FASHION AND THE CONSUMER

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Section A:

Part One:

Multiple Choices:

1. The component in which consumers must buy and wear a style to make it a fashion

a. Style

b. Acceptance

c. Change

d. Taste

2. The people who have too much money to spend and also become slaves to designer brands are

a. Fashion Victims

b. Fashion Innovators

c. Fashion Motivators

d. Fashion Followers

3. This style is usually less expensive than designer apparel

a. Contemporary Styling

b. Moderate Styling

c. Traditional Styling

d. Classic Styling

4. Polyester is an example of

a. Synthetic Fibers

b. Regenerated Cellulose Fibers

c. Man – Made Fibers

d. Natural fibers

5. This method is used to dye loose fabrics before yarn processing

a. Piece Dyeing

b. Cross Dyeing

c. Yarn Dyeing

d. Stock Dyeing

6. In this technique, a separate roller engraving is used for each color in the pattern.

a. Wet Printing

b. Digital Printing

c. Dry Printing

d. Engraved Printing

7. It is an Italian Fabric Fair that is held in March and October every year in Italy

a. Ideabiella

b. Eurotuch

c. Premiere Vision

d. Interstoff Asia

8. This lace is made in a Giant Web formed by linking chains of yarn

a. Barmen Lace

b. Raschel Knitted Lace

c. Leaver Lace

d. Venice Lace

9. It is a handbag in which both fabrics and leathers may be stitched by machine but, the closures must still be done by hand

a. Designer and Better Handbags

b. Luxury Handbags

c. Moderate and Inexpensive Handbags

d. Portable Handbags

10. A jewellery which is more trendy and utilizes metals, that imitate gold and silver is

a. Fine Jewellery

b. Bridge Jewellery

c. Costume Jewellery

d. Fashion Jewellery

Part Two:

1. Write a short note on ’Traditional Marketing chain’?

2. Differentiate between Collection Reports and Trend Reports?

3. Define ‘Trickle Down Theory’?

4. State the functions of Jobbers and Brokers?

5. What are ‘Hook – and – loop Fasteners?

Section B: Caselets

Caselet 1

Designers need to possess strong aesthetic sense of color and detail, knowledge of balance and proportion, and an eye for beauty. Today without the presence of certain names, the fashion industry would certainly not be the same.

Murcia lead the Prada Label towards the world of haute couture and by 1990’s had become a prominent force in men’s and women’s fashion. Wearing a Valentino creation meant joining the rank of an international clientele that includes royalty, Josephine Baker, Greta Garbo, etc. Armani has become synonymous with Hollywood stars, especially at Academy Awards, thus becoming an aspiration for millions world over.

Gucci created most of his classic styles during the1950’s surprisingly the same designs have held even today! It is phenomenal. Fashion accessories like handbags, luggage, ties ,shoes with a typical bamboo handle is recognized all over as a ‘Gucci’ His collection for Yves Saint Laurent crossed boundaries in imbibing cultures like the Japanese kimonos and Indian textiles.

Diesel created in 1978 by Renzo Rosso is an innovative fashion house, making jeans and casual wear, also accessories. Oscar de la Renta is another high-end fashion designer of garments, lifestyle goods, perfumes and accessories. An outstanding American fashion designer, Calvin Klein was the first to be awarded the ‘Council of Fashion Designers of America’ Award for breakthrough design in both women s and menswear in 1982. Henceforth his journey began and he rose like a tide in the fashion world, never to ebb again.

And amongst all these names, one stands out…Versace….a legacy by itself. A must-have or a dreamhave for every fashion lover on the planet.

Required

Q 1. List the contribution of various Fashioners to the Fashion Industry?

Caselet 2

The Italian clothing company Benetton has always been a forerunner in the global fashion world. The company adopted the ‘Dual Supply Chain’ system in 2004. This was a top – down ‘pull’ system. This helped the company bring more and newer products to the shelf…. to keep up pace with the latest trends in sync with the changing customer preference. This also enabled the company to shift production base to low – cost developing countries.

Benetton was the global market leader in the casual clothes sector upto early 1990. The company’s success was hugely due to the ‘postponement technique’…. a unique method where the dyeing of clothes was postponed till the last minute when the ‘color of the season’ was decided. By 2000, the company had to face difficult times since its collection appeared only twice a year in contrast to Zara, Gap, etc who came up with new designs on the shelf almost every week. After all the customer of today demanded ‘fast fashion’ where an any new style was as short lived a week. By 2002, losses were incurred due to stiff competition and lesser collection.

Under this unique Dual – Supply Chain system, the main jobs like designing, planning and coordination were done in Italy, while production was undertaken in low – cost regions of Asia and Europe. Along with the normal bi – annual collection, Benetton started coming up with collections throughout the year at intervals, often within a month. The time needed to restock the shelves was considerably reduced. The Wall Street Journal reported that the restocking of shelves at a fast rate, even once a week, helped this brand get back its lost glory in the fast evolving retail scene. Benetton’s success establishes for a fact that in the fashion industry, logistics may be as crucial s design.

Required

Q 1. On the basis of the above Caselet describe the success of the Benetton’s Supply Chain Management in today’s scenario?

Section C: Applied Theory

1. What are the motives for Consumer Buying? Discuss the fashion categories.

2. How would you elaborate the Fashion Accessories?

3. Explain the fashion service and resource in detail?