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2007 Fairchild Publications, Inc.

Copyright 2007 Fairchild Publications, Inc.


All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any meansgraphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systemswithout written permission of the publisher.
ISBN-13: 978-1-56367-650-5 GST R 133004424
Designed by Stone DesignWorks 2007 Fairchild Publications, Inc.

2007 Fairchild Publications, Inc.

2007 Fairchild Publications, Inc.

The Nature of Fashion


A. The Importance of the Fashion Business B. Misconceptions C. Terminology D. Components E. The Fashion Cycle F. The Intangibles of Fashion G. Principles
Chapter 1 The Nature of Fashion
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The Importance of Fashion


Fashion involves our outward visible lives. It has an impact from every stage of life from womb to tomb. Fashion has a great impact on our countrys economy. Changes in fashion result in new consumer purchases. The thought of being unfashionable is a fate worse than death to many people!

Chapter 1 The Nature of Fashion

2007 Fairchild Publications, Inc.

Fashion Business
All the industries and services connected with fashion: design, manufacturing, distribution, marketing, retailing, advertising, communications.

Fashion Industry
Businesses that are engaged in manufacturing materials and finished products for fashion.
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Misconceptions about Fashion


There are three widely held misconceptions concerning the fashion industry: 1. That designers and retailers dictate fashion and force it upon the hapless consumer. 2. That fashion acts as an influence on women only. 3. That fashion is a mysterious and unpredictable force of nature.
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Misconceptions about Fashion


Using feathered flights of fancy, designer Frank Sorbier sends this gown down the runwaynot to sell to the public, but to get press coverage and create a fashion buzz.
Chapter 1 The Nature of Fashion

2007 Fairchild Publications, Inc.

Fashion Terminology
Style number Mass/Volume fashion Fashion High fashion Style

Classic
Design Taste
Chapter 1 The Nature of Fashion

Fad
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Trend
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Style
Is a characteristic or distinctive appearance of a garment.

Fashion
Style accepted and used by the majority of a group at any one time.

High Fashion
New styles accepted by a limited number of fashion leaders who want to be innovative.
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Mass/Volume Fashion
Refers to styles that are widely accepted.

Design
Interpretation of a style.

Taste
Prevailing opinion of what is attractive and appropriate for a given occasion.

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Classic
Style that remains in general fashion for an extended period of time.

Fad
A fashion that suddenly sweeps into popularity, and then quickly disappears.

Trend
A general direction or movement.
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Components of Fashion
SILHOUETTE
There are three basic forms:
a. b. c. Bell Bustle Straight

Variations of the straight silhouette


d. e. f. g. Slim Rectangular Wedge A-line

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Components of Fashion
DETAILS
Details of the garment consist of: trim, buttons, length, width, waist, shoulder, sleeve treatment.

TEXTURE
Refers to the look and feel of material, woven or nonwoven, that can affect the appearance of a silhouette. Texture can give a bulky or slender look to a garment depending on the roughness or smoothness of the material.

COLOR
Is important in apparel selection for men, women and children.

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The Fashion Cycle

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The Fashion Cycle


Stages of the Fashion Cycle
Every fashion cycle passes through five stages:

1. Introduction
2. Rise 3. Culmination

4. Decline
5. Obsolescene

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The Fashion Cycle


Consumer Buying Cycle versus Consumer Use Cycle

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Intangibles of Fashion
Fashion itself is intangible. A style is tangible, made up of a definite silhouette and details of a design. But fashion is shaped by such powerful intangibles as
Group acceptance Change Social forces Peoples desire to relate to specific lifestyles
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Intangibles of Fashion
Fashion is a complex means for facilitating orderly change
in a mass society.

Mass media accelerates the pace of fashion change The rise of ready-to-wear creates discard-ability
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Mirror of the Time


Fashion is a non-verbal symbol.

Social class
Fashions reflect the degree of rigidity in the class structure of an era.
Today social classes are far more fluid than ever because there is no universal way of life today, and people are free to choose their own lifestylesand their dress reflects that choice.

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Mirror of the Time


Fashion is a non-verbal symbol.

Lifestyles
Fashions reflect activities in which the society participates.
Currently

our clothes varies according to lifestyles. Our interest in active sports and leisure pastimes varies with the difference in the lifestyle of an urban career-oriented woman and that of a suburban housewife. Each lifestyle is reflected in their choice of wardrobes.
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Chapter 1 The Nature of Fashion

Principles of Fashion
1. Consumers establish fashions by accepting or rejecting styles offered.
Designers must give expression to silhouette, color, fabric and design that the majority of consumers want.

2. Fashion is not based on price alone.


Successful fashions are found at all price points.

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Principles of Fashion
3. Fashion is evolutionary, not revolutionary.
Exceptions: 1789 French Revolution 1947 Diors New Look

4. No amount of sales promotion can change the direction in which fashions are moving.
Womens liberation in the 1960s created a demand for less constructed undergarments

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Principles of Fashion
5. All fashion ends in excess. Paul Poiret
This Dior couture see-through dress shows the concept that all fashion ends in excess.

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