UNIT B

EVOLUTION AND
MOVEMENT OF
FASHION
2.04 Identify major
fashion centers, types of
designers, and price
market categories.

Major fashion centers

New York City

Seattle

Los Angeles

Paris

Atlanta

Milan

Chicago

Florence

Dallas

Rome

Miami

London

New York City, New

York

Largest fashion marketing center

in the U.S.
Known for the Seventh Avenue
garment district in Manhattan
Permanent showrooms of
manufacturers from the U.S. and
around the world
Open weekdays year round

Most of the production jobs have

been lost to other countries with
cheaper labor, but some

New York City, New

York (cont.)

Fashion weeks
sponsored by the
Council of
Fashion
Designers of
America (CFDA)
Formed
corporation
called 7th on
Sixth, Inc. to
centralize
runway shows

Los Angeles, California

CaliforniaMart is the
largest fashion and
textile facility in the
U.S.
An 82-block
garment district
includes designers,
wholesalers,
manufacturers, and
patternmakers.
Hosts a fashion
week five times a
year
Primarily serves the
West coast

 Atlanta, Georgia
AmericasMart
Primarily serves southeast

Chicago, Illinoisserves central

states

Dallas, Texas
International Apparel Mart
Primarily serves central states
Known for evening, bridal, and
western fashion

Miami, Florida
Worlds largest swimwear show
Wholesale center for the Americas

Seattle, Washington

Paris, France
Considered the world
fashion leader
Shows attract over
40,000 visitors and
1,100 exhibitors from
30 countries
Prt--porter Paris
shows twice a year at
the same times as
mass-produced lines
but at different
locations

Paris, France

(cont.)

Haute couture businesses are

located in city fashion houses
rather than in commercial buildings.
Haute couture designers must belong
to Chambre Syndicale. The couturier
(or couturire if female) must be
recognized as talented and successful
to become a member.
Chambre Syndicale: The trade
association for top designers, which is
governed by the French Department of
Industry.

Paris, France

(Cont.)

Chambre Syndicale
Sets qualifications for couture
houses and requirements for
collection showings
Sponsors a school to educate
apprentices
Represents members in relations
with the French government
Coordinates dates of showings

Paris, France

(cont.)

Louis Vuitton Mot Hennessy

(LMVH)
French luxury goods conglomerate
Christian Dior SA is the parent
company.
Owns about 50 brands. Examples:
LaCroix, Celine, Givenchy, Donna
Karan, Guerlain (perfumes), and
Sephora (cosmetics)
Buys and sells brands based on

 Alta moda: The high

fashion industry in Italy.
Rome is the center for
couture.
Milan is the center for
high-quality ready-towear.
Florence is known for
lower-priced ready-towear, menswear,
childrens wear, and
knitwear.
Main collections are

ITALY

GREAT BRITAIN
London is the major
fashion center.
Bond Street is the
creative center.
Promoted by the British
Fashion Council (BFC)
Fashion week twice a
year
Top ready-to-wear
designers belong to a coop association called

Terms associated with fashion

design
Collection: The total merchandise in
a designers or apparel
manufacturers seasonal
presentation, especially for highpriced garments.
Couturier (koo-tour-i-er): A male high
fashion designer.
Fashion designer: One who creates
or adapts clothing and accessory
designs for manufacturers, retailers,
or individual clients.

Terms associated with fashion

design (cont.)
Fashion piracy: Stealing design
ideas.
Fashion seasons: Distinct retail
selling periods in fashion marketing.
Garment district: The area in a
fashion center where most of the
apparel companies are located.
Haute couture (hoat koo-tour): The
name for the high fashion designer
industry of France; high-fashion,

Terms associated with fashion

design (cont.)
Alta moda: The name for the high
fashion industry in Italy.
Licensing: A legal arrangement
granting a manufacturer the
exclusive right to produce and
market goods that bear the name of a
famous person.
Line: A collection of styles offered by
a manufacturer or designer.
Prt-a-porter (prt-a-por-tay):

Terms associated with fashion

design (cont.)
Private label: Merchandise
developed for a given store and
displaying that stores label; found in
better, moderate, and budget price
market categories.
Ready-to-wear: Apparel mass
produced in factories to standard
size measurements.

Basic types of designers

Couture
Stylist: One who designs by changing or
adapting designs of others.
Makes lower-priced merchandise
Creations made during the rise stage
of the fashion cycle
Primarily designs for manufacturers
like The Gap, The Limited, and Guess
Freelance designer: An independent
designer who sells sketches to
manufacturers.

Price market categories of

womens apparel
Designer (Couture)
Category now almost extinct due to
the extremely small market
Original, high-priced fashion
custom-made for a very few
individuals
One-of-a-kind extreme styles,
avante-garde
Luxurious, expensive fabrics and
trims with intricate details

Price market categories of

womens apparel (cont.)
Designer (Couture)
Sell for many
thousands of dollars,
maybe up to $50,000
per garment, but do
not generate a profit

Price market categories of

womens apparel (cont.)
Bridge
Has almost replaced the couture
category
Secondary lines of well-known couture
designers
Have the designers label
Most expensive ready-to-wear
Limited editions, small quantities
offered for sale
Expensive fabrics with fine details

Price market categories of

womens apparel (cont.)
Bridge
Sell for many hundreds
of dollars, maybe as
much as $5,000
Sold in fashionable dress
shops and upscale
department stores like
Neiman Marcus, Saks,
Nordstroms, and
Bergdorf Goodman

Price market categories of

womens apparel (cont.)
Better
Have a firm label rather than a
designers name. Example: Jones of
New York, Liz Claiborne
Ready-to-wear produced in larger
quantities
Reasonable prices
High quality

Price market categories of

womens apparel (cont.)
Better
Found in specialty
stores and
department stores.
Examples: Macys,
Marshall
. Field, and
Lord & Taylor

Price market categories of

womens apparel (cont.)
Moderate
Well-known and nationally-advertised
brand labels. Examples: Jantzen,
Gap, and Wrangler
Lesser-known or unknown designers
work for the manufacturer.
Many items inspired by designer
creations
Widely available and worn by the
majority of America

Price market categories of

womens apparel (cont.)
Moderate
Medium-priced
merchandise
High volume sales
and higher price
margins
Sold primarily
through
department,
chain, or specialty

Price market categories of

womens apparel (cont.)
Budget/Discount
Lowest priced category
Created by stylists
Knockoffs: Copies of higher-priced
items.
Mass produced in less expensive
fabrics with fewer details
Brands such as Gitano, Donkenny,
Kathie Lee, Arizona jeans, and
Cherokee

Price market categories of

womens apparel (cont.)
Budget/Discount
Sold in discount stores and
low-price chains
Private labels such as Arizona
jeans (J.C. Penney),
Apostrophe (Sears), and
Cherokee (Target)