FM 108

First Year
Experience
Week 8
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 AGENDA

01 02 03 04 05

Hot Topics Review Review & Ch 2: Intro Alpha Next Week

The Nature of Project
Fashion Assignment

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Hot Topics
Review
 History Of
Fashion
• NYC’s Garment District moved uptown to its
current location between 1918- 1921
• UNIONIZATION- why and what does it mean?
What did it do for the garment workers?
• Who led it?
• Why did New York City become the center of
the garment industry in the United States?
How has garment production in NYC changed
since the 19th century?
• What does Ready to Wear mean?
6
Prelude to the
Twentieth
Century
Designers and Other Influences
Charles, Frederick Worth,The House of
Worth in Paris in 1857 , Founder of French
Haute Couture
Harper’s Bazaar launched in 1867 and Vogue
in 1892
1913, Adolph de Meyer shot actresses and
socialites

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Fashion is….
• The styles of clothing and
accessories worn at a particular
time by a particular group of people.
• Change
• ……..Yet predictable
• Fashion is always changing, current
interpretation of any style,
prevailing design accepted and worn
at at any given time.
• Components of Fashion That are
changed to new fashion: Color,
silhouette, details, texture
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9
The Terminology
of Fashion
Design
Silhouette
Fad
Trend
Classic
 Components of
Fashion Design
Only through a change in one or more
of these basic components does a
new fashion evolve.

Silhouette
Details
Texture
Color

A particular or individual
interpretation, version, or
treatment of a style
 Silhouette
The silhouette of a costume is its overall
outline or contour. It is also frequently
referred to as shape or form.

The individual elements that give a

silhouette its form or shape are
called details. These include
trimmings; skirt and pant length and
width; and shoulder, waist, and sleeve
treatment.

The component that changes the slowest

in fashion cycles.
The Terminology
of Fashion
Fad
A fashion that has a rapid rise,
a brief culmination, and an
even more rapid decline
called a fad.

Trend
A general direction in which fashion
is moving.
Classic
A classic is a style or design that
satisfies a basic need and
endure in the fashion
industry.
Find in all price points
Update the basic styling
The classic style is
acceptance by many people
and by many socio-cultural
groups in contemporary
society for a long time
Simple design
 What is
Fashion
Business?
What services
are included?
Fashion Business
Fashion Industries are those engaged in
manufacturing the materials and finished
products used in the production of apparel
and accessories.

Fashion Business includes all the industries

and services connected with fashion:

-Design
-Retailing
-Manufacturing
-Advertising
-Distribution
-Marketing
-Communication
-Publishing
The Fashion Business
Aspects of Marketing:
Buying, Sales & Promotion, Selling &
Research

Marketing Process: Identify consumer

needs so Marketers can plan, price,
distribute and promote products to sell
easily.

Previously fashion had little or no interest in

consumer’s wants and needs, marketing
was to convince consumers they wanted
and needed their products.
 Misconceptions
About Fashion
First and most common misconception
designers and retailers dictate the fashion

In the US fashion followers have the most

influence on the continued success
fashion industry
Consumers accept or reject the styles
offered, influences new designs
 Principles of
Fashion
Fashion change is subtle and gradual and
rarely shifts dramatically

Fashions are created by consumers

through acceptance or rejection of
offered designs

Advertising and promotion cannot change

the direction of fashion unless the
public is ready for change

All fashions end in excess

The FIVE (5) basic principles relating to fashion

1. Consumers establish fashions by accepting or rejecting the styles offered.

1. Fashions are not based on price.

1. Fashions are evolutionary in nature, they are rarely revolutionary. Fashion

changes gradually

1. No amount of sales promotion can change the direction in which fashions

are moving.

1. All fashions end in excess.

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Five Basic Principles
1. Consumers establish fashions by
accepting or rejecting the styles
offered

• Designer is not successful without the support

and acceptance of the customer
• Retail buyer is a customer of the manufacturer,
manufacturer is a customer of the fabric
producer.
• Designers create hundreds of new styles each
season, edited by buyers and finally consumers
Five Basic Principles
2. Fashions are not based on price

• Just because something is expensive doesn’t

mean it will be successful
• Mix of high/low
Five Basic Principles
3. Fashions are evolutionary in
nature, they are rarely revolutionary

• Fashion change comes about as a result of

gradual movements from one season to the next
• Skirt lengths go up or down an inch at a time,
season after season
• Buyers know few people could or would buy a
whole new wardrobe every season, and that the
success of their designs ultimately depends on
sales.
Five Basic Principles
4. No amount of sales promotion
can change the direction in which
fashions are moving

• People can’t be forced to buy what they do not

want
• Promotional effort cannot renew the life of a
fading fashion unless the extent of change
gives the fashion an altogether new appeal
• Why stores have markdown or clearance sales
Five Basic Principles
5. All fashions end in excess

• Once the extreme in styling has been

reached, a fashion is nearing its end
• The attraction of the fashion wanes, and
people begin to seek a different look - a
new fashion
 Break
3:38pm
Why is high-fashion
merchandise high
priced?
Ch 2 The
Nature of
Fashion
The Fashion Cycle
• The rise, wide popularity, and
then decline in acceptance of
a style.
• Shown by bell curve
• Predicting the time span of a
fashion cycle is impossible,
since each fashion moves at
its own speed
• Overall speed is accelerating
• Declines are fast, and a drop
to obsolescence is almost
always steeper than a rise to
culmination.

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 Introduction Stage
• New fashion may be introduced in the form of style,
color or texture
• Almost always introduced in higher-priced
merchandise
• Produced in smaller quantities to test appeal
• Test period ends when new style begins it’s rise or
is rejected by customer

Rise Stage
• Accepted by increasing number of customers
• Knockoffs emerge
• Adaptations appear
Tom Ford Altuzzara
30
 Innovation Stage - Rise

uis Vuitton Miu Miu Sacai

https://www.wmagazine.com/fashion/spring-2023-fashion-trends-runway 31
 Culmination Stage
• Fashion is at the height of it’s popularity and
use
• Mass-produced, mass-distributed and sold
within price range of many customers
• Stage may be extended:
• If fashion is accepted as a classic (i.e.
cardigan)
• If new details of design, color or
texture are continually introduced (i.e.
sneakers)

Tie Dye
32
 Decline Stage
• Consumers may still wear, but may not buy
at full price
• Markdowns start, production slows or halts
• Leading fashion abandons style

Obsolescence Stage
• At this point “You can't give it away”
• Given opportunity to recycled and
sustainable fashion ie: recycling efforts

Skinny Jeans
33
https://www.businessoffashion.com/articles/retail/the-style-that-finally-dethroned-skinny-jeans/ 34
https://www.businessoffashion.com/articles/retail/the-style-that-finally-dethroned-skinny-jeans/ 35
The Fashion Cycle – Accelerating
Fashion Change
• Modern Communication • General technology
Mass Media / Social Media / PR
Live TV Coverage • Larger, more affluent middle class spending money

• Fabric & production technology

Invention of the sewing machine and man-made fibers
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https://www.greylockglass.com/2022/07/23/the-death-of-microtrends-and-dissolving-fashion/ 37
https://www.greylockglass.com/2022/07/23/the-death-of-microtrends-and-dissolving-fashion/ 38
Fashion is “dissolving” because:
• Disillusionment with the fashion industry due to environmental concerns,
especially among young consumers
• Contempt towards microtrends and a broken fashion cycle among online
critical commentary spaces
• Disappointment with cheap, thin fabrics; desire to invest in quality over
quantity; buying clothing to last
• A rise in living costs means expendable income is limited; fashion is a
secondary concern
• Dynamic change in the nature of subcultures; surface-level knowledge of
multiple subcultures exceeds the previous model of a deep-rooted interest in
one
• Saturation of the internet aesthetic market. The current ideal has dissolved into
multiple ideas:
• It may be on-trend to don a polished, Y2K-inspired Pinterest look
• However, an alternative or indie look that conveys a different ideal is
also on-trend
• Maximalism and minimalism are both “in” – all sorts of styles coexist
• Comfort and taste preventing old styles from going obsolete – from both
shopping outlets and people’s closets

What do you think?

https://www.greylockglass.com/2022/07/23/the-death-of-microtrends-and-dissolving-fashion/ 39
House of Sunny Lirika Matoshi
Hockney Dress Strawberry Dress 40
Fashion Cycle
Breaks
• Normal flow of a fashion cycle can
be broken or abruptly interrupted
by outside influences
• Broken cycle usually picks up
where it has stopped once
conditions return to normal
• During a fashion cycle break,
interest in cosmetics usually
picks up.

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https://cosmeticsbusiness.com/news/article_page/Covid-19_pandemic_prompts_rise_in_use_of_skin_care_products/169704
42
https://www.wellandgood.com/skin-care-devices/
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Teamwork?
 Team Definition
“Teamwork is the ability to work together toward a common vision. The
ability to direct individual accomplishments toward organizational objectives.
It is the fuel that allows common people to attain uncommon results.”
- Andrew Carnegie
Teamwork & Working in Groups: Self Assessment

1. I get excited when I find out I have to work on a team project or in a group.
2. I always feel like everyone on my team has done their fair share of the work.
3. I know my strengths and make sure my role on the team is suitable to my strengths.
4. If my team is struggling to meet its goal, I offer solutions for identifying and overcoming
obstacles.
5. I always do my fair share of the work and never leave it to up to my team to pick up the
slack.
6. I always ask for help from my team mates when I get stuck or don’t understand
something.
7. I am willing to help other group members when they get stuck or don’t understand
something.
8. When I don’t enjoy the group I am working with, I have a strategy for making it more
enjoyable and focusing on the goal.
9. I always know exactly what is expected of me and everyone else on my team, and ask
clarifying questions if the roles are unclear.
10. I believe that diversity in a team is critical, and makes it stronger and more successful.
Communication, Groups & Diversity –
Successful Team Projects
• Repeat back what you hear
• Paying attention and asking questions typically reduced
conflict
• Starting positive is a successful strategy for working in groups
• Cultural competence – Accepting and respecting cultural
differences, dealing in a positive manner with people from
other cultures who see the world in a different way
• Ask questions!
• Showing respect prevents conflict
• Focus on the goal to have a successful group
• Diversity are things you can see and not see
Why is Teamwork so
important in the
Fashion Industry???
This is one of the most requested
points that industry partners say our
students need to work on as they
prepare for the industry

No one can do it alone!

Why is Teamwork so
important in the
Fashion Industry?
• Importance of cross functional teams
(CFT) & partnerships
• Communication & teamwork are extremely
important to growth for companies
• Collaboration is key to successful
relationships
Team Roles & Definitions
Leader: Identifies the task to be done and motivates others to do it
Creator: Generates original ideas to approach the task and produces several alternatives
Manager: Develops plans to utilize people and to resolve conflicts between them
Organizer: Develops plans to use time, money & physical resources in order to make ideas work
Finisher: Follows through on plans and attends to details in completing tasks
For Next Week
For next week…

1. Read the article “How to Build Your Personal Brand” (BoF, 10/13/22)
• Link in BS under “Due for Week 8”

2. Alpha Project Research Plan

3. HOT TOPICS if it’s your week to present (make sure to check the schedule!)