Intro to Fashion Industry - Accessories (Study Guide)

Accessories Key Concepts ● History and development of the accessory industries ● Organization, operation, merchandising, and marketing of the footwear and jewelry industries ● Manufacturing, merchandising, and marketing of handbags, belts, gloves, hats, neckwear, and eyewear ● Trends in the various classifications of accessories Footwear Organization and Operation ● The footwear category includes shoes, slippers, athletic shoes / sneakers and boots ● Shoe production begins with a LAST. Lasts were originally wooden forms in the shape of a foot, which the shoes were built around. Today, most modern factories make lasts of plastic or aluminum. ● The variety of lasts, quality of materials and number and type of manufacturing operations required determines the quality and price of the finished shoe. As many as 300 operations performed by skilled workers are required to make expensive high end shoes. ● The largest shoe producer in the United States today is Nike. Nike doesn’t own any of their manufacturing facilities that produce their shoes and apparel it sells. Instead it acts more like a wholesaler and focuses on marketing their products. Women’s Shoes ● For centuries, little attention was paid to the styling of women’s shoes. Their purpose was totally functional. Since the 1920’s , however, women’s feet have been plainly visible and shoes developed both in fashion and variety. ● Styles over the years have run the gamut from high heels to flats, sandals to thigh-high boots and everything in-between. ● Styles and materials can also vary depending on the weather. Warmer boots become popular in the winter, just as sandal sales rise during the warmer seasons. Men’s Shoes ● Dress shoes used to be the most important sales category in men’s shoes. Today that’s been replaced by dress/casual shoes and sneakers. The dress shoe business is now a niche market. ● American designer dress/casual shoes and boots are predominantly produced overseas. High-end imports from England include Clark’s, Ferragamo, Gucci and Bruno Magli of Italy. Kid’s Shoes ● Kids dress shoes are adaptations of adult styles, with oxfords popular for boys and mary janes for girls. The use of real leather distinguishes higher price points compared to vinyl and pleather. ● Athletic shoes/sneakers are the preferred shoe for active children. Bright colors and patterns, easy on-off features like velcro and even lights give children tons of options to find something they love. Athletic Shoes ● Sneakers, the original athletic shoe were made possible by Charles Goodyear (yes, the tire company), who invented the vulcanizing process for rubber in the late 1800’s. Around 1908 the Converse Rubber Shoe Company opened and created what’s known as the rubberized shoe (aka: The Converse All-Star). Still one of the most popular and recognizable sneakers today – the company has sold more than 500 million pairs!!!!! The most popular sneaker in history. Bags Handbags ● Handbags are the best selling classification within the accessories industry. Fashion tends to drive handbag sales, both in branded and private-label. Consumers show little resistance for the “right design”, especially at a luxury level. Consumers are willing to spend more money on a handbag than any other accessory. It’s a necessity for many to carry their belongings. Higher quality means the product will last longer. And there’s a status attached to carrying the “right” bag. Backpacks ● Some larger designers diversify their bag lines to include backpacks. The backpack has gained favor with men who do not have enough room in their pockets or briefcases to carry everything. On the other end of the spectrum, it still remains the #1 style of bag for students to carry their books in school. Gloves ● In the first half of the 20th century, the glove business flourished because no self –respecting fashionably dressed woman went out without wearing gloves. This trend ended in the 1960’s and a more casual dress code for women. Today gloves are still a fashion statement, but worn mostly out of necessity during colder weather for protection. ● Leather gloves are among the most difficult accessories to manufacture. Most leather gloves are made at a minimum, with hand-guided operations, and some are still made entirely by hand. That’s why leather glove prices tend to be high. ● Unlike leather, fabric gloves are much more mechanized and can retail at a much lower price point depending on the labor and materials used. Neckwear ● Ties have been a standard accessory for business suits for more than a century. They provide an opportunity to brighten the business uniform with a small splash of color. Certain colors and patterns can also represent nationalities and political representation. In recent years bowties have made a comeback as a popular alternative to the standard tie. Eyewear ● Both a necessity and fashion accessory, the eyeglass industry is a multi-billion dollar business and sales have never been better. ● Sunglasses not only protect our eyes from harmful UV rays, but just like handbags are considered a fashion status accessory. Every top designer has a sunglass line. ● Newer optical brands such as Warby Parker, also make the experience to buy prescription eyewear easier then ever before by allowing the customer to have glasses shipped to their home to try-on and fill their prescriptions online without ever leaving the comfort of home. Jewelry ● Based on quality of their products, the jewelry industry in the US can be divided into 2 primary groups: Fine Jewelry and Costume Jewelry. ● Fine jewelry is the counterpart to haute couture. Only precious metals such as gold and platinum are used to make fine jewelry. The stones used in fine jewelry are called gemstones which always come from natural mineral formations. Precious stones include diamonds, emeralds, rubies and sapphires. ● Costume Jewelry is normally mass-produced and made from a wide range of materials. It’s a less expensive alternative to fine jewelry. The age of costume jewelry began with designer Coco Chanel in the 1920’s when she introduced long, large and obviously fake strands of pearls to be worn with her clothes. A fashion trend that still is worn today with the line.