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Fashion Products and Planning

Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

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Page 1: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Fashion Products and Planning

Page 2: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Objectives

What are fashion products? What are trade associations? What are trade publications and fashion

magazines? What are the aspects of product planning?

Page 3: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Why Important?

To understand and market fashion, it is important to know what and how fashion products are planned.

Page 4: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

What are fashion products?

Fashion products include goods that are produced and services that are performed.

The fashion industry is comprised of many businesses that create fashion products.

Page 5: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Fashion Products

Fashion goods – (goods) are tangible items that are made, manufactured, or grown. Includes apparel, textiles, accessories, and

other fashion products, from cosmetics and perfumes to furniture and cell phones.

Ex. The goods made by manufacturers include the textiles created from raw materials, the fabrics to make garments, and the finished garments sold in retail stores.

Page 6: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Fashion Products

Fashion Services – (services) are intangible things that people do, such as tasks performed for customers.Fashion services are provided by producers,

retailers, cosmeticians, stylists, and other individuals who bring fashion to consumers.

Page 7: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Variety of Services

People in all segments of the fashion market – primary, secondary, or tertiary markets offer services.

Examples:

1. Marketing specialists in each segment can provide current information concerning market trends and new products.

Page 8: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Variety of Services

Examples cont:2. People involved in sales and service

target fashion products on the right buyers.3. Sales associates in the design segment

provide information to production people.4. The production sales staff works with

retail buyers who stock the right goods in their stores.

Page 9: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Other Services

Fashion show production such as fashion week presentations and advertising assistance.

Retail services might include providing credit, personal shopping, and gift wrapping services.

All segments of the fashion industry offer some form of service to attract and keep customers.

Page 10: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

The Fashion Trade

A dominant segment of the fashion industry, the garment industry is sometimes called

Rag trade – a slang term meaning the “the garment industry.”

The rag trade has its own trade associations.

Page 11: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

What are trade associations?

Trade association – a nonprofit organization that provides services to specific groups who develop, make, and sell products within an industry. Sets standards and provides a means of

communication among its members. EX. – the American Apparel and Footwear

Association (AAFA) stays informed about current legislation relating to imports and exports, focusing on taxes, labor, and environmental issues.

Page 12: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Types of Trade Associations

American Fiber Manufacturers Association – fiber production

American Yarn Spinners Association – yarn production American Textile Manufacturers Institute – fabric

manufacturing American Association of Textile Chemists and Colorists

– fabric finishing Council of Fashion Designers of America – apparel

designing American Apparel and Footwear Association – apparel

manufacturing and sales National Retail Federation – retail activities

Page 13: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

The Fashion Group

Fashion Group International, Inc. – is a trade association representing all segments of the fashion industry. Membership consists of women and men who

are successful in the fashion business.Members work as fashion designers,

magazine editors, retail executives, and other fashion professionals.

Page 14: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

The Fashion Group (cont.)

The group provides a forum for its members to share information and resources about career opportunities and ideas concerning the fashion industry.

Headquarters located in New York City. Los Angeles and Chicago have regional

chapters. Fashion Group chapters are located in key

fashion cities around the world.

Page 15: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

What is the goal of all trade associations?

To help members succeed by improving their segment of the fashion industry.

Page 16: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Trade Publications

Trade publication – a magazine, newspaper, book, or journal offering a variety of information to a certain industry or segment of an industry. Also types of fashion products, though they are NOT

always sold commercially. Provide companies with information they can use to

develop new products. Focus on trends and report on new developments in

the textile, apparel-production, and retail industries.

Page 17: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Women’s Wear Daily

Major American fashion trade publication Published five days a week; each day dedicated

to different features concerning fashion trends, designs, and manufacturing information.

Lists schedules for fashion events such as designer and fashion week shows.

Reports important business and financial news regarding the women’s apparel trade.

Page 18: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Fashion Magazines

Individuals in the fashion industry read trade publications for current information on fashion products, but the public gets most fashion news from magazines, which are also fashion products.

Fashion magazine – a consumer magazine sold commercially, featuring articles, illustrations, and advertisements with an international emphasis.

Page 19: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Fashion Product Planning and Product Mix

The planning process includes developing a product mix and product assortment that will satisfy the needs and wants of the market.

Product mix – the total selection of goods and services that a company makes or sells. Manufacturers offer different lines of products and

services.

Page 20: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Product Assortments

Product assortment – the range of items or merchandise within categories that a company sells.Assortment breadth – number of different

items offered within a classification of products.

Assortment depth – consists of a large quantity of the goods offered.

Page 21: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Pop Quiz!

Which are two examples of fashion goods?

A) textiles and apparel

B) accessories and tailoring

C) manufacturing and home furnishings

D) design and manufacturing

Page 22: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Which are two examples of fashion services?

A) marketing and coats

B) hairstyling and tailoring

C) home furnishings and distribution

D) manufacturing and buttons

Page 23: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

Rag trade refers to _____.

A) the distribution of leftover materials B) a publication designed for a certain

industry C) slang for Women's Wear Daily D) the garment industry

Page 24: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

The Council of Fashion Designers of America is an example of a _____.

A) government council

B) trade association

C) trade publication

D) market research firm

Page 25: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

What is the audience for a fashion publication?

A) people working in a specific industry

B) young teens

C) the general public

D) students of fashion design

Page 26: Fashion Products and Planning. Objectives What are fashion products? What are trade associations? What are trade publications and fashion magazines? What

What is the main American fashion trade publication?

A) Vogue

B) Lucire

C) Women's Wear Daily

D) GQ (Gentlemen's Quarterly)