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

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

3. 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.

4. 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

5. 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

6. 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

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

8. 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

9. 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

10. 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.

11. 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

12. 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

13. 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

14. 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

15. 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

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

17. 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

18. 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

19. 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

20. 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)