Fashion Design and Marketing

This report explores the mechanisms of fashion, competitors in fashion, imitation in fashion, fashion forecasting, and acceptable fashion. It discusses the importance of fashion in people's lives, the strategies used by fashion organizations, and the tools used in fashion. The report also highlights the role of designers and their choice of fashion, as well as the influence of celebrities and influencers. The report provides a comprehensive understanding of the different perspectives and challenges in the fashion industry.

Running head: FASHION DESIGN AND MARKETING
Fashion Design and Marketing
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction................................................................................................................................3
RCO1- The mechanisms of fashion (Kirraly)............................................................................3
Blurb for the report................................................................................................................3
RCO2- Competitors in fashion (Harriet)...................................................................................4
Report;....................................................................................................................................4
RCO3- Imitation in fashion (Morgan).......................................................................................5
Figure No 1: Fashion Framework..........................................................................................7
RCO4- Fashion forecasting (Sophie).........................................................................................7
Report summary:....................................................................................................................7
SUMMARY PAGE:..................................................................................................................8
RCO5- Acceptable fashion (Belinda)........................................................................................8
Summary page:..........................................................................................................................9
Conclusion...............................................................................................................................10
References................................................................................................................................11
Video References.....................................................................................................................12

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Introduction
The following report has been based on the study of fashion and its different
perspectives. Fashion is one of the most intricate parts of our lives and thus the report has
identified the importance of the fashion in the lives of the people. The report has identified
the different kinds of the fashion competitors, the strategies taken up by the organization and
the different kinds of the tools that is used in the fashion. The identification of the fashion
forecasting is another major factor of fashion. The identification of the designers and their
choice of fashion have further strengthened the study of the report as it has been able to
address the different factors and perspectives of the research.
RCO1- The mechanisms of fashion (Kirraly)
Blurb for the report
The mechanisms of fashion refer to the intricate and complex processes involved from
design to final product. Identifying trends both in fashion and society is important for
designers and brands to interpret what will be on trend that coming season and sell
successfully.
Evolving over time, styles are continually repeated throughout history with updated
and innovative modifications that reflect the current society and technologies.
Styles from one season will be similar to the next, with design modifications and
improvements.
An example of evolving styles is the development of athleisure, a mix of functional
sportswear and aesthetic street style which has transformed drastically over the past decade.

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RCO2- Competitors in fashion (Harriet)
Report;
Designers and buyers are key to the success of a trend; their perceptions of apparel are
influenced by access to multiple sources of information through forecasting. The force that
drives fashion forward is the desire to be seen both as individual seen as in touch and up-to-
date.
All commercial designers go through the same process of fashion research and have
access to most of the same sources of information. Designers aim to know what their
competitors are doing as well as the companies designing for the next higher segment of the
market – whose looks they aim to imitate – so that they can produce garments within the
same trend. (A significant fraction of high fashion designer label garments are bought by high
street fashion designers as sources of inspiration).
Designers develop a progressively sharper understanding of the fashion for a new
season as the season approaches. A larger number of styles are then marketed achieve mass
acceptance, so tastes and the diffusion processes that influence them have a significant effect.
The top competing 40 fashion brands we have come to know and love in the fashion
industry are owned by only 6 companies. This proposes the question is fashion competition
really competition?
 The ever changing market contributes to strong competition within the industry.
 Competition for retailers is driven by the customer demand for fashion straight off the
runway.
 20 major companies lead the global fashion industry right now, according to the
McKinsey Global Fashion Index. These companies account for 97% of global
economic profit in the sector
 Top 40 high fashion brands are owned by only 6 companies

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 Designs stem from the top tier of fashion and trickle down into mass markets.
 Businesses in the fashion industry must continually promote new trends in order to
sell more products.
 mid-market players are increasingly losing out to luxury and value brands
 Fashion designers and buyers must predict trends which will become popular in the
near future with no guarantee on the success.
RCO3- Imitation in fashion (Morgan)
Imitation in fashion refers to the hierarchy in fashion industries. Haute Couture sits at
the top of the hierarchy as “Couture design represents an extravagant idea about the brand,
the lifestyle and luxury that it relates to, where budget is not a limitation, and emphasizes
more on the designer’s unique vision and niche market that it address to.” (Jdids.com, 2016)
Styles often persist and evolve incrementally for several years. Couture fashion is influenced
by historic and street style. This is where the modern adaptations are derived from. This
evolving motion is obtained from past trends which can be adapted due to new technologies
and advanced materials. Mass fashion buyers go on shopping trips to the fashion capitals,
such as Milan, Paris, London and New York, to study new collections for them and get a
feeling for the acceptance of styles in different market sectors. On shopping trips they buy or
study key garments which they use in detailed design later on.
Apart from the couturiers, who don’t design for the mass market, all commercial
designers go through the same process of fashion research and have access to most of the
same sources of information. Couturier fashion and high fashion have the ability to become
historic fashion, whereas street fashion is adopted into mass fashion and cheap fashion.
Couture fashion can continue on to become historic designs whereas mass fashion flows
through into streetwear.

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 Historic design influences Haute Couture design.
 Haute Couture sits at the top of the design hierarchy
 High fashion, mass fashion and cheap mass fashion are all in some way influenced by
current haute couture design/trends.
 Haute Couture has the ability to be adopted as historic fashion.
 Mass fashion and cheap fashion is adopted into street fashion.
Possible activity question: Haute Couture is the main/only way mass fashion gets
information about upcoming trends, discuss.
Figure No 1: Fashion Framework
Source: (WGSN, 2014)

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RCO4- Fashion forecasting (Sophie)
Report summary:
Fashion forecasting is about utilising tools in order to create or design a range around
colour, material, pattern and textiles (WGSN, 2014). These forecasts provide a visual
understanding of long- and short-term predictions (Mack, n.d) of what will be fashionable
and what will sell in the coming seasons. Fashion forecasting is about bridging the gap
between uncertain, inconsistent signs and actions the design team will undergo. "Fashion
forecasting can be defined as a combination of theories of changes within the organising and
analysing process of information and synthesizing the data into actionable forecasts."
(Brannon 2000). Forecasting focuses on an array of trends; social, cultural and international
trends transpiring. Many brands have the same online forums when researching incoming
trends, but the brands forecasting will stand out depending on their ability to create pure
inspirations through visuals. Forecasting companies such as WGSN are there to aid brands in
their diffusion process allowing for a smooth and positive experience for consumer adoption.
There are five factors which influence the forecasted trends (Spacey, 2017); subculture which
is influenced by the political and social climate, Fashion Weeks, media and influencers,
demographics which generally influences the long-term trends as it is consumer specific and
competitor intelligence that make sure brands are staying ahead of their competitors with
innovation.
SUMMARY PAGE:
•These forecasts provide a visual understanding of what will be fashionable and what will sell
in the coming season
•Fashion forecasting is about utilising tools in order to create or design a range around colour,
material, pattern and textiles

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•There are many companies which specialise in fashion forecasting which brands subscribe to
such as WGSN
•There are five factors which influence the forecasted trends; subculture, Fashion Weeks, media
and influencers, demographics and competitor intelligence
Subculture: The way of life and customs of a particularly group of people within society
which are different to the majority – Punk
Fashion Weeks: Presenting designers’ collections to fashion editors and potential buyers to
gain visibility or sell pieces for the next season
Media & Influencers: Promotional advertisements, how the garment will look photographed
Demographics: The number and characteristics of people who live in a certain area
impacting what and how they spend their money on
Competitor Intelligence: The information one business has on another
• Forecasting trends allow for a smooth and positive customer experience and adaptation as it is a
global change and adoption in fashion.
RCO5- Acceptable fashion (Belinda)
Acceptable fashion refers to the boundaries of what is deemed appropriate fashion and
what consumers will accept as a trend, if outside of this; products will be irrelevant (Eckert &
Stacey 2001). Andreozzi& Bianchi (2007) stated that what might be accepted during one
period of time, may not be the next. Designers must research runways and trends to uncover
what will be accepted commercially. Eckert & Stacey (2001) discuss the difficult task
designers face in ensuring they offer something new and different, whilst still fitting into the
current ‘fashion space’. The fashion space refers to the context of fashion and delivering the
right product at the right time. It is a balance between being innovative and delivering
newness, without being too ahead of time where it won’t yet be accepted, and knowing when

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something is outdated, or when to bring a trend back (Andreozzi& Bianchi 2007). Celebrities
and influencers can have a large impact on the acceptance of trends and products.
Designers create the context of the fashion, and consumers choose from what they are
offered. Eckert & Stacey (2001) claimed that unlike retailers and buyers, fashion designers
usually aren’t considering the end user’s preferences. Veblen (cited in Andreozzi& Bianchi
2007) argued that consumer’s desires have little influence; rather they adopt whatever trends
are being presented to them, even if they don’t even like them. However, even though
consumers don’t have a lot of control over the design process and what garments are
designed, they may still choose accept it or reject it, and this can come down to the
consumers tastes and social attitudes.
Summary page:
 Acceptable fashion refers to the boundaries of what is deemed appropriate fashion and
what consumers will accept as a trend, if outside of this; products will be irrelevant
 Designers research runways and trends to uncover what will be accepted
commercially but unlike retailers and buyers, fashion designers usually aren’t
considering the end user’s preferences
 Even though consumers don’t have a lot of control over the design process, they may
still choose accept or reject products and trends
 The challenge for designers is finding a balance between being innovative and
delivering newness, without being too ahead of time where it won’t yet be accepted,
and knowing when something is outdated, or when to bring a trend back
 Celebrities and influencers can have a large influence over the acceptance of trends
and products

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Conclusion
The following report has been able to identify al the different perspectives related to
fashion industry and has provided a clear and compact definition of the acceptable fashion
brands. The report has discussed on the challenges that the fashion designers face while
finding a balance between the mixing of innovation and tradition to provide the customers
with the best possible design. The choice of the customers over the design is one of the most
important considerations for the fashion designing organizations. The major fashion
designing organizations considers all these elements in order to ensure the satisfaction of the
customers. The report has also highlighted the important role of the celebrities and the
influencers in the creation of new innovation in fashion designing.

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References
Jdids.com 2016, Hierarchy of Fashion : Haute Couture | JD International Design School,
viewed 23 April 2019, <https://www.jdids.com/hierarchy-of-fashion-haute-couture/>.
Andreozzi, L & Bianchi, M 2007, ‘Fashion: Why People Like it and Theorists do not’, The
Evolution of Consumption: Theories and Practices, vol. 10, pp. 209-229, viewed 17 April
2019, Emerald Insight database
Eckert, C & Stacey, M 2001, ‘Designing in the context of fashion- designing the fashion
context’, Designing in Context: Proceedings of the 5th Design Thinking Research
Symposium, pp. 113-129, viewed 17 April 2019,
<https://s3.amazonaws.com/academia.edu.documents/4805399/eckert.pdf?
AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1555488826&Signature=uec5
YlfH5zJ%2BythWzHwQxZyXffA%3D&response-content-disposition=inline%3B
%20filename%3DDesigning_in_the_context_of_fashion_desi.pdf>.
Martin, M n.d., ‘What Contributes to the Fashion Industry's Being So Competitive?’, Small
Business, viewed 30 April 2019, <http://smallbusiness.chron.com/contributes-fashion-
industrys-being-competitive-23840.html>.
YouTube, 2014, About WGSN: Trend Forecasting, Viewed 19 April 2019,
https://www.youtube.com/watch?v=nNWFn1rcNG8
Dehghani, M 2017, Fashion forecasting, Slideshare.net, Viewed 19 April 2019,
https://www.slideshare.net/MohaddesaDehghani/fashion-forecasting-72541075
Mack, S. n.d, Long-Term vs. Short-Term Forecasting for the Apparel Forecasting Process,
Smallbusiness.chron.com, Viewed 23 April 2019, https://smallbusiness.chron.com/longterm-
vs-shortterm-forecasting-apparel-forecasting-process-35753.html
Spacey, J 2017, 5 Examples of Fashion Forecasting, Simplicable, Viewed 23 April 2019,
https://simplicable.com/new/fashion-forecasting

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Video References
GayHills, You Think This Has Nothing to Do With You, YouTube, 22 May 2013, GayHills,
viewed 1 May 2019, <https://www.youtube.com/watch?v=Yj8mHwvFxMc>.
E! News, 4 Fashion Trends Celebs Need to Leave Behind in 2018, YouTube, 29 December
2018, E! News, viewed 30 April 2019, <https://www.youtube.com/watch?v=fgk4Ef5Uvnw>.