FASHION BRANDS

CHHAVI | DIVYA | MADHURA | NATASHA | ROOPAS

TYPES OF FASHION
DESIGNERS
 FASHION DESIGNERS
Designers are people with a desire to create. They combine
practical knowledge with artistic ability to turn abstract ideas into
formal designs for the merchandise
 ON THE BASIS OF WORK

Full time Free lancer

• work many hours to • generally work under

meet production a contract and tend to
deadlines or prepare work longer hours
for fashion shows. and adjust their
workday to their
clients’ schedules
and deadlines.
 ON THE BASIS OF PRODUCTS
The following are examples of types of fashion designers:
• Clothing designers
• Footwear designers
• Accessory designers
• Costume designers
Clothing designers Accessory
Footwear designers Costume designers
men’s, women’s, and designers
design and produce costumes for the
children’s apparel, different styles of items such as performing arts and for
including casual wear, shoes and boots. handbags, suitcases, motion picture and
suits, sportswear, produce new designs belts, scarves, hats, television productions.,
evening wear, that combine comfort, hosiery, and eyewear. within the costume
outerwear, maternity form, and function. budget for the
clothing, and intimate
particular production.
apparel.
• treat fashion as • create for a • articulate
theatre – drama muse, either communicators
or comedy real or imagined in multiple
media.

Narrators Characterists Personalities

• They design • in museums, • They are

with a lifestyle shows innovators,
that most statements. experimenters,
people want to • push the the scientists of
live. boundaries of fashion. They
what a human influence the
body can
Conceptualists next generation
Artisans
Aspirants
physically adorn of designers.
itself with.
 ON THE BASIS OF AREAS OF WORK
high street fashion
this is where the majority of designers work and where garments are mass
manufactured (often in Europe or East Asia). Buying patterns, seasonal
trends and celebrity catwalk influences play a key role in this design
process. It is a commercial area and heavily media led;

ready-to-wear
also known as prêt-à-porter, where established designers create ready-to-
wear collections, produced in relatively small numbers;

haute couture
requires large amounts of time spent on the production of one-off garments
for the catwalk, which are often not practical to wear. Designs are usually
created to endorse the brand and create a 'look'.
FASHION PRODUCTS
 WHAT ARE FASHION PRODUCTS?
• Selection of merchandise as accepted at a
point in time by the targeted consumer

• Changes with emerging trends, seasonality,

and consumer preferences

• In Fibre/Textile/Apparel/Retail (FTAR)
business environment
• Single selling force - force of
fashion
 WHAT ARE FASHION
PRODUCTS?
• Forces of fashion – influences,
events and societal pressure
• Impacts product creation and
consumer’s purchases

• Forces of fashion
• Seasonal changes
• Influence of competition
• Importance of price
• Channels of distribution
EVOLUTION OF
FASHION PRODUCTS
CATEGORIES OF
FASHION
PRODUCTS
• Apparel

• Jewellery

• Footwear

• Accessories
 APPAREL
• Necessity to fashion trend

• Consumers becoming fashion

conscious

• Clothes for different purposes

• Varieties of tops and bottoms

TOPS
BOTTOMS
NECESSITY TO A FASHION
TREND
 JEANS
• Originally used as sturdy trousers worn in factories

• Changes occurred in jeans industry

• Acquired as a fashion product

• Varieties of jeans
FACTORY JEANS TO A FASHION
PRODUCT
 FOOTWEAR

• Necessity to fashion trend

• Consumers becoming fashion

conscious

• For different purposes

• Varieties of footwear
FOOTWEAR
 JEWELLERY
• Trendy and fashionable

• Consumers becoming fashion conscious

• Light-weight jewellery

• Different and unique designs

OLD TO MODERN
 ACCESSORIES
• Trendy and fashionable

• Consumers becoming fashion conscious

• Carried for the sake of fashion

• Different and unique designs

ACCESSORIE
S
 MOBILE
PHONES
• Used to be a
functional product

• Simple and boring

• Light-weight, handy

• Different and unique

designs
MOBILE PHONES
MASABA
GUPTA
MOBILE
COVERS
 Fashion at the turn of a page

FASHION MAGAZINES
 WHAT ARE FASHION MAGAZINES
• Earlier just a source of knowledge from the fashion world
• Today divulge minute details of a big shot designer’s collection
• Highly influential for young women

BASIC
ENSEMBLE DESIGNER
FASHION
SUGGESTIONS DEETS
KNOWLEDGE
COSMOPOLITAN
• global fashion magazine for women
• first printed in 1886 within “People” as a family
magazine, later reworked into a literary
magazine and eventually became a women’s
magazine within the late 60s
• referred to as Cosmo
• articles on women’s problems, relationships,
sex, health, careers, self-reformation,
celebrities, fashion, and beauty
COSMO THEN COSMO NOW
CELEBRITY EDIT: SONAM
KAPOOR
HARPER’S BAZAAR
• Geared toward members of the higher-middle
and upper categories
• Assembles photographers, artists, designers
and writers to deliver views into the planet of
fashion, beauty and standard culture on a
monthly basis
• Began as a weekly production, is now monthly
• Also has a “Harper’s Bazaar Bride” edition
exclusively for wedding inspiration
BAZAAR THEN BAZAAR NOW
CELEBRITY EDIT: NIKHIL THAMPI
+ SUSHMITA SEN
MARIE CLAIRE
• Worldwide monthly magazine for girls
• First printed in France in 1937
• The US edition focuses on women round the
world and a number of other world problems.
Marie Claire magazine additionally covers
health, beauty, and fashion topics.
MARIE CLAIRE THEN MARIE CLAIRE NOW
CELEBRITY EDIT- SONAKSHI
SINHA
 GRAZIA
• Grazia (Italian for Grace) is AN Italian weekly
women’s magazine
• 1st international edition was 1st printed in Bulgaria
in March 2004.
• The 10th edition of this hugely popular title was
voted UK's No. 1 Magazine two years in a row.
• works on a distinctive 'Easy Chic' philosophy,
decoding fashion and the latest trends,
• not only the latest in style, but also world news and
women's issues
• Grazia cover girl hunt
GRAZIA THEN GRAZIA NOW
SPECIAL : COVER GIRL
HUNT
VOGUE
• 1892 in America. In 1909 the magazine was
acquired by Conde Naste Publishers.
• American fashion and lifestyle magazine that
is published monthly in 23 different national
and regional editions by Condé Nast.
• Most popular fashion magazine in India
• Monthly edit
• Vogue Fashion Fund
• Bollywood covers
VOGUE THEN VOGUE NOW
 VOGUE
SPECIALS
 FASHION BRANDS
A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so
that it can be easily communicated and usually marketed.
 FASHION BRAND: NIKE
Nike isn’t a fashion brand. But they’re acknowledging the
fashion side of experience with sports.

Nike is coming up with innovative products which

incorporate high functionality, technicality and fashion.

They have seen that women interact more seamlessly

across running, workout, fitness and lifestyle.

They’re are seeing growth in the performance segments —

running and training — and in terms of the style and look
that comes from that. Tights are the new denim.

People looking forward to looking good as well as feeling

good in some of these trendy sports styles
 TURNING RUNNING SHOE’S INTO FASHION
In 1985, betting on a rookie athlete named Michael Jordan,
Nike itself released its Air Jordans.

The shoes were initially banned by the NBA commissioner

David Stern, on the grounds that they violated his
stipulation that court shoes be majority-white. Jordan wore
them anyway. Nike happily paid the fines.

Because of the creative marketing Nike and Phil Knight

pioneered, athletic shoes are now sought after, and
collected, and talked about, and infused with artistry.
Which is also to say: They are Fashion.

Today, as a result of all this, athletic shoe releases are met

with the same kind of fervent enthusiasm that fashion
shows are.
Traditionally aligned with
athletes, Nike concentrated on
sponsorships and celebrity
athletes- Bo Jackson and
Michael Jordan, the Just Do It
ads helped Nike.
NIKE RECENTLY BEGAN WORKING
WITH FASHION MODEL KARLIE
KLOSS ON A MAJOR WOMEN’S
MARKETING CAMPAIGN, ALSO
FEATURED SELENA GOMEZ FOR
ADIDAS NEO COLLECTION.
NIKE -THEN
NIKE-NOW
 CELL PHONE’S: A FASHION STATEMENT?

It is not just a tool of communication it is also an important

way of conveying a statement about their personality.

Many consumers have been converted so much that many

feel that they are beginning to identify their personality and
individuality with the type of phone or model they carry.

Just as many plan their wardrobe for the season ahead, they
also accessorize their mobile phone with accessories.

Fashion trend marketers are tapping into as they offer

mobile phones with sleeker designs and in more colors,
such as blue and pink, and accessories ranging from
charms and stickers to crystals and tiny designer purses.
 NOKIA
Nokia have been style-conscious from the
start, but it was in 1998 that the first
customizable cases hit the shelves. In fact, the
Nokia 5110 was the first mobile phone ever to
boast user-changeable covers. These Xpress-
On Shells were water-and-dust resistant clip-
on fascias that came in seven different
designs and colors.
 In 2003, and the Nokia 3100
introduced a new generation of
Xpress-On gaming cover
enhancements: shells that featured
‘electroluminescence’, or special
light effects that sparkled through
the faceplate in sync with ringtones,
games and the phone’s alarms

Nokia Design Studio launched the

7200 in 2004, with a limited run of,
7200 units. Featuring a white leather
cover and wrist strap, a matching
pouch, and embroidered designs, this
was as much a fashion statement as it
was a phone case.
 For the eco-conscious shopper, 2007
brought the Nokia 3110 Evolve—a
phone that came with bio-covers made
from more than 50% renewable
material. It wasn’t customizable, but it
certainly made a design statement.
 With the release of the Nokia Lumia
820, interchangeable shells went hi-tech:
not only are they colourful and hard-
wearing, but they could also be used for
wireless charging.
 In 2013, customization reached a whole new level. Nokia teamed up with
MakerBot, the 3D printing giants, to create special templates for clip-on
shells for the Nokia Lumia 820 and the Nokia Lumia 520. Where one could
Pick one’s basic design, alter it to suit one’s preferences, and then add
one’s own text—and one will have a truly one-of-a-kind smartphone.
 CELLPHONE CASES : FASHION
ACCESSORY

Phone cover can function as a crucial

part of a fashionable ensemble.

Fashionable covers gained momentum

as the Cellphone became more widely
used. The earliest covers, focused on
both protecting a very expensive device
and & showing off -As soon as it
became something everyone had-people
started to accessorize around it.
 BARBIE
• Created by Ruth Handler in 1959
• Most famous and Successful doll
 FUNCTIONAL VALUE

• Barbie is plastic doll with numerous of accessories.

• Entertainment for hours
• Master of world “Fantasy”
• “In the early 1950s, Mrs. Handler got the idea of creating an adult doll after
observing her daughter’s fascination with adult paper dolls, whose clothing
she was able to change”
 AESTHETIC VALUE

• most influential toys in shaping a girl’s childhood.

• It creates a self-image for girls to portray themselves as beautiful,
independent, wealthy and successful as Barbie.
• great impact on society
• It creates a competition between children in their toy-world and even parents
as their providers.
• great impact on society
 SYMBOLIC VALUE

• An artifact of female representation

- reflect changing female desire and aims within time.

• Symbol of female’s role evolution, symbol of sexual attractiveness, symbol of

success.
• Barbie has her own life and 50 years of excellent storytelling
- Girls aimed to be like Barbie

• Barbie has become a plastic celebrity, a cultural icon

- In 1985 the artist Andy Warhol created a painting of Barbie , along with
portraits of Marilyn Monroe and Jane Fonda, etc.
 COMPETITIVE ADVANTAGE

• The consumer is trendy

- continuous imagery of females comparing themselves to Barbie

• Phenomenon of escapism
- It allows consumers to be innovative and escape reality while it gives
complete control to the customers.

• The culture created around Barbie.

- Simple playing >> Millions $ painting
- Strong brand rooted in everyday life
 SUSTAINABILITY

• Barbie = Icon, Symbol

≠ Not, just a plastic doll
Can’t be compared to others
• Never be out of fashion
Complements are changing

• Sustain for 50 years !!!

FASHION EVOLUTION
CELEBRITY INFLUENCE
 MCDONALD’S
• is an American hamburger and fast food restaurant chain
• was founded in 1940 as a barbecue restaurant operated by Richard and
Maurice McDonald
• A McDonald's restaurant is operated by a franchisee, an affiliate, or the
corporation itself.
 MISSION STATEMENT
• McDonald's brand mission is to "be our customers' favorite place and way to
eat“.
• Worldwide operations have been aligned around a global strategy called the
Plan to win centring on the five basics of an exceptional customer
experience – People, Products, Place, Price and Promotion.
• Committed to improving our operations and enhancing our customers'
experience.
 VISION STATEMENT
• McDonald's vision is to be the world's best quick service restaurant
experience.
• Being the best means providing outstanding quality, service, cleanliness, &
value, so that we make every customer in every restaurant smile.
 MCDONALDS STRATEGY
• Focusing heavily on emerging
markets
• Offering a wider variety of food to
attract more segments
• Delivering food to customers in
places that demand it
• Making its stores more attractive to
get customers in
• Increasing its offering of snack
items
• Importing more of its successful
niche products internationally
• Expanding its dollar menu to
breakfast
• And it hasn't been scared to take
anybody on
• Achieving the most powerful brand
image
• product innovation and development
 POPULAR PROMOTIONS
• Toys with Happy Meals
• Cars
• Pirates of the Caribbean
• Olympic Games- Global partner of the Olympic games- reflects our
commitment of the importance of sports and physical activities.
• World Champions- 1,400 children from 51 countries had the opportunity to
meet the world’s best soccer players at the 2006 FIFA World Cup.
 MCDONALD’S INSPIRE
MOSCHINO – FAST FOOD
FASHION
• Moschino is an Italian luxury fashion brand’s latest runway show at the
Milan Fashion Week, for their Autumn/Winter 2014 collection, shows the
collection being very much influenced by the branding of McDonald’s, along
with other food brands.
 MCD COUTURE LINE
• Miami International University of Art & Design students were challenged by a
local McDonald's franchisee to design and produce a fashion collection
made entirely from McDonald's food packaging
• The finished designs, aptly named the McDCouture line, were shown as part
of Funkshion Fashion Week Miami Beach at the Setai Hotel The
dresses range from day wear to ball gowns and were surprisingly wearable.
 MCDONALD'S LAUNCHES BIG
MAC CLOTHING LINE
• McDonald's has now branched out into fashion itself with a Big Mac product
line.
• The line will be presented at a fashion show in Stockholm, will be available
online only and will contribute to Ronald McDonald House Charities.
 MCDONALD'S BREAKFAST-
THEMED ATHLEISURE FOR THE
OLYMPICS
• The fast food giant partnered with fashion label We Are Handsome to
produce tracksuit pants and hooded vests - and they’re selling like
hotcakes. All proceeds will go to a good cause - Ronald McDonald House
Charities
 CONCLUSION
• Fashion is forever changing
• Product evolution with fashion elements
• Nature of products have changed according to demand generated by
awareness about fashion
• Trends come and go, this affects sales for non-fashion products as well
• Very important for any lifestyle business to keep up with the trends