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Leaders of FashionUnit 3
Fashion designers produce new and different styles because needs and wants of consumers change
•Designers are everywhere and they design everything – fashions, furnishings housewares
• Ex. Ralph Lauren paint Liz Claiborne sheets
•Designers must be able to produce a design at a profit.
1.Consider the availability and cost of materials.
2.Consider the image of the designer’s firm.
3.Consider production and labor costs.
•TYPES OF DESIGNERS
• High Fashion designer
• Stylist designer
• Freelance Artist designer
https://youtu.be/fql9Horoffo
Freelance Artist designer- sells his/her sketches
to manufacturers. They may be original sketchers
or adaptations.
Stylist designer – uses his/her talent to adapt or
change the successful designs of others, usually at
lower prices than the originals.
•WHERE DOES THE DESIGNER GET IDEAS AND INSPIRATIONS FOR NEW FASHIONS?
1.Television and film2.Art shows3.World happenings4.Theatre
5.Music
6.Dance
7.World travels8.Past fashions
TYPES OF MANUFACTURERS
1.Better market
2.Moderate – priced market
3.Budget market
Better Market Manufacturer
produce innovative high-fashion apparel.
Moderate-Priced Market Manufacturer
sometimes produces originals but usually
produces adaptations of styles that have survived
the introduction stage and are in the rise stage of
fashion cycle
Budget-Market Manufacturer
makes no attempt to offer new or unusual styles.
They mass produce adaptations of styles already
accepted.
Manufacturers are committed to
producing several new lines a year
Line –
an assortment of new designs offered by
manufacturers to their customers, usually on a
seasonal basis.
Manufacturers hope their designs will prove to be
“hot”! When such designs are reordered
frequently, they are known as FORDS in the
industry.
FORDS – styles that are widely copied
at a variety of price lines
TYPES OF RETAILERS
1.Fashion Leaders
2.Traditional Retailers
3.Mass Merchants
•FASHION LEADERS – sell newly introduced styles
in limited quantities that are usually expensive.
• Ex. Bonwitt Teller, Bergdof Goodman,
I. Magnin & Co.
Traditional Retailers – sell fashions that are in late
rise or early culmination stage that are widely
produced and offered at moderate prices.
• Ex. Macys
THEORIES OF FASHION ADOPTION
• Downward Flow Theory
• Horizontal Flow Theory
• Upward Flow Theory
1.Downward Flow Theory (trickle-down theory) –
maintains that to be identified as a true fashion, a
style must first be adopted by the people at the top
of society then gradually accepted at lower social
levels.
•Upper class will reject fashion once it has
flowed to a lower social level.
•Horizontal Flow Theory (mass market theory) –
maintains that fashions move horizontally between
groups on a similar social levels rather than
vertically from one level to another.
•TV and ads expose new styles to the fashion
leaders of all social groups at approximately the
same time.
Merchants must watch their own
customers (rather than the very wealthy)
looking for fashion innovators and
fashion influentials to determine where
fashions are headed.
•Fashion Innovator – a person
first to try out a new style.
Fashion Influential – a person whose
advice is sought by associates.
Upward Flow Theory
maintains that the young particularly those of low
income families are quicker than any other social
group to create or adopt new and different
fashions; then it moves upward into higher-
income groups.
• 1950’s young people discovered Army/ Navy surplus stores
• 1960’s Hell’s Angels introduced the fashion world to black leather
• 1970’s Peasant look from teenagers
•
•1990’s TOMMY HILFIGER
Young people can exert considerable
influence on fashion styling
• 1980’s worn denim, metal,
leather, bangles from rock
and roll youth.
1.Royalty
2.The Rich
3.The Famous
4.Athletes
The fashion statements made by fashion leaders
are copied by the public.
