Fashion Marketing

Fashion Marketing

Fashion Centers Back to Table of Contents Chapter 4 Fashion Centers Fashion Centers Design and Buying Centers Global Impact of Fashion 2 Fash...

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Fashion Centers

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Chapter 4

Fashion Centers

Fashion Centers

Design and Buying Centers Global Impact of Fashion

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Fashion Centers

Chapter Objectives Describe a fashion design center. Define a buying center. Explain how design and buying centers impact local economies. Identify the most important design centers. Explain the importance of global sourcing in the fashion industry. Describe how cultural influences affect mainstream fashion. 3

Fashion Centers

What Is a Design Center? A thriving design center can make a city important in the fashion world.

design center a district in a city where fashion design and production firms are clustered together

Design centers host important fashion shows during fashion weeks.

fashion week periods during each year when fashion designers present new designs or collections

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Fashion Centers

International Design Centers Major design centers include: Paris New York Milan

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London Tokyo

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Fashion Centers

International Design Centers Since the 1700s, the city of Paris has been synonymous with haute couture and has been the home to couturiers. Coco Chanel and Yves St. Laurent are examples of couturiers. Section 4.1

haute couture French term for high fashion, which is expensive, trend-setting, custommade apparel couturiers professional fashion designers, involved in designing, making, and selling high fashion

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Fashion Centers

International Design Centers Atla moda, the Italian term for high fashion, is centered in the city of Rome. Designers in Milan concentrate primarily on ready-to-wear garments. Italian fashion is known for its beautiful fabrics and sophisticated prints. Section 4.1

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Fashion Centers

International Design Centers New York City is considered to be the center of U.S. fashion. Almost two-thirds of U.S fashion manufacturing is located in New York. New York designers present their creations during designated fashion weeks. Section 4.1

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Fashion Centers

International Design Centers London was originally noted for classic business suits. London fashion now focuses on high-quality, ready-to-wear garments. There are about ten design centers throughout the United Kingdom. Section 4.1

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Fashion Centers

International Design Centers Tokyo has quickly become one of the leading fashion design centers. Fashion companies in Tokyo not only produce Japanese designs but also have licenses to produce European and American apparel products.

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Fashion Centers

U.S. Design Centers Important design centers in the U.S. include: New York City, New York Los Angeles, California Dallas, Texas

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Fashion Centers

What Is a Buying Center? Buying centers are concentrated in geographic areas where manufacturers promote their newest lines or a group of styles and designs.

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buying centers a central district in a city where fashion businesses sell products to retail buyers

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Fashion Centers

What Is a Buying Center? The fashion industry is important to a city’s economy. Most cities have not-for-profit corporations that help promote a particular city’s apparel industry.

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What Is a Buying Center? The Importance of Buying Centers Out-of-town apparel buyers generate millions of dollars for the local economy.

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Fashion Centers

U.S. Buying Centers The apparel industry designates particular market weeks to present different components of fashion products.

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market weeks the major times scheduled by fashion producers to show fashions to buyers

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Fashion Centers

U.S. Buying Centers New York’s Garment District is the primary buying center in the country. Many retailers avoid New York and use regional buying centers in cities such as Los Angeles, Dallas, Chicago, Atlanta, or Miami.

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Fashion Centers

U.S. Buying Centers A larger regional center may have several building clusters, or marts.

mart a building that houses thousands of showrooms for a specific merchandise category

Different marts may be devoted to specific apparel or accessory groups.

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Fashion Centers

Heart of the Fashion Industry Design centers and buying centers represent the heart of the fashion industry. Design centers represent the centers of creativity. Buying centers represent the centers of commerce.

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Fashion Centers

Web Power ForOperating emergingan designers wantingontoan sell their products, the e-tail business electronic channel—the choice for distribution is due between clicksdelivery, or bricks:returns, online and retail Web—can be costly, to design, operating expenses. versus traditional in-store retail. Online stores are a great way to start a business without the overhead of renting retail space. Though Many larger dot-com companies crashed in the However, an online store Cyclery means reaching customers 1990’s, building small stores like Harris of West Newton, Massachusetts, increase sales a basic Web and providing themactually with a way to view, payusing for, and receive site. Today, a To third Harris’s businessteam ridesup in with on their purchases. doofthis, manybicycle entrepreneurs the Web to get Web hard-to-find parts personal established e-tail sites such asand Yahoo, eBay,service. and Amazon. Ebay is known as an online auction site, but it also Describe an e-business’s home page to your class after sponsors online fashion stores. viewing one through marketingseries.glencoe.com. For more information, go to marketingseries.glencoe.com. Section 4.1

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Fashion Centers

4.1

1. What are three of the most important international design centers?

2. What is the difference between a fashion design center and a buying center?

3. How do fashion design centers and buying centers benefit the cities in which they are located? Section 4.1

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Fashion Centers

How Fashion Travels The global chain of production must remain flexible to enable producers to respond to the latest fashion trends.

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How Fashion Travels

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Globalization

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Need to reduce costs

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Time-to-market concerns

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Product lead times

More complex sourcing and production strategies

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Fashion Centers

Global Sourcing and Production To reduce costs and maximize profits, many textile and apparel manufactures have begun global sourcing.

global sourcing the identifying and negotiating of supply chains in numerous world locations

Supply companies that move away from their own manufacturing retain control over the sourcing cycle. Section 4.2

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Fashion Centers

Global Sourcing and Production Global sourcing increases business risks due to economic and political factors.

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Fashion Centers

Global Sourcing and Production Production of clothing is global. Changes in customer taste indirectly affect production jobs around the world.

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Fashion Centers

World Fashion Designers and apparel companies establish promotional offices in major fashion cities around the world where they show their collections. The proximity of some markets, such as the Asia and California markets, helps to create trade patterns.

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Fashion Centers

Culture and Fashion The influence of culture or ethnicity cycles in and out of fashion.

culture the system of shared beliefs, values, customs, behaviors, and artifacts attributed to members of a specific society

Some ethnic styles become classic, or standard.

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Fashion Centers

Culture and Fashion Designers can travel around the world for ideas or find inspiration in their own diverse communities. Designers may adapt style influences from cultures from the East or the West.

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Fashion Centers

World Fashion at Home Global production, fashion centers, catalogs, home shopping television, and the Internet continue to make fashion readily available to the consumer.

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Fashion Centers

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1. Why are fashion companies turning to global sourcing? 2. How does culture impact current fashions? 3. Describe a recent cultural influence that has moved into mainstream fashion. Section 4.2

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Fashion Centers

Checking Concepts 1. Describe the concept of fashion weeks hosted by design centers. 2. Explain how local governments support design centers.

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1. Fashion 2. Local governments weeks are periods enact favorable during each year when regulations, and fashion they have designers present new to organizations designs or promote the collections. fashion industry within particular cities.

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Fashion Centers

Checking Concepts 3. Identify the geographic areas where manufacturers promote their newest lines. 4. Name some businesses besides fashion businesses that benefit from design and buying centers. continued

3. Manufacturers 4. Other businesses promote that benefit their include lines in buying hotels, restaurants, centers such as New York transportation City, Los Angeles, services, and other Dallas, Chicago, non-fashion Atlanta, and Miami. businesses.

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Fashion Centers

Checking Concepts 5. Identify the major design centers of the world. 6. Identify the major buying centers of the United States. 7. Describe some risks of global sourcing. continued

5. New 6. 7. RisksYork Paris, of Milan, global City, New Los York City,include Angeles, sourcing Dallas, London, and Tokyo Chicago, lack of economic Atlanta, and Miami stability in developing nations as well as economic and political factors around the world.

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Fashion Centers

Checking Concepts Critical Thinking 8. Identify a culture that has significantly influenced fashion of the last two years and give examples of items of apparel.

8. Answers may include any culture that has influenced fashion with reasonable examples. Some cultures may include Asian, western, and urban.

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Fashion Centers

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Fashion Centers

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