5th Chapter in Fashion Marketing

1. Accessories
Chapter 11

2. Accessories
• IMPULSE ITEMS –
products that customers
typically buy on the spur of the
moment
1.Main Floor
2.Near the door
3.Near the cash register

3. Fashion Accessories
• Shoes
• Hosiery
• Bodywear
• Handbags
• Jewelry
• Gloves
• Millinery (hats)

4. SHOES
• New England and St. Louis,
Missouri are the major centers for
shoe production
• LAST – a form in the shape of a
foot over which shoes are built
• Lasts were originally wooden
forms now they are plastic or
aluminum.

5. Marketing of Shoes
1. Advertising – brand name ads
are important in national fashion
magazines and television
2. Dual-distribution- a
manufacturer’s policy of selling
goods at both retail and
wholesale levels.

6. Industry Trends for
Shoes• Before 1920’s it was considered
immodest to expose the feminine
ankle. Since then shoes have
developed both in fashion
importance and variety. After
World War II the black or brown
all purpose shoe disappeared

7. Hosiery
• History – Until World War I
women’s legs were hidden under
floor length skirts and dresses.
• Hosiery industry grew when skirt
lengths moved up. Women wore
silk, cotton or rayon stockings
• 1938- Nylon stockings were
introduced

8. Hosiery
• Boarding – a heat setting
process through which hosiery
acquires permanent shape.

9. Hosiery
• 1942- 1945 During World War II
nylon production was restricted to
war purposes (parachutes)
• Women now went bare-legged or
used leg make-up to give the
effect of sheer stockings

10. Hosiery
The 1940’s –World War II brought many
restrictions and shortages of material such as
nylon. Women were not allowed to buy such
items made out of nylon like stockings. So
new products called “Leg Charm” came out
as a substitute. Women used these new leg
creams and eyeliner pencils to create the
effects of stockings. The 40’s brought new
concepts such as women taking the same
jobs as men, radios and records, strong
nationalism and an emergence of American
designers. Some popular styles of the 1940’s
were knee- length skirts, padded shoulders
and rolled hair, tailored suits and small hats.

11. • First introduced by the Du Pont Corporation in 1940, nylon stockings were
an instant success. Billed as "stronger than steel" and "run-proof," the
public was fascinated by the new synthetic material. Du Pont brilliantly
promoted the new stockings from the start. On May 15, 1940, Du Pont
declared "N-Day" - for the first time, all across America, nylon stockings
would go on sale. Women lined up for blocks and Du Pont sold 5 million
pair in that single day.
• During World War II Du Pont was forced to divert its nylon production to
war-related materials, such as parachutes and aircraft tires. The nylon
stocking shortage had begun. In America, the demand for nylon stockings
was so high that people began paying $20 on the black market (before the
start of the war they had cost a little over a dollar). In Chicago, police
ruled out robbery as a motive in a murder case because the perpetrator
had left behind six pair of nylon stockings at the crime scene!
• In August of 1945, only eight days after Japan's surrender, Du Pont
announced that it would immediately return to producing nylon stockings.
The next month stockings went on sale at a limited number of stores.
Thousands of people showed up for the stockings, which quickly sold out,
and so began the first of the so-called "Nylon Riots." Throughout 1945,
stores were besieged by mobs of women who had learned of the sales by
word of mouth. Du Pont, not fully recovered from its wartime conversion,
could not keep up with the demand. People waiting in line were disorderly
and police had to disperse crowds. When stores sold out of the precious
hosiery, fights broke out. In Pittsburgh, the mayor arranged for a stocking
sale in response to a petition by four hundred women. On the day of the
sale, 40,000 people lined up to fight for 13,000 pairs. Similar scenes took
place all across the country. Finally, by March of 1946, Du Pont was
producing 30 million pairs a month, enough for everyone, and the "Nylon
Riots" ended.

12. Hosiery
• 1950’s Introduction of colors other
than black or flesh tones
• 1960’s to accessorize the shorter
skirt, colors, textures (fishnet) are
introduced
• 1970’s women wearing pants:
pantyhose, knee-highs, ankle-
highs are in vogue
• 1980’s patterned pantyhose

13. Marketing of Hosiery
1. Major hosiery producers sell
to retail stores across the
country.
Ex. Hanes, Burlington, Round the
Clock, Kayser-Roth

14. Marketing of Hosiery
2. Major hosiery producers carry
a designer label:
• Ex. Hanes uses Oleg Cassini
• Kayser Roth uses Calvin Klein
• Round-the Clock uses
Givenchy

15. Marketing of Hosiery
3. Private and store brands.
The cost is usually less
because there is less
advertising.
• Ex Sears-Best
• Macys – Supremacy
• I. Magnin - Magnifique

16. Marketing of Hosiery
4. Mass-merchandised brands
for supermarket discount
brands.
• Ex. Leggs made by Hanes
• No-nonsense made by Kayser
Roth

17. Bodywear
• Bodywear-includes leotards,
tights, wrap skirts, sweatsuits,
exercise outfits.

18. Industry trends of hosiery:
• When skirts are shorter,
texture and color in hosiery
become important.
• When pants are in fashion,
pantyhose and knee-highs are
popular.

19. Jewelry
• Fine Jewelry
• Bridge Jewelry
• Costume or Fashion Jewelry

20. Fine Jewelry
• Jewelry made of such precious
metals such as gold and
platinum which may be set
with precious or semiprecious
gemstones.

21. Gemstones
• Natural stones used in making
jewelry.
• Precious gemstones –
diamonds, emeralds, rubies,
sapphires, pearls
Diamonds, emeralds, rubies, sapphires,
pearls

22. Semiprecious
Gemstones• Amethysts
• Garnets
• Opals
• Jades

23. Costume Jewelry
• Mass produced jewelry made
of plastic, wood, glass, brass
and set with simulated or non-
precious stones (glass, plastic)

24. Bridge Jewelry
• Gold Filled
• Vermeil (vermay)
• Sterling Silver

25. History of Costume
Jewelry• Prior to 1920’s costume jewelry
did not exist. Fine jewelry was
worn for economic value; never to
accessorize one’s clothing!
– 1920’s Coco Chanel introduced long
faux strands of pearls
– 1989 Barbara Bush increased
interest in faux pearls
– 1996 Jackie Kennedy faux pearls in
auction

26. Faux Pearls
Coco Chanel Barbara Bush

27. Here they Are, the Pearls Jackie Kennedy Loved
•
Jackie Kennedy loved to wear her "pearls" from KJL. There are 3 strands
of huge 10mm beautiful cream pearls, all hand knotted, with a pretty
diamante clasp. The shortest strand of the 3 is 18", so they are very easy
to wear and what an impact! Day or night, this necklace is a stunner.
You'll treasure it. The original sold at auction for over $200,000.00.
Jackie's pearls, $155.00.

28. Marketing of Fine
Jewelry• Many fine jewelry
departments in stores are
leased from manufacturers
because:
1. A large amount of capital is
necessary
2. Specialized staff is needed to
sell the jewelry

29. Industry Trends of
Jewelry• When turtlenecks are in, jewelry
companies make long chains and
pendants.
• When sleeveless dresses are in,
bracelets become popular.
• When prints are popular jewelry
becomes tailored.
• When solid colors are in, jewelry
has more complex designs and
colors

30. Handbags
• Handbags can be made of
leather, fabric, beading, vinyl
and canvas.
–Classics: Coach, Dooney &
Bourke
–Expensive: Fendi, Louis
Vuitton, Gucci

31. Gloves
• 1900’s-1960’s glove business
flourished because women
always wore gloves when they
went out.
• 1960’s saw the end of gloves
as a requirement for a well-
dressed woman

32. Millinery
• Hats were very popular for
decades until:
• 1960’s women’s beehive and
bouffant hairstyles caused
millinery sales to hit bottom
• 1960’s-1970’s hats worn only
on cold days

33. Millinery
• National Millinery Institute
campaigned in an extensive
effort to reverse the no hat
trend.
• The effort failed because:
–No amount of sales
promotion can change the
direction fashion is
moving!!