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.

    http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jYO19OqKafK6DM&tbnid=EjkKNQlonuaOgM:&ved=0CAUQjRw&url=http://nicoleonline001.wordpress.com/category/coach-handbags/&ei=6sBtUs-qN8ibygGj44DQAQ&bvm=bv.55123115,d.aWc&psig=AFQjCNHc5tW7rgLyll1VdDkCYyMk0PFyjw&ust=1383010865499988http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XRzoYkxFx5U_rM&tbnid=HSl_yYHaYziBAM:&ved=0CAUQjRw&url=http://mouzekateerz.com/2012/05/14/enter-to-win-a-disney-dooney-bourke-handbag-and-a-100-disney-gift-card/&ei=f8BtUtfVDoWWyAH9kYGwAw&bvm=bv.55123115,d.aWc&psig=AFQjCNFlLPgqD9iD6c6wU5GYm7aENwD6PQ&ust=1383010744177537http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zgChNL_2jq9fbM&tbnid=NUo77yt1N2cTtM:&ved=0CAUQjRw&url=http://michaelkors.earthkin.net/index.php?main_page=product_info&products_id=28&ei=6L9tUv_dGc7lygHrtYCIDw&bvm=bv.55123115,d.aWc&psig=AFQjCNEdVKdhLichnrRv1_n56vY2XGjzxQ&ust=1383010639422182http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jYO19OqKafK6DM&tbnid=EjkKNQlonuaOgM:&ved=0CAUQjRw&url=http://nicoleonline001.wordpress.com/category/coach-handbags/&ei=6sBtUs-qN8ibygGj44DQAQ&bvm=bv.55123115,d.aWc&psig=AFQjCNHc5tW7rgLyll1VdDkCYyMk0PFyjw&ust=1383010865499988http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XRzoYkxFx5U_rM&tbnid=HSl_yYHaYziBAM:&ved=0CAUQjRw&url=http://mouzekateerz.com/2012/05/14/enter-to-win-a-disney-dooney-bourke-handbag-and-a-100-disney-gift-card/&ei=f8BtUtfVDoWWyAH9kYGwAw&bvm=bv.55123115,d.aWc&psig=AFQjCNFlLPgqD9iD6c6wU5GYm7aENwD6PQ&ust=1383010744177537http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zgChNL_2jq9fbM&tbnid=NUo77yt1N2cTtM:&ved=0CAUQjRw&url=http://michaelkors.earthkin.net/index.php?main_page=product_info&products_id=28&ei=6L9tUv_dGc7lygHrtYCIDw&bvm=bv.55123115,d.aWc&psig=AFQjCNEdVKdhLichnrRv1_n56vY2XGjzxQ&ust=1383010639422182http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jYO19OqKafK6DM&tbnid=EjkKNQlonuaOgM:&ved=0CAUQjRw&url=http://nicoleonline001.wordpress.com/category/coach-handbags/&ei=6sBtUs-qN8ibygGj44DQAQ&bvm=bv.55123115,d.aWc&psig=AFQjCNHc5tW7rgLyll1VdDkCYyMk0PFyjw&ust=1383010865499988http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XRzoYkxFx5U_rM&tbnid=HSl_yYHaYziBAM:&ved=0CAUQjRw&url=http://mouzekateerz.com/2012/05/14/enter-to-win-a-disney-dooney-bourke-handbag-and-a-100-disney-gift-card/&ei=f8BtU