fashion merchandising
malorie wolfe What’s your favorite store? American Fashion
- colonists and the boycotts (1773) - industrial revolution (1840) - department stores (l.n.c.) -
History of American Fashion - radio, print, film, and billboard (1920) - war and the beatniks (50’s)
- 90’s depression
History of American Fashion men’s fashion
- same boxy basis shape - 60s grunge phase european tailored look is back
Raid your Grandparents’ closet for the latest Trends, Samantha Stanich athleisure trend of adapting soft stretchy, sports-ready gymwear into everyday clothing
Google Analyzed Its Search Data for Spring’s Biggest Trends, Marc Bain fashion right now
Fast fashion mass-produced, recent trends at cheaper prices forever 21 - 1 to 6 weeks zara - 2 weeks
Shopping, Fast and Slow; Dallas Mentorship
MyMichelle girls dresses Kellwood Company - Kohl’s, JCPenney, Macy’s, Dillard's - Shantell Rodriguez - Kimi Grady - David Silvas What is the most important process of fashion merchandising to make the product most appealing to the consumer? What is the most important process of fashion merchandising to make the product most appealing to the consumer?
fashion merchandising - the process from idea to your closet
product - clothing What is the most important process of fashion merchandising to make the product most appealing to the consumer?
appealing - likable enough to buy
consumer - person who acquires goods and services for his or her personal needs
answer 1 DESIGN it’s what’s on the outside that counts theme
- designer labels - freedom - mass market labels - direction from researchers a real perspective
- look at competitors - forecasting sites (wgsn & style.com) - go shopping - street style - stores are selling - top sellers mood boards
- physical summary of theme, direction, and inspiration - keeps a designer focused - helps explain your theme color “Color is the most powerful method of design.”
- first thing a customer will see - professionals need to know color qualities
KissMetrics / Carla Matus color quality
- hue - color - value - tints - shades - warmth red & blue
Ann Fiore, Understanding Aesthetics for the Merchandising and Design Professional color - 93% of consumers place visual appearance and color above other factors when shopping
- 85% of shoppers place color as a primary reason for buying a product pallette of pantones
“international color company with a system containing a universal, standardised archive of every tint, hue and shade of colour imaginable” - Jack Callil, a writer at Australian magazine, Junkee. pallette of pantones
- color consistency in the line. - standards keeps color communication efficient and accurate for designers, manufacturers, and retailers. sketching hand-sketch - starting tool
“everything is more tactile and feels more natural” - David Silvas, mentor sketching
- CAD - Adobe Illustrator - Vector-based drawing program - A standard in the industry - Gives more details shape - use clothing to create a current ideal body visual illusion type: X and V - seams, visual weight, color, line
Designers sketch for their audience’s body type or change the silhouette to the ideal body type. specs
- pattern - marking - grading sample production
- cut - sew - trim preline
- cost & quality is looked at - Stripes - materials - color in the line - dropped items for unity market - buyer will purchase your line for their store - buy exclusively for them - they buy a line that goes well together - hanger appeal make your own mood board
Pick out: - color - raw inspiration - street style - formal - a quote/key words to describe the idea answer 2 EXECUTION
How’s your fit? teckpacks
- “an informative sheet which encompasses all of the garment specification” - Includes fabric requirements, trim requirements, yielding, grading, thread colors
Teckpacks: Apparel Terms of Interest, fashionapparelsearch.com quality more detailing and better quality is expensive
- most designers have a price range - “it’s hard to make something nice, when you’re constantly told it’s too expensive”. - David Silvas, MM a real perspective
Hennes & Mauritz - ensures quality each order go through tests of shrinkage, twisting, color, and pilling tests manufacturing samples
- coloration, fabrication, physical hardware - reviewed and approved ex. summer neon collection - hot coral production sample
- size specification sheet with garment measurements and sewing techniques
- fitting on a model or a form
- fit inspected and specs can be altered if big or small
- comments on shearing, pressing, balance standards
- measurement standards to keep clothing appropriate and comfortable - child standards size alpha sizing - saves time and money - isn't consistent
Laura Northrup, The Fashion Industry wants to Make Buying Ill-Fitting Clothes Easier size 2/3 of shoppers try on clothing before considering to buy it - Paco Underhill - they are made easy for the retailers and the manufacturers - for merchandise consistency and for costing and resource planning. actual production
“A fashion business will ultimately live or die based on what is produced and delivered to the end consumer” - Business of Fashion
- concept designs are made into a physical product to be sold in retail answer 3 STORE ENVIRONMENT
let’s take a stroll “you can't know how much shoppers will buy until you’ve made the shopping experience comfortable and easy and practical.” - Why We Buy: The Science of Shopping decompression zone transition from outside and compose themselves - don’t have anything important in it - employees shouldn’t greet here or seen as pushy - best stores are deep in the mall
Doug Fleener, Get in the Zone layout
94% of shoppers agree that store layout is major factor in where they choose to shop - have the shopper exposed to as much merchandise - affected by size and shape of store grid
- long parallel aisles - maximum sight lines grocery stores racetrack
- loop - major and minor arteries target & walmart freeflow
- asymmetrical arrangements - freedom and creativity - new merch at every turn Ann Fiore, Understanding Aesthetics for the Merchandising and Design Professional anatomy
90% right handed - walk and reach like we drive - focus top merch on the right for more attention
Paco Underhill, Why We Buy: The Science of Shopping hands free stores that have a basket or bag to hold purchases, sell more than those who don’t - bags should be scattered
Michelle Bryner, The Urge to Splurge light
- influences design , mood, emotional responses - reinforce a symbolic message, scenario, theme, or brand general lighting - perform activities - color rendering accent lighting - beamed localized illumination - attract attention - spotlight increases sales decor package shoppers take in the decor - “all of the elements -- walls, flooring, primary and accent colors, fixturing, signing, wall striping, etc., must work together to tell a single story.”
Rich Kizer & Georganne Bender, Everything You Need to Know About the Science of Store Design urban outfitters hollister color - gives mood to the room
- can entice customers displays
store has a clear trend to make the shopper stop and look - attracted to the presentation of the set up displays Each display needs a “hero piece” that will represent the theme - layering pieces that will make an outfit with - You want the customer to buy a whole outfit rather than a single item ( single item wwsf)
Lisette Rubio-Faire, Interview 4 dressing rooms “the dressing room is where you make the commitment, where the sale happens, and few stores understand.” -Underhill
- flattering lighting, stroller room, chair for companion, clean - extension of the store’s design lengthening your trip
“How much customers buy is a direct result of how much time, they spend in a store.” - mirrors extend trips - very few windows - confusion in gender line
Paco Underhill, Why We Buy/ Michelle Bryner, The Urge to Splurge design and sell
- design your own garment with help from the packet following your theme - sell your garment by best answer design - first process - determines the other answers - what the customer is actually buying Thank you for listening!
any questions?