Fashion Design and Merchandising Notes in English Class 12 Home Science Chapter-9 Book-Human Ecology and Family Sciences Part-II

 

Preface

Fashion design and merchandising is one of the most lucrative career options today. In a country like India, which has a long history of textile manufacturing, fashion design has grown rapidly in recent years. The fashion industry not only encourages people's creativity but also fulfills their needs. The fashion business began with a simple exchange of textiles, but it became a big business after the introduction of 'ready to wear' clothing in the 1920s. Gradually, fashion garments became an important part of mass stores, and its economic opportunities established fashion merchandising as a niche profession.

Importance

Fashion design and merchandising helps you understand how the fashion business works. It involves all the processes from the production of raw materials, garments and accessories to the stores that sell fashion products to the public. This business teaches the manufacturing of fabrics and fibers as well as when and why a style becomes fashionable. Fashion merchandising helps in planning, purchasing, and merchandising and determines suitability for retail sales and its timelines.

Basic Concepts

Fashion today is a big business, employing millions of people in areas such as design, manufacturing, distribution, marketing, sales, advertising, and consulting. To understand this, it is important to understand the nature of fashion, how it works, and the relationship between the factors influencing fashion.

fashion terminology

Fashion is a complex subject that requires a lot of knowledge about terms and concepts to understand. Fashion is the style that is most popular at a given time. Style is the characteristic appearance of clothing or accessories that may change over time, but certain styles tend to persist. Fads are short-lived, such as hot pants and baggy pants, and do not retain popularity for long. Classic styles, such as blazer jackets, polo shirts, and Chanel suits, never become completely obsolete and remain acceptable for a long time.

The evolution of fashion

To understand how the fashion industry works, it is important to know its basic principles and history. The history of fashion helps designers make decisions about current and future fashions, as old ideas are often incorporated into new fashions. Fashion is a relatively new subject. In ancient and medieval times, styles did not change for centuries, but during the Renaissance, Western civilization accelerated fashion change by exploring different cultures, customs, and clothing. The availability of new fabrics and ideas made people eager for new things.

The centre of fashion- France

France began to exert its influence on international fashion in the early 18th century. At this time, only the wealthy classes could afford fashionable clothing. The court of King Louis XIV made Paris the fashion capital of Europe. Silk fabrics, ribbons, and lace came to Paris from various cities in France.

Key events and developments

In the 18th century, clothes were handmade and tailored to size. The royal court encouraged the silk industry, making France the centre of fashion. This was called couture, and the designers were male "couturiers" and female "couriers". The Industrial Revolution enabled spinnerets and looms to produce clothes faster. In 1859 Isaac Singer invented the sewing machine, making fashion accessible to all. In 1849 Levi Strauss created sturdy denim pants, which were popular for workers and are still popular today. In the 1880s women began wearing skirts and blouses that could be altered to size. In the 19th century, cheap clothes became available at fairs and markets, and retail stores in large cities made fashion accessible to all classes.

The evolution of fashion

The fashion cycle is the process by which a fashion changes and passes through five stages from introduction to obsolescence. The first stage is the introduction of the style, when designers present new ideas to the public by incorporating them into clothing. The second stage is the rise in popularity, when the new fashion becomes more popular. The third stage is the peak of popularity, when the fashion is in great demand, and manufacturers begin to produce imitations or cheap adaptations. The fourth stage is the decline in popularity, when people get bored of the style and look for something new, and it is sold at a lower price. The final stage is the abandonment of the style, when consumers adopt the new style and a new fashion cycle begins.

Fashion Business

Fashion business means planning and selling fashion products at the right time, right place and right price. If everything is planned correctly, profits can be maximized.

Main components in fashion merchandising

1. Manufacturing

The fashion merchandiser helps turn the designer's vision into reality. He looks after the fabric selection, production process, and cost and creates designs according to the customer's needs and target market.

2. Buying

The fashion merchandiser purchases fashion products for stores and anticipates market trends and the future of fashion. He acts as a link between the designer and the market.

3. Promotion

Promotion is important to bring designer clothes to the market. Fashion shows and promotional media are used to popularise the product and identify target markets such as children's clothing stores or departmental stores.

4. Sales

The fashion merchandiser helps with the merchandising of the product. He ensures that the stores display the products properly and recommends products based on customer needs and trends.

Three Levels of Fashion Merchandising

Retail Organization

• It deals with delivering products to the customer and ensuring that there is adequate inventory available at the right price.

Buying Agency

• These agencies help procure products, identify vendors, negotiate prices, check quality, and ensure timely delivery.

Export Enterprise

• Purchasing Agents: Act as an intermediary between the buyer and the producer.

• Produce Merchandisers: Produce the product on time and according to the buyer's needs.

Other Requirements of Fashion Business

Target Market

• Focus on the category of consumers who are likely to buy your products. Market segmentation is the process of dividing a large market into smaller groups and focusing on their needs.

Consumer Demand

• By understanding the consumer's buying motivations, the product is designed accordingly.

fashion retail organization

The organizational structure clarifies authority and job responsibilities and varies according to the type of business, size of the store, and customers. Small single-unit stores are family-run neighborhood stores. Department stores are divided into different departments, such as clothing, sporting goods, health products, and electronic equipment, and some also sell food products. Store chains operate with standardized practices under a single brand and central management.

Major departments

1. Merchandising Division - Purchasing, Merchandise Planning and Control, Sales, Fashion Co-ordination

2. Sales and Promotion Division - Special events, publicity and public relations advertising, visual merchandising

3. Finance and Control Division - Deposits, Accounts Payable and Inventory Control

4. Operations Division - Looking after security of facilities, stores/shops and trade material

5. Personnel and Branch Stores Division - If the store operations are very large then this division may function separately.

Preparing for a Career

Success in the fashion industry is not just about creativity, it also requires business acumen and the right skills. There are three key skills required for designers, merchandisers, and marketers.

Required Skills

Forecasting Ability is the ability to identify and accurately predict fashion trends, which includes understanding past and present trends and assessing their future impact. It helps to make profits by utilizing trends ahead of time. Analytical Ability is the ability to understand market and consumer needs, select styles according to economy and budget, and ensure maximum profit for the company. Communication Ability involves excellent communication skills for effective interaction with producers and consumers, advertising, press releases, and consumer contact.

Fashion education options

There are various courses available to enter the fashion industry such as certificates, diplomas, and degrees. Certificates/Diplomas (6 months to 1 year) are short courses that focus on fashion business and are suitable for starting a career early. Undergraduate degrees (2 years) provide in-depth knowledge of fashion and business. Bachelor's degrees (4 years) are a balanced combination of fashion, business, and broader education, suitable for those who want a longer course of study and better career opportunities.

work area

A career in the fashion industry is not only lucrative but also offers great income opportunities. This industry is ideal for people who have a natural flair for creativity and artistry. Career prospects in the fashion industry are diverse, and you can specialize in any one area according to your interest.

Career Options in the Fashion Industry

Visual merchandise designers arrange clothes in stores, decorate showcases, make mannequins look attractive, and create advertising materials. Fashion designers design clothes and costumes, some for big brands and some under their own brands. Set designers create sets for film, television, theater, exhibitions, and museums. Interior designers design interiors for homes, offices, hotels, and hospitals, making spaces beautiful, safe, and useful.

Things you need to succeed in the fashion industry

Creativity is the ability to create new and unique designs. Trend sense helps to identify fashion trends and keep yourself updated according to the changing market. Specialization is mastering a particular field, such as costume design, interior design, or set design.