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Birth of a Fashion

Birth of a Fashion. Birth of a Fashion. All fashion begins and ends with the consumer Satisfying the consumer demand is the industry’s main concern 2/3 of all new designs fail each season Reasons for failure: -Introduction too early for acceptance -Too extreme for the general public

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Birth of a Fashion

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  1. Birth of a Fashion

  2. Birth of a Fashion • All fashion begins and ends with the consumer • Satisfying the consumer demand is the industry’s main concern • 2/3 of all new designs fail each season • Reasons for failure: -Introduction too early for acceptance -Too extreme for the general public -Styles appeal to a limited audience

  3. 6 “Rights” of a Successful Line • Right Place • Right Time • Right Merchandise • Right Quantity • Right Promotion • Right Customer

  4. Product Development KEY TERMS • The “line” – entire season’s production from the manufacturer • The “collection” – an expensive line • Knockoffs – line for line copies of an item (most of the fashion industry) • Counterfeits – illegal copy using a trademark

  5. Six Seasonal Lines Line When Shown Fall 1 February Fall 2 Early April Resort July/August Holiday July/August Spring September Summer November/Dec.

  6. Designers • High Fashion – “name designers” These designers have established an image. Many have become icons and superstars. (Creative Director) • Stylist – designers – work for the manufacturers and adapt their designs for the name designers. May design on numerous different levels based on the status of the company (Creative Director) • Freelance Designers – Work for themselves and sell their ideas/designs to others

  7. Product Development • Planning a line • Creating a design concept • Developing the designs • Planning production • Production • Distribution

  8. Stage 1Planning the Line • Designers and the merchandisers research the trends, colors, fabrics, etc. • What was successful last year, what failed? • Image of the company • Budgets are set and advertising planned

  9. Stage 2Creating the Design Concept • Designs are sketched, draped or created with CAD • Themes are created • Company executives, designers, etc review the designs • Many designs are discarded • Profitability is key

  10. Stage 3Developing Designs • Create samples of the designs most likely to succeed (sample hand) • Costing and fabrication are studied • CAD – gives the designers the freedom to explore and manipulate the designs • Linked to CAM (computer aided manufacturing); sent to suppliers and contractors all over the world

  11. Stage 4Plan Production • Purchase fabrics • Create exact costs • Additional samples are made for shows • Retailers attend fashion shows; place orders • Production contracts are finalized

  12. Stage 4Product Development

  13. Stage 5Production • Cutting -grading the patterns/markers -fabric is cut based on part of garment • Sewing • Finishing – labels; buttons; washing • Inspection

  14. Stage 6Distribution • Sales ticket and bar codes • Packaging • Shipping

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