Fashion: From Concept to Consumer is an integrated A to Z know how of how fashion business works, in sequential order from concept to consumer.
The fashion business congregates to a series of processes from buying supplies, creating and developing a new product, and marketing and retailing, namely: raw material, manufacturing, and retail.
All fashion business individuals must have deep knowledge of raw material selection as well as have the retail insight to segregate their target market and set a suitable price for their product to fetch profits.
Part 1: The Fundamentals of Fashion
The first part of the ‘Fashion: From Concept to Consumer’ explains in a detailed timeline, the history of fashion. From Charles Worth, known as the father of couture in 1846 to development of couture houses like Dior, Chanel, Givenchy and so on, and how fashion spread from France to other parts of the world.
Gini Frings further explains fashion changes and consumer acceptance throughout ages while throwing light on developments in fashion retail. From departmental stores like Harrods and Printemps in 1849 to chain stores like J.C Penney in 1912, speciality stores and suburban shopping centres.
Part 2: The Raw Materials of Fashion
Furthermore, it covers the development and production of raw material including textile, trimmings, leather, fur and other supplies needed for fashion manufacturing.
It talks about fashion product development in detail for different garments and accessories as such footwear, bags and scarves to finishing processes such as dyeing and printing.
Part 3: The Manufacturing of Fashion
The author takes us through the fashion manufacturing process – design and merchandising development, production and sales.
It covers major international fashion centres for global sourcing like France, Italy, UK, Germany, Spain, Japan, USA and Canada with their detailed strengths in fashion manufacturing.
Part 4: The Retailing of Fashion
The book, in the end, covers retailing in detail with different types of organizations, the buying and selling cycle and promotions.
Retail planning and merchandising are about calculating the categories and assortments you need to keep in store to maximize sales and aim for minimal leftover merchandise.
It needs to be accurate to numbers and consumer demand as it is responsible for back-calculating production for next year which makes it an important part of the fashion business.
Fashion from Concept to Consumer is well equipped with a vast fashion terminology, objectives and review questions after every chapter and proves to be a valuable tool for an individual entering into the fashion industry.
It will leave you with surround knowledge of the evolution of fashion from the early ages to recent times and will interest anyone who wants to know more about the fashion business.
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