THE BUSINESS OF FASHION

6th Edition

Leslie Davis Burns and Kathy K. Mullet

Book Cover

PAPERBACK + STUDIO

ISBN:
9781501361005
Published:
FEB 06, 2020

For Students

Paperback + Studio coming soon ($105.00)

For Instructors

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Please note that exam/inspection copies and instructor resources are only available to instructors and faculty staff at recognized institutions.


What's in the book

The Book

Learn how fashion lines are designed, manufactured, marketed, and distributed. The book covers the full supply chain - from textiles to fashion brand production to retailing - as well as supply chain management, and competitive strategies, so that you can be successful in your future career. Topics covered include sustainable design for a circular economy, 3-D printing, fashion entrepreneurship, disruptions in fashion calendars, supply chain transparency, impact of social media, growth and evolution of online retailing, expanded omnichannel strategies, and changes in international trade, among others. Case studies, a Career Glossary, and key terms help you connect concepts to practice.

Table of Contents

Preface
I. Student Resources
A. The Business of Fashion Studio
II. Instructor Resources
III. Acknowledgements

Part 1: The Global Fashion Supply/Value Chain

1. Overview of the Fashion Supply Chain
I. Learning Objectives
II. Design, Manufacturing, and Marketing in the Fashion Industry
A. Fashion Supply/Value Chain
B. Processes Across the Fashion Supply Chain
1) What is Design?
2) What is Manufacturing
3) What is Merchandising?
4) What is Marketing?
III. The Global Textiles/Materials Industry
A. Historical Context of the Textiles/Materials Industry
B. Fiber Development, Manufacturing, and Marketing
C. Fabric/Material Design, Manufacturing, and Marketing
IV. Ready-to-Wear Fashion Industry
A. Ready-to-Wear: What Does It Mean?
B. Historical Context of the Ready-to-Wear Industry
C. Categories of RTW Fashion Brand Companies
V. Fashion Retailing and Consumer Behavior
A. What is Retailing?
B. Historical Context of Fashion Retailing Industry
C. Consumer Behavior of Fashion
VI. Auxiliary Industries that Support Fashion
VII. Summary
VIII. Key Terms
IX. Discussion Questions
X. Case Study: TBD
XI. References and Resources

2. Missions, Objectives, and Competitive Strategies of Fashion Businesses
I. Learning Objectives
II. Missions of Companies in the Fashion Industries
III. Business and Social Objectives of Companies in the Fashion Industries
IV. Forms of Competition in the Fashion Industries
A. Competitive Strategies
B. Competitive Situations
V. Brand Strategies in the Fashion Industries
A. What is a Brand?
B. Creating a Fashion Brand
C. Brand Identity, Image, and Positioning
VI. Organizational Structure of Fashion Companies
VII. Trade Associations and Trade Publications in the Fashion Industries
VIII. Summary
IX. Key Terms
X. Discussion Questions
XI. Case Study: TBD
XII. References and Resources

3. Developing and Managing Sustainable Supply/Value Chains in Fashion
I. Learning Objectives
II. Historical Context of Supply Chain Management in Fashion
III. Developing Sustainable Supply Chains in Fashion
A. Economic Sustainability
B. Environmental Sustainability
C. Social Sustainability
D. Cultural Sustainability
E. Sustainable Development
IV. Fashion Supply Chain Calendars
V. Supply Chain Management Strategies for Fashion Companies
VI. Implementing Product Life Cycle Management and Supply Chain Management in Fashion
A. The Foundations: UPC Bar Coding, Vendor Marking, EDI, and RFID
B. PLM Technologies for Fashion
C. Trends in PLM and SCM
VII. Summary
VIII. Key Terms
IX. Discussion Questions
X. Case Study: TBD
XI. References and Resources

4. Sourcing Decisions Across the Fashion Supply Chain
I. Learning Objectives
II. Sourcing Across the Fashion Supply Chain
A. Materials
B. Components
C. Production
III. Sourcing Decisions
A. Criteria Used in Sourcing Decisions for Fashion Products
B. Company and Design Criteria
1) The Company’s Sourcing Philosophy
2) Labor Requirements and Costs
3) Fabric/Materials Quality and Availability
4) Quality Assurance/Control Standards
5) Equipment and Skill Requirements
6) Required Plant/Factory Capacities and Capabilities
7) Corporate Social Responsibility and Environmental Impact
C. Political and Geographical Criteria
1) Trade Agreements and Other Governmental Rules and Regulations
2) Shipping Distance and Expected Turnaround Time
3) Infrastructure of the Country to Support Production; Availability of Materials and Supplies
4) Political and Economic Conditions
5) Natural Disasters
IV. Sourcing Options
A. Domestic Sourcing
B. Offshore Sourcing
C. Combination of Domestic and Offshore Sourcing
V. Sourcing Strategies for Fashion
VI. Trends in Sourcing
VII. Summary
VIII. Key Terms
IX. Discussion Questions
X. Case Study
XI. References and Resources

Part 2: Ownership and Legal Aspects of Fashion Businesses

5. Company Ownership in the Fashion Industries
I. Learning Objectives
II. Historical Context of Fashion Business Ownership
III. International Perspectives
IV. Sole Proprietorships
A. Advantages of Sole Proprietorships
B. Disadvantages of Sole Proprietorships
C. Examples of Sole Proprietorships
V. Partnerships
A. Limited Partnerships
B. Advantages of Partnerships
C. Disadvantages of Partnerships
D. Examples of Partnerships
VI. Corporations
A. Types of Corporations
1) C Corporations, S Corporations, and B Corporations
2) Publicly Traded and Privately Held Corporations
B. Advantages of Corporations
C. Disadvantages of Corporations
VII. Limited Liability Companies
A. Advantages of Limited Liability Companies
B. Disadvantages of Limited Liability Companies
VIII. Social Enterprises and Benefit Corporations
IX. Terms Associated with Company Expansion and Diversification
X. Entrepreneurship—Starting Your Own Business
XI. Summary
XII. Key Terms
XIII. Discussion Questions
XIV. Case Study
XV. References and Resources

6. Legal Aspects of Fashion Businesses
I. Learning Objectives
II. Overview of Fashion Law
III. International Perspectives
IV. Laws Protecting Fashion Inventions and Designs
A. Patents
B. Trademarks and Service Marks
C. Copyrights
V. Fashion Brand Licensing
A. Types of Licensed Names, Images, and Designs
B. The Licensing Contract
C. International Licensing
VI. Laws Related to Business Practices and International Trade
A. Fair Competition
B. International Trade
C. Environmental Practices
D. Consumer Protection
E. Employment Practices
VII. Compliance and Risk Management
A. Codes of Conduct
B. Hazardous Materials and Conflict Minerals
C. Supply Chain Traceability, Assurance, and Transparency
VIII. Summary
IX. Key Terms
X. Discussion Questions
XI. Case Study: TBD
XII. References and Resources

Part 3: Market, Color, and Fashion Research

7. Market Research in Fashion
I. Learning Objectives:
II. Market Research
A. Overview of Market Research
B. Market Research Processes for Fashion Products
III. Consumer Research
A. Overview of Consumer Research
B. Consumer Research Processes for Fashion Products
IV. Product Research
A. Overview of Product Research
B. Product Research Processes for Fashion Products
V. Market Analysis
A. Overview of Market Analysis
B. Analyzing Fashion Markets
VI. Strategic Decisions from Market Research
D. A. Fashion Brand Positioning
B. Consumer Engagement
VII. Summary
VIII. Key Terms
IX. Discussion Questions
X. Case Study: TBD
XI. References and Resources

8. Color, Materials, and Fashion Forecasting
I. Learning Objectives
II. Color Research and Resources
A. Color Forecasting Processes
B. Color Forecasting Resources
III. Materials and Trim Research and Resources
A. Materials and Trim Research
B. Materials and Trim Resources
IV. Fashion Trend Research and Forecasting
A. Fashion Trend Forecasting Processes
B. Fashion Trend Forecasting Services
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII. Case Study
IX. References and Resources

Part 4: Designing Fashion Products

9. The Design Brief for Fashion Products
I. Learning Objectives
II. Design Brief
A. Creating a Design Brief
1) Target Customer
2) Theme
3) Color, Fabric, and Style Considerations
4) Sales Volume and Sell-Through
5) Costing
6) Carryovers
7) Line-for-Line Copies and Knockoffs
B. Role of the Design Brief in Designing, Manufacturing, and Marketing Fashion Products
III. The Design Team
IV. Product Management Systems
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII. Case Study: TBD
IX. References and Resources

10. Design Processes for Fashion Products
I. Learning Objectives
II. Textile Design for Fashion Products
III. Designing Fashion Brands
A. Types of Designers
B. Design Processes
IV. The Design Sketch
V. Technical Drawing
VI. Computer-Aided Design and Graphics Software
VII. Summary
VIII. Key Terms
IX. Discussion Questions
X. Case Study: TBD
XI. References and Resources

11. Fashion Line Development and Style Selection
I. Learning Objectives
II. Design Development
A. Design Development Processes
B. Design Development Timelines
C. Writing the Product Specification Sheet
III. Fabric/Material Development
IV. Preparation for Pattern Development
V. Making the First Pattern and Prototype
A. Two-Dimensional Tools
B. Three-Dimensional Tools
VI. Determining the Initial Cost Estimate
A. Material Cost
B. Trim and Findings Cost
C. Labor Cost
D. Other Costs
E. Target Costing
VII. Style Selection
A. Presenting and Reviewing the Line
B. Final Line Adoption
C. Determining the Cost to Manufacture
VIII. Sales Preparation
A. Ordering and Making Sales Samples
B. Line Catalog or Line Sheet
IX. Summary
X. Key Terms
XI. Discussion Questions
XII. Case Study: TBD
XIII. References and Resources

Part 5: Manufacturing Fashion Products

12. Manufacturing Processes for Fashion Products
I. Learning Objectives
II. Pre-production Processes
A. Grading the Production Pattern
B. Production Markers, Spreading, and Cutting
C. Dye Lot Control
III. Manufacturing Processes
A. Production Considerations
B. Lean Manufacturing
C. Production Sequence and Costing
D. Manufacturing Environments
1) Mass Production
2) Fast Fashion Production
3) Mass Customization
E. Finishing
F. Production Sewing/Construction Systems
1) Single-Hand System
2) Progressive Bundle System
3) Flexible Manufacturing Systems
4) Combination of Systems
IV. Quality Assurance
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII. Case Study: TBD
IX. References and Resources

13. Global Production Centers for Fashion Products
I. Learning Objectives
II. Sourcing Production
A. Domestic Production
1) Vertical Integration
2) Domestic Contract Production
3) Advantages of Domestic Production
4) Disadvantages of Domestic Production
B. Offshore Production
1) Advantages of Offshore Production
2) Disadvantages of Offshore Production
C. Combination of Domestic and Offshore Production
III. Global Patterns of Production
IV. Production Centers
A. North America
B. Caribbean Basin and Central America
C. South America
D. Europe and the European Union
E. Australia and New Zealand
F. Asia
1) South Asia
2) Southeast Asia
3) East Asia
4) China
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII. Case Study
IX. References and Resources

Part 6: Marketing and Retailing Fashion Products

14. Global Marketing of Fashion Brands
I. Learning Objectives
II. Market Centers for Fashion
A. European Fashion Market Centers
B. North American Fashion Market Centers
C. South American Fashion Market Centers
D. Asian Fashion Market Centers
III. Market Weeks and Trade Shows
A. Market Weeks
B. Trade Shows
C. See Now-Buy Now
IV. The Selling Function
A. Types of Selling Processes
1) Internal Selling
2) Corporate Selling
3) Sales Representatives and Showrooms
B. Terms of Sale
V. Fashion Marketing Strategies
A. International Marketing
B. Sales Promotion Strategies
1) Advertising
2) Publicity
3) Social Media
4) Other Promotion Tools for Business Partners
5) Other Promotion Tools for Consumers
VI. Summary
VII. Key Terms
VIII. Discussion Questions
IX. Case Study: TBD
X. References and Resources

15. Fashion Distribution and Retailing
I. Learning Objectives
II. Distribution Strategies
A. Classifications of Distribution Strategies
B. Distribution Centers
1) Manufacturers’ Distribution Centers
2) Retailers’ Distribution Centers
III. Categories of Fashion Retailers
A. Department Store Retailers
B. Specialty Retailers
C. Discount Retailers
D. Off-Price Retailers
1) Factory Outlet Retailers
2) Independent Off-Price Retailers
3) Retailer-Owned Off-Price Retailers
4) Closeout Retailer
5) Sample Retail Stores
E. Rental and Resale
F. Supermarkets and Hypermarkets
G. Warehouse Retailers
H. Convenience Stores
I. Contractual Retailers
1) Franchises
2) Leased Departments
J. Chain Stores
IV. Bricks-and-Mortar and Non-store Retailers
A. Bricks-and-Mortar Retailers
B. Non-store Retailers
1) Electronic/Internet Retailers
i. Exclusive E-retailers
ii. Catalog Retailers That Have Added Websites
iii. Department Stores and Stores That Have Added Websites
iv. Fashion Brand Company/Manufacturer Websites
v. Online Fashion Mall
vi. Online Auction/Trade Websites
2) Catalog Retailers
3) Television/Live Video Retailers
4) Direct Sales Retailers
5) Subscription Retailers
6) Vending Machines
C. Omnichannel Distribution Strategies: Bricks-and-Clicks
1) Mobile Retailing
2) Virtual Displays, Magic Mirrors, and Smart Fitting Rooms
3) Cross-merchandising Strategies
4) Behavioral Targeting and Personalized Advertising
V. Trends in Fashion Retailing
VI. Summary
VII. Key Terms
VIII. Discussion Questions
IX. Case Study: TBD
X. References and Resources

Glossary of Terms
Career Glossary
Index



About The Authors

Leslie Davis Burns is President, Responsible Global Fashion LLC and Professor Emerita, College of Business, Oregon State University, US.

Kathy K. Mullet is Associate Professor, College of Business, Oregon State University, US.



Format:
Paperback + Studio
Edition:
6th
Imprint:
Fairchild Books
Illustrations:
150 bw illus