Fashion Exam 1: Review Questions:
How does a higher level of education affect fashion interest and demand?
- A higher level of education affects fashion interest and demand because stronger sense of oneself and one's heritage. - For example, African Americans show pride through wearing African styles, fabrics, and patterns. Fashion companies have acknowledged the changes that have occurred among the African American population and have reflected these changes in the products they market and models they use
Describe three kinds of physical mobility that people in the United States enjoy today, explaining how each influences fashion demand.
- After seeing how other people live, travelers bring home a desire to adopt or adapt some of what they observed and make it part of their environment - Marco Polo brought gunpowder, silks, and spices from the Orient, introducing new products to medieval Europe - In the twentieth century, Latin American and pre-Columbian influences were introduced into North America, dramatically changing the direction and emphasis of fashion in this country - Second form of physical mobility is vacation travel: Each trip exposes them to many different fashion influences and each trip itself demands special fashions - Third form: Change of residence, like travel, exposes an individual to new contacts, new environments, and new fashion influences
Distinguish among (a) style, fashion, and design, and distinguish between (b) a classic and a fad
- First, the style is the characteristic or distinctive appearance of a garment- the combination of features that makes it different from other garments. - Next, fashion is a style that is accepted and used by the majority of a group at any one time, no matter how small that group. - Lastly, design is a particular or individual interpretation, version or treatment of style. - A classic is a style or design that satisfies a basic need and remains in general fashion acceptance for an extended period of time. - On the other hand, a fad is a fashion that suddenly sweeps into popularity, affects a limited part of the total population, and then quickly disappears.
How has the changing status of ethnic groups affected fashion interest and demand? Cite at least two examples.
- Growth of Hispanic and Asian populations has brought about an increased demand for clothing in smaller size because men and women in these groups are typically smaller in stature than people whose ethnic heritage is Northern European - Hispanics: Large part of the shopping experience and in fashion this has been evidenced with the success of fiery new colors and prints reminiscent of lush South American rainforests - Asians: Come from more than a dozen countries and speak at least forty-one different languages - End of the Vietnam War the influx of thousands of refugees from Cambodia and Vietnam brought additional traditions and costumes to be shared - Stimulated interest in traditional Eastern fashions and in the everyday comfort of the Chinese sandal and quilted jacket
Describe the theory of fashion cycles and explain why it accelerated in the twentieth century.
- Increased education helps speed up the fashion cycle. - Buying power increases, fashion cycles often speed up - Decreased buying power, can retard the movement of fashion cycles. - Custom slows progress in fashion cycle by permitting vestiges of past fashions, status symbols, taboos, or special needs to continue to appear in modern dress - Technological advances combine to make goods available almost at the instant that the consumer is psychologically and financially ready to buy. The cycle of fashion becomes more accelerated.
In what ways has increased availability of leisure time affected the fashion market?
- Increased importance of leisure time has brought changes to people's lives in many ways: Standards of living, and scope of activities - Not a lot of leisure time because it is so scarce - Demands of the workplace compete with the demands of family and home for much of people's waking hours, leaving less and less time for the pursuit of other activities - Result: Whole new markets have sprung up - Demand for larger and more versatile wardrobes for the many activities consumers can now explore and enjoy has mushroomed
Market segmentation is vitally important to producers and retailers of fashion merchandise. Explain why, giving at least two examples of how much information could be used by the fashion industry.
- MS: The separation of the total consumer market into smaller groups - Market segmentation is vitally important through psychographics. - Psychographics are studies that develop more extensive and personal portraits of potential customers and their lifestyles. - Two examples of geographic and demographic studies for retailers and manufacturers include PRIZM and VALS 2 system. - The PRIZM divides and then clusters the population of the United States into sixty-two market segments based on postal zip codes, housing and lifestyle choices. - PRIZM combines demographics, consumer behavior, and geographic data to help fashion industry marketers identify and understand their customers and prospects. - Another research system is the VALS 2 system, which stands for Values-Attitudes-Lifestyles-Segmentation. - This system sorts customers into eight major categories based on two key concepts for understanding consumer behavior. - The categories include innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.
What is social mobility? How does the degree of social mobility affect fashion interest and demand? Illustrate your answer with examples.
- Social mobility is when an individual or group moves within a social hierarchy. - It affects fashion interest and demand because the middle class is a party of social mobility and that there is a direct relationship between the growth and strength of the middle class and the growth and strength of fashion demand. - The middle class is the largest class, so it has the majority vote in the adoption of fashions. - People in the middle class tend to be followers not leaders but their strength of following gives money into the fashion industry.
Upon what factors are classes in the United States usually based? Why is it more difficult to identify an individual's social class in this country than it is in other countries?
- The factors that classes in the United States are usually based on occupation, income, residential location, education, or avocation, and their boundaries have become increasingly fluid. - It is difficult to identify an individual's social class in this country than it is in other countries because there are no hereditary ranks, royalty, or untouchables.
How does the size and age mix of a population affect current fashion demand? What does information about size and age mix today tell us about the future of fashion demand?
- The rate of population growth suggests what tomorrow's market may become. - Both men and women are living longer. - People who are fifty years old and older account for more than one half of all discretionary spending power. - Increased retirement incomes-allows them to spend many actives years wherever and however they choose. - The demand of older consumers for items such as package travel tours, cosmetic aids, and apparel that suits their ages and retirement lifestyles will offer growth opportunities for marketers, especially in fashion.
Five basic psychological factors motivate much of human behavior. List them, explaining how each affects fashion interest and demand.
1. Boredom: People tend to become bored with fashions too long in use. This makes people want to change. Change expresses itself in a demand for something new and satisfying different from what one already has. 2. Curiosity: Causes interest in change and curious people like to experiment which keeps fashion demand alive. 3. Reaction to convention: People's reactions take one of town forms: Rebellion against convention or adherence to it. Rebellion against convention is about young people. It has to do with no liking what already is around and looking for something new. The majority tends to adhere to convention, either within its own group or class or in general. 4. Need for self-assurance: Self-assurance or confidence is a human characteristic that is important to fashion demand and people who consider themselves to be fashionable have an armor that gives them self-assurance. 5. Desire for companionship: Fashion plays part for all kinds of companionship, companionship has to do with groups, which requires conformity in dress as well as other factors.
List and describe the six major price zones into which women's apparel is divided. What are the major factors contributing to the wholesale price of garments?
1. Designer signature: Highest price zone includes lines by designers such as Ralph Lauren, Oscar de la Renta, Calvin Klein, Donna Karan, and Jean Paul Gaultier 2. Bridge: Bridges the price ranges between designer and better prices, bridge merchandise usually costs one third to one half of designer prices, some designers who produce lines at the designer signature zone or at lower zones also have bridge lines 3. Contemporary: New zone is favored by young designers who want to enter the market with innovative, designer-quality lines but seek a broader market than that of the designer signature zone, by using less-expensive basics and locating in lower-rent spaces, they can offer their lines at lower prices 4. Better: Apparel in this zone is usually medium to high in price, familiar labels they appeal to a middle-class market, offering fashionable clothing at affordable prices 5. Moderate: Zone includes lines of nationally advertised makers, which have less prestige than lines with designer names but still appeal to middle-class consumers 6. Budget: Lowest price zone is sometimes referred to as the "promotional" or "mass" market/It is primarily a mass market retailer private label
Give four reasons why most people follow, rather than lead, in regard to fashion. Explain each.
1. Feelings of insecurity: A person can hide feelings of inadequacy by wearing a style that others have already deemed appropriate 2. Admiration: Fundamental human impulse to imitate those who are admired or envied 3. Lack of Interest: Insensitive to fashion and follow it only because it would be to declare themselves members of a past generation or dull people who cannot keep up with their peers 4. Ambivalence: Want it/fear it: Easier to choose what is already familiar/people need time and exposure to new styles before they can accept them
What are the two important functions of foregin import shows in the United States?
1. Import fairs increase the size and depth of the import market by giving buyers of small-and intermediate-size stores who would not ordinarily tap into the foreign market a chance to do so 2. Provide their customers with imported merchandise, buyers need not maintain foreign representatives or shop in the foreign markets, neither of which would be cost-effective for their operations
Give two examples of "classics" that are in style today for each of the following groups: (a) men, (b) women, and © children.
1. Men: T-shirts and jeans 2. Children: Overalls and one-piece pajamas 3. Women: Clutch handbags and the pearl necklace
According to leading fashion authorities, what are the three basic rules that govern the fashion game?
1. Strongest rule is that fashion emphasis does not flit from one area to another 2. Particular area of the body is emphasized until every bit of excitement has been exhausted 3. Second rule: Only certain parts of the body can be exposed at any given time 4. Third rule: Fashion itself, fashion attention must always go forward
Name the different segments into which the menswear industry is subdivided, on the basis of the type of product lines each produces. What specific products are produced by each segment?
1. Tailored clothing: Tailored suit 2. Sportswear: Slacks, jackets, knit and woven sports shirts, slacks, and leisure shorts 3. Activewear: Clothing worn during active sports participation as well as during leisure time is classified as activewear 4. Contemporary apparel:Special type of styling provides high quality and fashion: Produces clothing in categories, can often be distinguished by its use of bright colors 5. Bridge apparel: Young men's clothing but cannot yet afford designer clothes
Name some specialized market segments served by apparel manufacturers.
Apparel producers have typically been specialists, producing apparel for a particular lifestyle, for a particular size range, and for a specific price range. Ex: Women's coat manufacturer, seldom makes dresses, and a dress manufacturer does not make bathing suits.
What support services for buyers are offered by the marts during and between market weeks?
Buyer's directory and a calendar to help them find their way around and schedule events they want to see Trade newspapers, flyers, brochures, and newsletters: Continue throughout the week and keep buyers abreast of breaking market week news Seminars and conferences are held to supply buyers with the latest information on fashion
Discuss the development of sportswear and casual wear in the men's market and the influence they have had on the menswear industry as a whole.
Categories of menswear: Tailored clothing, furnishings, outerwear, work clothing, and other. Menswer is on the rise Reaching 60.8 billion Dominated by large firms at the manufacturing level Sportswear is not an official classification Because of diversification, mergers, and acquisitions by top menswear producers in the past few years, it has become more difficult to ascertain company size and production figures Sportswear: Runs the gamut from unconstructed jackets, knit and woven sports shirts, slacks, and leisure shorts to coordinated tops and bottoms Sportswear is less structured than tailored clothing
List the traditional basic categories of women's apparel, giving types of garments in each category.
Categories: 1. Outwear: Coats 2. Dresses: Dress with a jacket 3. Blouses: Dress and tailored 4. Suits: Jackets/skirt and jacket/pants combinations 5. Evening wear: Formal and prom gowns and other dressy apparel; this is often called "special occasion" 6. Bridal wear: Gowns and dresses for brides, attendants, and mothers of the bridge and groom 7. Sportswear and separates: Town-and-country and spectator sportswear 8. Activewear: Clothing for participatory sports and athletic activities 9. Uniforms and aprons: Aprons, smocks, and house dresses 10. Maternity: Dresses, sportswear, and evening clothes 11. Innerwear: Brassieres, panties, and shapewear 12. Special needs: Dresses, slops, and nightgowns
What group ultimately decides whether a style will be "fashionable" or not? Explain your answer.
Consumers ultimately decide what style is fashionable by what they continue to buy
How have menswear producers tried to compensate for the rising cost of labor and the shortage of skilled workers in the United States?
Diversification of products on the part of producers, the automation of production processes, an increase in foreign production and sales, and a proliferation of specialty stores Consumers are showing greater interest in style and are demanding quality in fabric and construction
How does a manufacturer or designer benefit from attending a trunk show in a retail store?
Excellent form of publicity for the women's apparel industry Trunk shows present a manufacturer's line to a retail store's sales staff and its customers Representative of the company, typically mounts a fashion show of sample garments He/she meets with customers after the show to discuss the styles and their fashion relevance Benefits: Customers see clothes as the designer planned them and coordinated them/experience some of the glamour of the fashion industry Retailer enjoys the dramatic influx of customers who come to such personal appearances and shows and any profits that result as clothes are ordered
Explain why rich people, famous people, and athletes are prime candidates for positions of fashion leadership.
Fashion leader is a person constantly seeking distinction and therefore likely to launch a succession of fashions rather than just one. Famous people, rich people, and athletes influence fashion because their look is admired and emulated by their fans. A fashion leader is a person eager for the new is merely an innovator or early buyer. To be a leader, one must be influential and sought after for advice with on one coterie.
Name the five ways foreign-made fashion merchandise can be purchased.
Foreign fashion markets Store-owned foreign buying offices Commissioners or independent agents Import fairs held in the United States Importers
Discuss the major problems facing a manufacturer who is also a retailer.
Growth of global clothing market out of which US manufacturers must carve their market share because a rise in imports has threatened the market they had enjoyed within the United States US manufacturers are using foreign labor in factories they own or lease in low-wage countries around the world Tactics: Emergence of manufacturers as retailers, greater emphasis on licensing, increased offshore production, increased emphasis on supply chain management, use of computers and the internet
How does the horizontal-flow theory of fashion adoption affect fashion merchants today? How are merchants today affected by the upward-flow theory?
Horizontal-flow theory of fashion adoption affect fashion merchants today by watching their own customers closely rather than being guided solely by what more exclusive stores are selling/They will seek to identify the groups into which customers can be divided in terms of income, age, education, and lifestyle/They will look for the innovators and their style choices as well as the influentials and their selections Upward-flow theory: Hold that the young-particularly those of low-income families and those in higher-income groups who adopt low-income lifestyles-are quicker than any social group to create or adopt new and different fashion Holds that fashion adoption begins among the young members of lower-income groups and then moves upward into higher-income groups Reusing and reviving older fashions may have been born out of economic necessity, but the trend has reached the red carpet and runway
Name the fashion products for which Italy and Britain, respectively, are considered leaders.
Italy: Leader in men's apparel, knitwear, leather accessories, and textile Britain: Savile Row: Wonderful place where each suit is handcrafted for its new owner
Describe the distinctive characteristics of the three regional market centers.
LA: Revolve around its casual lifestyle which seems to sell almost as much as it sells its clothing Leads nation in retail apparel sales, and LA is the nation's largest apparel manufacturing West Coast has been the source of many important trends in sportswear Largest sportswear manufacturers: Guest, L.A. Gear, and Speedo CaliforniaMart: The nation's largest apparel mart/open year-round and offers five market weeks and twenty speciality trade shows Dallas: Strongly southwestern, as people will find handcrafted clothes or clothes that look handcrafted with bright, vibrant colors Designers like Anttony Mark Hankins and Victor Costa are baed in Dallas Dallas Apparel Mart and the separate Menswear Mart are part of a multi building complex that offers more than 2 million square feet of exhibition space and is the nation's leading menswear marketplace International Apparel Mart: Part of the multi marketplace complex, has expanded to become one of the world's largest marketplaces for apparel and accessories Miami: Mostly Latino and Caribbean Colors and styles are lively Known for an outstanding selection of childrenswear Greater Miami has become one of the most dynamic, cosmopolitan, and international fashion-producing centers in the country People are drawn by temperate climate and quality labor force, many apparel designers and manufacturers now call South Florida home Miami-produced clothing is well made, reasonably priced, and perfect for the semi tropical weather that prevails in the Sun Belt 3 strong selling seasons: Cruise wear, spring, and summer are available year-round
What criteria must be met for an area to be considered a market center?
Market center is a city where fashion is produced and sold at wholesale prices. The location must be cosmopolitan and fashion conscious of US cities. Also, needs to be a place where buyers are trying to travel to.
What distinguishes New York City as the major fashion market center in the United States?
New York epitomizes the allure and excitement of the fashion world New York is the most cosmopolitan and fashion conscious of the US cities Buyers at major stores tried to travel to New York twice a year New York has several resources and no central mart building. New York is home to the flagship stores like Macy's and Bloomingdales Every important international fashion house has a flagship store there National organizations have headquarters in NYC
Describe the current trend toward specialty retail outlets for childrenswear.
Prominence of clothing in the merchandise mix of retail outlets carrying a broader array of children's goods Among clothing stores that have not opened freestanding children's outlets, distinctive stores-within-stores are now selling childrenswear exclusively Infants' and toddlers' department of the children's stores and stores-within-stores are being set up as separate outlets
Explain the term prophetic style.
Prophetic Styles: Good fashion forecasters keep a sharp watch Particularly interesting new styles that are still in the introduction phase of their fashion cycle These styles may gather momentum very rapidly or may prove to be nonstarters
What business activities have the Paris couture houses undertaken to offset the decline in sales of haute couture clothing?
Ready-to-wear lines: Sold to department and specialty stores, which often set aside special areas or departments to display these prestigious items The exclusivity and cost of producing haute couture lines, in combination with declining craftsmanship skills among designers and atelier staff, have changed the Parisian fashion climate
What are some of the trends that are challenges in the fashion industry?
Recent trends in hair products Ex: Scrunchies/side clips Stores closing: Banana Republic: More inclusive/creating more fabrics/sizes that are flattering on everyone Challenges for BR: Look for middle-age white women (basic) Challenge: Donald Trump tariffs on importing/exporting goods/Brands have to do everything they can to make up for that lost in another place (Maybe in the European market) Challenge: Transparency: What products are being made of/shift in transparency becoming more prominent
Apparel styles are often named for the periods in history in which they were introduced. Name three such styles and the historic period in which they originated.
Renaissance, Gibson Girl (early 1900's), flapper (1920's)
Why do most fashion producers sell directly to retail stores rather than through wholesalers?
Sell through intermediaries Too fast to allow for the selling, reselling, or warehousing activities of wholesale distributors Result: Women's apparel producers aim their sales promotion efforts at both retailers and consumers Such efforts take the form of advertising, publicity, and sales promotion
How is consumer advertising handled by different types of firms in the childrenswear business?
Smaller firms: The majority of firms producing budget and moderately priced childrenswear-leave most consumer advertising to retailers Firms producing higher-priced, name-designer merchandise do a limited amount of consumer advertising High cost of this advertising is often shared with textile firms
What advantages do imports give retailers?
Some advantages imports give retailers include: Uniqueness, cost, and the variety of the stock Constantly seek merchandise that will make their stores stand out in special and unique ways that will set them apart from the competition
What are the concerns that arise when retailers do specification buying of private-label merchandise?
Specification buying is a type of purchasing that is done to the store's rather than the manufacturer's standards Retailers provide the standards and guidelines for the manufacture of clothes they order
Describe two menswear style trends that are likely to continue.
Sportswear: Leisure shorts Suits: Mixed and matched with one another
What basic resources are available to the fashion merchant to predict fashion?
Success of fashion merchandising depends on correctly predicting which new styles will be accepted by the majority of consumers Suggested steps in developing a fashion forecast 1. Identify facts about past trends and forecasts 2. Determine the causes of change in the past 3. Investigate the difference between past forecasts and actual behavior 4. Analyze the factors likely to affect trends in the future 5. Apply forecasting tools and techniques, using accuracy and reliability
What is the appeal of designer-label children's clothing?
The appeal of these items seems to rise above income levels Designer labels are available in stores geared to middle-income as well as high-income customers Ex: Carters Gymboree, Little Me, and Osh Kosh
What accounts for the popularity of character licensing in childrenswear?
The ever-popular cartoon and toy character licenses share the spotlight with a growing number of sports and corporate licenses Sports figures and teams both have high visibility in the media and thus enjoy instant recognition among children and young adults Character licenses dominate in children's T-shirts, sweatshirts, and sleep-wear and are also strong in accessories and sportswear
What forms do US investing in foreign countries' fashion industries take?
The forms of US investing in foreign countries fashion industries take are licensing and joint ownership Licensing: Investment by foreign manufacturers in the fashion industry is not entirely new Joint Ownership: U.S. permits total ownership by foreign investors, most other countries only allow foreign investors to be partners or joint owners
Name the four major environmental influences on fashion interest and demand in any era.
The four major environmental factors affect fashion interest and demand: 1. Market segmentation by geographics, demographics, psychographics, and behavior 2. The degree of economic development and well-being of a country or society 3. The sociological characteristics of the class structure 4. The psychological attitudes of consumers
Explain the statement "Childrenswear... must still be viewed as a business that is fashionable rather than a fashion business." Do you agree with this statement? Explain your reason.
The statement means that the childrenswear businesses should be viewed as any other business which just happens to be related to fashion as opposed to a business focused on fashion first. I do agree with this statement because it is just like any other business.
How can fashion be used as a means of expressing individuality?
To express their personalities Freedom in dress, color and texture combinations use of accessories and hairstyles allowed people to assert their individuality without being out of step with the times You can wear whatever you resulting expressing yourself through clothes
What is the role of trade shows in promoting men's fashions? Name and describe five trade shows that command national attention.
Trade shows where fashion businesses promote their clothings. 1. MAGIC: In Vegas, Nevada: Looking for top trends covering mens, womens, and childrens clothing/85 years of this across 120 countries 2. Fashion Industry Gallery: In Dallas, Tx, a boutique wholesale venue featuring brands across women, men, and children: Showrooms: New trends 3. L.A. Fashion Market: Los Angeles, California, access niche exhibiting opportunities at other shows like select, shape, transit, and LA kids 4. Chicago Collective: Chicago, IL, 300 exhibitors show off some of the finest men's classic and contemporary apparel 5. New York Shoe Show: New York, NY, focuses on footwear in the market, 300 manufacturers/showcase 800 brands
Discuss the merchandising activities of women's fashion producers today.
Traditional department and specialty stores can compete in pricing by developing their own private labels Much of this merchandise is priced in the better price zone, but the quality is comparable with that of designer signature or bridge apparel Some of the same manufacturers who produce the name-brand merchandise that a store is selling at higher prices also make the store's private-label goods Private-label merchandise is vigorously promoted to develop brand recognition, and some customers do not distinguish between private and national brands when they shop
What has been the attitude of US retailers and manufacturers toward the growth of imports in the childrenswear industry?
Women's apparel manufacturers, childrenswear producers are constantly on the lookout for ways to increase productivity and reduce costs while still maintaining quality Computerized operations have become the norm for manufacturers Even portions of the design process are now computerized in childrenswear, mostly because this helps producers respond more quickly to fashion trends in the industry
Is the downward-flow theory of fashion adoption as valid today as it was in years past? Explain your answer.
Yes, I do think the downward-flow theory of fashion is as valid today as it was in years past In today's society, individuals with not as much income look at actors, models, and the wealthy for fashion influence For example: If a teenage girl see's Kendall Jenner wearing Adidas sneakers she will think it is cool and buy herself a pair of those sneakers to be "similar" to a model
