COURSE DESCRIPTION: Upon successful completion of this course, the student will be able to define appropriate fashion terminology and explain the structure of the industry, the design process, and production and marketing of the fashion product. After completing this course, the student will be able to:

1. Explain the scope, economic importance, and marketing practices of the U.S. fashion industry.
2. Define and use fashion terms correctly in class discussion or in writing.
3. Explain the generally accepted principles governing fashion's origin and dynamics.
4. Explain the ladies', children's, and menswear apparel industries from design to production to marketing.
5. Explain the importance of foreign fashion producers in the American market, ranging from designer inspiration to competition in low-wage countries.
6. Explain the impact of fashion imports into the United States, the reasons for imports, the procedures involved, and the applicable government import regulations.
7. Identify and explain the different fashion-related businesses of fashion accessories and intimate apparel.
8. Identify the varied retailers of fashion and explain the differences among them in their merchandising techniques.
9. Identify and explain the industries that provide the raw materials from which apparel is made.
10. Identify and explain the auxiliary fashion enterprises that contribute to the effective functioning of the fashion business.
11. Identify major styles, which were started by a major designer of the day in report form.
12. Identify current fashion trends through reports and analysis of designer shows.

CONTENT OUTLINE AND COMPETENCIES:

I. The Business of Fashion

• Define fashion marketing and explain the elements of the marketing mix.
• Explain the importance of the consumer to fashion marketing including how consumers are segmented.
• Differentiate between fashion marketing and fashion merchandising.

II. The Language of Fashion

• Distinguish between fashion, high fashion, haute couture, mass fashion and style.
• Distinguish between classic and fad.
• List and describe the components of design.
• Distinguish between couturier and couturiere.

III. The Movement of Fashion

• List and explain the stages of the fashion life cycle.
• List and explain the theories of fashion adoption.
• Define fashion trend and identify sources of fashion trends.
• Identify current fashion trends from designer runway shows.

IV. The Apparel Industry from Design to Production to Marketing

• Explain and differentiate the ladies', men's and children's apparel industry by location, size range and price range.
• List and describe the steps in apparel design.
• List and describe the steps in apparel production.
• Explain marketing strategies used in the apparel industry.

V. Foreign Fashion

• Distinguish between haute couture and pret-a-porter.
• Identify the important haute couture and pret-a-porter centers in the world.
• Define the terminology unique to haute couture and pret-a-porter.
• Explain the reasons for fashion imports.
• Identify low-wage-producing fashion centers.
• Explain trade regulations and agreements governing apparel imports.

VI. Fashion Accessories and Cosmetics

• List and explain the commonalities of all fashion accessory businesses.
• Explain the footwear industry including level of imports, classifications, types of companies, number of seasonal lines and price categories.
• Explain the hosiery industry including types of companies, level of imports, number of seasonal lines, industry location and the importance of packaging.
• List the classifications of jewelry.
• Distinguish between fine, bridge and costume jewelry.
• Explain the differences by price, materials used and style in fine, bridge and costume jewelry.
• Explain the handbag industry including types of companies, level of imports, number of seasonal lines, price categories and merchandising strategies.
• List and explain the cosmetic industry by product type and store classification, types of companies and location of the producers.
• Explain the importance of marketing in cosmetics, citing examples of marketing strategies.

VII. The Retailers of Fashion

• Explain the differences among the different retailers of fashion including:
1. Department stores
2. Specialty stores
3. Boutiques
4. Warehouse clubs
5. Category killers
6. Factory outlets
7. Off-price stores
8. Direct retailers
9. Interactive retailers
• Explain different merchandising techniques retailers can use for assortment planning.

VIII. The Producers of Textiles

• List and explain the steps in the textile production process.
• List and explain the different textile dyeing procedures.
• Differentiate between performance and aesthetic finishes given to fabrics.
• List and explain the different sources of textiles, including primary and secondary sources.
• Identify the location of the textile producers.

IX. Auxiliary Fashion Enterprises

• Identify trade associations for the fashion industry.
• Identify trade periodicals for the fashion industry.
• Identify consumer periodicals for the fashion industry.

X. Fashion Designers

• Identify the important fashion designers from 1900 to current, and explain their contribution to fashion.
• Select a fashion designer and research and prepare an oral report explaining the major style(s), fashion(s), innovation(s) for which that designer is known.