Fashion and Technology Essay Example

for learning about this industry. It is also crucial to gain insight into this field because of its future potential; in May 2011, there were 1,112,480 people employed through clothing stores with an estimated growth of approximately 16.6% for retail salespersons according to the Bureau of Labor Statistics. Looking ahead until 2020, employment in this sector is projected to increase from 6 thousand to 4968.4 thousand individuals employed—an ideal time to gain education and actively participate in this thriving field.

The following definitions will be used for this Focus Area Project:

1. Buyer: A purchasing agent, as if for a department or chain store

2. Brand: A type of product manufactured by a company under a particular name

3. Backbone: A social networking site where users can create and customize their own profiles with photos, videos, and information about themselves. Friends can browse the profiles of other friends and write messages on their pages. Each Backbone profile has a "wall," where friends can post comments.

4. Instating: A social network that allows for free photo sharing

5. Twitter is an online social networking service and micro-blobbing service

6. Fast Fashion: Fast fashion is a contemporary term used by fashion retailers to acknowledge that designs move from catwalk to store in the fastest time. Generally fast fashion is referred to clothes that you purchase, and have the ability to wear once before the trend fades.

7. Factionists: A devoted follower of fashion

8. Fashion Week: A Fashion Week is a fashion industry event, typically named after the host city or major commercial sponsor, lasting four to ten days.

The text discusses various aspects of fashion design, including the showcasing of collections for different

seasons by fashion designers or "houses." It defines "face outs" as outfits prominently displayed on retail store walls and explains that a clothing line represents a collection of designs reflecting the designer's inspiration and new trends for a specific season. The text also provides the definition of "peplum" as a strip of fabric attached at the waist of women's clothing that is short, flared, gathered, or pleated.

Chapter 2 in the text presents an overview of a fashion designer's role and outlines the steps involved in fashion design from idea to production. It traces the origins of fashion design to Paris during the mid-20th century and explores how World War II impacted designers. The challenges faced in Paris allowed America to excel in fashion design. The article concludes by discussing the future prospects for fashion design, which heavily relies on technology.

In addition, Kim Carter's article titled "Fashion Career Information" expands on specific types of designers and their roles within different levels of the fashion industry. This information supports what Smith and Streetcar have provided. Another article titled "HP Technology Inspires Design on Lifetime Television's Hit Series Project Runway" delves into Hewlett Packard's technological impacts on designers participating in this TV show.The article discusses the various ways in which HP's equipment was utilized, highlighting its usefulness and cost-saving abilities for designers. Another article by Miguel Cavalry focuses on fashion marketing techniques and their importance, with additional articles exploring the technology used in fashion marketing and its contribution to success. Stephen He-man from The New York Times talks about live streaming fashion shows to increase public access, while Tim Gibbons explores the impact of blogging on the fashion

industry. Statistics from websites such as Statistics of U.S. Businesses and the U.S. Bureau of Labor are relied upon to analyze job potential in retail. The Shoplifting Prevention Organization provides eye-opening information on theft amounts, while Reinventing Retail is a useful resource for maintaining profitability in any retail business. Chapter 3: Methodology involves individuals in design, marketing, and retailing fields who were personally involved in the research process. Data collection included interviews, observations, and participation in daily activities. The "Library One Research" search engine provided additional research materials from Arizona State University's library, and internet sources were also valuable during the sign section.During the research conducted in a store setting, various materials were utilized, such as corporate style guides and competitor reports. The procedure involved conducting interviews with participants initially, followed by shadowing them and occasionally participating myself. An instance of this can be observed in the section of the report that focuses on merchandising.

A specific example is found in the Love Culture retail store at Scottsdale Mall. They rearrange their entry tables every Thursday to prepare for the weekend. These strategically placed tables aim to catch customers' attention and inspire them to enter the store. Love Culture's goal is to increase sales and encourage customers to purchase complete outfits using their latest trendy products.

The designs for these tables are created by the company and then transformed into digital "style guides" using computer programs. Visual merchandisers utilize these style guides as guidance when setting up the entrance tables. On September 13th, while others were working on the entrance tables, I had an opportunity to merchandise the runway table.

This decision was made to ensure fairness in

the experiment since the runway table is positioned next to fitting rooms, which attracts a high volume of customers.I intentionally created a table with random items, without any promotions, to compare its success against a properly curated table. Counting the number of items left on each table at the end of the weekend helped determine the impact of creating the entrance table based on the technologically driven style guide example table compared to the basic cardigan table where the style guide had no role in design.

Chapter 4: Findings A. Design Overview "A fashion designer is responsible for creating the specific look of individual garments-?including a garment's shape, color, fabric, trimmings, and other aspects of he whole," (Streetcar, 36).

In this career field, there are various planes that are applied to this job description. "The category of fashion designer includes people at different levels of the fashion business, from well-known couturiers, to anonymous designers working for commercial ready-to-wear houses, to stylists who might specialize in one (or multiple) types of 'clothing genres' ranging from categories as broad as children's apparel, to as specific as maternity sleepwear, plus everything in between.

Basically, "If you can wear it, someone has designed it," (All Art Schools).

Creating a brand is an important goal for designers, as it helps to establish a lasting connection with consumers. A designer's success can be measured by their ability to outlast fast fashion trends. Betsey Johnson, a New York designer known for her extravagant designs, has achieved this by following her own rules and creating products that bear her iconic logo. Established brands often create collections with themes that resonate with their target demographic. Designers use

technology throughout the design process, from idea generation to creating the final product. Drawing inspiration from various sources allows designers to explore endless possibilities through their imagination. Modern fashion designers have access to tools and resources like the internet, television shows, movies, and phone applications to stay up-to-date with current trends.

It is fascinating how designers, who typically work in isolation, are able to consistently create similar styles each year. This phenomenon may be attributed to the influence of popular television shows and movies on fashion trends. In 2012, fashion inspiration seemed to be drawn from previous eras that were highly regarded in art, music, film, and TV. Iconic clothing featured in shows like The Great Gatsby, The Artist, and Downton Abbey became essential elements of fall wardrobes. For instance, the peplum skirt has evolved beyond its original form and seamlessly merged with current trends to appeal to a wider audience ("Dyke's"). Designers have limitless sources of inspiration at their fingertips thanks to the internet. They can delve into fashion history for fresh perspectives or explore captivating images that ignite their creativity with just a click away. Fashion blogs such as This Blob prove particularly beneficial in generating ideas as users can share pictures of their favorite outfits and receive feedback. This helps designers create pieces that resonate with consumers' preferences. Additionally, listening to others' opinions plays a crucial role in constructing designs that people would want to buy ("Gibbon"). These influential figures play an imperative part within the world of fashion.Once designers have an idea, they need to translate it onto paper and physically craft the product. Sketching, prototyping, and producing the final item are

all important steps in this process. In the past, designers commonly used pen and paper. However, technology advancements now provide more efficient tools for designers. The TV show "Project Runway" has demonstrated how technology can enhance the design process. The show's designers use HP Littleton Tablet PC notebooks with second-generation Intel Core 17 processors to create their winning designs. These digital sketchpads allow designers to use a pen or touch technology to create unlimited custom designs in various colors and styles, making modifications easily. Even without access to high-end computers like those on "Project Runway," there are still available design software programs such as free software called "Draw." More advanced software programs like "Fashion Palates" and "Blank-Label" also exist. Using computers can ultimately save money for designers by reducing the need for materials like paper and fabric that would otherwise go to waste.Designing digitally allows designers to create virtual representations of their items, eliminating the need for physical waste. The sewing machine is a crucial tool in garment creation and has evolved to include features like automatic needle threading and pre-programmed stitches. Advanced machines can even transfer designs from computers to the machine's memory. Once the final garment is approved, marketing becomes essential in connecting with consumers. Marketing encompasses elements such as product features, pricing, placement, and promotional strategies. From a philosophical perspective, it focuses on meeting customer needs and ensuring satisfaction. Fashion marketers rely on digital media for successful campaigns that involve researching demographics, advertising for sales, and promoting the brand.Determining demographics can be accomplished online through websites such as the 'Bureau of Labor Statistics' and 'Cyber Atlas', or by collecting data from customer

satisfaction surveys on websites. Social media platforms are also utilized for outreach and promotional purposes. Advertisements and promotions are intentionally disseminated across various media channels including television, internet, and print. Companies prioritize hiring the most proficient professionals in fashion marketing who possess specialized bachelor degrees in this field.

Fashion advertisements aim to elicit a range of emotions, ranging from the absurd to the provocative, foolish, perplexing, alluring, and controversial. Marketing and advertising campaigns strive to capture and interpret designers' visions by creating ads that seize consumers' attention and generate desire for specific clothing items or brands. Marketing takes diverse forms encompassing events, press releases, and printed publications.

Fashion events materialize as fashion shows and product launches with the objective of promoting a featured line (Cavalry). Designers orchestrate fashion shows to exhibit their upcoming collections; historically only highly popular ones during NY and Paris' fashion weeks were televised. However, with the advent of more affordable video technology, an increasing number of designers now live-stream their shows on the web enabling even those who cannot physically attend to have a front-row seat (He-man).In addition, marketers are engaging fashion show enthusiasts by offering opportunities for them to participate and comment on looks as they come down the runway through platforms like Backbone (He-man). This enables individuals to feel included in the show, leading to increased customer satisfaction and brand loyalty. For emerging designers who may lack the funds for a fashion show, online product launches provide a great way to gain visibility. Entrepreneur Andrew Reid successfully launched his clothing company entirely online at just 20 years old. In an interview, he highlighted the crucial role technology played in starting his

business. Prior to the debut of his online store "Overthrow Clothing," he promoted his brand through social networking sites such as Facebook, Instagram, and Twitter. The store was launched in early September and Andrew credited its success to internet marketing (Personal immunization, October 1, 2012). Press releases play a vital role in connecting fashion houses or companies with the media in today's fashion industry. They are more effective than advertisements as they reach a larger audience and provide more relevant information. Press releases not only help build a positive reputation but also boost sales through favorable publicity (PR Genie). Nowadays, technology allows for quick distribution of press releases via fax or email to editors, magazines, television networks, and radio stations.There is an alternative option to sending press releases by regular mail. Press release websites like Pr-USA.Net and Live-pr.Com offer a more affordable option, and sometimes even free options (Walker). Fashion magazines heavily rely on advertisements for revenue, with approximately 90% of the magazine being composed of ads on average (Ginsberg). Placing an advertisement in Vogue magazine's first quarter can cost over $151,000 (Ginsberg). In return for this investment, magazines feature brands in editorials as a way to show appreciation and encourage readers to buy their products. The concept of "PR Value" ensures that the investment will be worthwhile as a one-page brand feature is worth four times the price of a one-page advertisement (Ginsberg).In addition, statistics show that a majority of readers now rely solely on digital versions of quarterly issues from print publications. According to Newspaper Death Watch, although weekly and monthly consumers are accessing magazines digitally, print advertising spending is expected to decrease

from $36 billion in 2011 to $33.8 billion in 2012.

Thanks to devices like the Amazon Kindle, Barnes and Noble Nook, smartphones, and the internet, magazines can now be available in digital format. This bridging of print publication and technology has proven to be efficient for the fashion industry. Demon explains that this shift prompts us to consider other reasons why digital media is so effective.

For magazines with long lead times (such as quarterly publications), editorial submissions need to be handed in between 4 to 6 months before publication. However, these long lead magazines often lag behind due to constantly evolving trends. By embracing digital formats, the fashion industry can eliminate the time lapse associated with editorial submissions and stay informed and up-to-date with current trends.

Ultimately, this leads to increased revenue and positively impacts the retail sector of the fashion industry.C. Retailing Overview The fashion industry's final step is making their products available in retail stores for consumers to purchase.Retailers initially buy products in large quantities from manufacturers and sell them in smaller quantities to end-users.

The three main places to find fashionable apparel are malls, department stores, and specialty stores.Malls like Dillard's and Macy's offer a variety of goods at average prices.Specialty stores such as Love Culture and Forever 21 focus on specific brands or categories.The company's buyers carefully choose the apparel sold in these stores, enhance its appeal through merchandising, and have it sold by the front-line staff.Online stores have gained popularity over the past decade, with almost every name brand retail store offering one.Online shopping allows consumers to shop from home, benefiting companies by eliminating middlemen involved in standard stores.In fact, U.S. e-commerce

sales went from $72 billion in 2002 to $228 billion in 2010; clothing being a popular online purchase.Buying is an essential part of fashion retailing.Fashion buyers are responsible for the products a company sells.They play a vital role for both the company and the carried brand.Fashion buyers oversee clothes' development targeting specific markets and price ranges.The size of the company determines whether there is a single fashion buyer or a team responsible for selecting the clothes. It is important for fashion buyers to maintain good relationships with suppliers and negotiate prices. They also ensure timely delivery of new stocks and monitor popular items in stores. Technology plays a crucial role in assisting buyers in making informed decisions and avoiding costly mistakes. Dullard's, for example, has a program that analyzes selling history data to predict the success of similar items targeting the same demographics. This technology also helps identify slow-selling items that can be marked down before the season ends to maximize profits. Fashion merchandising subtly influences customers through walls, tables, and fixtures. Love Culture focuses on lighting up walls to attract attention to products, showcasing fashionable designs with complete outfits for customer inspiration. The placement of products on tables significantly impacts their sales.Apart from entrance and fitting room tables, which serve as runways, other tables are dedicated to housing basic items such as camisoles, tank tops, and plain cotton T-shirts. These tables are preferred for these items due to their quantity, allowing for easier rotation of older products while still presenting them in fresh ways. Merchandisers rely on their creativity and follow directives from the corporate office. They receive weekly "Style Guides" via email that

contain pictures and text captions explaining various merchandising methods. Once the merchandising is completed, Love Culture's merchandisers photograph their creations and upload them into a power-mint. They then organize and email the creations back to the corporate office for review. If the designs are compelling, they may be featured on upcoming style guides.

In-store operations play a crucial role in maintaining a profitable business. This includes optimizing labor, implementing efficient processes, managing inventory, and making sales. When overseen by a talented team with motivated staff members, a successful retail store can be achieved. According to Emily Morgan, district manager of Love Culture central area, an ideal apparel retail sales employee possesses an upbeat personality and willingness to learn and grow. They also have strong customer service skills, savvy selling abilities, and a great sense of style. Employees play a vital role in the store's success as they make decisions and interact directly with customers.The implementation of retail-specific technology has enabled stores to operate efficiently and effectively (Personal communication, September 15, 2012). An example of this is Epicure, which offers customers the opportunity to enroll in a loyalty program. Through this program, customers can earn points for their purchases and gain access to exclusive discounts and promotions. This not only fosters customer loyalty but also generates valuable data for the company by allowing them to monitor customer preferences and spending habits. The adoption of the Epicure system has revolutionized Love Culture's operations and has proven to be an essential investment for the growth and success of the business.