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by: Nella Jaskolski V


Nella Jaskolski V
GPA 3.64

D. Welker

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About this Document

D. Welker
Class Notes
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This 6 page Class Notes was uploaded by Nella Jaskolski V on Tuesday October 13, 2015. The Class Notes belongs to HUEC 2045 at Louisiana State University taught by D. Welker in Fall. Since its upload, it has received 6 views. For similar materials see /class/222437/huec-2045-louisiana-state-university in Ecology at Louisiana State University.




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Date Created: 10/13/15
Exam 1 7 Review Chapters 25 Multiple Choiceamp True False Chapter 2 The Nature of Fashion The Importance of Fashion Clothing communication tool Fashion Business De nition Goal Fashion Marketing Fashion Merchandising Misconceptions about fashion Fashion Industry De nition Terminology of Fashion Style Fashion High Fashion Mass Design Style Number Taste A Classic A Fad A Trend Components of Fashion Silhouette 3 Basic forms Details Texture Color Stages of the fashion cycle 1 Introduction 2 Rise 3 Culmination 4 Decline 5 Obsolescence Lengths of Cycles Time span of a fashion cycle Breaks in Cycles Interruptions in normal ow of fashion cycle The Fashion Runs LongRun Fashion ShortRun Fashions Intangibles of Fashion Group acceptance Principles of Fashion 1 Consumers establish fashions by accepting or rejecting the styles offered 2 Fashions are not based on price 3 Fashions are evolutionary in nature 4 No amount of sales promotion can change the direction in which fashions are moving 5 All fashions end in excess Chapter 3 The Environment of Fashion 4 major environmental factors lMarket Segmentation Target Markets Geographics Demographics Psychographics Behavioral Personal PRIZM amp VALS research firms 2 Economic development amp wellbeing of a country or society Fashion demand depends on a high level of economic development 3 The sociological characteristics of the class structure Leisure time Ethnic in uences Status of women Social amp physical mobility Instant communications 4 The Psychological Environment Boredom Curiosity New Self Assurance Companionship 2 forms reaction to convention I Rebellion against convention characteristic of young people 2 The majority tends to adhere to convention in own group or class or in general Chapter 4 Factors In uencing the Movement of Fashion Accelerating Factors 7 7 factors lWide spread buying power 2 Leisure time 3 More education 4 Improved Women s Status 5 Technological Advances 6 Sales Promotion 7 Seasonal Change Retarding Factors 1 Habit amp Custom 2 Religion 3 Sumptuary Laws 4 Nature of Merchandise 5 Decreased buying power Recession Discretionary income Recurring Fashions Historically as attention to a part of the anatomy reaches a saturation point the fashion spotlight shifts to some other point Styles reoccur suit the times they reappear Anthropologists Similar silhouettes appear in fashion approximately every 100 years Playing the Apparel Fashion Game Rules of the Game 1 Fashion emphasis does not it from one area of the body to another A particular area is emphasized until every bit of excitement has been exhausted At this point fashion turns to another area 2 Only certain parts of the body can been exposed at any given time 3 A fashion can never retreat gradually and in good order Like a dictator it must always expand its aggression or collapse Old fashions never fade away they die suddenly and arbitrarily Predicting the Movement of Fashion Fashion Forecasters l Distinguish current trends 2 Estimate how widespread they are 3 Determine when these fashions will appeal to the rms target market Predicting the Movement of Fashion Identifying trends Sources of data Interpreting In uential Factors Target markets Importance of timing CURRENT EVENTS PROPHETIC STYLES SALES PROMOTION EVENTS Theories of Fashion Adoption 1 DownwardFlow Theory 2 HorizontalFlow Theory 3 UpwardFlow Theory Fashion Followers In uenced by a variety of factors Insecurity about leading the way in fashion Admiration of the leaders Lack of interest in the world of trends Ambivalence or fear towards changing trends Varying rates of response when confronted with new designs Fashion is SelfExpression Individuality vs Conformity Chapter 5 Economic Importance of the Fashion Business Fashion business affected by advances and economic Economic importance of the fashion business Scope of the fashion business Variety and competition Government regulation of business Forms of business ownership Business growth and expansion Birth of a fashion The designer s role The manufacturer s role The retailer s role Four Segments The Primary Level The Secondary Level The Retail Level The Auxiliary Level Antitrust Laws Government Regulations that affect the Fashion Business Product and Labeling Laws Designed to Protect Consumers Forms of Business Ownership Advantages and Disadvantages of Each Form of Business Ownership Business Expansion and Growth Intemal Horizontal Vertical External Mergers and Acquisitions Diversification Franchises Advantages of Franchising Disadvantages of Franchising Licensing A legal agreement between a designer and manufacturer Event manufacturers use licenses to manufacture clothing Advantages of Licensing Manufacturers have a highly recognizable name attached to the merchandise Licensor does not have to endure the risks of production Retailers present a fashion image using the designer name Appealing to consumers through quality amp status Disadvantages of Licensing Ever expanding empire may lose its exclusivity Poor quality products re ect on name of designer or licensor not the licensee Manufacturer also endures the designer s loss of popularity Birth of a Fashion Must study all trends available Be everywhere see everything remain current amp in touch with consumer Fashions start with consumers Common reasons for failure Introduction too early for widespread acceptance Introduction of styles considered too extreme by the general public Introduction of styles with appeal to a limited audience Types of Designers 1 Highfashion or name designers 2 Stylistdesigners 3 Freelancer designers Types of Manufacturers 1 Designer market 2 Bridge market 3 Better market 4 Moderatepriced market 5 Budget market Types of Retailers 1 Fashion leaders Feature newly introduced styles that have onlylimited production amp distribution 2 Traditional retailers Largest in number Feature fashions that capture consumer interests amp are in the late rise or early culmination Buying Cycles Retailers Stay just a step ahead of their target customers Efficient stock available when customers are ready to buy new fashions Avoid being overstocked when interests shift to new fashion


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