, the person or firm whose name is used receives a percentage of wholesale sales. Licensing is usually where top designers make money.

32. Retailing systems for fashion apparel • Apparel outlets: Stores owned by apparel producers that sell seconds and over-runs to the public at low prices. • Factory outlets: Store owned by a manufacturer who sells company products to the public at reduced prices. • Indirect Selling: Non-personal promotion aimed at a large general audience • Markup: Monetary amount added to the cost (billed price) of goods to create the retail selling price. • Markdowns: Retail price reduction that is made in hopes of selling certain merchandise, but which lowers profits • Loss Leaders: Item priced so low that the retail outlet makes little or no profit on it but uses it to attract shoppers into the store.

33. Retailing systems for fashion apparel • Department Stores: Retail establishments that offer large varieties of many types of merchandise placed in appropriate departments. Almost all clothing and household needs are sold in a wide variety of colors, sizes, and styles. • Branch Stores: When a well established department store opens a store in another location, the new one is called a branch. It operates from the original flagship store • Chain Stores: A chain is a group of stores owned, managed, and controlled by a central office. All of a company’s chain stores look alike. No store is considered to be the main store.

34. Retailing systems for fashion apparel • Discount Stores: Sell clothing and other merchandise in large, simple buildings with low overhead. Large amounts of garments are sold on racks and shelves. Some items are well-known brands, others are private-label brands. • Specialty Stores: Might handle only apparel, or they might specialize even further into a specific kind of apparel. Examples are maternity shops, Shoe stores, bridal boutiques and children apparel stores. Specialty stores have fewer products, and therefore must charge a higher price than other stores. • Mail Order Houses: Sell to consumers through catalogs. They offer shopping at home for customers who cannot, or prefer not to go out.

35. Promotion of fashion apparel • Advertising: Advertising is a paid promotional message by an identified sponsor. It appears in such media as newspapers, magazines, television, and radio. Locally, retail stores will use the newspaper, and perhaps the radio to advertise. Nationally, retailers will use more expensive magazine ads, and national television • Publicity: Publicity is free promotion. It includes any non-paid messages to the public about a company’s merchandise, activities, or services. Some businesses will hold press conferences to promote their products or services • Visual Merchandising: Presenting goods in an attractive and understandable manner. Displays and exhibits are ways that clothing items are visually promoted. High profile shopping bags are used by department stores as promotional tools. Stores will have special events, and have models display merchandise. • Video Merchandising: Uses videos in retail stores to show new fashion trends, promote merchandise, and build customer traffic. Videos are set up in retail store departments near the merchandise they are showing. They attract the attention of passing customers with sound and movement. The video’s use soft-sell techniques like flashing a logo, or having the name of the manufacturer in the background.

36. Fashion Merchandising • Fashion merchandising is where fashion and business meet. Fashion merchandising involves marketing fashions to various retail stores, boutiques and wholesalers. • The mission of a fashion merchandiser includes connecting different fashions to consumers and anticipating what your clients will be interested in.

37. Responsibilities of a Fashion Merchandiser Since the merchandise must appeal to people (or a specific target group), their job may include • Attending fashion shows and events around the world • Purchasing fashions • Negotiating with suppliers and retail outlets • Advertising and marketing the latest fashion finds and even creating store displays. • Doing whatever is necessary to get the goods out there for everyone to see and, ideally, want to have.

38. Attributes of a Fashion Merchandiser • Must be able to foresee the fashion trend • Must have sound knowledge about fashion terms • Must be able to analyze the fashion market • Must have vast knowledge about fashion promotion • Besides a fashion merchandiser should possess all the attributes of a general merchandiser

39. Fashion Forecasting • Foreseeing fashion trends and predicting those trends early enough to allow time for production to meet the consumer demand. • Because of the time required for textile design and development, the textile segment leads in recognizing fashion directions. • Textile designers work at least 18 months ahead of the schedule for products to hit the market.

40. Who are involved in fashion forecasting? Fashion Staffs employed by textile producers Highly skilled consultants working for fashion services Retail store owner/ manager Fashion Forecasting Highly skilled consultants working for color services Fashion Merchandis er

41. Fashion Services • Resources for fashion reporting, forecasting, and consulting that are available for a fee or by subscription. Provide market research, feasibility studies, collection reports, forecasting, consulting, slides, garments on loan, and/or original designs. Examples of some fashion services 1. Doneger Creative Services Web Address 2. Promostyl Web Address 3. ESP Trendlab Web Address 4. Carlin International Web Address

42. Color Services Fashion and Textile industry professionals who meet twice a year to pool their knowledge of color cycles and preferences and to project color trend for the future. Yarn colors or swatches are sent to designers and merchandisers to plan their color stories and purchase fabrics. Examples of some color services 1. Association Internationale de la Couleur Web Address 4. The Color Marketing Group Web Address 5. Huepoint Web Address 2. Pantone, Inc. Web Address 6. Color Portfolio, Inc. Web Address 3. International Color Authority Web Address

43. Activities in fashion forecasting 1. Making and reporting predictions based on logic, market research, and instinct 2. Coordinating information gathered from fiber, yarn, and apparel companies, and textile shows worldwide 3. Analyzing the fashion press, visiting the world’s fashion centers, and observing fashion leaders 4. Conducting marketing research • Consumer research • Market research • Sales research

44. Marketing Research

45. Top Ten Fashion Brands of World Emporio Armani was formed in 1975 in Italy and is primarily known for its clean and tailored menswear line. The Italian fashion empire has since grown to include even belts, bags, fragrances, knitwear, jackets and even sunglasses. Celebrities like Megan Fox, Rihanna and Cristiano Ronaldo all swear by the Armani brand and act as its endorsers. Annual turnover of the company amounts to $1.6 billion. Armani himself has a net worth of over $7 billion. Christian Dior established his fashion house way back in 1946, just after the Second World War had ended. Though it encountered controversy in the beginning, Dior’s New Look eventually revolutionized women’s clothing and helped establish Paris as a fashion center. The French brand is well known for its accessories and fragrances. Hollywood actress Mila Kunis is the endorser of Dior’s line of female perfume.

46. Top Ten Fashion Brands of World The House of Gucci was built in 1921 by the Italian fashion designer Guccio Gucci. Known for its wide influence in the fashion world and its trendsetting ways, Gucci is almost synonymous to leather goods and accessories. It has earned billions of revenues over the years and operates almost 300 stores worldwide.. The Versace fashion company was only established in 1978, but the Italian grandeur that Gianni Versace showcased brought the brand instant popularity. The brand has lines in luxury clothes, accessories, cosmetics and home furnishings. Its shops are spread all over the world, with focus on fashion centers like New York City and Milan. The appeal of Versace transcends generations.

47. Top Ten Fashion Brands of World When one speaks of high fashion and ready to wear clothes, accessories and luxury goods, the brand of Chanel would immediately come to mind. The House of Chanel was established in 1909. Will always be remembered for its perfume No. 5, the classic Chanel suit, and the versatile little black dress. With Karl Lagerfeld now its chief designer, Chanel has managed to maintain its glory, earning almost $300 million a year. Who does not know Victoria’s Secret? Since being established in 1977, women have loved the brand for its lingerie, sleep attire, swimming outfits and beauty products. Men, on the other hand, simply love the fashion show that the brand puts up every year.

48. Top Ten Fashion Brands of World A real American brand, Calvin Klein was founded in 1968 and designs everything from top-of-the-line clothing and sporty outfits to denims and underwear. Calvin Klein is also known for its home collection, like towels and beddings, and lifestyle items, like perfumes, watches and jewelries. Dutch supermodel Lara Stone serves as one of the faces of the fashion brand. Prada is one of the more popular brands in the fashion world. Established in 1913 by the Italian fashion designer Mario Prada, the brand is well known for its ready to wear clothes, leather accessories, shoes, luggage and even hats for both men and women. Its brand name shot into the public’s consciousness in 2006 when Hollywood released a movie entitled The Devil Wears Prada. The movie was received well by the public and even earned an Academy Award nomination for its lead star, Meryl Streep. Known for its stylishly simple yet sophisticated designs, Prada last year recorded a revenue of over $2 billion.

49. Dolce & Gabbana was established in 1985 by Italian fashion designers Domenico Dolce and Stefano Gabbana. They shot to fame in the 1990s after both their women’s and men’s perfume won awards for most feminine flavor of the year in 1996 and best male perfume in 1996. The brand is well known for its clothing line, footwear, bags, eyewear and watches. Founded in 1924 by the German fashion designer Hugo Boss, the brand has a presence in 110 countries spread over a thousand stores. Hugo Boss is known for its high fashion clothing, accessories and footwear. It has recorded revenues of over a billion dollars.

50. Top Ten Fashion Magazines of the World Cosmopolitan Marie Claire Elle Vogue Harper's BAZAAR InStyle Glamour Lucky Allure W