Fashion Products and Planning

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Fashion Products and Planning
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Objectives

• What are fashion products?
• What are trade associations?
• What are trade publications and fashion
  magazines?
• What are the aspects of product planning?

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Why Important?

• To understand and market fashion, it is important
  to know what and how fashion products are planned.

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What are fashion products?

• Fashion products include goods that are produced
  and services that are performed.
• The fashion industry is comprised of many
  businesses that create fashion products.

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Fashion Products

• Fashion goods (goods) are tangible items that
  are made, manufactured, or grown.
• Includes apparel, textiles, accessories, and
  other fashion products, from cosmetics and
  perfumes to furniture and cell phones.
• Ex. The goods made by manufacturers include the
  textiles created from raw materials, the fabrics
  to make garments, and the finished garments sold
  in retail stores.

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Fashion Products

• Fashion Services (services) are intangible
  things that people do, such as tasks performed
  for customers.
• Fashion services are provided by producers,
  retailers, cosmeticians, stylists, and other
  individuals who bring fashion to consumers.

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Variety of Services

• People in all segments of the fashion market
  primary, secondary, or tertiary markets offer
  services.
• Examples
• 1. Marketing specialists in each segment can
  provide current information concerning market
  trends and new products.

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Variety of Services

• Examples cont
• 2. People involved in sales and service target
  fashion products on the right buyers.
• 3. Sales associates in the design segment provide
  information to production people.
• 4. The production sales staff works with retail
  buyers who stock the right goods in their stores.

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Other Services

• Fashion show production such as fashion week
  presentations and advertising assistance.
• Retail services might include providing credit,
  personal shopping, and gift wrapping services.
• All segments of the fashion industry offer some
  form of service to attract and keep customers.

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The Fashion Trade

• A dominant segment of the fashion industry, the
  garment industry is sometimes called
• Rag trade a slang term meaning the the garment
  industry.
• The rag trade has its own trade associations.

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What are trade associations?

• Trade association a nonprofit organization that
  provides services to specific groups who develop,
  make, and sell products within an industry.
• Sets standards and provides a means of
  communication among its members.
• EX. the American Apparel and Footwear
  Association (AAFA) stays informed about current
  legislation relating to imports and exports,
  focusing on taxes, labor, and environmental
  issues.

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Types of Trade Associations

• American Fiber Manufacturers Association fiber
  production
• American Yarn Spinners Association yarn
  production
• American Textile Manufacturers Institute fabric
  manufacturing
• American Association of Textile Chemists and
  Colorists fabric finishing
• Council of Fashion Designers of America apparel
  designing
• American Apparel and Footwear Association
  apparel manufacturing and sales
• National Retail Federation retail activities

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The Fashion Group

• Fashion Group International, Inc. is a trade
  association representing all segments of the
  fashion industry.
• Membership consists of women and men who are
  successful in the fashion business.
• Members work as fashion designers, magazine
  editors, retail executives, and other fashion
  professionals.

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The Fashion Group (cont.)

• The group provides a forum for its members to
  share information and resources about career
  opportunities and ideas concerning the fashion
  industry.
• Headquarters located in New York City.
• Los Angeles and Chicago have regional chapters.
• Fashion Group chapters are located in key fashion
  cities around the world.

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What is the goal of all trade associations?

• To help members succeed by improving their
  segment of the fashion industry.

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Trade Publications

• Trade publication a magazine, newspaper, book,
  or journal offering a variety of information to a
  certain industry or segment of an industry.
• Also types of fashion products, though they are
  NOT always sold commercially.
• Provide companies with information they can use
  to develop new products.
• Focus on trends and report on new developments in
  the textile, apparel-production, and retail
  industries.

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Womens Wear Daily

• Major American fashion trade publication
• Published five days a week each day dedicated to
  different features concerning fashion trends,
  designs, and manufacturing information.
• Lists schedules for fashion events such as
  designer and fashion week shows.
• Reports important business and financial news
  regarding the womens apparel trade.

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Fashion Magazines

• Individuals in the fashion industry read trade
  publications for current information on fashion
  products, but the public gets most fashion news
  from magazines, which are also fashion products.
• Fashion magazine a consumer magazine sold
  commercially, featuring articles, illustrations,
  and advertisements with an international emphasis.

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Fashion Product Planning and Product Mix

• The planning process includes developing a
  product mix and product assortment that will
  satisfy the needs and wants of the market.
• Product mix the total selection of goods and
  services that a company makes or sells.
• Manufacturers offer different lines of products
  and services.

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Product Assortments

• Product assortment the range of items or
  merchandise within categories that a company
  sells.
• Assortment breadth number of different items
  offered within a classification of products.
• Assortment depth consists of a large quantity
  of the goods offered.

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Pop Quiz!

• Which are two examples of fashion goods?
• A) textiles and apparel
• B) accessories and tailoring
• C) manufacturing and home furnishings
• D) design and manufacturing

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Which are two examples of fashion services?

• A) marketing and coats
• B) hairstyling and tailoring
• C) home furnishings and distribution
• D) manufacturing and buttons

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Rag trade refers to _____.

• A) the distribution of leftover materials
• B) a publication designed for a certain
  industry
• C) slang for Women's Wear Daily
• D) the garment industry

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• The Council of Fashion Designers of America is an
  example of a _____.
• A) government council
• B) trade association
• C) trade publication
• D) market research firm

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What is the audience for a fashion publication?

• A) people working in a specific industry
• B) young teens
• C) the general public
• D) students of fashion design

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What is the main American fashion trade
publication?

• A) Vogue
• B) Lucire
• C) Women's Wear Daily
• D) GQ (Gentlemen's Quarterly)