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 •Seattle
•Los Angeles •Paris
•Atlanta •Milan
•Chicago •Florence
•Dallas •Rome
•Miami •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 W est
coast

6. •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
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. Paris, France (cont.)
• Haute couture businesses are located in city
“fashion houses” rather than in commercial
buildings.
• Haute couture designers must belong to Chambre
Syndicale. The couturier (or couturiére if female)
must be recognized as talented and successful to
become a member.
• Cham Sbre yndicale: The trade association for top
designers, which is governed by the French
Departm of Industry.
ent

10. Paris, France (Cont.)
Cham S
bre yndicale
• Sets qualifications for couture houses and
requirements for collection showings
• Sponsors a school to educate apprentices
• Represents members in relations with the
French government
• Coordinates dates of showings

11. Paris, France (cont.)
Louis Vuitton Moët Hennessy (LMVH)
• French luxury goods conglomerate
• Christian Dior SA is the parent company.
• Owns about 50 brands. Examples: LaCroix,
Celine, Givenchy, Donna Karan, Guerlain
(perfumes), and Sephora (cosmetics)
• Buys and sells brands based on the profit
potential

12. • Alta m oda: The high fashion
industry in Italy. 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.

13. GREAT BRITAIN
• London is the major fashion
center.
• Bond Street is the creative
center.
• Promoted by the British
Fashion Council (BFC)
• Fashion week twice a year
• Top ready-to-wear designers
belong to a co-op association
called London Designer
Collections.

14. Terms associated with fashion design
• Collection: The total m erchandise in a designer’s
or apparel m anufacturer’s seasonal presentation,
especially for high-priced garments.
• Couturier (koo-tour-i-er): A m high fashion
ale
designer.
•Fashion designer: One who creates or adapts
clothing and accessory designs for
m anufacturers, retailers, or individual clients.

15. Terms associated with fashion design
(cont.)
•Fashion piracy: Stealing design ideas.
•Fashion seasons: Distinct retail selling periods in
fashion m arketing.
• Garm district: The area in a fashion center
ent
where m of the apparel com
ost panies are located.
•Haute couture (hoat koo-tour’): The nam for the
e
high fashion designer industry of France; high-
fashion, individually designed, original
garm ents.

16. Terms associated with fashion design
(cont.)
• Alta m oda: The nam for the high fashion
e
industry in Italy.
•Licensing: A legal arrangem granting a
ent
m anufacturer the exclusive right to produce and
m arket goods that bear the nam of a fam
e ous
person.
•Line: A collection of styles offered by a
m anufacturer or designer.
•Prêt-a-porter (prêt-a-por-tay’): French term for
ready-to-wear.

17. Terms associated with fashion design
(cont.)
•Private label: Merchandise developed for a given
store and displaying that store’s label; found in
better, moderate, and budget price m arket
categories.
•R eady-to-wear: Apparel m produced in
ass
factories to standard size measurements.

18. Basic types of designers
• Couture
•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.

19. 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
• Luxurious, expensive fabrics and trims with
intricate details
• Sold through the designer’s salon

20. 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

21. 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

22. 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

23. 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
• Ready-to-wear produced in larger quantities
• Reasonable prices
• High quality

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

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

26. 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

27. 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

28. 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
Cherokee (Target)