UNIT B EVOLUTION AND MOVEMENT OF FASHION 2.04 Identify major fashion centers, types of designers, and price market categories.

Major fashion centers New York City Los Angeles Atlanta Chicago Dallas Miami Seattle Paris Milan Florence Rome London

New York City, New York Largest fashion marketing center in the U.S. Known for the Seventh Avenue garment district in Manhattan Permanent showrooms of manufacturers from the U.S. and around the world Open weekdays year round Most of the production jobs have been lost to other countries with cheaper labor, but some production jobs exist in Chinatown, Queens, and Brooklyn.

New York City, New York (cont.) Fashion weeks sponsored by the Council of Fashion Designers of America (CFDA) Formed corporation called 7th on Sixth, Inc. to centralize runway shows Shows held in tents in Bryant Park

Los Angeles, California CaliforniaMart is the largest fashion and textile facility in the U.S. An 82-block garment district includes designers, wholesalers, manufacturers, and patternmakers. Hosts a fashion week five times a year Primarily serves the West coast

Chicago, Illinois—serves central states Dallas, Texas Atlanta, Georgia AmericasMart Primarily serves southeast Chicago, Illinois—serves central states Dallas, Texas International Apparel Mart Primarily serves central states Known for evening, bridal, and western fashion

Miami, Florida Seattle, Washington World’s largest swimwear show Wholesale center for the Americas Seattle, Washington

Paris, France Considered the world fashion leader Shows attract over 40,000 visitors and 1,100 exhibitors from 30 countries Prêt-à-porter Paris® shows twice a year at the same times as mass-produced lines but at different locations

ITALY Alta moda: The high fashion industry in Italy. Rome is the center for couture. Milan is the center for high-quality ready-to-wear. Florence is known for lower-priced ready-to-wear, menswear, children’s wear, and knitwear. Main collections are shown in fashion fairs prior to the French showings. ITALY

Basic types of designers Couturier: One who creates original, individually designed high fashion; usually owns a fashion house. Stylist: One who designs by changing or adapting designs of others. Makes lower-priced merchandise Creations made during the rise stage of the fashion cycle Primarily designs for manufacturers like The Gap, The Limited, and Guess Freelance designer: An independent designer who sells sketches to manufacturers.

Price market categories of women’s apparel Designer (Couture) Category now almost extinct due to the extremely small market Original, high-priced fashion custom-made for a very few individuals One-of-a-kind extreme styles, avante-garde- LADY GAGA Luxurious, expensive fabrics and trims with intricate details Sold through the designer’s salon

Price market categories of women’s apparel (cont.) Designer (Couture) Sell for many thousands of dollars, maybe up to $50,000 per garment, but do not generate a profit Dior, Chanel, Yves St. Laurent, Gucci, Prada, Versace, Balenciaga and Marc Jacobs

Price market categories of women’s apparel (cont.) Bridge Has almost replaced the couture category Secondary lines of well-known couture designers Have the designer’s label Most expensive ready-to-wear Limited editions, small quantities offered for sale Expensive fabrics with fine details

Price market categories of women’s apparel (cont.) Bridge Sell for many hundreds of dollars, maybe as much as $5,000 Sold in fashionable dress shops and upscale department stores like Neiman Marcus, Sak’s, Nordstrom’s, and Bergdorf Goodman Armani, Gucci, Calvin Klein, Ralph Lauren, Geoffrey Beene, Anne Klein, Prada, Gaultier

Price market categories of women’s apparel (cont.) Better Have a firm label rather than a designer’s name. Example: Jones of New York, Liz Claiborne, Ann Klein, Armani Exchange, Kouture by Kimora Ready-to-wear produced in larger quantities Reasonable prices High quality

Price market categories of women’s apparel (cont.) Better Found in specialty stores and department stores. Examples: Macy’s, Marshall Field, and Lord & Taylor .

Price market categories of women’s apparel (cont.) Moderate Well-known and nationally-advertised brand labels. Examples: Jantzen, Gap, and Wrangler Lesser-known or unknown designers work for the manufacturer. Many items inspired by designer creations Widely available and worn by the majority of America

Price market categories of women’s apparel (cont.) Moderate Medium-priced merchandise High volume sales and higher price margins Sold primarily through department, chain, or specialty stores

Price market categories of women’s apparel (cont.) Budget/Discount Lowest priced category Created by stylists Knockoffs: Copies of higher-priced items. Mass produced in less expensive fabrics with fewer details Brands such as Gitano, Donkenny, Kathie Lee, Arizona jeans, and Cherokee

Price market categories of women’s apparel (cont.) Budget/Discount Sold in discount stores and low-price chains Private labels such as Arizona jeans (J.C. Penney), Apostrophe (Sears), and Mossimo (Target), George (Wal-Mart)