Download Chapter 5: Producing Fashion

Case Study Part 1
BRANDING BURBERRY
Burberry, the clothing company, was founded in 1856 by 21 year old Thomas Burberry,
an apprentice draper. Drapers made cloth and sold fabrics and dry goods. Burberry began
making outdoor wear for local residents in rainy Basingstock, England. In 1880, he invented a
waterproof wool fabric called gabardine, which become one of the materials for Burberry’s
most fashion creation—the trench coat. In 1920, Burcerry registered a signature plaid pattern
for wool, which would become the standard lining for the Burberry trench coat.
For the next 80 years, Burberry plaid was seen inside the trench coat of the English
elite. The Burberry label came to represent old English fashion—and old ideas. By 1990s, this
image began to limit Burberry’s appeal and market. So in 1997, a new marketing team, led
by New Yorker Rose Marie Bravo, set out to revitalize the brand. By 2002, Burberry Group,
PLC became the United Kingdom’s first publicly traded luxury-goods company. How did
Burberry’s marketing team transform Burberry from stuffy to chic?
ANALYZE and WRITE
1.
Write a paragraph about Burberry’s type of fashion products.
1.
Write a paragraph about why it is important for a product to be in style.
CHAPTER 5:
PRODUCING FASHION
5.1 Types of Fashion
What Will YOU Learn???
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To identify the types of fashion products
To explain the main categories of fashion apparel
To identify the classifications of fashion apparel
categories.
Types of Fashion Products
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Fashion affects all areas of our lives, from the clothes
and accessories we wear to the decorative furnishings
we use in our homes.
Lines are groups of styles and designs produced and
sold as a set of related products for a given reason.
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Two main types of product lines:
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2.
Hardlines – lines of products that aer non-textiles, such as small
and large appliances, home accessories, and items not made of
fabric.
Softlines – lines of products made from textiles that include
apparel and household items such as towels, table lines, and
bedding.
Types of Apparel
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Apparel is the term used for clothing , as in
personal attire or garments.
Apparel is categorized by:
 Women’s
wear
 Men’s wear
 Infants’ wear
 Children’s wear
Types of Accessories
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Accessories are fashion items that are added to
complete or enhance outfits.
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Varied Use of Accessories
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Special Accessory Producers
Home Furnishing
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Home Furnishing is the fashion product category
that included textiles use to furnish and decorate the
home, such as towels, linens, and bedding.
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Categories of Home Furnishing
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Home Furnishings and the Economy
Categories and Classifications in
Apparel
Women’s Wear
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Apparel manufacturers divide women’s apparel into classifications based on the type of merchandise.
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Classifications include:
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Sportswear Separates
Dresses
Evening and Bridal
Maternity
Outerwear
Suits
Activewear
Swimwear
Accessories
Footwear
Miscellaneous Apparel (uniforms, gloves, aprons, smocks, and etc.)
Women’s Wear is divided into size ranges that include:
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Misses
Women’s
Petite
Juniors
Men’s Wear
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Standard Classifications of Men Wear:
 Tailored
apparel
 Furnishing (dress shirt, neckwear, hats, socks, slacks,
sleep wear, and robes)
 Sportswear
 Heavy Outwear
 Work Clothing
 Footwear
 Miscellaneous Apparel (rainwear, uniforms, caps)
Infants’ and Children’s Wear
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Trends in Infants’ and Children’s Wear
Styles designed for older age groups have begun to
migrate to the children’s market.
 Teen fashion is represented in the children’s market.
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Classifying Infants’ and Children’s Wear
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Sizes that may reflect age group:
Infant
 Toddler
 Young Children (sizes 2-6x)
 Girls (6-14)
 Boys (6-20)
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Quiz
1.
2.
3.
What are the tree main merchandise categories of
apparel?
What are the size classifications for women’s
clothing?
How is children’s clothing classifed?