Fashion: Test 1

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**KNOW GENERATIONS CHART**

Public Relations (PR)

*free* and voluntary mentions of company, designed to enhance and shape the company's public image Ex: product placement, press relations, etc.).

Acceleration Stage

3rd stage of fashion cycle; purchase at moderate price

Mass Acceptence

4th Stage of fashion cycle; fashion followers purchase from mass merchants

Obsolescence Stage

6th and final stage of fashion cycle; no-one is buying it, giving it away

*Soft Skills*: management, problem solving, customer service *Hard Skills*: experience in management position, computer skills, HR, scheduling software

What are hard/soft skill needed to be a Retail/Fashion Store Manager?

*Soft Skills*: Verbal & Written, team work, persuasive, listening, creativity *Hard Skills*: Social media, experience in marketing, digital experience

What are hard/soft skill needed to be in Fashion Advertising?

*Soft Skills*: organization, time management, adaptability, fashion knowledge *Hard Skills*: experience with hospitality, management, marketing

What are hard/soft skill needed to be in Fashion Event Planning?

*Soft Skills*: communication, analytical,interpersonal, critical thinking, detail oriented *Hard Skills*: experience in statistical software

What are hard/soft skill needed to be in Market & Consumer Research?

Claire McCardell

________ was the "founder" of American's sportwear, and worked within the rationing guidelines, and provided affordable and functional garments that exemplified what American style was

Eleanor Lambert

_________ was a publicist who helped to shape the perception of American fashion, and created the first American Fashion Week

Style

a characteristic or distinctive artistic expression or presentation -Exist in paintings, music, etc. ; a creation of a designer or artist -Ex: Ariana's high pony

Fads

a fashion that sweeps into popularity, affects a limited part of the population, and then quickly disappears -Ex: silly bands, crocs

Details

an element of fashion; the individual elements that give a silhouette its form or shape -ex: trimmings; skirt and pant length and width; and shoulder, waist, and sleeve treatment

Influentials

change agents who are recognized by others for their abilities to adopt and display innovations and who tend to establish the standards of dress for others in the social group

Fashion Magazines

combine advertising & PR; reports & interprets fashion news; brings together an array of professionals

Decline Stages

3rd & final parts of fashion cycle; followers purchase at discounted rate

Innovation Stages

1st parts of fashion cycle; introduction of product to innovators & leaders

Introduction Stage

1st stage of fashion cycle; innovators purchase from lead retailers

Culmination Stages

2nd parts of fashion cycle; when a fashion is at the height of its popularity and use; plateau

Rise Stage

2nd stage of fashion cycle; a new style is accepted by an increasing number; fashion leaders purchase from retailers

Madeleine Vionnet

________ created inventive styles with handkerchief and asymmetrical hems, geometric shapes, and cowl and halter necklines.

Jean Lanvin

________ introduced more romantic interpretations from the 20's period

Mary Quant

________ introduced the miniskirt

All of these are change agents by spreading innovation by communicating the trends in various ways (visually & verbally)

How do innovators, influentials, & opinion leaders act as change agents?

fringe->trend->mainstream

How do trends evolve and move from the fringe to the mainstream?

Fast fashion models are quickening the rate of fashion cycles; they are set up to deliver fresh new styles often

How has fast fashion impacted fashion cycles?

sourcing

Job that focuses on finding the best manufacturing resources at the best prices

Mainstream

More conservative consumers join in, visibility continues to increase, and corporations and brands capitalize on the growing demand

fashion followers

Most consumers are _______.

Gatekeepers

People or groups that filter the innovative ideas proposed by designers and street fashion and determine which will be disseminated widely and which will be discarded -Ex: Manufacturer, journalists, buyers, retailers, bloggers, influencers, etc.

Fringe

when an innovation arises and the trendiest consumers and entrepreneurial firms begin to participate

*Soft Skills*: communication, negotiation, interpersonal, analytical, detail oriented, quick-decision making *Hard Skills*: experience as assistant buyer, junior buyer, good math & excel skills

What are hard/soft skill needed to be a Merchandise Buyer?

innovation stages, culmination stages, decline stages

What 3 parts make up the fashion cycle?

-market segmentation -economic -sociological -psychological

What 4 major environmental factors impact fashion?

*Soft Skills*: interpersonal, communication, multi-tasking, problem solving *Hard Skills*: Social Media, SEO & Web Traffic Metrics, audience & buyer research

What are hard/soft skill needed to be a Fashion Social/Digital Media Specialists?

*Soft Skills*: strong analytical skills, time management, decision making, organized, confident *Hard Skills*: advanced knowledge in excel, work with large data sets, management skills

What are hard/soft skill needed to be in Merchandise Planning & Allocation?

*Soft Skills*: communication, flexibility, friendliness, organization, teamwork, positive & encouraging *Hard Skills*: layout design, lighting techniques, proficiency in MS Office

What are hard/soft skill needed to be in Visual Merchandising?

*Soft Skills*: creative, artistic, eye for detail, work well w/others *Hard Skills*: garment construction, fabric/yarn knowledge, seasonal silhouette & color trends, ability to do market research etc.

What are hard/soft skill needed to be in design?

-Habit/Custom -Religion -Sumptuary laws -Nature of Merchandise (not all merchandise moves at same pace) -Reductions in Consumer Buying Power

What are some Delay Factors?

denim, Hip/Hop, grunge, punk, white t-shirt

What are some examples of the Upward-Flow Theory?

Silhouette, Details, Texture, Color

What are the 4 Basic Elements of fashion?

product, price, place, promotion

What are the 4 P's?

Demographics, Geo-graphics, Psychographics, Behavior

What are the 4 market segments?

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.

What are the 5 principles of fashion?

-We no longer have the rigid classes as we once did that created this theory to be true. -There are also many social classes and social groups, and fashion now tends to move in several different directions -Nowadays with the increase of technology communication, most social groups /learn about a fashion at the same time.

What are the criticisms regarding the Downward-Flow Theory?

stylist, fashion event planning, social media managers, fashion or social media specialists, fashion bloggers

What are the different career options in fashion media?

-boredom -curiosity -reaction to convention (rebell or conform) -need for self assurance -desire for companionship

What are the five major psychological factors that influence fashion?

-More widespread buying power -Increased leisure time -Increased education -Technological advances -Sales promotions -Seasonal change (most important factor)

What are the major factors that accelerate the movement of fashion?

*Tempo/Speed*: depends on ability of lower class to see & copy the elite *Dynamics*: markers express differentiation, while status is imitated *Sources of fashion ideas*: designers who propose innovation, and elite are gatekeepers *Sources of change*: imitators

What are the tempo/speed, dynamics, sources of fashion ideas, and sources of change for *Downward-Flow Theory*?

*Tempo/Speed*: rapid and simultaneous *Dynamics*: fashion ideas spiral through through all the market levels horizontally *Source of fashion Ideas*: couture with selection by professional gatekeepers *Source of change*: innovators and influentials in each market

What are the tempo/speed, dynamics, sources of fashion ideas, and sources of change for *Horizontal Theory*?

*Tempo/Speed*: depends of the sensitivity of fashion gatekeepers & visibility of the subcultural groups *Dynamics*: expand up and out from the consumer stylists to the professional gatekeepers, designers, and fashion leaders *Source of fashion ideas*: aesthetic codes of subcultural groups *Source of change*: instabilities in age, gender, ethnicity, and appearance

What are the tempo/speed, dynamics, sources of fashion ideas, and sources of change for *Upward-Flow Theory*?

-Using action verbs & stating specific accomplishments -Incorporating industry-specific terminology

What are the two primary strategies to put the "wow" factor in your resume?

-consumer income, population characteristics, and technological advancement -inflation & recession -income inequality, lower wages due to outsourcing, lowered consumer confidence, etc

What aspects in the economic environment impact fashion?

-leisure time -ethnic influences -status of women -social mobility -physical mobility -communication technology -war,disaster, and crisis

What aspects in the sociological environment impact fashion?

upper strata who displayed wealth through conspicuous leisure & consumption

Who is the leisure class of downward flow theory?

Without fashion followers, the fashion industry would collapse

Why are fashion followers important?

insecurity, mimicry, don't care, habit, etc.

Why are people fashion followers?

Liz Claiborne

______ produced affordable women's separates

Halston

______, initially best know for dressing Jackie Kennedy, was the first rock star of American fashion

Katherine Hepburn & Marlene Dietrich

_______ & ______ popularized the menswear look

Donna Karen

_______ launched practical work attire for women

Pierre Balmain, Jacques Fath, Nina Ricci, and Dior

_______, _____, _____, _______ made significant contributions to the feminine, formal styles of the 50s.

Elizabeth Hawes & Clare Potter

________ & ________ focused on sportswear and softer, casual designs

Fashion

a prevailing custom, usage, or style that is socially appropriate and accepted by a wide variety of people, and it impacted by psychological, sociological, cultural, and commercial factors -Often a fact of social psychology

Delaying Factors

actors that either discourage people from adopting incoming styles or encourage them to continue to use styles that are on a decline

Texture

an element of fashion; One of the most significant components of fashion; the look and feel of material, whether woven, knit, or non-woven

Color

an element of fashion; the quality of an object/substance with respect to light reflected by the object, usually determined visually by measurement of hue, saturation, and brightness of the reflected light -Historically denoted rank/profession symbolism -varies geographically/culturally

Silhouette

an element of fashion; the shape/form, overall contour

Inflation

an increase in available money and credit, with relative scarcity of goods, resulting in a significant rise in prices -demand > supply -decline in purchase power

Target markets

are specific groups of potential customers that a business is trying to turn into regular customers

Transferable Skills

are the assets or abilities you possess that can be "taken with you" from one job or career to another; Developed in almost everything we do -Ex: communication, listening, observing, creating

Fashion Industries

are those engaged in manufacturing the materials and finished products used in the production of apparel and accessories

consumer use cycle

cycle when they are using those purchases

consumer buying cycle

cycle where consumers are making purchases

Trend

direction/movement (up or down) that many are aware of and are often accepting of it; moving in the way to become a fashion

accelerating factors

factors that speed up fashion cycles

Stylists

helps with clothing and accessories that flatter their client's appearance and effectively present the celebrity's personal brand or elements of the product brand being advertised -often receive promotional goods from designers and manufacturers -Most celebrities have one of these

Horizontal- Flow Theory

idea that trends are accepted at virtually the same time by all the different social strata/groups. Fashions radiate from the center and then move horizontally amongst the groups from the fashion leaders

Downward-Flow Theory

idea that trends trickle down from the elite to then be accepted by the lower classes; once the lower class has adopted the elite rejects the fashion.

Upward-Flow Theory

idea that trends trickle up from the youth/street culture and are then adopted by the elite

Fashion Businesses

includes all industries and services connected with fashion: design, manufacturing, distribution, marketing, retailing, advertising, communications, publishing, and consulting—any business concerned with fashion goods or services

Design

is a particular or individual interpretation, version, or treatment of a specific style

Classic

is a style of design that satisfies a basic need and remains in general fashion acceptance for an extended period of time -Characterized by simplicity of design that keeps it from being dated -Ex: women's work pant suite

Trend forecaster

is responsible for identifying new trends and predicting how those trends will shape a certain industry

Fashion Marketing

is the marketing of apparel, accessories, and other fashion-related goods to the ultimate consumer

Market segmentation

is the separation of the total consumer market into smaller groups known as market segments

Conspicuous consumption

is the spending of money on and the acquiring of luxury goods and services to publicly display economic power—of the income or of the accumulated wealth of the buyer.

Visual Merchandising

job in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales; participate in the creation of window displays and in-store displays

Retail/Fashion Store Manager

job is to ensure that the store is operating successfully; responsible for maintaining positive customer service & overseeing the store's finances

Market & Consumer Research

job that conducts & provides analysis and understanding of current business trends & market/competitor research

Fashion Event Planning

job that coordinates events such as fashion shows, product launches, store openings, and trade shows in order to increase brand awareness and showcase new fashion trends; meeting clients, manage budgets, finding venues, etc.

textile

job that creates 2D designs

design

job that creates actual articles of clothing/accessories

Fashion Advertising

job that creates paid promotions for a fashion brand

production

job that oversees matters at domestic and overseas fashion factories

Merchandise Planning & Allocation

job that requires set & maintain of goals for sales, other financial metrics, and historical trends; day to day results, try to reach goals

Social Media Managers

job to develop and implement marketing strategies for a fashion business's social media presence, including managing regular posts and responding to followers, creating company profiles, blogging, etc.

Fashion Bloggers

job to write about trends in fashion and try to attract global attention and develop a following of readers (often act as model, photographer, and journalist in one).

Fashion Social/Digital Media Specialists

job where goal is promote a certain trend or product to the target audience through published content.

Merchandise Buyers

job where you communicate with wholesalers and clothing manufacturers to purchase clothing, shoes and accessories to be sold in their stores; oversee the development of; forecast customer demand; oversee oversee what is going into the stores

Sumptuary laws

laws that control what we can & cannot purchase Ex: dress code, rules regulating safety of children's sleepwear

General Consumer Publications

magazine or publication intended for the *general reading public* — typically for readers interested in spending leisure time exploring myriad topics. These go beyond news of fashion magazines

Trend

when awareness of the trend grows because early adopters join the innovators. The most fashion forward brands and retailers test the concept.

Diffusion of Innovation Process

maps the response to the innovation over time. This pattern of acceptance or rejection determines the fashion or innovation lifecycle *LOOK AT CHART*

Fashion Advertising

media placement that is *paid* for Ex: TV, magazines, billboards

discretionary income

money one can save or spend after covering necessities

disposable income

money remaining after paying taxes

Trade Publication

one of the most important aids in fashion merchandising; newspapers, magazines, and websites are published for *industry professionals*; discuss new acquisitions, industry stats, new innovations, emerging trends, governmental regulations, etc.

Fashion leaders

opinion leaders specific to fashion

Opinion Leaders

people who influence the attitudes and decision making of people in their social circles

Innovators

people who wear new fashions and expose others to the new look; tend to adopt product innovations earlier than others; help move trends from a fringe phase to be trendy -Often have more money, more fashion forward & knowledgeable, often tech-savvy, open to taking risks

Marketing

process that includes diverse activities that identify consumer needs so that marketers can plan, price, distribute, and promote products to sell easily -The goal is to match products and services closely to the wants and needs of a carefully defined target market to ensure profitability and customer satisfaction

Advertising Agency

provide many services, all of which are tied to the selling of commercial advertising space and/or time -Some specialize in a particular medium while others are full-service.

Mass Fashion (Volume fashion)

refer to styles that appeal to the greatest majority of fashion-conscious consumers -Usually produced and sold in large quantities at moderate to low prices

High Fashion

refers to a new style accepted by a limited number of fashion leaders who want to be the first to adopt changes and innovation in fashion -generally introduced and sold in limited quantities and at high prices

fashion cycle

refers to the rise, wide popularity, and then decline in acceptance of a style *LOOK AT CHART*

Recession

represents a low point in a business cycle, money and credit become scarce, or tight.

Soft Skills (Self-management skills)

skills that refer to your personality characteristics and attributes -Ex: Time management, interpersonal skills, organization, punctuality, professionalism

Innovation

something new that consumers haven't been exposed to before.

Hard Skills

the career-related skills you learn when you attend institutes of higher learning or through specific job experiences -Ex: sketch designs, research trends, work with excel & photoshop

personal income

the total, or gross, income achieved by the population as a whole

The Pendulum of Fashion Theory

theory that fashion constantly moves between the extremes Ex: mini skirts got very short, V-cut got very low cut

Theory of Shifting Erogenous Zones

theory that the shift of fashion cycles is based on an area of sex appeal Ex: focus on legs, waist (50's), chest, shoulders, etc.

Public Relation (PR) Agencies

work closely with clients, keeping abreast of what is new or newsworthy and announcing it to the world, either through press releases, social media campaigns, or story ideas presented to the press -help to plan and coordinate events, partnerships, philanthropy efforts, etc.