Fashion Midterm
Texture:
how the surface of the material feels and looks
Video "How clothing is sold" questions: b) What does the designer Armani mean when he said, "it is no longer fashion that matters, but rather the fashion the product is secondary"
• People buy the product not for what it is but rather for the brand • If the brand is well-known, they know the quality of the product is good as well
Supply Chain:
• The network created amongst different companies producing, handling and/or distributing a specific product. • Three segments of the fashion industry: -1. Primary (textile):producers of raw material, natural or man made; textile is the most important -2. Secondary (manufacturing):firms which convert the primary material into the finished product -3. Tertiary (retailing): retailing
Merchandising
• the planning required to have the right fashion-oriented merchandise at the right place, quantity, price, and the right sales promotion • The planning, buying, and selling of fashion apparel and accessories to offer the right merchandise blend to meet customer demand
Hand (fabric):
•"feel" of the fabric against your skin (ex/ cool, slick, smooth, "this fabric has a soft hand")
Samuel Slater:
•(1768-1835) •Known as the "father of the industrial revolution" •Brought british textile technology to America and designed the first textile mils
Class price:
•*Low Price Market* -About 2/3 of the market, mass produced in many sizes (normally using sweat shops), sold at stores like Zara and H&M •*Moderately Price Apparel Market* -About 1/3 of all clothing sales, factory produced in relatively small numbers, dependable brands and good fabrics, sold in smaller stores or upscale department stores •*Highly Priced Apparel* -Sold to "class market" made up of a few people who buy high fashion clothing
Bustle:
•1 of the 3 main silhouette styles used to expand the fullness of a back of a women's dress, used to accentuate backside of woman •Bell and tubular are the other two
Name the three main segments in the fashion industry. Describe in details what each segment does and its components.
•1. Market/Mill Level (Primary Segment) → producers of raw materials, natural or man-made, the most important is textile •2. Manufacturing (Secondary Segment) → firms which convert the primary materials into finished product •3. Retailing → selling products to the consumers
Feminist movement:
•1920's based off of discrimination (pay, etc.) -Equal rights and more freedom for women (WWI was before this) •1968 - 1970 based off discrimination (abortion, work, etc.) -Right to divorce, get abortion, women wanted to work outside of their homes
Controllable environmental factors:
•4 P's: product, price, promotion, place •Uncontrollable factors: -Economic -Legal -Political -Cultural -Competition
Tweens:
•8-12 years old •has substantial discretionary income and easily influenced by internet and TV
Marketing mix:
•A business tool that is crucial when determining a product or brands offer and is often associated with the 4 P's. -The right product sold at the right place •*Table in notes* •Eras: -Push marketing -1. Production era → Industrial revolution (1750's-1920's) -2. Selling era → 1920's -1950's -Pull Marketing: -3. 1950's - today: marketing concept marketing starts and ends with customers
Metrosexual:
•A heterosexual urban man who enjoys shopping, fashion, and similar interests traditionally associated with women and homosexual men
Design
•A particular or unique version of a style because of the specifics arrangement of the basic design elements
Cottage Industry:
•An industry primarily manufacturing, which includes many producers, working from their homes, typically part time. Ex/ sewing, lace-making, wall hangings, house manufacturing, etc.
Budget Price Point
•Appeal to a large number of consumers; goods that have reached the culmination stage (ex/ Sears)
Bridge Price Point
•Bridges the gap between better and design •Ex/ Donna Karen
American Look:
•Brought to US after WWII by Claire McCardell •Halter dresses, deep cut sleeve, and preppy clothing look •Simple, stylish, preppy style
Outerwear:
•Clothing such a jackets, coats, and sweaters that were worn over clothes
Tailored clothing:
•Clothing that is shaped and designed to fit a persons body •Men's wear is highly tailored; their suits , blazers, sports coats, and outerwear are tailored specifically for them
Moderate Price Point
•Covers most of consuming public and include most products sold in stores -Example: Kohls carrying Levis
Acceptance:
•Create sense of belongingness in fashion
New Look:
•Created by Christian Dior after WWII in which skirts were longer and fuller again
Customer:
•Customer characteristics- demographic, psychographic, geographic, behavioristic -Demographics- statistics that describe a population -Ex: age, gender, income, ethnic background, education, sex, religion, occupation -Psychographics- studies consumer based on social and psychological characteristics •Ex: lifestyle, attitudes, interests, hobbies, opinions •Attitudes and values are often represented by how they choose to spend their time and money (ex/ if value time over money → online shopping) •Geographic- statistics about where people live -Ex: region, size of city, density of population, climate -This has an influence on buying habits •Behavioristic- statistics based on consumers knowledge, attitudes, use, or response to a product -Ex: way we shop, how often, purchase occasion, product benefits, etc.
In what ways are the women's, men's, and children's apparel industries different? In what ways are these three industries similar?
•DIFFERENT -Menswear and children's wear are not catching up to women's wear -75-80% are women's wear (women's is a lot more prevalent) -Menswear is standardized while women's wear is not -Menswear has fewer firms, companies often have long histories, firms tend to be vertically integrated (own/control firms in different segments) -Children's wear is highly regulated •SIMILAR -Creates clothes for the population
Trim:
•Decorative additions to a design such as buttons, stitching, zippers
Price Points:
•Discount, budget, moderate, better, contemporary, bridge, designer, couture
Product Item
•Each individual product within a line
Chic:
•Elegantly and stylishly fashionable
Fashion is UNIQUE
•Emotional appeal, planned obsolescence, democratic, requires group acceptance
Better Price Point
•Ex/ sold at Nordstroms
How is fashion defined by the apparel industry? Why is fashion unique and different from other consumer product?
•Fashion in apparel industry- fashion is the existing type of clothing that is preferred by a large segment of the public •Style: It's not fashion if it's not accepted by population •SEE ABOVE for why unique
The marketing environment consists of controllable and uncontrollable factors. The marketers degree of success/failure depends on how responsive and adaptive to these factors. Describe how fashion companies handle periods of recession in the economy.
•Fashion is not a necessity → companies must adjust if bad economy •Sales will go down during recession •May have to lay off employees to cut labor costs, decrease production, and analyze inventories •Companies will analyize product offerings and pricing to accommodate marketplace •Discount retailers (ex/ Target, Walmart, T.J. Maxx) thrive due to pricing policies and mass purchasing power •Measures of income and their effects on fashion spending -Gross Income- all earnings from wages, salaries, interest, etc. -Disposable Income- gross income - taxes (local, federal, state) -Discretionary Income - disposable - necessities •LOOK AT CHART
Product Line
•Groups of products
Explain why fashion is unique and different from any other consumer product?
•Has emotional appeal •Is perishable (fashion never lasts) •Not copyrighted; fashion for the masses •Must be accepted by a large group of the population to become a fashion; if it is not, it is only a style •Democratic - can start with any age group, any income group, anyone can afford fashion
What is haute couture, demi couture, RTW, and prêt-a-porter? What did Elias Howe do?
•Haute Couture- the most fashionable, expensive, and exclusive designer clothing, only ONE made for ONE person •Demi Couture- RTW designs produced by fashion houses but not mass produced •Pret-A-Porter- means RTW but expensive, lesser priced but still costly (ex/ Chanel dress in store) •RTW- "off the rack" or "off the peg", mass produced in factories, standardized sizes, thousands made, for sale in many prices •Elias Howe created the sewing machine in 1845
What is the role of the haute couture in setting global fashions? What was the industrial revolution and what factors impacted the textile and apparel industries?
•Haute couture sets the trends in global fashion. It gives the pret-a-porter inspiration to product designs that translate to ready to wear by the same maison house •Industrial Revolution- transition to new manufacturing processes, increased the quantity of products made and the quality •Isaac Singer improved the sewing machine → factories ran with hundreds of sewing machines, accelerating the ready to wear designs
Haute Couture:
•High Fashion: the most fashionable, expensive, and exclusive designer clothing that are Custom designed → made for a specific person or Made to order (custom): made for a specific person who places an order after seeing a sketch/pic •Purchasing Haute Couture: •A couture house channel has about 150 regular couture clients each year •The era of modern Haute Couture: •Charles Fredrick Worth is considered the father of Haute Couture - First professional clothing designer for women, First to use the label ,First to show samples on live models (mannequins), First to have customers come to a design house, Introduced the hoop skirt and walking skirt •Haute couture in todays world: -rarely worn in real life -Only 2,500 buyers of couture in the world -Many designers are leaving the couture world → customer base decreases -Expensive to produce fashion shows, present samples, order fabrics, and have clients sit for 3 fittings -Despite the small market, designers maintain haute couture operations because the prestige helps sell other products
Explain two ways that the feminist movement has changed fashion from the 1920s to the present?
•In 1920's- women argued for equal employment, equal political opportunity •In 1920's- women argued for women's suffrage (right to vote) •Suffragette movement (1920's/WWI) → women had more rights and freedom and were going out more (aka shopping) •Wore silk blouses, trench coats, skirts which allowed for comfortable movement •1968-1970's (Hippie Movement) •Interested in alternative lifestyle and rebelling against society increasingly grew •Clothing was often loose and made of natural fibers (ex/ cotton and hemp) •Dying own clothes and colorful tie-dye style became popular •Micromini skirts introduced in the 1960's (Twiggy wore and become popular)
Advertising:
•Included in promotion of product •Helps create customer demand and purchase of product •New methods of advertising contributed to the rise of RTW •a form of marketing communication used to promote or sell something, usually a business's product or service. •Advertising messages are usually paid for by sponsors and viewed via various old media or new media
PR:
•Included in promotion of product •Helps create customer demand and purchase of product •The practice of managing the spread of information between an individual or an organization and the public. This differentiates it from advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising
Publicity:
•Included in promotion of product •Helps create customer demand and purchase of product •the movement of information with the effect of increasing public awareness of a subject via media.
Service:
•Intangible product a company offers to consumers
When a dress design from a fashion show, Hollywood Premiere, Academy Awards Show, or the wedding of a prominent member of society, (such as Kate Middleton's wedding gown) knock-offs are available for sale within 48 hours of original's appearance in the media. Are clothing designs protected under copyright or trademark law in the United States? Differentiate between knock offs and counterfeited products? Are they legal? Please explain your
•Intellectual property- property which is an outcome of the individual mind •Intellectual property rights- rights over the use of intellectual property, either by copyright, trademark registration, or patents •In fashion, brand names and brand marks are registered but are NOT protected •Knockoffs are LEGAL because they are an imitation of the original product with at least 2 or 3 modifications before reproduction; lawsuits do happen but designers usually lose •Counterfeit- when you replicate an original design using the brand name and try to pass it as the original → ILLEGAL
Channels of Distribution:
•Involves moving the product each step from the design idea to the customer •Number of businesses involved in the actual planning and movement of the product •Actual transportation of the product → by truck/air
Vanity Sizing Vertical Integration:
•Issue of vanity sizing: clothes are bigger than actual size •More prevalent in higher price zones •Fact: Sizing up in America → data gathered in national size survey -Issue of lost sales due to lack of properly fitting clothing
Planned obsolescence:
•Its perishable - designing a product with an artificially limited useful life/unfashionable or no longer functional after a certain period of time.
Video "How clothing is sold" questions: d) How does licensing work in the fashion industry?
•Licenser gives the right to a licensee to product products with the brand name for a percentage of the profit (normally 4-12%)
All categories of apparel and accessories, including cosmetics, have some form of licensing attached to products. Why would a brand license out their name? Who benefits from licensing agreements? Explain and give examples.
•Licensing in the fashion industry is when a brand (ex. Dior) gives permission to a company (ex. Luxotica - who makes eyewear) to use their name on merchandise. •Brands (the licensor) frequently license out their name to a company (the licensee) who can produce goods that require specialist manufacturing or distribution. For example, eyewear and sunglasses are specialty products that require a particular type of production and are distributed differently to a fashion brand's core products (clothing, shoes, and bags.) So the licensee will create the product (under the guidance of the licensor, of course) and distribute it. •The licensor benefits from the royalties that the licensee will pay to them. They also benefit from wider brand awareness that is normally associated with a larger product range. For example, you can easily grow your customer base by offering lower priced products like sunglasses and perfumes as they are more affordable to a larger group of people, compared to high end clothing. The licensee makes money by selling the licensed products, and when they have a strong portfolio of brands, they can easily attract more licensors and more customers. •When a licensor doesn't have enough control of their licenses, their brand can be damaged. For example, when Mrs Bravo took over at Burberry and began rebuilding their brand, one fo the first things they did was buy back a ton of licenses (they had over 200 licenses that were damaging the brand). By buying back all of the licenses, they were able to regain control of the brand.
Discount Price
•Low quality, disposable, sold in large quantities, ex/ Walmart
Couturiers:
•Male designers in haute couture maisons -Courturieres: Female designers in haute couture maisons •Maisons: where haute couture is created - mainly in Paris
Licensed apparel:
•Manufacturer sells licenses to a company to make their items •Contractual agreement between licensor (brand) and the licensee (producer) which allows the licensee to product and sell products with the licensor brand name → in return the licensor receives 4-12% of the profit •Legal agreement between franchiser and franchisee, franchiser gets a percentage → win/win situation •Ex/ Luxottica- an Italian eyewear firm •Produces on behalf of brands like Ray Bans, Gucci, Prada, etc.
Emotives:
•Marketers use emotions to promote fashion
Why does mass customization provide fashion marketers with the competitive advantage?
•Mass customization- a new philosophy in production in which customers can buy a product and then the company produces it; makes the customer happy because the product is unique and they are responsible entirely for the design •Only profitable for goods over $100 -Components produced in advance, manufacturer just combines the components
Video "How clothing is sold" questions: a) The video points out that the name on the label rarely tells who made the garment. The garment maker is coded in a RN/WPL (or CA) number. Are garment makers trying to hide something from consumers?
•No, they are not hiding anything. It is a practice not only in the fashion industry, but also in many consumer good industries.
Color
•Occurs when light in different wavelengths strikes out eyes •Hue: the quality of the color •Intensity: bright or dullness •Value: lightness and darkness
Fashion centres:
•Paris, New York, London, Los Angeles, Milan, Barcelona, Berlin, Madrid, Tokyo
Personal selling:
•Personal communication between customers and sales personnel •is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge
Gross Income:
•Personal income •salary earnings/wages/interests/dividends/etc.
Bell-Bottom pants:
•Popular in the 1960's-1970's •Originally worn by British men in the Navy
Successful selling of merchandise depends on the price point, which must be in line with what the consumer is willing to pay for the product. List and describe the level of price points and give an example of a retailer for each price point.
•Price point- the retail price of merchandise •1. Discount- low quality, disposable, sold in large quantities in discount stores (ex/ Walmart) •2. Budget- appeal to a large # of consumers, goods that have reached their culmination stage of the fashion cycle (ex/ Sears) •3. Moderate- cover most of the consuming public and includes most products sold at Kohls (ex/ Kohls, H&M, Zara) •4. Better- found at Macy's and Nordstrom's and includes brands like Jones NY •5. Contemporary- trendier, appeal to younger/stylish consumer, slightly higher price points than better (ex/ Massimo Dutti) •6. Bridge- price point, gap between the better and designer price point (ex/ Donna Karen) •7. Designer- RTW line of many designers (ex/ Gucci, Dior, etc.) •8. Couture- the pinnacle of price points
What are some problematic sizing issues in the women's wear industry and what is being done to resolve the problems?
•Problem in women's wear industry - there is no standardized sizing in women's wear (there is in men's) → it changes everywhere in the world •To resolve problem: Vanity sizing- when the designers cut the apparel generously (ex/ size 4 is too big when normally size 4
Four P's of Fashion Marketing:
•Product •price •promotion •place
Mass fashion (volume fashion):
•Styles that are widely accepted and generally sold at low/medium prices. Since they are widely accepted, they are produced and sold in large quantities.
What are some trends in the children's wear industry? Why do companies market to children and tweens?
•TRENDS •Licensing children's wear •Children influence household spending •Highly regulated safety standards in children's wear (inflammable, specific dyes, no zippers, no buttons) •Market to them because tweens have high discretionary income -As the population earns more discretionary income they are spending it on their children and grandchildren
Style Number
•The # assigned to a design in the frims line
The hem line index:
•The Hemline Index is a theory presented by economist George Taylor in 1926. •The theory suggests that hemlines on women's dresses rise along with stock prices. In good economies, we get such results as miniskirts (as seen in the 1960s), or in poor economic times, as shown by the 1929 Wall Street Crash, hems can drop almost overnight. Non-peer-reviewed research in 2010 confirmed the correlation, suggesting that "the economic cycle leads the hemline with about three years".
Designer Price Point
•The RTW lines of many designers •Ex/ Gucci, Prada
Raw materials:
•The basic material from which a product is made/unprocessed material that is used to produce good. Ex/ cotton, skin, natural rubber •4 levels - raw materials → design/manufacture finished goods → wholesale distribution → retail distributors
In today's world, why is fashion important?
•The fashion industry employs more people worldwide than any other industry today. Whether it is garment production in Asia, a weaver in Guatemala, a thread supplier in India, or a retailer in Europe, almost every country in the world is involved in some sort of fashion-related activity. The buying, selling, and producing of fashion built careers in the support services sector like fashion journalism, photography, and forecasting. Trade among countries continues to grow with the United States and other countries initiating trade with one another.
Chambre Syndicale de la Haute Couture Parisienne:
•The federation that regulates the production of haute couture; 3 segments (Chambre Syndicale de Haute Couture, Chambre Syndicale du Pret-a-Porter, and Chambre Syndicale de la Mode Masculine)
Pret a Porter:
•The haute couture designs translate into the lesser priced but still costly French designer ready-to-wear •Means "ready to wear" •Expensive (ex/ Chanel dress in store)
Couture Price Point
•The pinnacle of price points; only about 2500 customers each year •Ex/ Christian Dior
Marketing:
•The process of managing the flow of merchandise from the initial selection of designs to be produced to the presentation of the products to retail customers with the goal of maximizing a company's sales •Business follow these functions for success •1. Marketing info management: -gathering/using info about what consumers want -considered critical because it determines what product to produce and sell -5 main elements: •1. Input: reports, past records, surveys •2. Storage: saving info •3. Analysis: studying info gathered so a decision ca be made •4. Output: reports of analysis and conclusion •5. Decision making: final result of 1st 4 elements •2. Financing: -involves planning way to cover the costs of successfully operating a business -includes factors such as production costs of the product, product pricing for the customer, and everyday expenses such as rent, supplies, and payroll •3. Pricing: -process of setting the value or cost at the right level -price of a fashion product is dependent on the cost of production plus a profit -customer demand can adjust the price up/down -the price must cover all the elements of the key marketing functions: •1. Costs of gathering info of what the customer wants •2. Cost of financing the business •3. Cost of design, fabric, and construction to produce the product •4. Cost of advertising and promotion •5. Cost of moving the product to the consumer •6. ? •4. Promotion: -Communicating with customer about the product for desired results → customer demand and purchase of product -Includes advertising, personal selling, publicity, and PR -Fashion marketers can create and image of who wears a brand of clothing through promotion •5. Product Service Management: -designing, producing, maintain, improving, and or acquiring products or services to meet customer needs •6. Distribution: -Involves moving the product each step from the design idea to the customer -Number of businesses involved in the actual planning and movement of the product -Actual transportation of the product → by truck/air •7. Selling: -assist the customer in identifying and satisfying a want/need -helps the customer understand the benefits of quality.
Zeitgeiset:
•The spirit of time when relating to fashion •Ex/ 1960's- space age look and flight attendant apparel
Product Mix
•Total assortment of products a company offers
Contemporary Price Point
•Trendier, appealing to a young, stylish consumer, slightly higher price than better •Ex/ Massimo Dutti
Detail:
•Various components or parts within a silhouette such as the sleeves, shoulders, waistline
What events influenced the rise of American fashion? What is meant by the "American Look" and how has this evolved over the decades?
•WWII influenced the rise of American fashion → Claire McCardell influenced the look •European designers were not able to get textiles because most resources were being put towards the war effort rather than fashion •New York became a center of fashion •American look is preppy, simple, easy to wear, clean cut
Product Mix Strategies
•Wide vs. Narrow Variety •Shallow vs. Deep Assortment •Ex/ specialty store like Calzedonia has narrow variety (only socks) but deep assortment (many types/colors/sizes)
Suffragettes:
•Women part of the women's suffrage movement in the late 19th and early 20th centuries; the feminist movements highly influenced fashion as women wanted to start working → working apparel for women
Style:
•a particular shape/type of apparel item identified by the distinct features that make it unique
Indicate which marketing function is represented by the following situations. Please identify and explain why:
•a. A newspaper article about the grand opening of a new boutique appears. -PROMOTION •b. Styles of swimsuits are selected to be sold in a department store. -PRODUCT/SERVICE MANAGEMENT •c. T-shirts are transported from the factory to the Gap by truck. -DELIVERY (manufacturer to retailer) •d. Management attended a trade show to select merchandise for the spring season. -PRODUCT/SERVICE MANAGEMENT •e. Shoes sold in a department store have a markup of 35% based on cost. -PRICING •f. Management has decided to use television commercials rather than newspaper ads. -PROMOTION •g. A consumer answers survey questions after sampling a new line of skin care. -MARKETING INFO MANAGEMENT •h. Money is borrowed to purchase a computer system for a large, independently-owned clothing store -FINANCING •i. Cotton for use in the production of t-shirts was shipped by truck to the company. -PRODUCT/SERVICE MANAGEMENT •j. A salesperson answers a customer's questions about the care of a leather coat. -SELLING
Trade Shows:
•an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities.
What is a brand and branding? Explain why branding is beneficial to manufacturers, retailers, and consumers. Explain with examples.
•branding implies identity and ownership •A brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods or services of a seller and to differentiate them from those of competitors in the eyes of the customer. •Benefits to manufacturers: helps to create loyalty, defends against competition, creates differential advantage, allows premium pricing, increases power over retailer, licensing opportunities, and brand extension opportunities. •Benefits to retailers: benefits from brand support marketing, attracts customers, and can offer prestige to the store. •Benefits for consumers: easier product identification, communicates features and benefits, helps product evaluation, establishes product's position in the market, reduces risk in purchasing, and creates interest/character for product
A product developer's function is not to design a new fashion product, but help come out with ideas of new fashion products. However, product developers must understand the elements of design. Name and explain the elements of design.
•color: first element to which consumer responds, must be appealing and suitable for fashion, type of garment, season and climate; texture (fabric): designer's medium, must be suitable weight, hand, texture and design to carry out design successfully; line (silhouette): direction of visual interest; shape: outline and shape within must relate pleasingly to each other; details: various components/ parts within a silhouette (sleeves, shoulder treatments, waist treatments, collars, and length and width of skirts and trousers); Trim: decorative additions, not part of the construction of a garment (buttons, buckles, stitching, embroidery, beading, appliquès)
Classic:
•continues to be popular even though fashion changes: little black dress
Discretionary Income:
•disposable income minus spending on necessities. •Fashion; people with more discretionary income spend more on products
Video "How clothing is sold" questions: c) Explain how fashion expanded its market by searching a wider audience?
•fashion •They expanded by opening many stores -When opening a store, the manufacturer does not have all the capital necessary to open all the stores so they enter into a franchising agreement •Manufacturer allows the franchisee to carry the product of the brand to be sold in the store but franchiser gets percentage of the product •Franchising has more control than licensing and the loyalty is much higher -It allows a company to expand the number of retail stores and the market they can reach
Accessories:
•fashion items that are added to comlpete/enhance outfits
Disposable income:
•gross income minus taxes (local/federal/state) •The income you will spend on necessary things such as food, rent, underwear, socks
Causal Sportswear:
•makers show new sportswear 4 times a year
Mass price markets:
•market coverage strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. The idea is to broadcast a message that will reach the largest number of people possible. •Mass marketing is the opposite to Niche marketing as it focuses on high sales and low prices.
Marketing concept:
•marketing starts and ends with customers •The idea that business must satisfy customer needs and wants in order to make a product •Think of chart of concern for design vs. concern for customers/profit
Relationship marketing:
•recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages •Creating a lasting and mutually-beneficial relationship with key suppliers and customers •Seek out those who spend the most money - more economical than finding new customers - marketers should begin to add value to key customer accounts
High fashion:
•the most fashionable, expensive, and exclusive designer clothing
Silhouette:
•the overall shape or outline of the garment: •1. Straight or tubular line •2. Bell shaped or curved •3. Black fullness or bustle
RTW:
•used clothing, started 150 years ago after industrial revolution •Off the rack •Mass produced in factories •Standard sizes •Thousands are made •For sale in many sizes •The intentional of the sewing machine by Elias Howe in 1845 with improvements by Isaac Singer, allowed for volume production of clothing factories •Labor force growth, textile technology, and new methods of distribution and advertising contributed to the rise of ready-to-wear
Product:
•what a company is offering for sale to customers to satisfy their needs and wants •includes goods or services •Strategies that include producing, packaging and naming the product → ex: jeans, sweaters, jewelry, hairstyle •The product is the focus of the marketing mix because it's the product that's ultimately delivered to the consumer •Consumers buy a bundle of satisfactions •Goods: tangible items •Services: intangible