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Yes it is relevant to you! It is around a $2.4 billion industry and a fast growing market sector.
The Secondary Level: The Producers of Apparel
Chapter 8Men’s Apparel
Key Concepts
• The history of the menswear industry
• Categories of men’s apparel• Roles of brand names and
designer names in the marketing of menswear
• Advertising and promotional activities in the marketing of men’s apparel
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History of the Men’s Apparel Industry
•Birth of Ready-to-Wear•Role of the Industrial Revolution•Mid- to Late 1800s •1920s Daytime and Evening suits
5Stone Chapter 10
History of the Men’s Apparel Industry
•Trends in the Twenty-First Century •The historical “power suit”
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History of the Men’s Apparel Industry
•Acceptance of Ready-to-Wear in the Twentieth Century•Casual clothing
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History of the Men’s Apparel Industry
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History of the Men’s Apparel Industry
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Organization and Operation of the Industry
• Size and Location of Manufacturers
• Dual Distribution• Designing a Line• Market Segments
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Organization and operation of the industrySize and Location of
Manufacturers
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● Greatest number of menswear manufacturers in mid-Atlantic states
● But this center is moving, the west coast manufacturers are growing
Organization and Operation of the INdustryDual Distribution
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Organization and Operation of the Industry
Designing a line
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● First American designers were Oleg Cassini, John Weitz, Bill Blass, and Ralph Lauren
● The “Big Four”: Ralph Lauren, Calvin Klein, Donna Karen, Tommy Hilfiger
Organization and Operation of the Industry
Market Segments
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Five main segments:
1. Tailored Clothing2. Sportswear3. Activewear4. Contemporary
Apparel5. Bridge Apparel
Merchandising and Marketing
• Advertising • Trade Associations
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● Producer began advertising in the late 1800s● To establish contact with retailers● Long term retail accounts
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Advertising
Trade association
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● Major publicity efforts, under taken by trade association
- sponsor markt week, trade show, promotions● largest number of permanent showrooms located
in NYC (largest market center)● Regional markets; Chicago, Los Angeles, Dallas● Trade association supports menswear industry
Trade association
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MAGIC(Men’s Apparel Guild of California)- Every February and August, in Las Vegas
Trade association
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Big and Tall Association- 2 major buying shows per year in conjunction with the
Chicago Collective at the Merchandise Mart in Chicago, Illinois
- premier buying organization for Big & Tall menswear since its founding in 1972
- Spearheaded by the visionary Paul Daube and a handful of innovative menswear retailers at a meeting in Philadelphia, PA, the organization became known in our industry as The Daube Group, and was headquartered in the Chicago area.
- Paul Daube died unexpectedly in May 2007.
Industry Trends •Specialty Trends in Retailing •Style and Lifestyle
Stone Chapter 10
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TREND FOR MENS BLAZER
ALL-SEASON NAVY WOOL SUIT
● For every occasion from evening out to job interview,
● Choose breathable wool to carry through cold winter night and swampy summer day
● Single breasted, two-button closure
* Don’t button the bottom button
Ludlow trveler suit jacket $450by J. CREW
22
TREND FOR MENS BLAZER
SPRING-SUMMER KHAKI COTTON SUIT
● Classic color ● match a slim suit pants and
brown leather shoes for office
● Put on patterned short pants and white sneakers for casual weekend
Italian cotton Benton suit jacket $698by Jake Spade
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TREND FOR MENS BLAZER
DOUBLE-BREASTED SUIT
● more trimmed, more comfortable
● stripped of its padding to hug the shoulder
● formal English look
Prince of Wales check suit $788by Boglioli
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TREND FOR MENS BLAZER
GREY FLANNEL SUIT
● rebellious, stylish and still versatile
● throw on white shirt and black knit tie for perfect nine-to-five look
● layer on a sweatshirt on weekend
● a symbol of freedom now
Lazio light grey plain suit $499by Suitsupply
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TREND FOR MENS BLAZER
The TUXEDO
● good investment, can be wears for years
● black is solid bet and blue is novel
● Go for peak lapels or a shawl collar
● Avoid flapped pockets ● Make sure it closes with one
button
Navy slim-fit wool and mohair-blend shawl-collar tuxedo jacket $1,995by Kingsman for Mr. Porter
Shopping Analysis: Anna EXPRESSMEN
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● Target Consumer: Men age range between 18-25. A large spend for a young man to spend on a blazer. Some college.
● Position in Fashion Cycle: Staple piece in mens wardrobe.
● Mood of Store: Pleasant, not too chaotic, store was neat and easy to navigate.
● Fixtures: Arranged successfully to show range of garments available. Also mix and matching options.
● Lighting: Places strategically on clothing. Highlighting mannequins ● Sales Help: Very helpful and not too intrusive.● Accessibility: Easy and surrounding clothing had good matching options.
● Item: Blazer● Fabric Content: 98% cotton
2% Spandex Lining 100% Polyester
● Designer: ExpressMen● Country of origin: China● Retail price: $178● Quality: Comfortable and
durable. No threads or wear visible. Display impressive and neat.
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Shopping Analysis: Anna EXPRESSMEN
Shopping Analysis: jessica ACNE STUDIOS
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● Targeted Consumer: Men, age between 25~35, who seek for style and good quality
● Position on Fashion Cycle: at stage between rise and peak
● Mood of Store: much like displaying art piece in gallery.
● Fixtures: highly organized, each garment only place one item on shelf
● Lighting: soft, not too bright ● Sales Help: professional, polite ● Accessibility: customers need
to ask for sales person to check on display garment
SHOPPING ANALYSIS: JESSICA ACNE STUDIOS
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● Item: Blazer● Fabric Content: 100% Wool● Designer: Jonny Johansson● Country of Origin:
Stockholm, Sweden ● Retail Price: $800● Quality: Handwoven in the
outer Hebrides from Harris Tweed. The hand is soft and smooth.
Shopping Analysis: aram ALL SAINTS SPITALFIELDS
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Shopping Analysis: aram ALL SAINTS SPITALFIELDS
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● Targeted Consumer: Men, age between 25-40, who seek for modern and edge style● Position on Fashion
Cycle: Rise● Mood of Store: Whole
store feel like factory. Didn’t change much of the original structure. Brick walls and steel frame
● Lighting: Dim, indirect lighting● Sales Help: Kind but not interrupting ● Accessibility: Not much organized except accessories(bags,
wallets). Customer need to go around the whole store to find what they want unless they ask for help
SHOPPING ANALYSIS: aram
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● Item: Blazer (Taunton Blazer)● Fabric Content: 73% Wool, 33% Viscose● Designer: All saints● Country of Origin: China● Retail Price: $415● Quality: Cut from a fine
blend of wool for a thick and soft feel
● Note: Inspired by workwear attire, detailed with a foldover collar and patch pocket.
ALL SAINTS SPITALFIELDS