Fashion Innovators  Fashion Opinion Leaders  Mass Market Consumers Majority  Late Fashion Followers  Laggards Fashion IsolatesAM 101 – Exam #1 Study GuideChapter 1 - The Textile Industry comes from England- Growing demand for textiles (Cotton & Wool)o Textile designs began to become mechanized:  Mechanization of the Power Loom (Weaves the fabric) Cotton Gin (Advanced the industry because it makes more materials – it is not hand picked anymore) Invented by Eli Whitney  Flying Shuttle (Power in thread that weaves the fabric together) - Samuel Slater – A skilled mechanic in Europe; Memorized the blueprint for the water powered spinning machine - 1900’s: Because we know had all the machines we were able too..o Men’s Wear / Ready to Wear  Military Uniforms, Work Wear, o Brook’s Brothers First to sell Men’s RTWo Levi’s o Nordstrom’s o Neiman Marcus o --> All started as businesses along with the Industrial Revolution- New York becomes the Fashion Capital o Women’s Garment District (7th Avenue Mid Town)  Great location because two train meets here (Immigrants were coming in) - Triangle Shirt Waist Fire o (Shirt Waist – first women’s RTW invented by the Gibson Girls) Adopted for the working and immigrant womeno This fire implemented the formation of Unions such as the ILGWU (International Ladies Garment Worker’s Union) o Gibson Girl= “New Women”- Consumers bring change in fashion- French Fashion – Coco Chanel- leading in fashion o WWI shut down Fashion Houses, WWII almost killed them o Little black dress (classic)- Sportswear in the 40s-50s brought a different lifestyleo Sports Industryo Made pants out of canvas - Claire Mccardell – first well known American designer - FGI (1940)- Fashion Institute of Technology (FIT) founded to support the Fashion Industry - 1950’s Dior New Look o Silhouette’s change after major world war’s or natural disasters- Baby Boomers – Casual Apparel / Teenage Apparel - Introduction of Synthetic Fibers - Mass production brought a huge increase in public companies - 1970’s – Anything goes- 1980’s- Excess, bigger is better, French CoutureChapter 2 - Definition of Fashion: o Broad”: “Prevailing custom, usage, or style”o Narrow: “Style or styles of clothing and accessories worn at a particular time by a particular group of people - Fashion is:o The outward form through which the mind speaks to the universeo The power that influences the worldo And is designed to: make, shape, model, adapt, embellish, and adorn - Fashion Influences:o The importance of adornment and clothing is profound o When people don’t have anything they still have a way to express themselves (body and clothing) - Purpose of Fashiono To cover our bodies (protection from environment) o Social Statement: social/business standing, sex-role identification, political orientation, ethnicity, lifestyle, aesthetics - * * Fashion must be new and accepted by a peer group  Fashion Industry o Those engaged in manufacturing (Materials and Finished Products) Fashion Businesso Industries and services connected with fashion (Design, Manufacturing, Distribution, Marketing, Retailing, Advertising, Communications, Publishing, Consulting)  Fashion Merchandising o The Five P’s  PLANNING (the right timing), with the right PRODUCT, at the right PLACE (with the right quantities), for the right PRICE, to the right PEOPLE Plan + Product + Place + Price + People  Product- success if they can predict the changes/tastes of public  Designers- what styles will appeal to target marketsStyle - Characteristic- Distinctive appearance of a garment- Style always remains a style whether in fashion or not Fashion- Socially acceptable (even within a small group)- Contemporary trend based on style- Will be adopted for a period of time- Eventually comes to an end High Fashion- Accepted by a limited number of fashion leaders- Want to be the first to adopt, change, and innovate fashion- Small quantities, high price- Limited because it is exclusive or extreme to the general public Design - An individual interpretation of a style- “A New Way Of Doing:- Each design produced has a style number; identifies for manufacturers, used for orders Classic - A style considered in good taste over a long period of time- Satisfies a basic need- Simplicity of design / Simple Lines - The product curve remains level Taste- Prevailing opinion of what is/what is not attractive or appropriate - Fad o Sweeps quickly into popularity (Rises Quickly) – disappears quickly o Quickly disappearso Exaggerated feature or detail which excites the interest of the customero Quickly imitatedo Flood the market in short time - Trendo General direction of movemento Several designers are showing same styleo Leading retailers are buying styleo A trend can originate anywhere - Product Life Cycle- Fashion has steep decline once fashion reaches highest saleso Components of Fashion: Silhouette – over all outline, evolves slowly, changes after world wars/disasters  Details – individual elements: trimmings, details, pockets, sleeves (designer expresses individuality) Texture / Fabric /Material / Hand – the material itself Color (Lines or Styles) – Key factor in apparel selection - Fashion Cycle – refers to the rise, wide popularity, and then decline in acceptance of style - Breaks in cycle because of wars/depression/disaster 1. Creation (Introduction)o Secondary Level  A new style Different from current fashion Invented/Innovated By:- Fashion designers- Sub Cultures- Celebrities 2. Fashion Leadership (Rise)o Auxiliary Level First Consumers Initiate the Fashion Process Fashion Leaders - Not always celebrities; are the first to wear first adopters, ** someone is following 3. Increasing Social Visibilityo Awareness Worn by a growing number of fashion leaders Newness/Novelty Widespread Attention Increased interest among many consumers Receives publicity and promotion Available in retail stores 4. Conformity (Culmination)o Mass Market  Socially acceptable Well established fashion More consumers feel compelled to adopt style 5. Saturation (Decline) Reaches highest level of social acceptance All consumers are aware of fashion Acceptance is widespread Mass conformity creates saturation Overused Worn on daily basis Seems dull and boring Exclusivity is lost 6. Decline &