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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.

In Press and Picture: Kimono Discourse

Sheila Cliffe

Source: The Social Life of Kimono. Japanese Fashion Past and Present, 2018, Berg Fashion Library

Book chapter

This chapter examines kimono in printed texts, both writtenwritten and visual. This is important because printed text is largely responsible for the creation of trends and their diffusion among groups of consumers; thus it plays a key role in the fashion cycle. As Chapters 1–3 show, the written word is a key source for finding out about kimono in the past, as even when fabric or garments remain, these alone cannot enlighten us about their usage. Novels, trading tradingdocumentsdocuments, and patt

Constructing Fashionable Dress and Identity in Bhutan

Emma Dick

Source: Modern Fashion Traditions. Negotiating Tradition and Modernity through Fashion, 2018, Berg Fashion Library

Book chapter

The relationship between ‘western style’ tailoring education and the construction of street-style fashion in Bhutan is the focus of the chapter by Emma Dick. She argues that there has been a unique interplay between exposure to international fashions and the projection of national dress in the emergence of a distinct language of street-style and associated identity in Bhutan. Central to the development of a fashion-conscious Bhutanese identity has been the blend of traditional media and new socia

Introduction: Placing Sneakers within Sociology

Yuniya Kawamura

Source: Sneakers. Fashion, Gender, and Subculture, 2018, Berg Fashion Library

Book chapter

Footwear is a garment characterized by a long history. In prehistoric times, it was a simple piece of wood or leather and was used to protect the foot. Today shoes are more than functional objects. They convey a wide range of meanings associated with fashion, style, personality, sexualitysexuality, gender, and classclass. (Riello 2006: 1)

Tastemakers—Hunt for the Incipient Taste

Jenny Lantz

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

Book chapter

The discussion about trends has been sinking to a lower, very public level. Sofi Fahrman’sFahrman is a Swedish fashion journalist who writes about fashion in the Swedish tabloid Aftonbladet. fashion magazine writes about trends. I would never humiliate myself and write about stuff like trends. Fashion intellectuals don’t do trends. I only work with trends when I have advertising clients.

On ‘The Street’: A Conceptual History of Street Style Photography

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

‘On street style photographydescription ofthe Street’ is the title of photographer Bill Cunningham, BillCunningham’s long-running weekly column (and now web video series) in the Sunday style section of the New York Times. It was also the title of Amy Arbus’ photo column in the Village Voice throughout the 1980s and 1990s. Midway through the first decade of the new millennium, Scott Schuman began using it as a heading for his posts on The Sartorialist, TheSartorialist website, followed by a ‘…’, t

Introduction: Anthropology, Street Style

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

It was Monday, 26 March 2012, a windy and unseasonably cold afternoon in Center City, Philadelphia. I was standing on the corner of Walnut and 18th Street, a backpack swung over my shoulders, a Panasonic Lumix GF-1 micro-four thirds camera dangling from my neck. My head ached. My teeth were grinding with caffeine. And my eyes were dry and strained from overuse, darting continually back and forth, as I assessed the outfit of every person passing by. I remember being self-conscious about what I was

The Business of Blogging: Free Labour, Freelancing, and Free Stuff

Brent Luvaas

Source: Street Style. An Ethnography of Fashion Blogging, 2018, Berg Fashion Library

Book chapter

That was what the Chief Strategy Officer for a New York-based department store told me – without any hint of irony – as we chatted, four months before their local launch, in the private pavilion of a hotel rooftop lounge in Philadelphia. It was mid-afternoon in early summer, over two years into my street style project, and this was the first time I had met face-to-face with brand representatives from the fashion industry. It wouldn’t be the last. There was a round conference table in the centre o

Introduction

Monica Sklar

Source: Punk Style, 2018, Berg Fashion Library

Book chapter

vintagerecyclingconsumerculture/societySubcultures have long played a significant role in the development logosof bandsof popular visual signifiers, which are often the catalyst for mainstream styles. self-identified punkPunk is one of the most influential and highly visible of modern subcultures, alongside other formerly underground scenes such as hip-hop, gothgoth, and electronic dance music. Many elements of punk dress have become iconic in popular culture, and yet some of their implications h

Careers in Fashion

Elaine Stone and Sheryl A. Farnan

Source: The Dynamics of Fashion, 5th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Quick response (QR) code,Magazines,Godey's Lady's Book (magazine),Auxiliary services, in fashion industry,offered by the media,Advertising and publicity,radio,Successful brands require effective communication. Utilizing media outlets such as print, television, Radio, advertising on,radio, social Broadcast media,Televisionmedia, and the Internet, promotions on,Websitesinternet is crucial to developing and delivering the brand message to the consumer. Media outlets offer three broad categories of s

Marketing Communications

Fiona Armstrong-Gibbs and Tamsin McLaren

Source: Marketing Fashion Footwear. The Business of Shoes, 2017, Fairchild Books Library

Book chapter

Establishing and maintaining a fashion footwear business, brand, or service requires consideration of various marketing activities and how to blend them together. Although awareness of the customer, the product, pricing, and where the product is sold is essential, it is also important to know how to communicate and promote the brand.

Creative Design and the Development Package

Lisa Donofrio-Ferrezza and Marilyn Hefferen

Source: Designing a Knitwear Collection. From Inspiration to Finished Garments, 2nd Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Inspiration for a seasonal knitwear collection comes from many sources—popular culture; the available yarns and equipment; and prevailing trends in silhouettes, stitches, patterns, and color palettes. Designers may travel to yarn and knit fairs to review the forecasted trends for seasonal yarns and stitch development and begin to purchase sample yarn for their next season. One of the largest knit fairs, Pitti Filati, takes place in Florence, Italy, twice yearly for about three days around the end

Trends in Fashion Buying

David Shaw and Dimitri Koumbis

Source: Fashion Buying. From Trend Forecasting to Shop Floor, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Buyers help to set up a number of promotional retail activities, with the aim of achieving a higher gross margin each season while moving units at a more rapid rate. Many of these promotions typically entail some level of discount pricing, but there are also other promotional activities that can help to drive sales without compromising the overall pricing strategy as set by the buying and merchandising teams.

Advertising and Public Relations: From Verbal to Viral

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

After explaining what advertising and public relations are, how they differ, and what they do, this chapter outlines how these deeply intersecting promotional disciplines combine in integrated campaigns to exploit the proliferation of digital channels that have transformed consumer communications during the Internet era. Q&As with practitioners offer insights into these vital segments of the industry in what some have called the “post-advertising era.”

The Fashion Magazine: From Print to Pixel

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

This chapter looks at the emergence fashion magazines, how they achieved their promotional power, and how they evolved into multiplatform entities. Defining the roles and processes of the magazine, it discusses whether printed matter is becoming obsolete, and outlines how contemporary promoters may exploit the opportunities for brands created by new magazine formats. It also delves into the challenges of new formats, and explores the future of fashion publishing.

Traditional Media

Kristen K. Swanson and Judith C. Everett

Source: Promotion In The Merchandising Environment, 3rd Edition, 2016, Fairchild Books Library

Book chapter

“Despite the juggernaut of broadcast journalism, new media, news apps and podcasts cropping left and right, over half of the world’s population turns to a newspaper for credible information, every day.”

Fashion Journalism and the Catwalk

Julie Bradford

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Article

The second half of the twentieth century may go down as a golden age for the fashion press covering the collections. As ready-to-wear shows multiplied and fashion became part of popular culture—but before live-streaming and social media meant that everyone could see collections instantly—journalists were in a uniquely privileged position to convey news of this exciting new world to a burgeoning audience. This article will investigate how integral the press was to the development of fashion shows

Consuelo Castiglioni

Giulia Bussinello

Source: Fashion Photography Archive, 2015, Fashion Photography Archive

Designer Biography

Moroccan Lifestyle Media

M. Angela Jansen

Source: Moroccan Fashion. Design, tradition and modernity, 2015, Berg Fashion Library

Book chapter

As was discussed in Chapter 2, the Moroccan nationalist movementnationalist movement brought, among other things, tremendous changes in the lives, consciousness and ambitionambitions of Moroccan women by the middle of the twentieth century. More women were enjoying an educationeducation and soon they discovered the impact the written word could have on their cause. Therefore a first generation of Moroccan women’s magazines introduced in the 1960s were all run by renowned feminists and had a stron

From Kays of Worcester to Vogue, Paris: The Women’s Institute Magazine, Rural Life and Fashionable Dress in Post-War Britain

Rachel Ritchie

Source: Dress History. New Directions in Theory and Practice, 2015, Berg Fashion Library

Book chapter

It is widely acknowledged that fashion is modern. If one adopts David Frisby’s definition of modernité as ‘the more general experience of the aestheticization of everyday life, as exemplified in the transitory qualities of an urban culture shaped by the imperatives of fashion, consumerism, and constant innovation,’ fashion is proto-typically modern. (Stewart 2008: xii)

Bibliographic guide

Fashion weeks have become a global phenomenon during the twenty-first century, as hundreds of cities around the world organize events in the hope of attracting attention from clients, retailers, and the press. The established capitals of fashion—Paris, New York, London, and Milan—increasingly share the spotlight with Lagos, New Delhi, and São Paolo, among many other cities. Fashion weeks traditionally center on the live showings of designers’ new, seasonal collections. Whereas such shows were onc, Berg Fashion Library

Here Comes New Man—Again

Paul Jobling

Source: Advertising Menswear. Masculinity and Fashion in the British Media since 1945, 2014, Berg Fashion Library

Book chapter

Coco Chanel and Socialist Fashion Magazines

Djurdja Bartlett

Source: Fashion Media. Past and Present, 2013, Berg Fashion Library

Book chapter

The encounter between Coco Chanel and the world’s first socialist country—the Bolshevik Russia—did not happen in the early 1920s when both Chanel and socialism were still modernist projects. Following the 1917 October revolution, the Bolsheviks embraced the speed of the new era, worshiped the machine and acknowledged a crisis in the representation of the female gender. Moreover, the main Bolshevik artistic supporters—the constructivists—chose geometric abstraction as their visual language. In tha

Digital Fashion

Gwyneth Moore

Source: Fashion Promotion. Building a Brand Through Marketing and Communication, 2012, Fairchild Books Library

Book chapter

The digital fashion revolution is not just about fashion reporting or blogging. It has enabled new designers to create an online presence and increased exposure, giving increased visibility and new opportunities to engage with the customer. Armed with ideas, images, a well-developed brand and a well-designed and constructed collection, it is now possible to create an online presence and retail offering with relative ease.

Experiences Learned along the Way

Ira Neimark

Source: The Rise of Fashion and Lessons Learned at Bergdorf Goodman, 2011, Fairchild Books Library

Book chapter

My relationships with the fashion press began with a shocker. In 1970 James Brady, the former publisher of Woman’s Wear Daily, sent a reporter to interview Randy Stambaugh, the president of B. Altman & Co. He asked, “Now that Best & Company is closing, when will that happen to B. Altman?” Randy Stambaugh, handsome and always the perfect gentleman, reminded me of a character out of an F. Scott Fitzgerald novel. He may well have come close to losing his cool or temper but said nothing more than “Th

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