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Product Development > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

What makes the apparel industry different from others?

A

The apparel industry encompasses manual operations, a variety of product categories, fashion change, seasonal change, and critical timing.

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2
Q

What are the five price classifications?

A

Designer, Bridge, Better, Moderate, Budget

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3
Q

What are the characteristics of the budget price point?

A

Below average price, promotion is based on value, price is the primary point of competition

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4
Q

Provide an example of the budget price point.

A

Kmart, Wal-Mart, Target, Old Navy, H&M

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5
Q

What are the characteristics of the moderate price point?

A

Average retail price, meets middle America needs (fashion, quality, performance), many nationally advertised brands

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6
Q

Provide an example of the moderate price point.

A

Gap, Khol’s, JCPenney, LImited, Charlotte Russe

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7
Q

What are the characteristics of the better price point?

A

Above average price, implication of higher quality, not exclusive design

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8
Q

Provide an example of the better price point.

A

Macy’s, Dillard’s, Banana Republic, Anthropology, JCrew

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9
Q

What are the characteristics of the bridge price point?

A

Priced between better and designer, features of designer modified goods at lowered prices, diffusion lines

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10
Q

Provide an example of the bridge price point.

A

Nordstrom, Bloomingdales, DKNY, Armani Collection, Saks Fifth Avenue

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11
Q

What are the characteristics of the designer price point?

A

Highest relative price, exclusive, design creativity, materials, personalized fit, limited production runs

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12
Q

Provide an example of the designer price point.

A

Barney’s, Neiman Marcus, Bergdorf Goodman, Henri Bendel, Fred Segal, Louis Vuitton, Chanel Giorgio Armani, Zac Posen

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13
Q

Branded

A

Products sold under a trademarked name to retailers that sell other branded products

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14
Q

How is the reputation of a brand communicated to consumers?

A

Through brand image, word mark and logo, product design, quality, marketing, promotion, distribution, and customer service

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15
Q

Brand strategy

A

Strategic plan for development of a brand to enable a company to meet its objectives based on characteristics and needs of the target customer and their lifestyle

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16
Q

Lifestyle brand

A

Expands beyond their origins in a single product category

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17
Q

Private label brand

A

Merchandise developed by a retailer to sell in their stores alongside branded products

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18
Q

What is the difference between a private brand and a private label brand?

A

A private brand is produced to compete with other branded products. A private label brand is developed by the retailer to be sold alongside other branded products.

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19
Q

Store brand

A

Merchandise is developed by a retailer under the same trademarked name as the sold; only private brand merchandise is sold.

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20
Q

Brand portfolio

A

Multiple brands offered by a company to increase marketshare

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21
Q

Provide an example of a brand portfolio

A

Gymboree, Gap, The Limited

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22
Q

Differential advantage

A

A company’s competitive edge such as lower price, superior quality, or unique product features

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23
Q

What are the steps of the design-driven product development model?

A

1) Problem definition
2) Research
3) Concept development
4) Design ideation
5) Refinement and selection
6) Implementation

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24
Q

What is involved in problem definition?

A

Defining what you are trying to accomplish; consider target customer, product classification, market segment, brand, price point, and season

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25
Q

What are the three categories of trends to use as research?

A

Environmental, consumer, and product

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26
Q

What influences are represented in environmental trends?

A

Mega trends and economic, social, political, and cultural trends

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27
Q

What influences are represented in consumer trends?

A

Demographic and psychographic; and cultural distinctions (when reaching out to other countries)

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28
Q

How can a company collect psychographic research?

A

Focus groups, surveys, the Internet

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29
Q

What influences are represented in product trends?

A

Competition and leadership (aspirational brands); past performers; and forecasted trends

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30
Q

What are the steps to defining the concept of the line?

A

Brainstorm based on research, then define the theme or mood of the line

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31
Q

What is involved in design ideation?

A

Development of styles

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32
Q

What are the steps of the supply chain?

A

1) Mills
2) Manufacturers
3) Retailers
4) Consumers

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33
Q

What is an inside shop?

A

A manufacturer owned and operated factory responsible for apparel from start to finish

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34
Q

What are the responsibilities of traditional manufacturers?

A

Typical inside shop

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35
Q

Contractor

A

An independent business hired to provide production services to manufacture entire garments

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36
Q

Outside shop

A

An independent contractor hired by a manufacturer to outsource one or more aspects of garment production

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37
Q

What are examples of outside shops?

A

Contractor, subcontractor, specialty contractor, CMT, and jobber

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38
Q

Specialty contractor

A

An independent contractor hired by a manufacturer to complete a portion of the production of a garment that requires special skills and equipment

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39
Q

CMT

A

Cut, Make, Trim; a contractor that completes all aspects of production to manufacture the garment

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40
Q

Jobber

A

An independent contractor hired by a manufacturer to outsource the production of entire garments or partially complete components.

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41
Q

What are the needs of the target market?

A

Aesthetic, expressive, and functional

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42
Q

What is the difference between creative design and technical design?

A

Creative design happens pre-adoption. It is used to develop ideas. Technical design happens post-adoption. It serves the purpose of refining the product.

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43
Q

What are the advantages of product development from the retailer?

A

Market differentiation, higher margins, greater control, and the advantage of a pull-through strategy

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44
Q

What is the merchandiser responsible for?

A

Conceptualization, planning, development, styling, and timing, and presentation of a market-oriented product line

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45
Q

What is the marketer responsible for?

A

Promotion, advertising, selling techniques, customer feedback, and strategies for growth

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46
Q

Why reach out to fringe customers?

A

Fringe customers could become core customers. They also make up a large part of the consumer base.

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47
Q

What are the three main market segments?

A

Niche, mass market, and multiple-segment

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48
Q

Niche market segment

A

Narrowly defined, specialized group

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49
Q

Mass market segment

A

Middle income, broad audience

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50
Q

Multiple-segment market

A

More than one target market

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51
Q

What are the three marketing objectives?

A

Market penetration, market development, and diversification

52
Q

What is the purpose of the marketing objectives?

A

Expand sales, identify new customers, develop new products

53
Q

What aspects are important to know for market positioning?

A

Purchasing criteria, perceptions of competing products, and product performance expectations

54
Q

What are the three factors that influence customers to buy?

A

Financial, social, psychological

55
Q

Consumer profiles

A

Descriptions of potential customers’ demographics and psychographics, as well as targeted price range

56
Q

Three groups of demographic data

A

Physical characteristics, social arrangement, key possessions

57
Q

Two groups of psychographic data

A

Social aspects (cultural, social class) and psychological (personality)

58
Q

Matures

A

Silencers; born 1909-1949; women stayed home to raise children; rich, big spenders

59
Q

Baby boomers

A

Idealists; born 1946-1964; save the world revolutionaries and yuppies; more accepting of social issues; retirement means more activity

60
Q

Generation X

A

Reactive; born 1965-1981; individualistic; single parents

61
Q

Generation Y

A

Echo boom; born 1982-Mid 90s; respectful of authority; driven to succeed

62
Q

Generation Z

A

Homeland/Net; born Mid 90s-2009; heavy spenders

63
Q

Generation Alpha

A

Born from 2010

64
Q

What are the various lifestyle segmentations to consider?

A

Generational cohort profiles, psychographic profiles, social issues, and demographic profiles

65
Q

What does product research involve?

A

Consumer preferences and product design

66
Q

What does market analysis involve?

A

General market trends and competitors/leaders in the marketplace

67
Q

What is brand DNA?

A

Distinctiveness, Novelty, and Attributes

68
Q

Why is brand DNA important?

A

It differentiates the product from its competitors.

69
Q

What are the top ten megatrends toward 2020?

A

Aging, globalization, technological development, prosperity, individualization, commercialization, health and environment, acceleration, network organizing, and urbanization

70
Q

Hue

A

The purest form of a color

71
Q

Value/luminance

A

Lightness or darkness of a color

72
Q

Saturation

A

Measures the purity of a color expressed by its sharpness or dullness

73
Q

Who are some industry leaders in color forecasting?

A

Color Association of the United States (CAUS), Color Marketing Group (CMG), International Colour Authority (ICA), Pantone Color Institute

74
Q

What are the merchandise categories in womenswear?

A

Sportswear, active wear, career, dresses, intimate apparel/lounge wear, formal wear, outerwear, and accessories

75
Q

What are the merchandise categories in menswear?

A

Sportswear, athletic wear, tailored clothing, furnishings, sleepwear, formal wear, and outerwear

76
Q

What are the merchandise categories in children’s wear?

A

Infant, toddler, sportswear, dresses, sleepwear, formal wear, outerwear, and accessories

77
Q

What are the merchandise categories in home?

A

Bedding, bath, accessories, window treatments, and floor coverings

78
Q

What are the three merchandise groups?

A

Separates, coordinated separates, and multi-piece styles

79
Q

What are the size ranges for womenswear?

A

Women’s, misses, junior, petite & tall, and XS, etc.

80
Q

What is the size range for women’s?

A

14W-24W (52)

81
Q

What is the size range for misses?

A

0-16 (20) even

82
Q

What is the size range for junior?

A

1-17 odd

83
Q

What are the size ranges for menswear?

A

Suits/jackets/coats, pants, furnishings, S, etc., tall/long

84
Q

What is the size range for suits, jackets, and coats?

A

32-50

85
Q

What is the size range for pants?

A

28-40 even

86
Q

What is the size range for furnishings?

A

Neck circumference/sleeve length

87
Q

What is the size range for S, M, etc. for men?

A

S, M, L, XL, XXL, XXXL

88
Q

What is the size range for tall/long, etc.?

A

Short, regular, tall/long, ex. tall

89
Q

What are the size ranges for children’s wear?

A

Infants, toddlers, children’s, girl’s, boy’s

90
Q

What is the size range for infants?

A

Preemie, newborn, 0-3, 6, 9, 12, 18, 24 mos.

91
Q

What is the size range for toddlers?

A

(1T) 2T, 3T, 4T (5T)

92
Q

What is the size range for children’s?

A

2-7, S, M, L, XL

93
Q

What is the size range for girl’s?

A

(6x) 7-16 (16x)

94
Q

What is the size range for boy’s?

A

2-24, husky

95
Q

What are the size ranges for home?

A

Twin, twin XL, full, double, full/queen, queen, king, California king, and standard

96
Q

Sample size

A

The middle of the size range; used to make garments fit as best as possible

97
Q

What is the selling period for basic goods?

A

52 weeks to a few years

98
Q

What is the selling period for trend right fashion goods?

A

8-13 weeks

99
Q

What are the needs of customers that are represented in the FEA Consumer Needs Model?

A

Functional, expressive, and aesthetic

100
Q

Balanced line

A

Planned and distributed in quantities the consumer will buy

101
Q

What is the typical ratio for tops to bottoms?

A

3 tops to 1 bottom

102
Q

What is the typical ratio for tailored to non-tailored?

A

1 hard to several soft

103
Q

What is Paros known for in terms of trend forecasting?

A

All around best for strong leaders for trends

104
Q

What is St. Tropez known for in terms of trend forecasting?

A

Resort and Spring/Summer casual trend leaders

105
Q

What is Milan known for in terms of trend forecasting?

A

High-style, understated chic leaders for trends

106
Q

What is Florence known for in terms if trend forecasting?

A

Menswear capital of the world

107
Q

What is London known for in terms of trend forecasting?

A

Classic tailored or funky/punk leaders for trends

108
Q

What is Amsterdam known for in terms of trend forecasting?

A

Strictly young and funky leaders for trends

109
Q

What are some evolving cities for trend spotting?

A

Berlin, Barcelona, and Antwerp

110
Q

What are some examples of trend forecasting services?

A

Sacha Pacha, trendstop, fashion trendsetter, Fashion Snoops

111
Q

What are some examples of trade publications?

A

WWD, DDi, View, VMSD

112
Q

Intrinsic cues

A

Internal to the product (styling, fit, fabrication, construction)

113
Q

Extrinsic cues

A

External to the product, still impacts consumer perception (brand, price, VM techniques, advertising)

114
Q

What are the five design elements?

A

Line, color, texture & pattern, silhouette, and shape

115
Q

What are the five design principles?

A

Proportion, balance, emphasis, rhythm, and harmony

116
Q

What do diagonal lines represent?

A

Movement

117
Q

What do horizontal lines represent?

A

Rest

118
Q

What do vertical lines represent?

A

Strength

119
Q

Metamerism

A

When fabric reads a different color under different lighting conditions

120
Q

What creates shape?

A

The silhouette of a garment

121
Q

Why do you want a variety within merchandise lines?

A

Customers have different body types

122
Q

What are the two different line planning approaches?

A

Merchandise-driven and design-driven

123
Q

Merchandise-driven product development

A

Garments are designed to fit a merchandise plan; design a specific number of garments per category

124
Q

Design-driven product development

A

There is an outline of garments per category; design many options and narrow down

125
Q

What are the three line planning methods?

A

Original designs, style modifications, and knockoffs

126
Q

What are the keys to successful silhouettes?

A

They must match aesthetic and performance needs of the customer, be producible at the targeted price point, and meet customer lifestyle needs

127
Q

How do you determine how many SKUs will be in a product line?

A

(Number of styles) x (number of sizes) x (number of colors)

Product Development (6 decks)

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