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Introduction to Fashion Styling

Shannon Burns-Tran and Jenny B. Davis

Source: Style Wise. A Practical Guide to Becoming a Fashion Stylist, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

StylingFashion stylingTrends, how to spot current and emergingIn this chapter you will learn:

Society, Menswear and Trends

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

La Follet (magazine) Fashion and menswear are often influenced by socioeconomic and cultural influences in society, and this has been the case since their earliest days. A historical foundation of trend knowledge is necessary for better analysis and foresight; we can learn much from historical patterns about what men will want to buy in seasons to come. In this chapter we discuss the importance of history and its role in menswear trend practice by looking at some key events and how they influence

Defining Trend Thinking and Concepts

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

ForecastingMeme theorytrend analysisTrend forecastingtrend predictionTrend thinking Trend prediction information is important for retailers and designers alike. Often menswear design graduates want to become trend-setting designers, which means focusing on a small sector of the market. However, the majority of menswear brands prefer to provide products that most men want – that is, that are targeted at the mainstream market. Of course, creativity cannot be removed from the process, but by taking

Menswear Retail and Trends

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

Retailtrend services by Retail – referring to the broader concept of the commercial activity of selling and buying – is one of the largest sectors to use trend services. Trend data and information can be used in numerous ways and in various sectors of menswear retail. For example, it can be used in the design of the actual product, if the retailer has its own brand, or it can be used in buying as an investment guide for the next season. Merchandisers work closely with buyers and with designers in

Trend Details for Business

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

VetementsMacy’sClose-to-selling-seasonCamouflageanalysisBurberry In this chapter we will explore what information should be gathered from catwalks, street styling and trade shows. These three areas form the basis for a wellrounded trend analysis, which can serve as a starting point for a longer-term trend forecast. Catwalks are usually considered near-season analysis, which is used by companies that want to understand the current state of the menswear business.

How to Research Trends

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

In trend forecasting we are not initially researching one particular area of interest, but gathering information on as many areas as possible. Even in fashion, one needs to be aware of what is happening in areas as diverse as politics and the economy. These areas are intertwined and ultimately influence fashion. Politics directly influences society and economics, which will ultimately influence spending. At times of economic uncertainty, spending goes down and also becomes more concentrated on es

Application of Trend Data

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

TrendinformationTextile View (magazine) Trends and trend research are useful in several different areas of the men's fashion business. Within larger menswear corporations there are often specific menswear brands that utilize trend information in various different ways, from packaging to selection of materials. Similarly, retailers use numerous sectors, such as general trend direction, colour and material information, to influence their decision process from visual merchandising to buying.

Trends and the Industry

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

Trend forecastingprofessional roles inTrend presentation exercisetrend analyst/forecaster Trends appear in various sectors of the menswear industry, from retail to menswear publications. Trend information is channelled to retailers either from full service trend agencies and freelancers or from in-house trend analysts. These analysts gather information from the Internet, magazines and retail. Each of these channels offers various professional opportunities for a fashion and design graduate with t

Today’s Buying Environment

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Retailing consists of all the business activities involved in the selling of goods and services to the ultimate consumers. Retailing, however, does not always require a store. Catalog sales, vending machines, e-commerce, and mall kiosks all fit within the scope of retailing. No matter where retailing occurs, however, someone must perform the buying function. Buying is the business activity that involves selecting and purchasing products to satisfy the wants and needs of consumers. Buying involves

The Buying Function in Retailing

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

buyers,factors affecting scope of,buyers,Often, buying appeals to college students because they see the glamour associated with frequent travel to exciting places, such as New York City, Los Angeles, Paris, Hong Kong, or Milan, for buying trips where they get to spend hundreds of thousands of dollars, and in some cases even millions of dollars, on the newest styles andfashion merchandise,fashions. Travel may be exciting, but often all that a buyer may see of a city is the view from a taxi on the

Buying for Different Types of Stores

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

buying,different types of products,buying,at different retail formats,Almost all the duties that are described in the last chapter are performed by a buyer at any type of retail store—no matter what products are sold. As you start to plan your career in retail buying, one of your first decisions should be to determine the types of merchandise that would interest you the most. Are you more interested insoft lines,soft lines orhard lines,hard lines? Soft lines are typically the apparel and accessor

Obtaining Assistance for Making Buying Decisions

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Marketing research is a systematic process of gathering, recording, and analyzing information about problems related to marketing. Good marketing research must be conducted in a comprehensive, step-by-step process; it cannot be haphazard. Marketing research involves using information, or data, from many different sources. As a buyer you must be able to do more than locate information; you must be able to analyze and use the information that you collect.

Understanding Your Customers

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

positioning,marketing orientation developing consumer orientation,image,Aretail strategy,retailer’s success is directly dependent on consumer satisfaction; therefore, as a buyer you must be responsive to the wants and needs of consumers. Let’s review some key marketing concepts that affect all retailers today.

Understanding Product Trends: What Customers Buy

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

product line,As a buyer, you must plan and control the kinds of products that will be offered in your store or department. In other words, you must be concerned with the merchandise mix,merchandise mix—the types or mix of products that are available for customers to purchase. The merchandise mix that you select should meet the specific needs of your customers. It must be frequently monitored because an appropriate mix today might not contain the right products tomorrow.

Forecasting

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

forecast,scope of,Buyers typically develop forecasts to answer questions such as these:

Preparing Buying Plans

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

merchandising management,Integrally related to planning is the necessity to control merchandising decisions. You must check your plans periodically to ensure they are being followed and are achieving the desired results. Your success as a buyer will be measured by how well you plan and control the amount of money spent formerchandise plan,merchandise to yield the desired sales and profit.

Developing Assortment Plans

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Buyers want to have enough products to meet customer demand without having to take markdowns because of having excess inventory. Maintaining such a balanced inventory requires skill and experience and takes considerable planning. As a buyer, you must prepare a detailed assortment plan for each item that you will be purchasing. You must also work within the framework established by your merchandise plan because quantity purchases for all items of merchandise must not exceed your dollar plan. Compr

Controlling Inventories

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

shrinkage,perpetual control system,inventory control systems,After deciding on the merchandise assortment that is to be carried, inventory control systems must be established. These controls involve the maintenance of stock levels in relation to changing consumer demand. The type of inventory control system used by a retailer will vary by type and size of the business and the kind and amount of information required. Inventory control for a department, such as hardware with thousands of different

Selecting Vendors and Building Partnerships

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

wholesalers,vendors,wholesalers,vendors,manufacturers,middleman,intermediaries,buying offices,types of,For some product categories, you must not only choose from many different vendors, but you must also decide whether to purchase directly from the producer or from a middleman, an intermediary between the buyer and seller. Again, careful analysis should allow you to choose the one that best meets your needs. Vendors are typically classified as (1) manufacturers, (2) wholesalers, (3) manufacturers

Making Market Visits and Negotiating with Vendors

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

market visits. negotiationpreparing for,Most buyers begin searching for merchandise in domestic markets because of their closeness and accessibility. However, lower costs are the primary reason that buyers seek out appropriate foreign markets today. As they prepare for trips to either foreignmarket visits. negotiationtypes of markets,Garment District (New York City),or domestic markets, buyers will typically findcentral market,central markets, merchandise/apparel marts, and expositions/trade show

Locating Sources in Foreign Markets

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Making the decision to import purchases from foreign sources requires that you prepare yourself for entering the global marketplace. Learn as much as you can about the people,brands generics,merchandise,merchandise quality of,global marketplace choosing the right sources,identifying reasons to buy from,buying,benefits of foreign sources,the culture, and the retailing practices of any country that you are considering as a foreign source. Possibly even learn a new language or at least a few key phr

Making the Purchase

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

The most important terms that you will negotiate include (1) price, (2) discounts, (3) transportation, (4) allowances, and (5) return privileges.

Pricing the Merchandise

Richard Clodfelter

Source: Retail Buying. From Basics to Fashion, 6th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

retail prices adjustments to,determining markup percentage,markup,cost of goods sold,Retail price includes (1) the cost of merchandise, plus (2) an additional amount known as markup. Markup must be large enough to cover the operating expenses of the retail organization while providing a profit.

Introduction

Jenny Lantz

Source: The Trendmakers. Behind the Scenes of the Global Fashion Industry, 2018, Berg Fashion Library

Book chapter

I did not begin this study without preconceptions, as I have several years of experience in studying cultural production fields. Although the fashion field was unmapped research territory for me, I have long been interested in fashion. The research emanated from my interest in trend-forecasting agencies and in capitalization on trends. The research is permeated with my pre-knowledge of how cultural production fields work and with new analytical approaches added along the way as I read new literat

Trend Forecasters—Fashion’s “Insurance Companies”

Jenny Lantz

Source: The Trendmakers. Behind the Scenes of the Global Fashion Industry, 2018, Berg Fashion Library

Book chapter

We used to say that if you can find areas of fear, uncertainty and doubt, that’s a sign that you should study them more closely. (Neil Bradford, CEO (2008–2009), WGSNWGSN)

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