8/14/2019 Intro Lecture Chapter 9 Text Version

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InFashion: Fun! Fame! Fortune! Elaine Stone

Part Three

The Secondary LevelThe Producers of Fashion

Chapter Nine Accessories

Slide 4When we considered forecasting trends one of the things we discussed was that

the accessory designers need to be ahead of the game due to the materials

they use. It is important for accessory designers to be on trend. What would

happen if clothing was trending toward soft romantic dressing and

accessories were trending toward hard edge plastics with a space age feel?

Clothing and accessories need to play together to create the overall look of thetrends for any given season. We are saying trends in the plural because at

any one time there is more than trend or look happening. Check out any

fashion magazine for this month to see which trends are popular now.

Designer names are important to accessories as well as clothing ~ perhaps

more so. Even if you cannot afford designer clothing you may be able to

afford a bag, a belt or sunglasses. We will discuss this on our discussion

board DB this week.

Key Concepts for this chapter include:

Categories of accessories

Merchandising and marketing of accessories

Market segments in accessories

Advertising and promotion of accessories

Trends in the accessories industry

Slide 5Footwear

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I think of foot wear as being more instant gratification than clothing. You do not

need to hem, take in, move a button or alter the shoes. If the shoe fits wear

it (right out of the store).

Some people will look at others shoes to know something about them. Are they

expensive, run down, out of season or maybe the type of shoe tells you that

someone is preppy - think penny loafers, conservative wing tip oxfords.

Take a look this week at what people have on their feet and see if it tells you

anything about them.

Organization and Operation

Nike is the largest shoe producer in the U.S. That gives a hint at the casual

lifestyle we lead. Nike does not own any of the factories that produce the shoes

or clothes.Italy is known for producing leather goods of high quality and styling being the #1

producer of high end designer shoes. When you think of Italian manufacturers

you might think of Prada, Gucci, Ferragamo, and Diego Della Valle. This industry

is dominated by giant companies who can handle the large investments and

inventories needed.

Womens ShoesStyles change as fast as fashion. You will notice that a high stiletto heel will

be more likely to have a pointed toe than a broad chunky toe. Mens Shoes

American brands you may have heard of include Johnston & Murphy and

Forsheim

High end European imports include Clarks of England, Bally of Switzerland,

as well as Ferragamo, Gucci and Bruno Magli of Italy

Childrens ShoesChildren may be fascinated with their shoes

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due to the boot wearing cat or the temporarily shoe-less Cinderella.

Usually they have an opinion on their footwear. Childrens shoes are more

likely to be newly purchased than purchased second hand due to the heavy

wear they receive. Besides having a good fit it is also important to have

footwear which conforms to their peers style so they can fit in.

Athletic shoes are a practical choice for everyday wear and the Velcro

closings on younger childrens make them an easy on/off choice.

Athletic ShoesThe Nike store in Tokyo which is depicted on your slide looks more like a

candy store than a shoe store.

Back to the trend of more casual dressing we see athletic footwear being

worn from babies who cannot walk to senior citizens.

Specialized shoes are available for every type of sports activity from rock

climbing to aerobics and walking.

Merchandising and Marketing

New York City is again the major market center in the U.S. The Fashion Footwear

Association of New York (FFANY) puts on an international footwear tradeshow

four times a year.

Much like the fur industry many of the department or specialty stores will leasetheir shoe departments to shoe manufacturers.

Industry Trends

American Apparel and Footwear Association is a source of information about

trends and materials. Other places for shoe designers and manufacturers to get

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cBlpqHP_lxz8UM&tbnid=Rm_KXvw9202qQM:&ved=0CAUQjRw&url=http://www.theguardian.com/theguardian/2013/jan/09/why-cinderella-lost-her-slipper&ei=sqJtUoy6LOHNiwKYtoCAAw&bvm=bv.55123115,d.cGE&psig=AFQjCNGPyX2ITYw_tlcjdoMl57RYWZogyw&ust=1383003108489296http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=s8DIJx8k9z-S_M&tbnid=f3eZzBbtPtnPjM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/Puss_in_Boots_(2011_film)&ei=B6JtUp3rB6n4iwKi3IGoCA&bvm=bv.55123115,d.cGE&psig=AFQjCNGsEekm-wtRyC2dA4lgpL5TSRPc3g&ust=1383002966301278http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cBlpqHP_lxz8UM&tbnid=Rm_KXvw9202qQM:&ved=0CAUQjRw&url=http://www.theguardian.com/theguardian/2013/jan/09/why-cinderella-lost-her-slipper&ei=sqJtUoy6LOHNiwKYtoCAAw&bvm=bv.55123115,d.cGE&psig=AFQjCNGPyX2ITYw_tlcjdoMl57RYWZogyw&ust=1383003108489296http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=s8DIJx8k9z-S_M&tbnid=f3eZzBbtPtnPjM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/Puss_in_Boots_(2011_film)&ei=B6JtUp3rB6n4iwKi3IGoCA&bvm=bv.55123115,d.cGE&psig=AFQjCNGsEekm-wtRyC2dA4lgpL5TSRPc3g&ust=1383002966301278

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information on trends are the Shoe Fair in Bologna, Italy and GDS exhibition in

Germany.

Slide 6

HandbagsOrganization and Operation

The handbag industry in the U.S. is relatively small and becoming smaller as the

number of imports grows. American classics include Coach, Le Sportsac and

Dooney and Bourke. Most of the Designer name handbags are licensed items.

BackpacksWhether practical or trendy backpacks are the go to bagfor many people.

Certainly they are important for anyone in school, kindergarten through

college as a book bag and great for travelling. Sometimes the handbag

trend is toward backpack styling.

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