Welcome!
Luxury Fashion
Dr. Satyendra Singh
Professor, Marketing & International Business
sites.google.com/view/drsatsingh
University of Winnipeg, CANADA
History of fashion
1890-1950s: ↑ Ready to wear (RTW) industry
1920s: Flapper-style design 🡪 new, young, free
1960s: Hippy style, t-shirt, hip, grown beard and hairs
1980: Quick Response Strategy to meet fashion demand
Time between fibre production and saleable product
Technology advancement
↑Partnership, Better resources allocation
Shorter business cycle 🡪 fashion (it should change)
Couture: Hand sewing, ↑ expensive fabric than RTW
Haute Couture: High sewing, small quantity, measurement based for each client, fit (body scanned measurement), refine fabric, expensive. Fitting is very important for this segment.
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North American Industry Classification System (NAICS)
NAICS 313: Textile mills
NAICS 314: Textile product mills
NAICS 315: Apparel manufacturing
NAICS 316: Leather and allied product manufacturing
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Fashion apparel categories
Outer wear: Coats, jackets, sweater…
Career wear: Suites, formal wear…
Sports/Active wear: May be loose or tight
Evening wear: Informal 🡪 depends
Uniform
Beachwear
Inner wear
Bridal wear
Children wear
Maternity wear
…
Accessories: Belts, scarfs, hats, headwear, neckwear…
4-6 times per year: Typically produces in women’s apparel category
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Fashion: Debate
Why do we need fashion?
Why do we need to make statements?
Some people do not like it
16th century concept 🡪 noble blood
It indicates social and economic status; separates you from mass
Substance is more important than style
May hamper productivity at work
It is business 🡪 because fashion means more expensive
You can be easily influenced by peers and marketing
Other love fashion to its core
Life is too short
If fashion makes people confident, beautiful, handsome, is it wrong?
It is a happy product and with positive experience
It is about beauty and appreciation 🡪 you’re sad. We’re happy people
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Why do we need clothing?
Physical needs
Protection, Safety…
Psychological needs
Identity, adornment, cultural identity, personality…
Social needs
Affiliation ie fitting in, standards, communications…
…
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Fashion vs style
Creativity in fashion. Choose your style.��
Fashion elements
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Tommy Hilfiger’s Fashion�casual, �simple, and�easy living
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Benetton United colors of Benetton
eBay Love to shop?
Fossil What vintage are you?
H&M Fashion for the future
JC Penny Everyday matters
Macy’s The magic of Macy’s
Brands and Unique Selling propositions (USP)�
Manolo Blahnic (shoes): High heel
Calvin Klein (jeans): Tight-fitting 🡪 young, hip
Ralph Lauren (quality): Classic image
Dior (skirts): Longer and clinched waist 🡪 feminine WW II
GAP (color): Changed the concept of color 🡪 Khakhi
Prada (fashion): Trendy look
Jimmy Choo (shoes): Style and color
Tommy Hilfiger (apparel): Easy by but fashionable living
Christian Louboutin: Colorful shoes, something to talk about, specially for boys
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Source: https://jestafreak.com/explore-the-fashion-brands-pyramid
Fashion SKU management
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Sources of fashion?
Historic inspiration: Queen, Napoleon…
1960s: Above-the-knee skirts
1970s: Retro look 🡪 reminiscent of 1930s, 40s, 50s, 60s, 70s
Ethnic inspiration 🡪 Kimono, Saree, African hairstyle
Celebrity (film/sports) 🡪 Jennifer Lopez, Serena Williams
Politicians: Gandhi, Gaddafi, Mandela, Modi, Diana…
Size/cut/pattern: tie, skirt, trousers…eg narrow, wide, bowtie, floral, regimental, solid color
Color inspiration: What is fashionable color? Who dictates it? How is it forecast?
Other: Magazine, national flags, economic development, weather…
Material 🡪 impacts consumer spending and consumer behavior
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Fashion Lifestyle: Trendy, Classic, Formal, Informal…
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Contemporary fashion
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Oversize (plus-size) as fashion! 1st designed by Blackwell for African Americans. Now common for all.
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Classic loose Trousers
Plus-size modest fashion
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Regional Fashion…
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Historical fashion
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Political/Fashion/Culture Statement
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Political/Fashion/Culture Statement…
Tymoshenko, Ukarine Indira Gandhi, India
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Political/Fashion/Culture Statement…
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Celebrity
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Princess Diana and Dior
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Flag-inspired Fashion
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Ethnic Inspirations
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Develop your own identity – what suits you the best
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Group or Line Fashion Marketing: 2 advantages
1. maximize # of fashion features in one advertisement
2 Consumers can visualise several items that fit their personality
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10Cs of luxury fashion online marketing
Customer value 🡪 Satisfaction
Convenience
Cost
Communications 🡪 Faster and targeted
Computing 🡪 Able to track online
Customer franchise 🡪 Trust, live assistance
Customer care
Community 🡪 Social network
Content
Customization
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Questions?�s.singh@uwinnipeg.ca