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.