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What I learned

Fashion 241 made me realize lots of general knowledge on the industry that I was unaware of. For one thing I knew little to nothing on the primary industry of fashion, which I had to write my Industry Search paper on. Even though I had a hard time finding information on the primary industry and specific companies that were deeply involved with this level of fashion, the essay research and writing process was very informational. The essay allowed me to dive deeply into this industry, as the general primary industry and with the fur industry. I personally think that the essays that we write in fashion class (and in this class in particular) are one of the best ways to learn about different areas of the fashion industry. It is one thing to read about a topic in a textbook, but you get into a different kind of depth of the knowledge by doing research and writing about a subject. If i hadn't written about the primary industry for my essay I definitely would not be as knowledgeable about the subject as I am now. Although I did not get a grade I loved on the assignment I learn a lot about how to make my essays more professional and cleaner for next time. I really appreciated the time that was taken to grade the essay with the all the comments, it is something I will keep and look back on.

An image from Kopenhagen Fur’s (The company I wrote my essay on) grading process. Now I know so much about the fur industry, and primary industry that I would have never known if i hadn't written my essay on this segment.

The product development chapter was one of my favorite chapters because I learned so much information from it. I did not know how important the merchandiser is in the product development process, and how many different careers go into making a successful product. Learning more about product development has gotten me very interested to pursue a career in this field after I graduate because you get to work very closely with designers and it is on the more creative side for merchandisers.

This is an image for the documentary Dior and I where it showed some of the process that Raf, and his other workers went though for product development. It was amazing to see the different tend boards, sketches, and selection processes they made to make the couture collection. It was nice to connect some of the concepts that we had learned in class to what professionals go though.

Jobbers and contractors were something I thought was very interesting in the production side of product development. I was unaware that one manufacturer could be in charge of all the sewing and one be in charge of other parts like cutting. This chapter gave me a better understanding of how specialized the industry is.

As an addition to the in class lectures I thought that the library session was very helpful. Not just for in the industry search essay but for finding information about the fashion industry in general. I was unaware of the massive expansive information that our library provided us with.These databases and websites have not only been helpful to be in fashion classes but in my other VCU classes, like my english and art history classes. I have been taking advantage of these databases, I it fun to look around and browse the sites to see what is occurring in the fashion industry.

Brand Extension. What it is, and why it is so important.

Brand Extension, it is something that that fashion brands all over the world are doing. So what exactly is brand extension? From my understanding it is a company expanding their inventory by offering more variety in apparel goods, accessories, home goods etc. This can also be adding a mens or children's line. The main goal of brand extension is to expand the profits of the business by trademarking new products to get a higher traffic of consumers. Brand extension is so important because it spreads out the brand name to more consumers. However, brands must be careful on how much product they expand themselves to. Over licensing a brand’s name or over expanding can result in the consumer not being as interested in the product/ name because they are seen as less exclusive.

Tommy Bahama is a brand that is currently expanding their name in different directions. They are currently known for their women’s and men’s casual wear, usually associated with resort of beach wear. In the past they have expanded their name by licensing with beach chairs, umbrellas, and other beach goods. Lately their newest expansion is in young boys and girls swimwear. This new agreement is being licensed through Amerex group where these styles will retail for around 30-40 USD. These styles include bright colors and fun prints. By introducing this new infant’s, toddler’s, and children’s bathing suit line Tommy Bahama can expand their selling market and become a more family based brand name.

A Tommy Bahama Ad

Another brand working on brand extension is the fast fashion company H&M. Over the past few years H&M has largely expanded their variety of products. Starting off with just Women’s and Men’s lines, the store now houses children's wear and a large array of home goods. On the other side of expansion H&M has been getting more involved in sportswear clothing as casual and basic items of apparel are having increased popularity in the market. David Beckham is this lines inspiration, as he is the model for the clothes in the ads, and states that “If I wouldn’t wear it, then it doesn’t go in the collection”. His involvement in the new sportswear 2016 Spring line is another example of brand extension with H&M.

A photograph from the new David Beckham Bodywear Line

Over the past few months I worked as an intern at the Richmond based company Need Supply co. They mostly sell women’s and men’s apparel and accessories. Being a buying intern I got to see that they were doing some brand extension themselves, by not only buying new product from different brands, but mainly focusing on expanding their home section. I found it particularly interesting to be involved in the process, and watch the brand grow. Their home section will include rugs, candles, kitchen wear, and much more. Hopefully this will increase their website traffic.

Some of the home goods that Need Supply currently carries

Works Cited

Hugens, A. (2016). Tommy Bahama Licenses Amerex Group for Children’s Swimwear. Retrieved April 12, 2016, from http://wwd.com/markets-news/intimates-activewear/tommy-bahama-amerex-group-boys-girls-swimwear-10307790/

Marfil, L. (2016). H&M Releases David Beckham Spring 2016 Bodywear Campaign. Retrieved April 12, 2016, from http://wwd.com/media-news/fashion-memopad/hennes-mauritz-david-beckham-spring-2016-bodywear-campaign-mario-sorrenti-10332243/

Why Brick-n-Mortar Stores are Here to Stay

Over the past few years the shopping experience for consumers has drastically changed with the introduction of internet shopping. Many retailers that have started in the past few years only have an online presence and their sales are skyrocketing. However with all the hype of the simplicity of online stores, brick-n-mortar stores (overall) are not severally suffering. Why is this? Many people would think that brick-n-mortar stores are severely suffering to the loss from an online presence. Well in some cases that is true. Many are too busy or just to lazy to go into a store. The ability to buy a new pair of boots while relaxing in bed is much more appealing to some consumers than to driving all the way out to a retailer.

Omni-channel retailing is something that has also increased a cyber presence with brands. What exactly is omni-channel retailing? It is the ability for a store to connect the customer to the product in many different ways including online cites, mobile apps, and the stores themselves. The customer can move from one location to the other by all of them having a similar appearance. Therefore they can connect the product that was in the store, to the same product that is online. It also works the other way around.

These three images above are from the retailer Free People. The first image is the interior of one of their stores, followed by a picture of their website, then of their mobile app. From this transition you can see how all three connect and can bring the customer to all three areas.

However there are many sides of brick-n-mortar stores that drive consumers in. They offer a personal touch to the consumer, especially in higher end, more expensive stores. A well trained staff is available to interact with the consumer and answer their questions about the product. You get the touch and feel the product. Also (if it is apparel) try it on! Which is especially important to me, because fit is everything for clothes. Good visual merchandising in a store can get a consumer excited about new product that doesn't always happen online.

An example of how visual merchandising can attract consumers and encourage them to purchase product.This is the interior of free people. I personally love going into this store because it is always so bright and colorful.

Ralph Lauren was asked by WWD in January 2016 about the threat online stores have on brick-n-mortar stores. He didn’t deny that online sales were growing but he definitely didn’t think that brick-n-mortar stores were going anywhere.

“There’s nothing like walking into a beautiful shop, touching the clothes...and feeling like someone is talking to you about the products.”

— Ralph Lauren

All these benefits of having brick-n-mortar stores are also being seen in sale records. WWD reported that eMarketer claimed “global e-commerce sales make up well under 10 percent of total purchases”. From this report it is clear that these stores are not disparaging as a result of the large revenue they still bring in. I don’t think that these stores will ever completely disappear. The consumer will always have a need to go into a store and see the product for themselves.

Works Citied

Ambrosino, G. (2016, January 01). Think Tank: Introducing ‘Web-lash,’ Retail’s Next Revolution. Retrieved March 15, 2016, from http://wwd.com/retail-news/forecasts-analysis/retail-stores-experience-millennials-10303567/

Foley, B. (2016, January 14). Bridget Foley's Diary: Ralph’s Riffs. Retrieved March 15, 2016, from http://wwd.com/fashion-news/fashion-features/bridget-foley-diary-ralph-lauren-10312921/

The Craze of Korean Beauty Products

If you are at all interested in the beauty market of the U.S. or Korea, you have probably noticed the recent increased popularity of international use of Korean beauty products. The concentration of this trend is in skincare as the Korean population is known for having very good skin. Their popularity has been spiked by the “natural” looking beauty trends in America. Where women want to appear to be wearing no makeup when they actually are. Major retailers Sephora, Urban Outfitters, and Ulta have started to expand their Korean beauty product section as the demand for these products increases. From stores like Urban introducing brands like the popular “Tony Moly” has given Korean beauty a youthful and trendy vibe. Korean beauty products are also known for their extensive product development to attract buyers. Their clever designs and unique displays offer excitement to customers as a new way to display product that’s very different to U.S. brands.

Here is a picture of the Tony Moly brand in an UrbanOutfitters in the U.S.

A new specific product that has been introduced to the U.S. market are Korean Sheet Masks. They are face masks that have different benefits for your skin. The brand Leaders Cosmetics Inc. which produce these face masks first came to the US in late summer 2015. This Korean beauty product reports having massive sales at selling around 250 million masks quarterly. On their arrival to the U.S. they were sold exclusively to Ulta beauty stores, and are online. Leaders Cosmetics is trying to convey to the U.S. and foreign population that your skincare regiment should include face masks as an important regiment, including lotions and washes.

Here is an example of one of their face masks.

This past summer I was in Korea for two weeks, traveling all across the country but most of my time was spent in Seoul. Dongdaemun, the shopping district of Seoul is flooded with street merchants selling all kinds of fashion goods ranging from shoes, to fabrics, to apparel. This area also contains large mall complexes that attract locals and tourists for their large apparel and beauty selection. From personally going though the different beauty stands in Korea I was amazed by the diversity and quality of their products. Like the many other customers, my mom and I could not resist getting our own Korean beauty products!

Here are two chain beauty retailers that are very popular in Korea, and I saw them everywhere when I was in Seoul. Korean consumers can’t get enough of them, and The Face Shop retailer has spread to the U.S.!

Three months after I came back from Korea I was shopping in Sephora and I saw some of the same beauty products that were in Korea. It was interesting to see how beauty retailers like Sephora had introduced Korean products into their visual merchandising plan.

This connection of the beauty industry is mutually beneficial to both the U.S. and the Korean markets. This new popularity of the Korean beauty market has greatly assisted the fashion market in Korea to gain popularity. Their growing importance globally, has domestically increased their economic stability in the industry. It has also led american consumers to lead their attention to other parts of the Korean fashion industry such as apparel and shoe brands. On the other side of this relationship the U.S. gains a growing power of the beauty industry. As the trend of caring for skin, and having a clear and natural looking face becomes more popular, Korean beauty products fit the needs of the consumer that American beauty brands can’t. Therefore, consumers are satisfied and american beauty suppliers can make more sales and increase profits.

Sources

Collins, A. (2016). Urban Outfitters: Niche Beauty for an Edgy Demographic. Retrieved February 24, 2016, from http://wwd.com/beauty-industry-news/retailing/urban-outfitters-niche-beauty-10342864/

Dysinger, A. (2015). Trending Now: Korean Beauty Brands. Retrieved February 24, 2016, from http://wwd.com/beauty-industry-news/products/korean-beauty-brands-10122811/

Naughton, J. (2015). Korean Sheet-Mask Giant Leaders Heads to U.S. Retrieved February 24, 2016, from http://wwd.com/beauty-industry-news/skin-care/korean-sheet-mask-leaders-cosmetics-10203213/

dior

The Baby Dior Summer 2016 collection.

harpersbazaar

Vintage Awards Show Style In 20 Photos

From Grace Kelly to Audrey Hepburn, we look back at style icons from the past in honor of this weekend’s Academy Awards.

See all of the glamorous moments.

maisonmartins

Dolce & Gabbana Ready to Wear S/S 2016.

Natural Fibers All the Way!

In the past decade the environment has been trashed on a global level. Why is this? Well as a result of a growing population and a growing economy in many areas of the world more is being produced. Textiles are one of the largest industries that are producing high volumes of fabric daily. This industry is also one of the largest polluters in the world. Natural and Manufactured fibers both contribute to this problem but manufactured fibers tower over as the more pollutant textile.

Cotton is a perfect example of a natural fiber. It is widely produced, is cheap, and is easy to work with. Jeans are a large segment for the cotton (even though they can be mixed with other manufactured fibers the majority percentage of the fiber is cotton). Without a natural fiber like this there would be a disastrous effect on the global economy from the global dependence on jeans.

Chemicals used in a textile lab for manufactured fibers.

As an environmentalist I largely support the expanded use of using natural fibers so they can used more in consumer’s apparel. However, it is unrealistic to truly only use natural fibers. Our lifestyles are changing, and are becoming more active and casual. In order to provide for this, some clothes need to be made out of polyester, nylon and rayon. But a large percentage of out clothes can just be made from natural fibers. Using natural fibers promotes good environmental habits and encourages many cotton farmers to grow organic cotton from the growing demand of the consumer to have more organic products. By using more “organic products”, a term consumers usually associate with all natural fibers, (even though many of them are not made organically) stores can drag in consumers that demand and care for more environmental conscious clothing. Patagonia has done just that by adding a new line of jeans to fit the need of their consumer.

Advertisement for the Patagonia Jeans

“With authenticity and transparency as key goals, brands are trying to position themselves to be responsible steward- becoming more sustainable in their supply chains and more relevant in their core messaging” (Friedman).

With more organic farms means less chemical pollution, and less health defects on the workers that handle these raw materials and textiles everyday. In many manufacturing textiles mills the amount of chemicals that are used are much more are and constantly in use from their lab areas.

Abnett, K. (2015, December 16). What the COP21 Climate Agreement Means for Fashion. Retrieved January 25, 2016, from http://www.businessoffashion.com/articles/intelligence/what-the-cop21-climate-agreement-means-for-fashion

Friedman, A. (2016, January 20). Textile Exchange, Organic Trade Association Set Collaboration. Retrieved January 25, 2016, from http://wwd.com/markets-news/textiles/textile-exchange-organic-trade-collaborate-10322575/

justthedesign

Wondering how to wear thigh high boots with a skirt? Natalia Cabezas pairs these boots with an adorable mini skirt from Zara combined with a stylish sweater and a loose-fitting overcoat - the perfect way to wear the high boots style.

Sweater: Mango, Skirt: Zara, Coat: Oak&Fork, Boots: Unisa.