WEEK 14
BRIEF HISTORY OF HOW THE INDUSTRY MAKES MONEY.
Beginning of the clothing industry
- the wealthy were influenced by the monarchy
only people with money could afford to dress like this
- the poor
upcycled and recycled clothing, more so to make sure they were warm and had clothes.
back then it was more a need necessity rather than sustainable, to have something on their back that would last long
Benjamin Law started recycling old woollen rags, in Batley West Yorkshire.
Oxfam now has a stronghold with recycling in the Batley area, with their Waste-saver hub
LINKING SUSTAINABILITY, PROFIT AND CHARITY
"someone else's trash, being another person's treasure"
The industrial revolution changed the face of manufacture through the 18th century = the birth of today's fash fashion.
until then nothing was manufactured on large scales.
Made many textile mill owners rich, (for example Titus Salt - Bradford.)
-Commercial clothing made garments cheaper and more accessible.
commercialisation of fashion, led to business becoming an industry-focused on-trend and profitability...
In world war II, it was about practicality "Make do and mend" era, is an example of the way upcycling and sustainability has been presented through recent fashion history.
The UK didn't come out of austerity/rations (struggling) until the 50s.
In the 50s, they saw the birth of youth culture and the teenager - wages were good at this time and jobs became plentiful and were plenty of disposable income to spend.
fashion started to push out and was about the overall look with not only what you wore - it was about hairstyles and makeup too (in the 60s).
Music influenced groups of people, to look a certain way to fir the genre of music.
MARGARET THATCHER
blue-collar workers ----> the service industry
broke the unions and worker, started to push commercial and industrial work.
Product developer and designer work together to manage work overseas to see if it's created to standards
buyers - speak to people who design clothing and negotiate with them to see if they are interested.
analysers - how fast something is selling, if the product is still of interest.
https://shuspace.shu.ac.uk/bbcswebdav/pid-8975507-dt-content-rid-35231809_2/courses/55-407324-AF-20190/Business%20of%20fashion.pdf
Market research strategies, research and framework.
connecting with the customer
- brands are out of touch with customer needs
- not in touch with current generational perspectives - trans, curvy girls, cultural
- slow to adapt sustainable issues [topshop - Philip green 1990s refused to sign agreements to say he would attach to s more sustainable way of producing clothes]
- historically done well however just out of trend now
- old school attitudes towards luxury for high brands - struggling to connect with new generations.
How do consumers consume and connect with brands
- advertising strategies - able to connect (Brix and morter brands do not)
- understanding their demographic - ages groups will attract the right consumer
- understanding emerging demographics - understand your generation, evolving thing, connecting to social media and the new ways people are using it.
- keeping an increasing footfall
- understanding changing and emerging trends in consumption eg - diversity, ethics, social responsibility
physical and digital branding advertising strategies
- fast-fashion retailers; digital advertising resource via online, digital billboarding, taxi etc.
- brands that rely on word of mouth
more 'abstract' methods of advertising
- celebrity - celebs who are seen as a brand like Kim Kardashian
- Guerrilla - pop up, like graffiti, pop up store, grabs attention quickly and can be taken down as soon as it's up
- youtube campaigns
- subliminal advertising - ads where there is a flash of a product quickly and that sticks to the back of peoples heads.
celebrity collaborations
- I saw it first
- Rihanna x river island
how branding and marketing drive the fashion industry.
- drives and catches
- brand attachment,
SWOT
Strengths
Weakness
Opportunities
Threats
https://shuspace.shu.ac.uk/bbcswebdav/pid-8975509-dt-content-rid-35231810_2/courses/55-407324-AF-20190/Marketing%20Strategies%2C%20Research%20and%20Frameworks%20%28Cover%29_17_12_2018%5B1%5D.pdf
Beginning of the clothing industry
- the wealthy were influenced by the monarchy
only people with money could afford to dress like this
- the poor
upcycled and recycled clothing, more so to make sure they were warm and had clothes.
back then it was more a need necessity rather than sustainable, to have something on their back that would last long
Benjamin Law started recycling old woollen rags, in Batley West Yorkshire.
Oxfam now has a stronghold with recycling in the Batley area, with their Waste-saver hub
LINKING SUSTAINABILITY, PROFIT AND CHARITY
"someone else's trash, being another person's treasure"
The industrial revolution changed the face of manufacture through the 18th century = the birth of today's fash fashion.
until then nothing was manufactured on large scales.
Made many textile mill owners rich, (for example Titus Salt - Bradford.)
-Commercial clothing made garments cheaper and more accessible.
commercialisation of fashion, led to business becoming an industry-focused on-trend and profitability...
In world war II, it was about practicality "Make do and mend" era, is an example of the way upcycling and sustainability has been presented through recent fashion history.
The UK didn't come out of austerity/rations (struggling) until the 50s.
In the 50s, they saw the birth of youth culture and the teenager - wages were good at this time and jobs became plentiful and were plenty of disposable income to spend.
fashion started to push out and was about the overall look with not only what you wore - it was about hairstyles and makeup too (in the 60s).
Music influenced groups of people, to look a certain way to fir the genre of music.
MARGARET THATCHER
blue-collar workers ----> the service industry
broke the unions and worker, started to push commercial and industrial work.
Product developer and designer work together to manage work overseas to see if it's created to standards
buyers - speak to people who design clothing and negotiate with them to see if they are interested.
analysers - how fast something is selling, if the product is still of interest.
https://shuspace.shu.ac.uk/bbcswebdav/pid-8975507-dt-content-rid-35231809_2/courses/55-407324-AF-20190/Business%20of%20fashion.pdf
Market research strategies, research and framework.
connecting with the customer
- brands are out of touch with customer needs
- not in touch with current generational perspectives - trans, curvy girls, cultural
- slow to adapt sustainable issues [topshop - Philip green 1990s refused to sign agreements to say he would attach to s more sustainable way of producing clothes]
- historically done well however just out of trend now
- old school attitudes towards luxury for high brands - struggling to connect with new generations.
How do consumers consume and connect with brands
- advertising strategies - able to connect (Brix and morter brands do not)
- understanding their demographic - ages groups will attract the right consumer
- understanding emerging demographics - understand your generation, evolving thing, connecting to social media and the new ways people are using it.
- keeping an increasing footfall
- understanding changing and emerging trends in consumption eg - diversity, ethics, social responsibility
physical and digital branding advertising strategies
- fast-fashion retailers; digital advertising resource via online, digital billboarding, taxi etc.
- brands that rely on word of mouth
more 'abstract' methods of advertising
- celebrity - celebs who are seen as a brand like Kim Kardashian
- Guerrilla - pop up, like graffiti, pop up store, grabs attention quickly and can be taken down as soon as it's up
- youtube campaigns
- subliminal advertising - ads where there is a flash of a product quickly and that sticks to the back of peoples heads.
celebrity collaborations
- I saw it first
- Rihanna x river island
how branding and marketing drive the fashion industry.
- drives and catches
- brand attachment,
SWOT
Strengths
Weakness
Opportunities
Threats
https://shuspace.shu.ac.uk/bbcswebdav/pid-8975509-dt-content-rid-35231810_2/courses/55-407324-AF-20190/Marketing%20Strategies%2C%20Research%20and%20Frameworks%20%28Cover%29_17_12_2018%5B1%5D.pdf
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