Chapter 9 Fashion Products and Research

Fashion Products
and Research

Fashion Products and Planning

Fashion Market Research

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 Fashion Products and Research

Chapter Objectives
Describe fashion products.
Explain trade associations.
Explain trade publications and fashion magazines.
Discuss aspects of product planning.
Describe the methods used to do market research.
Explain market segmentation and target market
research.
Define merchandise information systems.

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 Fashion Products and Research

Fashion Products:
Goods and Services
Goods are tangible items that are made,
manufactured, or grown.

Apparel Textiles Accessories

Services are intangible things that people do, such

as tasks performed for customers.

Retailers Cosmeticians Stylists

Section 9.1 3
 Fashion Products and Research

The Fashion Trade

The rag trade has many rag trade the slang

trade associations. term for the garment
industry
A trade association
promotes a specific group, trade association a
sets standards, and nonprofit organization
that provides services to
provides a means of specific groups who
communication among its develop, make, and sell
members. products within an
industry

Section 9.1 4
 Fashion Products and Research

The Fashion Trade

A fashion trade publication
is a type of fashion product,
though it is not always sold
commercially.
Women’s Wear Daily is the
major American fashion
trade publication.
trade publication a
magazine, book, or
journal offering a variety
of information to a
certain industry or a
segment of an industry

Section 9.1 5
 Fashion Products and Research

The Fashion Trade

A fashion magazine is a
type of fashion product that
is sold commercially.
The public gets most
fashion news from fashion
magazines.
fashion magazine a
consumer magazine sold
commercially, featuring
articles, illustrations, and
advertisements with an
international emphasis

Section 9.1 6
 Fashion Products and Research

Fashion Product Planning

The product planning
process includes Market
Research and developing a
product mix and product
assortment that will satisfy
the needs and wants of the
market.
product mix the total
selection of goods and
services that a company
makes or sells
product assortment
the range of items or
merchandise within
categories that a
company sells

Section 9.1 7
 Fashion Products and Research

Fashion Product Planning

The number of different items
offered within a classification
of products is called
assortment breadth.
A product assortment has depth
if it consists of a large quantity
of the goods offered.

Section 9.1 8
 Fashion Products and Research

Understanding Products and Planning

The fashion industry stays current through trade
associations and trade publications.
The Fashion Group, Inc. - #1 Trade association
Women’s Wear Daily – Trade publication

Consumers use fashion magazines to stay informed.

– Vogue, Teen Vogue, Seventeen…

Fashion businesses must carefully plan their

selection of goods and services to suit customers.

Section 9.1 9
 Fashion Products and Research

9.1

What are the two types of fashion products?

A. Goods and Services
What trade association represents all segments
B. of the fashion industry?
Fashion Group, Inc.
What are the two characteristics of assortment?
C. Assortment breadth (how many items) and assortment
depth (quantity of items)

Section 9.1 10
 Fashion Products and Research

Key Terms

Page 180 – 6 words

Page 187 – 6 words

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 Fashion Products and Research

Activity 9.1
WS #29 – Compare and Contrast a Trade
Publication and Fashion Magazine
See Women’s Wear Daily - Trade Magazine:
www.wwd.com
Compare to:
Vogue, Teen Vogue, Seventeen – Fashion Mags

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 Fashion Products and Research

Chapter Objectives
Describe fashion products.
Explain trade associations.
Explain trade publications and fashion magazines.
Discuss aspects of product planning.
Describe the methods used to do market research.
Explain market segmentation and target market
research.
Define merchandise information systems.

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 Fashion Products and Research

Market Research
and Fashion
Market research is an market research the
essential part of the product systematic gathering,
recording, analyzing, and
planning process in the presentation of information
fashion industry. related to marketing goods
and services
Market analysts are specialists
who gather marketing
information, analyze data,
compile reports, and assist all
segments of the fashion industry
by providing information.

Section 9.2 14
 Fashion Products and Research

Gathering Marketing
Information
The methods of gathering
marketing information are:
The survey method
The observation method
Section 9.2
survey method a
research method that
involves gathering
information from people
through surveys or
questionnaires
observation method a
research method that
involves watching people
and recording consumer
behavior by cameras or
individuals
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 Fashion Products and Research

Gathering Marketing
Information
The methods of gathering experimental method a
marketing information are: research method whereby
a researcher observes the
The experimental method results of changing one or
more marketing variables
while keeping other
The focus-group method variables constant

focus group a panel of

six to ten consumers who
discuss opinions about a
topic under the guidance
of a moderator
Section 9.2 16
 Market Segmentation
Target Market
Demographics
Maximize
Age Sales

Research Gender Analyze

Improve
Income Communication
and Services
Market segmentation is a way of dividing the
total market into smaller groups and analyzing
each group by specific characteristics.
Section 9.2 17
 Fashion Products and Research

Merchandise Information
Systems
The set of procedures for merchandise
collecting, storing, and information system a
system that produces,
analyzing research data is stores, and analyzes
called a merchandise information that enables
information system. fashion marketers to
make decisions about
merchandise for sale
Researchers must collect
data on a continual basis.

Section 9.2 18
 Merchandise Information Systems

Sales records
Customer Competitors’ Government
and supplier
profile data records data
data

Merchandise
Information System
Market segmentation is a way of dividing the total
market into smaller groups and analyzing each group
by specific characteristics.
Section 9.2 19
 Fashion Products and Research

9.1

What are the two types of fashion products?

A. Goods and Services
What trade association represents all segments
B. of the fashion industry?
Fashion Group, Inc.
What are the two characteristics of assortment?
C. Assortment breadth (how many items) and assortment
depth (quantity of items)

Section 9.1 20
 Fashion Products and Research

9.2

D. What is market research?

Systematic gathering, recording, analyzing and presentation of
information related to the marketing of goods and services

E. What are four methods used to collect data in a

merchandise information system?
Survey, observation, experimental, and focus group
How does market research influence new
F. products?
Helps producers develop new products that consumers want to
purchase

Section 9.2 21
 Fashion Products and Research

Checking Concepts

1. Name two fashion 2.

3. Trade publications
1. Trade
fashion associations
apparel and
are magazines,
hairstyling
promote specific
service
products, including newspapers, books,set
industry groups,
goods and services. or journals that offer
standards, and
information to a
2. Describe the services provide a means of
certain industry.
communication
Fashion magazines
provided by trade
among
are members.
consumer
associations. magazines sold in
They are active
commercially,
the legislative
3. Identify the difference featuring
process articles,
as well.
between trade and illustrations, and
advertisements.
fashion publications.
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 Fashion Products and Research

Checking Concepts

4. Explain two tasks 4. Product

5. focus group
planning
involved in product involves doing
planning. market research
and making
5. Identify the market decisions about
research method that which products to
involves a group of include in a product
possible customers. mix or assortment.

continued 23
 Fashion Products and Research

Checking Concepts

6. Name one source of 6. One

7. Types source
of of
demographic information. demographic
information include
information
sales recordsis and
government
supplier data,
7. List the kind of data statistics.
competitor’s
obtained by merchandise records, customer
information systems. profile data,
government data
such as price
trends and
projections.
continued 24
 Fashion Products and Research

Checking Concepts

Critical Thinking 8. Possible answer may

note that market
8. Explain the importance research is especially
important in the fashion
of doing fashion market industry for planning
research. new products and
finding out what
products consumers
want. Consumer tastes
and trends change
quickly, and companies
and designers need to
know what styles will
sell.

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