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International Apparel Markets

Explore the world of couture in Paris, Prêt-á-Porter collections in Europe, market shows in major cities, and the dynamics between runway and showroom fashion. Learn about buyer requirements and the essence of market weeks and trade fairs.

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International Apparel Markets

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  1. International Apparel Markets Obj. 4.02 Understand Buyer’s Market

  2. Market • A market is the potential demand for a product. OR • The place, area, or time at which buyers and sellers meet to transact business.

  3. Market Credentials • Most Trade Shows, Apparel Markets and Showrooms require a buyer to present substantial credentials for entry known as: • qualifications of business ownership • Common credentials include: • Gov’t issued ID • Retail license • Wholesale EIN# • Business Credit Card (Each market has specific credential lists & specific registration policies.)

  4. International/Wholesale Markets • International/Domestic wholesale apparel and accessory markets are the means of distributing the manufacturer’s finished products to retail buyers.

  5. Runway Vs. Showroom • Designers make outrageous garments for the runway to present their line. • They also have showrooms with salable merchandise where buyers come to order. • “Shock vs. Stock” is typical of this discrepancy between runways and showrooms.

  6. European Collection Openings • Paris is the world center for couture. • Couture is the term reserved for fashion that is made to order to fit an individual client’s measurements. • The clothes are most luxurious and the most expensive between $5,000 & $50,000 for a single garment. • Reserved for a very small international clientele.

  7. Prét-á-Porter Collections • European designer “Ready-to-Wear” • Most French fashion is mass produced as is with most countries. • Mass production makes fashion less expensive.

  8. Markets • Markets are held in: • Specially built buildings (fairgrounds) • Convention Centers • Hotels

  9. European designer ready-to-wear shows are held twice annually. • Fall collections are held in March and spring collections in September in Milan, Paris, and London. • A buyer needs more than two weeks to see the shows in all three cities. • Designers from other countries show in Paris because they think they get better exposure. Prét-á-Porter

  10. Buyers of “better” merchandise and around 2000 journalist from all over the world visit the individual showings of many designers. • Most buyers see 10 shows daily, from early morning till late at night, taking many notes to remember styles. • They analyze the collections based on their stores needs, place orders at the designer’s showroom or buying offices within the city. Retail Store Buyers

  11. Instead of a fashion show, ready-to-wear collections are shown to buyers in the company showroom. • Many manufacturers now present four or more collections yearly in this manner. • Deliveries are staggered so new merchandise arrives in stores periodically to capture customer interest. Company Showrooms

  12. Market Weeks & Trade Fairs • Manufactures also show and sell fashions and accessories at market weeks or trade fairs. • Markets often coincide with other collection openings or line releases. • Markets in large cities are held first followed by regional markets.

  13. Paris • Paris - French Prét-á-porter shows are not limited to designer collections. Other shows and groups of exhibitors are spread out all over Paris. • Prét-á-Porter Paris (often known as “The Pret) is held at the Porte de Versailles. • Some manufacturers show in hotels or restaurants.

  14. Milan • Milan women’s collections: Milano Collezioni Donna & Modamilanoare held together at the fairgrounds with overflow at hotels. • The National Chamber of Fashion also promotes Italian fashion internationally.

  15. Dusseldorf • Germany’s market fairs are held in 4 cities. • Collections Premieren Dusseldorf (CPD Woman – Man) is Germany’s largest RTW & accessories trade fair. • Bread & Butter (young fashion) is held in Berlin • Vibes4U (Jeans) in Cologne • Ispo(active sportswear) in Munich.

  16. The Salon International de l’ HabillementMasculin (SIHM, men’s & boy’s wear takes place in Paris each January & September. • The Milano CollezioniUomo (Milan men’s designer collections) & the PittiImmagineUomo (men’s wear) takes place in Florence each january and Jun. • Other markets of men’s wear are held in London in January or February and again in August or September. • Many designer collections combine women’s and men’s wear. Men’s Wear

  17. Montreal Fashion Week (MFW) is held in March and September. • NSIA (activewear, footwear, & accessories) are held in Montreal. • Toronto Fashion Weeks featuring designer runway shows are held each March & September. • There are two large shows annually at the Toronto Congress Center, showing women’s wear and footwear. Canada

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