Unit 7 -
Fashion Retailing
Learning
Outcomes
Topics
Suggested Resources
Activities/ Information
Sheets
1. Understand the
role of designers
and fashion
clothing
manufacturing
companies in the
retail fashion
industry
.Designers : Current e.g McCartney,
Paul Smith, Manolo Blahnik; Historic
e.g Chanel, Dior; British;
International; Designer licensed e.g
George Davies at Asda, Jasper
Conran & Debenhams.
Role of designers: - designing
clothing, footwear & accessories,
managing the brand, involvement in
non clothing merchandise. Own
brand outlets, satsfy width of
appeal, satisfy target market,
satisfy niche appeal
.Designer Influence: Haute Couture,
Mass appeal, effect on other
merchandise areas e.g jewellery &
accessories such as spectacles;
responses to and on social trends
e.g Donna Karan - DKNY
Publications: A wide variety of fashion magazines ( See resources list )
O’Hara G —Dictionary of Fashion and Fashion Designers
Web Sites: http://www.fashioncapital.co.uk
http://www.fashionunited.co.uk/ & http://www.fashionwebuk.com
http://order.next.co.uk/aboutnext/history.asp
http://www.vam.ac.uk/collections/fashion/1960s/sixtiesfashion/exhibi
tion/biba/index.html
http://www.style.com/ For fashion trends – 2007
http://www.vogue.co.uk/Trends
http://www.designmuseum.org/design/manolo-blahnik - Manolo Bhahnik
case study plus other designers
Visits/speakers: Small business organisations e.g sole traders. Contact
your local Education Business Link organisation
Publications: Fashion Buying – Goworek H
Introduction to Retailing - Brittain P and Cox R
Websites: etc http://www.londonfashionweek.co.uk
http://www.bbc.co.uk/bbcfour/documentaries/storyville/chanel.shtml
http://www.pbs.org/newshour/infocus/fashion/whatisfashion.html
Designer web sites
Induction Activities
7.1.1 - Social Influences on
Fashion
7.1.2 – The Impact of
Designers
7.1.3 – Main fashion brands
7.1.4 - Key Designers
Fashion clothing manufacturers:
Role of fashion clothing
manufacturing companies – e.g
manufacturing for wholesale ranges,
manufacturing for retail own labels,
making sure they satisfy width of
appeal, target market and niche
appeal; Single designers – Versace,
Armani; Clothing brands such as
French Connection, Gap, Ripcurl.
Publications: Brittain P and Cox R — Retailing: An Introduction
Stephens- Frings Gini - Fashion: From Concept to Consumer
Wadell Gavin - How Fashion Works: Couture, Ready to Wear and
Mass Production
Visits/speakers – Local Chamber of commerce/ Education Business
Partnership . Ideally a small local manufacturer or independent
designer. See www.yell.com
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
IS 1.1 The Fashion Industry
IS 1.3 Fashion Timelines
IS 1.4 Fashion Decades
7.1.7- Designer Diffusion
ranges
7.1.8 - Haute Couture
IS 1.2 Luxury Retailing
7.1.9 - Manufacturers &
suppliers
IS 1.5 Fashion & Textile
1
Learning
Outcomes
Topics
Suggested Resources
1. Understand the
role of designers
and fashion
clothing
manufacturing
companies in the
retail fashion
industry
Product Range: Male, Female ;
Type of garment e.g outerwear,
separates, footwear, lingerie.
Width of appeal ; target market,
niche market; High price; Top end;
Mass market appeal.
Publications: Diamond J and Diamond E — The World of Fashion
Franklyn C — Fashion UK
Brittain P and Cox R — Retailing: An Introduction
Tungate Mark - Fashion Brands: Branding Style from Armani to Zara
Consumer Fashions: Trends,
Consumer segmentation; e.g socioeconomic; Lifestyle
Retail outlets: Exclusivity, wide
availability; type of outletse.g High
street chains, High Fashion
boutiques; Designer outlets; Shop in
Shop; Supermarkets; Relation ship
of outlet to fashion type and
consumer market segment
Web sites: http://www.e4s.org.uk/textilesonline/
http://www.style.com/ For fashion trends – 2007 & Video clips/ archive
clips
http://www.vogue.co.uk/Trends
http://www.telegraph.co.uk/fashion/main.jhtml?xml=/fashion/2006/04
/03/efdiffusions01.xml - Diffusion ranges
http://www.fashionconfidential.co.uk/email.php?id=17112006
http://www.style.com/trends/topten/010706
Store web sites
Visits: Visits to local shops/ shopping malls/ High Streets
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
Activities/ Information
Sheets
IS 1.6 What is Fashion ?
7.1.5 - Who buys where ?
7.1.11 - High Spend/ Low
spend
7.1.10 - Survey work
7.1.6 - Mail order& online
shopping
IS 1.7 The Fashion Store
2
Learning
Outcomes
Topics
Suggested Resources
2. Understand
how current
historic fashion
trends have
influenced
consumer
behaviour within a
retail market.
Fashion trend: Since 1950 – Colours, styles,
cuts, designer labels, .
Source of influence: ethnic, gypsy,
Hollywood, popular culture.
Key designers on trends: Mary Quant, miniskirts, 1960’s – Kings Rd, Carnaby St
boutiques – leading to mass appeal.
Hulanicki ; Westwood etc.
Publications: The Fashion Book – Martin R et al
Dictionary of Fashion & Fashion Designers
Fashion UK – C Franklyn
Web sites:
http:// www.icons.org.uk
http://www.fashioncapital.co.uk - Fashion through the ages
http://www.echochamber.com
http://www.thebibaexperience.com/gallery.html
Visits: V & A Museum & other regional costume museums/
galleries; Local university fashion shows.
Consumer behaviour: How consumers behave
in light of previous fashions.
Retro ; current; historic; adoption of style,
colour, look;
Image & Identity: conspicuous spender ,
sophisticate, skateboarder – shorts
Cultural differences in a multi-cultural
society; consumers travelling further,
impact on spending, impact on lifestyle,
retail image reflected on consumer self
image
Retail outlets: Exclusivity, wide availability;
type of outlets e.g High street chains, High
Fashion boutiques; Designer outlets; Shop in
Shop; Supermarkets; Relation ship of outlet
to fashion type and consumer market
segment
Publications:
Fashion Buying – Goworek H
The World of Fashion – Diamond J & Diamond E
Web sites:
http:// www.icons.org.uk
http://www.fashioncapital.co.uk - Fashion through the ages
http://www.thebibaexperience.com/gallery.html
http://www.bbc.co.uk/1xtra/blackhistory/features/fashion
.shtml
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
Web sites
http://www.fashionunited.co.uk/
Store Web sites
Visits: Local Shopping Centres/ Malls , High Street Stores
Activities/ Information
Sheets
7.2.1 Fashion & Films
7.2.8 Fashion Life Cycle
7.2.9 The Little Black Dress
IS 2.1 Sixties Fashion
IS 2.4 Fashion & Films
7.2.2 Sport & Fashion
7.2.3 Retro Fashion
7.2.4 Supermarket Chic
7.2.5 Global Fashion
IS 2.2 Ethical Fashion
IS 2.3 Brand Beckham
7.2.6 Retail outlets survey
7.2.7 Visit reports
IS 2.5 Fashion Brands
3
Learning
Outcomes
3. Know how
fashion trends
are promoted
to consumers
Topics
Suggested Resources
Activities/ Information
Sheets
Trend development: Role of fashion
magazines; other media such as television,
cinema, role models e.g pop stars, sports
personalities. Use of PR and advertising
companies.
Distinction between trend e.g shorter
skirts/ ethnic look and individual style –
particular aspect or individual designer
examples of trends.
Publications: Lord Diamond and Ellen Diamond - Fashion
Retailing: A Multi-Channel Channel Approach
Web Sites: : http://www.telegraph.co.uk/fashion
http://education.independent.co.uk/magazines/ - Retail
Therapy articles
http://www.bbc.co.uk/radio4/womanshour/2003_19_tue_0
5.shtml - Radio 4 article on style
http://www.easier.com/ads/Lifestyle/Fashion/Trends
Visits/speakers:
Marketing personnel from companies/ local shop owners
Publications:
Posen Zac (Foreword), Gehlhar Mary (Author) - The
Fashion Designer Survival Guide: An Insider's Look at
Starting and Running Your Own Fashion Business
Visits/speakers:
Local / charity fashion shows
Clothes Show Birmingham
7.3.1 Seasonal looks
7.3.2 Looking at fashion
trends
7.3.3 Celebrity Fashion
7.3.5 Style versus Trends
Promotion: Initiation by designer company; ,
Initiation by retailer;
Fashion shows; Designer collections; role of
advertising; P R; celebrity sponsorship; role
of fashion media.
Catwalk to High St: High St fashion chains
e.g Top Shop, Zara.
Role of retail buyers and in house designers.
Importance of speed from identifying new
style to availability in store
Web Sites:
http://content.arts.monster.co.uk/9732_en-GB_p1.asp
- Article on being a fashion buyer
http://www.education.independent.co.uk/careers_advice
/article1630304.ece - Article on Merchandising
IS 3.1 Textile Industry
IS 3.2 Celebrity endorsement
7.3.4 Promotion in Fashion
Retailing
7.3.6 Advertising
7.3.7 Fashion Shows
7.3.8 Cat Walk to High St
7.3.9 Retail Buyers
7.3.10 Predicting trends
7.3.11 Diffusion Ranges
IS 3.3 Low Cost Retailing –
Issues
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
4
Learning
Outcomes
4. Understand
how fashion
designs have
become
successful retail
products
Topics
Suggested Resources
Activities/ Information
Sheets
Stages: Sequence of events – from design to
sale, design concepts, trade shows,
manufacturing requirements e.g time
required, quantities , use of wholesalers;
monitoring sales
Publications: Stephens- Frings Gini - Fashion: From
Concept to Consumer
Wadell Gavin - How Fashion Works: Couture,
Ready to Wear and Mass Production
http://www.ideasfactory.com/art_design/learning/el
earning/m03/m03_media/index.htm
http://www.kiad.ac.uk/mafashion/pdfs/ma_mresearc
h_fashion.pdf
Visits/speakers: Small clothing manufacturers/
Bespoke businesses
Publications: Goworek H — Fashion Buying
Stephens- Frings Gini - Fashion: From Concept to
Consumer
http://www.londonfashionweek.co.uk/?display=flash
7.4.1- From Design to Sale
timeline
7.4.7- The Buying Cycle
7.4.9 Buying season cards
IS 4.4 – Fashion & Textiles
Publications: Posen Zac (Foreword), Gehlhar Mary
(Author) - The Fashion Designer Survival Guide:
An Insider's Look at Starting and Running Your
Own Fashion Business
www.icons.org.uk - The role of the mini skirt
Publications: Retail Desire: Design, Display and the
Art of the Visual Merchandiser Johnny Tucker
Art of Retail Display – M Portas
In store magazine
www.minkibalinki.com/ www.rarebasics.co.uk
http://propsstudios.co.uk/ www.dalziel-pow.co.uk/
www.millingtonassociates.com
7.4.3 Sales – What works ?
Timescales: Seasons, timing of trade fairs,
fabric shows, designer shows, industry
events e. London Fashion Week, deliveries to
shops.
Successful products: profitability, mark
downs, repeat orders, unpopular ranges, care
of stock
In-store promotion: visual merchandising,
display, staff wearing new season’s outfits,
maintenance
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
7.4.2 Seasons & Fashion
Weeks
7.4.4 Visual Merchandising in
Fashion
5
Learning
Outcomes
Topics
Suggested Resources
Activities/ Information
Sheets
4. Understand
how fashion
designs have
become
successful retail
products
Job Roles: Retail buyer – anticipating
trends/sourcing suppliers/ordering stock;
Manager- store ,branch, department; Owner;
Sales assistant; Merchandiser. Job
descriptions; understanding target market,
recognition of trends, sourcing merchandise,
stock planning, - size, colour, style,
quantities, assortment, price range, planning
deliveries and branch distribution, monitoring
competition
Niche products: successful products with
limited markets, niche retailers, distinction
between the market appeal for a successful
niche fashion product and a successful
fashion product or style with mass appeal
Publications: Clodfelter R — Retail Buying: From
Basics to Fashion
Goworek H — Fashion Buying
Retail Academy www.retailacademy.org CD Roms –
Planning product range
http://www.visualretailing.com/products.htm
7.4.5 Job Roles
7.4.8 Fashion Buyers & future
trends
7.4.10 Product Ranges
IS 4.1 What is a Fashion Buyer
IS 4.3 Fashion Buyers Role
Buying cards
http://www.brandrepublic.com/bulletins/breakingnew
s/article/607100/comedown-couture
7.4.6 Niche Products
BTEC First in Retail – Unit 7 – Fashion Retailing – Scheme of Work
IS 4.2 Fast Fashion
6