BRAND POWER influence of advertisements

Consumer Influences We’d like to think we’re very independent minded when it comes to making fashion decisions...

Cultural and Economic Conditions Weather Culture Affordability

Weather Weather will help determine what is in style in a particular area.

Culture

Affordability Not everyone can afford the high priced fashions that the celebrities are wearing.

Media and Advertising What is advertizing? Paid promotional message by an identified sponsor. Where do we see advertizing?

Commercials All it takes is 30 seconds to make an impression. What do the commercials do to appeal to their audience? Mandee &NR=1 &NR=1 GAP

TV Shows Shows that we watch every week, we come to love the characters and want to be friends with them, want to act like them, AND want to dress like them... Brady Bunch Dawson’s Creek Friends

TV Shows What are some of your favorite TV shows that have influenced the way you dress?

Movies Movies are much like TV shows, but they have much less time to capture our attention and hearts.. What movies have influenced the way you dress?

Magazines Tell us how to dress based on: Figure flattery The latest trends The best deals

Magazines

Technology With technology comes the availability of new fibers and materials. Light Shirts yList&p=1B65D6630C17C9F5&index=1 yList&p=1B65D6630C17C9F5&index=1 30’s Futuristic Fashion

Technology In the 40’s, a technologically made fibers influenced clothing greatly. What was this fiber?

Nylon!! Women’s Nylon stockings were first produced in 1940.

Technology In the 70’s, technologically made fibers influenced clothing greatly. What was this fiber?

Polyester!!!

Technology What other ways has technology influenced our fashion?

Velcro

Purchasing Influences

Purchasing What influences you to make a purchase? Conformity Peer pressure Social (media, culture, religion) Individuality

Purchasing Influence Conformity: Obeying or agreeing with a given standard or authority Peer Pressure: Force that makes people want to be like others in their social group.

Purchasing Influence Social Culture, religion, media and other factors that influence a consumer’s purchasing habit Individuality The quality that distinguishes one person from another.

Types of Purchasing Options Where do you buy your clothing?

RETAIL STORES AVAILABLE Chain Stores: Groups of stores that are owned, managed, and controlled by a central office without a main flagship store. Department Stores: A retail establishment that offers a large variety of many types of merchandise organized into separate departments. Specifically must be employ 25 or more and have at least three departments – home furnishings, household linens, and apparel for the entire family.

Retail Stores Specialty Stores Retail outlet that handles a specific kind of merchandize or one category of goods, such as children’s wear, shoes, plus sizes, etc… Discount Stores Retail outlet that sells merchandise at consistently low prices.

Retail Stores Manufacturer-Owned Store A store that carries clothing from one specific brand or manufacturer Outlet Store Retail store associated with a specific manufacturer that sells seconds and overruns.

Other Purchasing Options Catalog Retailing Traditionally called “mail order retailing” involves sending a catalog to potential customers through the mail, customers place orders by mail or phone. The company then delivers the merchandise by mail or other carrier Internet Who has bought clothing off of the internet?

Purchasing Decisions What should you look for when looking at the quality of clothing?

PERSONAL SHOPPING Decisions Quality of the clothing or garment Look for the following Basic construction Seams Matching plaid Attachment of fasteners (buttons, zippers, etc.) Proper Fit: different brands sized differently- try on before you buy

PERSONAL SHOPPING Decisions Cost per wear A method of calculating the value of a purchase by dividing the cost of an item by the number of times the item is worn.

PERSONAL SHOPPING Decisions What is smart shopping? Shop Sales (seasonal sales) Comparison Shop $14 (Walmart) $25 (American Eagle) $42 Nordstrom

Care LABEL INFORMATION Care label Tag attached to the inside of clothing that must identify the fiber content and directions for cleaning the garment. The tag must have on it: fiber content care instructions location of manufacture size Labels must be permanently attached & remain legible for the life of the garment

Label Information Before you buy a garment: READ THE LABELS You’ll learn useful information that will help you make better buying decisions. Cotton/Polyester Blends Cotton/Spandex Acrylic vs Wool

Hang Tags A detachable ‘sign’ that provides information such as: brand name size price warrantee

HANG TAGS Should be securely affixed & readily accessible May include more complete information than affixed label & not conflict Trademark, store name, logos, signature labels, size, price etc.

Laundry Care International Care Symbols General Trade Commission Trade Regulation In effect since July 1972 Labels must be permanently attached & remain legible of life of the garment.

When to Shop? You may want to shop at different times of the season for different items. Fashion timing can be used in a practical way. For a wide variety of colors, sizes, and styles shop early in the season. For lower prices, shop late in the season, Shop ahead when you will need an item. This will allow you to watch for sales, and to shop smartly. Example: a prom dress, ski jacket, etc. Shop well in advance of a holiday to get the best service and selection. Morning hours are great times to avoid crowds and get good service The best time to shop for shoes is after you have done some walking.