01(a) Explain what you understand by the term

‘Fashion’.

Fashion is the total outlook of an individual of today and only for today.
Fashion has reflected and continues to reflect the artistic imagination, cultural
rituals of people and persons’ taste, attitude and values. Creative design
primarily a pre-adaptation product development process, it starts with
gathering design ideas from various sources by careful researches and the
experience of the designer about the design concepts around the world.
Designers visit famous design centers located in Paris, Milan, London, New
yoke and Hong Kong, where new fashion creations are presented semi-
annually. A style of clothing worn by most of people of a country is a fashion. It
can either be long termed (classic) or short termed (fad). Fashion can
categorized as haute (high fashion), elegant, dramatic, classic, conservative,
western, casual, grunge and futuristic. Fashion may vary significantly within a
society according to age, social class, generation, occupation and geography as
well as over time. Specially young people, enjoy the diversity that changing
fashion can apparently provide, seeing the constant change as a way to satisfy
their desire to experience ‘ new’ and ‘ interesting ‘ things.

(b) “Fashion is about change” Do you agree with this

statement. Explain.

Fashion refers to the styles of dress that are currently popular. Fashion goes
beyond just clothes, though. It can extend to shoes or jewelry. Fashion is
changed in every minute, because today technology is come in advanced level
therefore people try to follow new trends in social media and they are follow
new fashion trends of famous movie stars, musician, politicians and some sub
culture. an example In the 1960s and 1970s, hippies made bell-bottomed blue
jeans popular. In the 1980s, Michael Jackson made parachute pants all the rage
but today, these things unavailable in market because trendsetters should give
new ones for society .fashion changes occur as to the lifestyle changes of the
people or may be according to seasonal changes all over the year. Frequent
fashion changes can be seen in the traditional four seasons of spring, summer,
autumn and winter. Color, texture, design and silhouettes are extremely short
lived which makes fashion forecasting, planning and marketing activities risky
and complex

Fashion movement involves the obsolescence

factor. This is the rejection of used items in favor of newer ones, even though
the old items may retain their utility value. Obsolescence is not only involves in
fashion industry but also it occurs in several other manufacturing sectors such
as electronics or automobile industries.

There for we can say fashion is

change in every time
 2. (a) What are the major trends that we should monitor
in fashion designing?

When the fashion designer monitor their own design to the market, they create
their design under the major trends those are,

Haute couture fashion:

If designer are like to design for a specific client with a high quality product
they choose Haute Couture fashion. Until the 1950s, fashion clothing was
predominately designed manufactured on a made-to- measure or haute
couture basis (French for high fashion), with each garments being created for a
specific client.

 Haute couture clothe is made to special order for an individual costumer.

 This fashion generally maintains high quality.
 Use expensive fabric for dress making.
 Sewing garments with extreme attention to A-Z production and finish.
 More time required to complete Haute couture garments.
 To get attractive looks, use hand executed techniques.
 For this fashion out looking and fitness take more priority over the cost of
materials. In this reason the time it takes to make.
 To make this Haute couture fashion dress, fashion houses get small direct
profits.
 Fashion house mainly design Haute couture fashion dress to established their
reputation and publicity also.

Ready-to-wear fashion:
Ready-to-wear fashions are the cross between haute couture and mass market.
This fashion is not made for individual customer. Fashion designer taken great
care in the fabric choice, cut of the fabric and in the making time. It also called
prêt-à-porter fashion.

 Ready-to-wear garments are made in small quantities but they are maintaining
quality exclusively, so they are rather expensive.
 Usually fashion houses are present Ready-to-wear fashion collections for their
customers.
 Designers are created their design by the basis of season. Here season during a
period known as fashion week. The main seasons of Fashion Week include,
 spring, summer, fall, winter, resort, swim, and other special occasion like
wedding.
 Ready-to-wear fashion is takes place on a city wide basis and occurs twice a
year.

Mass market fashion:

At the present time the fashion industry depend on more on mass market
sales. The mass market fashion fill up the wide range of customer’s demands.
Designers are producing ready-to-wear clothes in large quantities with
standard sizes and using fashion trends that set by the famous names for the
customer.

 Use in expensive accessories, creativity and produce affordable fashion in our

country wise.
 Mass market fashion designers are generally adapts the latest trends set by
the famous names in fashion.
 Fashion designers are design their dress on the basis of season and season
related color.
 Designers frequently wait around season to make sure a style is going to catch
on before producing their own versions of the original look.
 Mass market fashion save manufacturer time and save consumer money also.
 Designer use cheaper fabrics and simple production techniques that is easily
done by machine.
 The end product can consequently be sold much cheaper price.
(b) Differentiate and explain design centered and
marketing centered views of fashion Marketing.

orientation Design Marketing

centered centered
Sample Fashion Design
statement marketing is should be
the same as based be
promotion based
entirely on
marketing
research
Assumption Sell what we Make what
can make we can sell
Alleged High failure Bland
drawbacks rates, relies designs,
on restrain
perception. creativity

According to design centered view marketing is seen as identical with

promotion. This view states that designer are the real force, and marketers
should just help to sell ideas to the public. In practice this view tends to have all
marketing activity carried out by either public relations or advertising
departments or agencies.
 The major weakness of this approach is that it
depends ultimately on the skill and perception of the designer in consistently
meeting genuine customers’ needs and consequently earning profit.

In marketing centered view marketing is dominant and it regards the designer

as someone who must respond to the specifications of customer requirements
as established by marketing research. Detailed cost constraints may be
imposed. The result, according to many, is certain weakness in the design
content of garments available from such retail outlets.

(c) Giving examples, explain the interrelationship of

fashion design with fashion Marketing

There is another way to view the relationship between marketing and design,
and this is termed the fashion marketing concept. That good fashion design
only requires suffi cient promotion to succeed is a view

Applicable to a very
limited number of businesses – usually those producing expensive garments for
an elite market. The alternative view of fashion design as a function of
marketing research fails to recognize either that many people do not know
what they will like until presented with choices, or that their preferences
change over time. For example, many who profess to hate a design seen on the
catwalk may later come to like it when they try the garment themselves or
realize that others have signalled acceptance. Good fashion design can
challenge conventional views. It should be recognized that consumers vary in
the conservatism they have towards fashion styles and also the speed and
readiness with which they change their opinions. A simple model of the
interrelationship of fashion design and marketing can be seen above.
 The
fashion marketing concept attempts to embrace the positive aspects of high
concern for design, customers and profi t by recognizing the interdependence
of marketing and design. If designers understand how marketing can enhance
the creative process and marketing personnel appreciate that within the
fashion industry design can lead as well as respond to customer requirements,
progress can be made. Market researchers can establish the sizing information
customers want on garments and can also analyse reactions to several
provisional illustrations, but they cannot produce detailed styling specifi
cations. Marketing as applied to the fashion industry must appreciate the role
of design. Some major retailers such as Zara have developed information
systems bringing designers, manufacturing teams and retail sales staff much
closer together enabling customers to be

High
3. (a) What is fashion marketing?
Fashion marketing is the application of a range of techniques and a business
philosophy that centers upon the customer and potential customer of clothing
and related products and services in order to meet the long-term goals of the
organization. It is a major argument of this book that fashion marketing is
different from many other areas of marketing. The very nature of fashion, where
change is intrinsic, gives different emphasis to marketing activities.
Furthermore, the role of design in both leading and refl etching consumer
demand results in a variety of approaches to fashion marketing

(b) What is the role of a fashion marketer?

A fashion marketing manager wears many hats. What might a fashion marketer
do on a day-to-day basis? Market research and media planning, as well as
branding, product display, ad creative, and photography all fall under the
purview of fashion marketing. Fashion marketers may also be involved with
public relations. Read on for a few key responsibilities of a fashion marketer.

 Market Research & Analysis

Knowing who you’re selling to is a vital first step in any kind of marketing.
Fashion marketers must be able to perform qualitative and quantitative research
into fashion trends and the lives and behaviors of the people who may purchase
fashion products. Market research is presented  and used to make important
decisions about fashion design and business activities.

 Brand Design & Development

Fashion marketers are charged with creating the story behind the brand so that
customers can relate personally and see themselves wearing the designs. Logos,
copy, and imagery all need to stay in line with the image and lifestyle that a
fashion brand represents and create a personal connection with target customers.

 Develop & Manage Advertising Campaigns

Fashion marketers use their creativity alongside market research to create

compelling advertisements that resonate with their target audiences. They also
 manage media planning to determine the scheduled distribution of
advertisements. This may include advertisements in newspapers and magazines,
on television, and in digital formats such as social media.

 Pricing & Distribution

Pricing and distribution decisions are also part of fashion marketing. This
involves research and analysis of how products are selling in retail or online
distribution channels and determining where and at what price fashion products
should be sold, with the overarching goal of maximizing profits.

(c) How fashion marketing differs from marketing of

consumables?