The purpose of this book is to tell the whole story of how the fashion business works, in sequential order from concept to consumer. The fashion business is a series of buying supplies, creating and developing a new product, and marketing the product. The fashion business includes all the processes involved with producing raw materials, apparel, and accessories and the retail stores that sell fashion merchandise to the public. It is important for executives in the fashion industry to know how all of these processes interrelate.
Fashion designers and merchandisers who work for manufacturers must work with textile producers to develop fabrics that they need for their apparel and accessories. Manufacturers must also understand the importance of selling on the retail level. Retail fashion buyers should understand how garments and accessories are designed so that they can be creative merchandisers and make wise buying decisions. They may also have to develop products and source production themselves for private-label merchandise.
Part One concentrates on fashion fundamentals. Chapter 1 traces the development of fashion and the fashion industry as a background to understanding today's business. Chapter 2 shows how consumer demand affects fashion marketing. Chapter 3 explains fashion change and consumer acceptance. Chapter 4 covers market research, fashion analysis, and design resources, information needed by everyone in the fashion business.
Part Two covers the development, production, and marketing of raw materials, including textiles, trimmings, leather, and fur—the supplies needed for fashion manufacturing.
Part Three discusses international fashion centers andtraces the fashion manufacturing process from design and merchandising development through production and sales to retailers.
Part Four covers retailing: types of retail organizations, merchandising—the buying and selling process, and marketing.
Each chapter contains a career focus, chapter objectives, review questions, terminology, and projects to aid in reviewing the subject matter. The appendices contain information on career guidelines and a glossary of fashion terminology.
Just as the fashion industry has changed dramatically over the last 20 years, each edition of Fashion From Concept to Consumer changes with it. As the industry has become more marketing oriented, so has this book. As the industry has seen a tremendous growth in men's wear and accessories, this book too has much more information on men's wear and accessories. As computer technology has changed how fashion is produced and distributed, the book describes applications in every area. Fashion explains the changes in relationships between levels of the industry; how manufacturers have become retailers and retailers have become manufacturers. Fashion From Concept to Consumer describes how these major changes have affected every aspect of the fashion business.
This book completely tells the story of the fashion business and is a valuable tool for any introductory course in fashion: Introduction to Fashion Design, Introduction to the Fashion Industry or Manufacturing, Introduction to Fashion Merchandising or Retailing, or Introduction to the Fashion Business. There is also important information for textile marketing, apparel manufacturing, accessory design, production and marketing, and advertising and promotion. This is a text for specialists as well as for those who are taking only a single course in fashion. In fact, it will interest anyone who wants to know more about fashion and the fashion business.
