Intro to Fashion final exam
visual merchandising: interior
- malls- store entrances - department entrances - lighting, sounds, scents - décor - mannequins and fixtures
non- store retailing: at home
- multi-channel retailing = tradition + catalogs+ web - mail order - e- commerce - television
visual merchandising: windows
- point of sale or point of purpose - ideas for merchandise - 30% purchases unplanned - create multiple sales- coordination - gives info - "silent" salesperson
retailers
- retailer- sells to consumer (retailers name) - consumer media -discounters - off-price -factory outlets -warehouse clubs
where do consumers shop? Depends on ..
- store image- the way consumers "feel" about an outlet - price policy - merchandise variety - employees - outlet appearance - target market - advertising
Women's apparel: Organization and operation
-1970's led to increased demand -realized that smaller companies had ability to respond quickly (giants didn't) -this made big companies create subdivisions
department stores
-70-80% moderate priced -largest- ex. Seibu, japan, gum, Moscow, harrods, London, macy's usa, the bay, Canada
It's a Mad, Mad World! (Everything old is new again)
-Mad men influenced the cuts of suits coming out, bringing back old style -Dr. No, James Bond (1962) created enduring symbol of masculine power with a tux, made suits cool -The Great Gatsby (1974) brought back style from the 20's -Miami Vice (1984) subverted idea that tailored clothing was formal -The King's Speech (2010) pinstripes and tweeds, now seeing a return to this look
Philip Van Heusen (Big- Bigger- Biggest in the World)
-PVH is number three in the fashion industry -$4.8 billion business -they own, design, market and sell a bunch of world renowned brands -Brands: Calvin Klein, Arrow, Izod, and Van Heusen -Has licensing rights for many other brands -No major marketing campaigns except for Izod centre -They want to become biggest business in fashion -Acquire Tommy Hilfiger recently
Head over Heels in Love with Jimmy Choo
-Tamara Mellon from british vogue discovered him, told him to start doing ready-wear -1996 is first boutique -1999 Cate Blanchet and Carrie Bradshaw make him well known -2001 Equinox acquires company and Choo leaves -2003 flagships opened, line of handbags -2004 Lion Capital takes it for 187 million -2006 distribution agreement with India/Tokyo -2007 Towerbook buys it for $365 milion, flagship in Beverly Hills -2008 biggest store opens in japan, brand wins three awards -2009 another award, collabs with Elton John, Hunter and H&M -2010 launches Choo 24:7, collab with Ugg, biggest store now opens in Milan -2011 fragrance launch, add's mens shoes, Labelux buys company
Industry Trends
-US designers now competing as industry leaders with designers from Paris and Milan -US manufacturing industry faces challenge of growing imports -tactics to compete/ keep up: emergence of manufacturers as retailers, greater emphasis on licensing, increased offshore production, emphasis on supply chain management, use of computers/internet
Mens apparel- market segments
-exist because of diff production methods -5 main segments: tailored, sportswear, activewear, contemporary, bridge
Chargebacks
-financial penalties imposed on manufacturers by retailers -requested for late shipments or poor selling products
Pierre Cartier (Good things come in red packages)
-founded in 1817 -started in Paris -1909 first NYC store, then 1917 moved into historical mansion -pieces all revolved around romance -panthère de cartier: watch with a panther on it -trinity: new group of three ringed rings, bracelets, or earings with 100 diamonds to celebrate 100 years in the US -Love: created in 60's during Vietnam war protests, bracelet designed so wearer cant put it on alone, locked with a key held by someone else -all packaged in red: represents a womans heart
EDI (electronic data interchange)
-replaces a lot of forms -links computers from one company to another -shares info about orders, invoices, packing slips, shipping docs, etc
Fashion shows, press weeks, and trade shows
-shows to retailers, press reporters and broadcasts to internet media -opportunity to see latest designs from a specific place (US) -relies on temporary showroom space
role of designer
-sketch or computerized drawing of idea -must consider cost of materials and labor cost when designing
create design concept
-sketched or developed in muslin -select initial colours and fabrics -cost product- judge and discard styles- individual merit, suitability to the line as a whole
multiple price zones
-some producers offer diff $ zones to reach several market segments (gap can reach same target as banana republic on high end and old navy on low end) -designers do this as well (ex DKNY)
SIC/NAICS codes
-standard industrial classification system / north american industry classification system -database of business stats -shows primary activity of establishments and comparable info
Product line
-styled for wholesale multiple times a year -includes entire season's production from manufacturer
Body scanning
-takes 3D image of a person's body and calculates exact measurements -can help to produce garments and size charts more effectively
Categories in women's apparel
outerwear dresses blouses suits after-5 and evening clothes bridal wear sportswear and separates activewear uniforms and aprons maternity innerwear special needs
anchors
prior season designers reworked in different colour or fabric
six rights of merchandising product development
right merchandise right price right time right place right quantity right customer
seasonal lines- 4-6 lines per year merchandisers, designers, and producers create
spring - shown October November summer - shown early January transitional or fall i - February fall or fall ii - early april resort - august holiday - august
Ricky Kruger
visual artist took fashion comms- although not related to fashion -communications allowed him to go into this field Most important to him- people that he met- kept in contact with these people- help each other after university!!- communities Biggest thing he got out of Ryerson- internships Encourages to go do things- try things out! Starting art tour with kids funded by curry's. Was influenced through fashion illustration to make superhero art
Filomena Gasparro
"Fashioning Life: 'Wear' Your Story" -Formally trained in art -focusing in fashion as "self expression" -Total of 14 women who created a narrative using fashion objects (autobiographies) -Relates to humanity's aspect- stories and experiences - life stories that relate to women in particular - broad variety of what we can wear and speak for ourselves -Would like to hear the feelings and emotions that we all can connect with - emotional contact in clothing -Women of various ages - needed to be interested in fashion - want to talk about stories- don't have to be artists -We all wear clothes and fashion- starts from a place of familiarity -Each woman was given canvas dress -Given blank canvas- no pressure for artistic or sewing background- although asked to treat as art -Were asked to sumbit paragraph about process or story they are trying to communicate related to -Loss of family members -Infertility -Personal transformation- travel -Political motivation -Gender and identity -Women in a mans world -Spiritual quest -The way men and women approach telling stories about themselves -Sense of empowerment that is connected to expression of fashion
Canadian retailing
- Largest employer -Retail sailed $21 plus billion -200,000 retailers -50% plus spent in shopping centers
retailing trends
- Technology - Electronic retailing - In-home shopping - More price competition- fast fashion - Vertical integration - Increase in information - Increase in chains and franchises - Retail bankruptcies & consolidation - Too many stores
distribution
- add sales tickets and bar codes (small stores) -shipping consolidated and sent
shopping centers
- after WWII shift to suburbs - strip center - some strip malls converted to enclosed malls inside - regional center- ex. Yorkdale - west Edmonton mall ex. Largest in north America- albertas #1 tourist attraction- over 800 stores - vertical centers - power or value centers/ outlet centers- price vs. service or experience - transportation centers
Teens, Tweens and Justin Bieber Talking Technology
-always a teen heartthrob through history -has his own doll, perfume, nail polish line -technology made his career possible with his market age group -fashion companies with same target trying to use apps, videos and social media to reach Gen-Y -Gen-Y will have more spending power by 2017 -teen brands need to go high tech to keep up
Ralph Lauren (new in an old world)
-america: new world, europe: old world -in 2010 ralph lauren honoured with most prestigious old world award -3 day celebration in france -he never went to fashion school -also awarded key to the city of NYC by the mayor -grew up in the Bronx -started his career by selling mens ties
visual merchandising: exterior design
-architecture and entrances -signs and logo
Assortment Breadth & Depth
-assortment- range of choices -breadth- wide or narrow- different lines, colours and sizes -depth- deep or shallow- how many items in store -merchandise mix- narrow & shallow- kiosks, "mom & pop" specialty stores- independent/ one of a kind, "pop up" shops -broad and shallow- specialty department stores (high end)- not very deep but lots of different things- not a lot of each of the garments -narrow and deep- specialty stores- not a lot of variety, but many different colours of specific garments -broad & deep - department stores- have a lot of everything
RFID (bar codes, scanners, radio frequency ID)
-bar codes make tracking merchandise easier -UPC: automatic identification of items scanned at retail cash (most widely accepted) -Radio frequency: electronic tags that store data, unique serial number, more data than barcodes
QR (Quick response)
-business strategy: closer association between manufacturer/supplier/retailer/customer -used to compete against foreign imports -shortens time frame of raw material to finished product
mass merchants
-buy in volume -less $, poor service and environment
Product copyrights
-cannot copyright designs in US, creates knockoffs and anchors -can in france
develop design
-chosen designs made into finished samples -production patterns made -sample hand (designer's assistant) sews a few samples from production patterns -designs presented to company and cost of fabric/production is analyzed -more designs discarded or modified -accepted designs assigned style #
knock-offs
-copies of expensive designs in a similar by less expensive fabric -manufacturer buys a garment and makes a pattern from it -manufacturer rapidly produces the knock off to ensure profitability
The Accessories Council (Adding the finished touches to any outfit)
-council began as a small trade organization to help the overlooked sector of accessories -hosts an awards ceremony (links brands, retailers, consumers) -people get more use out of designer accessories than designer outfits -council hosts monthly seminars, lectures, and networking events -starting social media ventures -creator of FACE: pairing new talent with seasoned executives
CIM + Product lifestyle management
-data from comps during manufacturing stages are linked -ability to access info of all production and track things
contractors
-deal with sewing -sometimes cutting -articles are sewn, finished, pressed, inspected, and packaged -each sewing operator makes specific area of garment in mass production (section or piece work) -can arrange to work exclusively with certain jobbers/manufacturers (reciprocal)
Mens apparel- designer names
-designer names promoted more heavily -manufacturer pays for design/name of designer and pays in royalties -most manufacturers that license designer names establish separate divisions -often licensing agreement gives designer no say -names get more exposure bc often displayed in many diff departments -name game is big: people want what's associated with it
collections
-designer, bridge, better lines -divided into groups of garments with an element linking them (theme, colour, etc.) - each garment has a style #
plan line
-designers and merchandisers research trends, colours, and fabrics using forecasters- set budgets and plan advertising -often use trend boards
Mens apparel- size and location of manufacturers
-dominated by large firms at manufacturing level -Levi Strauss, Phillips-Van Heusen Corp, and VF Corp : largest manufacturers
planning production
-examine sourcing options (where components will be purchased/ where it will be made) -purchase fabric and components -exact costing- using samples to determine (create selling price) -samples presented to retail buyers at manufacturer shows and orders made
The American Woman (Fashioning a National Identity)
-exhibit showing different stages of female identity in america -starts with 1890's Gibson girl -looking to pinpoint what american style is -showed suffragettes, flapper girls, screen sirens (set in front of 30's movies)/ hollywood -elegance/sophistication but casual/comfort -more about life less about fashion -modern day stars shown as well
Mens apparel- tailored clothing
-graded according to the number of hand tailoring operations to make it - starting from lowest quality, grades go: 1, 2, 4, 6, 41 and 61
manufacturer (producer)
-handles ALL phases of garment production -line is planned by company, produces or buys designs -cutting sewing done in companies factories -company's sales force/traffic department handle selling/shipping products -advantage: close quality control
apparel jobbers
-handles all phases EXCEPT sewing (sometimes cutting) -may employ designers -buys fabric, makes patterns/samples -arrange with outside factories (contractors) to make garments -sales force deals with finished garments
production: sewing
-industrial machines all have specific purpose -really high priced garments may use single hand operator (one person - whole thing) -teams of people work on diff parts of garments
Offshore production
-inexpensive labor -split view: a) threat to american labor b) necessary to compete with other low cost imports -more than 97% apparel sold in US is imported
production: finishing/inspection
-labels, buttons, etc added -some may be washed or finishes applied to fabric -some may be dyed -garments pressed/finished, and can be made "floor ready" with sale tags -quality assurance is checked in all areas
role of merchandisers
-links design staff, production facilities, and sales staff -conduct research to produce a line for the "right customer"
specification buying
-manufacturer may design private label merchandise for the retailer -retailers provide standards (quality of material, workmanship, styling, cost, etc) of clothes they order -has become so specialized stores hire specification or product manager who is trained at specification buying (they work closely with manufacturers)
role of producers
-manufacturer- buys fabric, cuts, sews, sells, -jobber- designs, plans, cuts, sells and ships but DOES NOT SEW -contractor- only does the sewing
Use of factors
-manufacturers need cash/credit to produce garments and banks are often reluctant bc of high risks -alternate system: factors (companies purchase account receivable but with higher interest rate than a bank)
manufacturers acting as retailers
-manufacturers opening their own stores -benefit: can sell product at full retail price rather than wholesale -ex: Ralph Lauren -outlet stores used to dispose of poor sellers bc of this
Women's apparel: the role of designers
-marketing their own artistic identity to segment of population that shares their vision
retail store brand
-name of a chain used as exclusive label on items in store/catalog -ex: L.L. Bean
Specialty stores
-narrow focused merchandise -similar $ -largest market share -"mom and pop" -chains -single line- 1 category/classification -single brand- private label, designer label, national brand -limited line- related categories -multiple line- many categories
national/designer brands
-national: owned by manufacturer/ advertised nationally -ex: Fruit of the Loom -designer: same but use name of designer -ex: Calvin Klein
advantages of use of contractors
-no investment in sewing equipment -less difficulties in finding suitable workers -less money needed to meet payrolls -helps speed up delivery of orders
disadvantages of use of contractors
-no one had full responsibility over finished product -other jobbers may use same contractor and receive preferential treatment over you -quality of work tends to be uneven
private labels
-owned by retailer and found only in stores -sold alongside national/designer brands -ex: Mossimo at Target
production: cutting
-pattern graded to various sizes -pieces laid out on long paper (marker) -a spreader carries material along cutting table and marker is laid on top -cutting now computerized or assisted -machines do cutting -pieces of each pattern tied into bundles based on size (bundling) done by hand
6 stages of the product development process
-plan line -create design concept -develop design -plan production -production -distribution
Trunk shows
-presents a manufacturer's line to a retail store's sale staff and customers -a representative of the company will mount a show with sample garments -afterwards representative meets with customers to discuss styles and their fashion relevance -customers may review and order -allows customers to experience "glamour" in fashion industry -manufacturer gets to test the line and get customer feedback firsthand -retailer gets many more people into their store
Women's apparel: Specialization by product
-producers are specialists in producing for a specific lifestyle, specific size, specific price range and stick to that -dress manufacturer won't make bathing suits even if they're both for the same brand
computer-aided design (CAD) [develop design]
-used to test various colours, fabrics and styles -3D contouring of objects on screen, (folds, creases, etc can be seen) - once design is complete comp makes a pattern of it -this produces company cost of making samples -used often in sales presentations -also linked: CAM (computer-aided manufacturing) and CIM (computer integrated manufacturing)
Global Sales (America's not enough)
-young designers thinking more globally than just starting in NYC (essential) -build overseas presence by partnering with sales showrooms in fashion capitals or city's fashion weeks -development on web big factor for global growth -easier to showcase products to international customers but also easy to communicate with their stores around the world
Mens apparel - Organization and Operation
1. Tailored clothing (suits, overcoats, formal wear, trousers, etc) 2. Furnishings (dress shirts, neckwear, socks, pajamas, etc) 3. Outerwear (coats, jackets, active sportswear, etc) 4. Work clothing (work pants, work shirts, etc) 5. Other (uniforms, etc)
Arvind Karr
Co-founder of Cleanopy Inc. runfree- hat designed for people living and exercising in urban environments. It helps you breathe easy by purifying the air you breathe.- asthma free combines fashion and technology
Nataha Budovitch
Agent Women's Division Elite Models, Toronto -from nova scotia -came to Ryerson because her mom is in ryerson -did not expect to be an agent -wanted to be an art director -loved that everyone wants to do a specific thing within the program -started interning -first internship was at elite - found out where all the money came from -interned at many places that lead her to others -interned at stylist company -went to lush magazine -went to teen vogue -always looked up to elite agents -after graduation got first job at inside entertainment magazine- weren't many people at the office because they were going under -went on monster to look for jobs, went for interview as graphic designer -didn't have 10 years of experience, but was determined to get job as art director at suzie -excelled at casting, had burning desire to be an agent -very important to push yourself, don't get comfortable. -went to sears catalogue department after suzie- became art director there. Saw many people get laid off -needed to leave after not learning anything else -being an agent is scary but fun -very different from anything you can imagine -she deals with the womens board, she deals with all the female models in Toronto, some international, and about 20 new ones -juggling game of being best friend, co-worker, boss at the same time -everyone she interned with became a client -be nice to everyone, work very hard, it's a very small industry -very exciting to be part of their success
Brent Weisgerber
Buyer Watches HBC -born in alberta -thought he was going to be a pharmacist -went into business -then went into fashion design in Alberta over 12 months -went to Ryerson, but was withdrawn from the program because Ryerson lost his deposit -went to holt Renfrew as designer -went back to Ryerson -went to work at Louis Vuitton for 3 ½ years -less for him about getting an a, because he had to juggle work -work became an issue because he didn't have a computer and it was hard for him to get into the labs -there is adversity -overcome negativity to get the best result -was in fashion comm -became marios assistant for a year but realized it had nothing to do with fashion (Mario brought Gucci to Canada- works for the westins) -got a position in contemporary area in holts, -felt bad about working in luxury goods for so long -moved to sears- had online- he wanted to have a private label line -helped sears start a private label line -did denim for a year -left sears but had a meeting with wayne- head of menswear at hudsons bay -went to Brampton at the bay to become a buyer, -worked advanced contemporary section of the bay- helped to make it money and scalable to put in new stores -went from 3 to 18 stores -a lot of travelling involved -boss moved him to director of merchandising to topshop/topman -help topshop find projects to make -too expensive to be forever 21 but needed to be higher quality -topshop made clothes a lot smaller -helped to change pricing range- help launch sales -market/ brand yourself -he helped brands make money -now brands watches
Miriam Baker
Designer -created line of rtw -bust friendly clothing -average cupsize is DD'-created a line that could allow busty ladies to feel comfortable -graduated Ryerson in 2013 -worked full time at retail job after graduating -fashion incubator- won prize, with money she was able to start her business - in 3 stores now -2 years at George brown and 3 at Ryerson -really likes fashion history
Sara Duke
Designer -graduated in 2007 -worked in design department in hudsons bay -left job, got new job that she hated -quit when wasn't allowed off for Christmas -started taking on custom clients in 2009 designing wedding dresses and suits -got a studio space, became friends with owners of coal miners daughter -offered sara a job to make clothing for coalminers daughter -had opportunity to take on retail store- opened in 2010 which she shared with people, in 2012 she expanded the store, worked too many hours -doesn't like being somebodies boss -closed the store because " -has studio in basement now in her house, -puts out fall/winter collection and spring/summer collection -photographs people and launches design, then gets to production
Major Price zones
Designer: highest Bridge: 1/3 - 1/2 of designer prices Contemporary: favoured by young designers seeking a broader market with designer-quality lines Better: medium-high in price, appeals to middle class market (fashionable at affordable) Moderate: nationally advertised makers, less prestige designer names that still appeal to middle class Budget: mass market
Megan Kirkwood
Free-lance fashion journalist -works as a beauty writer and editor (freelance) for multiple magazines -consultant for beauty brands -worked as a beauty editor for flare magazine -worked on mass exudes, was producer of the show -had no experience prior -great experience for her -had an interview for internship at flare in fashion department, didn't go well, didn't get job -tried finding loopholes (instead of working in fashion department) ended up in beauty department -wrote for the mag while she was there -always strive to be someone people want to work with -try to bring something personal to what you're doing -after graduation, she stayed in touch with her editors -6 months after ryerson she got a job at flare in production -liaison between all departments in the magazine -learned about all positions this way -glamour job came afterwards -after this decided to work freelance -networking really important to freelance work -keep in contact with people -she got where she is because of relationships she nurtured over the years
Retailing challenges
Increase in -aging population -ethnic markets -non-traditional households -regional differences -competition -customer DIS-satisfaction -value conscious consumers -quality conscious consumers -eco conscious consumers
Maggie Coblentz
Jewelry Designer www.Lielandlentz.com -launched business after graduating in 2011 -academic exchange in india and many internships. -- Goal was never to design jewelry but she was trying to build a company that she enjoys with her combined skills and entrepreneurship . -didn't do mass exedus -focused in graphic design -did a lot of internships -most instructive part- thesis- she did jewelry design -recomends exchange- went to new dheli - majored in accessory design- culture shock -people in india had a more of a practical small sale expectation of design -can source stones from india- still in touch- helpful in work setting -really recommends exchange -started business in 2011 with childhood friend -first collection was expanded from 4th year -got sales rep for 2 seasons, got a new one who got her product over a lot of store - makes mensline with silver and womenswear- with brass $50- $150 -launched business on online store -diversity of skillsets from fashion communications were really helpful -launched business through kickstarter - asking public to donate- also was selling a product *provided international buyer
Evolution of retail
Kiosk > shop > department store > discount chain > mall > online retailing - all activities involved in selling goods or services directly to consumers
Tools of the Trade (Digital Fitting Experiences)
Levi's Brand interactive destination: -place for women to explore and buy the best fitting jeans for them -based on shape, not size -80% of women fall into three distinct body shapes, no style fits all -gives custom fit experience -allows women to interact with levi's brand and share on social media Macy's magic fitting rooms: -at macy's in NY -temporary space that allows shoppers to virtually try on clothes -includes digital mirror and ipad that customers can flip through looks and try them on -image will resize depending on size you need -mirror connected to camera to let people share on social media
product development
Market and trend research forecasting Merchandising product line development product design and specifications material requisition planning inventory control costing production planning and scheduling sourcing and manufacturing quality control human resources purchasing logistics warehouse inventory movement systems finance sales field sales support performance measurement external communication =Final project
Size ranges
Misses- 0-20, tall 12-20 Juniors- reg 5-17 petite 1-15 Petites- misses 2P-16P junior 1P-15P Women's 26-52, XL to 5XL and Women's Petites 12WP-26WP
Arie Assaraf
Owner and Senior Buyer TNT -Took 20 years to build this brand -About 75 people working with this brand -values Integrity, respect, humble, not entitled *always listen *respect yourself and be productive- be passionate and LOVE what you do internships are fundamental tools for our future says Nordstrom is the most successful department store in the world- coming to Canada- not even in nyc not worried about competition- it is driving him/ motivating him to do more and take it to another level- innovation- eager believes fashion is as sophisticated as any other business- not shallow - think simple- speak to everyone on the same level door is always open- make sure he sees costumer/ designer- respects them and appreciates their hard work make sure the company you internship for misses you. - need to be incredibly motivated- make sure no one takes advantage of you make yourself valuable be a team player- lead each other- be genuine to your colleague time management is important
Jenelle Spadaro
Planner, eCommerce Holt Renfrew Online merchants and online analytics- influenced from merchandising team Everything from home, menswears, womenswear, cosmetics etc Search engine optimization Ex. Bag sold- supposed to have full price bag sold for 3 months- online planner uses conversion rate and analytics to see how/who is searching for this specific bag and through where. - shows how many more you'll need in the store
Krisiann Boos
President of Victory Patterns www.victorypatterns.com -domestic homeselling pattern -was in the design program - never felt like she wanted to be a designer, also loved painting and creating things -got a job as a stylist for a photography company -got job as costume designer for maskots - had to make tree riding bicycle lmao -started teaching people how to sew -discovered the DIY world- etsy was up and coming -always think about what the next step is -created downloadable pattern pieces that people could print out- took off -learned print production - was offered to write a book- contains 5 bodices 5 sleeves, 5 skirts can choose which one you want and create it -produces 5 patterns a year -a lot involved in designing a product -a lot of business involved in being an entrepreneur
Tammy Yiu
SQUAB owner -applied to ryerson on a whim, wanted more of a uni experience -fashion runs in the family -when you apply for work same feeling as entering school: everyone smarter, more experience, better dressed -didn't like the fashion design stuff -wanted to go more into graphic design -applied to a bunch of jobs on craiglists -not a clear plan -interned for an add agency director doing graphic work -realized pretty quickly it wasn't what she wanted -she was laid off -got a job as an in house designer -was also doing a lot of side jobs -now she works freelance -got a lot of jobs from ppl in her ryerson year -her dad had a factory in north toronto manufacturing outerwear -was managing a brand that was under the umbrella and does that now -deals with the whole business side -continues to work closely with ryerson grads
Mens apparel- tailored clothing sizes
Short (36-44) Regular (35-46) Long (37-48) Extra long (38-50) Portly short (39-48) Large (46, 48, 50)
Retail organizations
Specialty department mass merchants retailers non- store retailing: at home
Andrea Crofts
User Experience & User Interface (UI/UX) Designer TWG (The Working Group) - did graphic design and public relation for town shoes - introduced to user experience design- when someone is interested in a product to when they go to buy it. description, marketing etc are influential - includes research and graphic design -most difficult experience was first year after grad. Have the ability to sell yourself. Do trial and error. Keep connections with people you go to school with. -technology and fashion interlock in her freelancing career -learn to work with a client
Licensing
advantage: merchandise associated with well known name, good royalties, bigger name exposure, little investment disadvantages: lose some quality control
visual merchandising
communicates - image - product - "how to" store planning seasonal visual merchandising exterior design windows interior
Masstige
marquee designers apply their creativity to lower priced apparel
Entertainment Values - specialty stores
most amount of money being spent- specialty stores exciting visual merchandising -related entertainment ex.Niketown- video wall- expanded to staffed counters w/banks of video monitors w/info of local/ national sports teams ex. Gaylan's Trading Company- indoor/outdoor climbing walls/ in-line skating area
