part 1

Question 1

What is fashion business?

Answer 1

The link between creativity and professionalism

Question 2

Describe the trickle down theory.

Answer 2

The trickle down theory states that fashion moves vertically from upper social classes to lower social classes. Where each social class in influenced by a higher social class. The diffusion remains dynamic in two ways. Firstly in how the lower social classes seeks to establish status by adopting fashion from a higher social group. And secondly in how the higher social groups adopt new fashion in order to differentiate themselves. This drives fashion forward in a continual change and innovation. For the lower classes a product may be too expensive in the beginning. This product will eventually fall in price until it is inexpensive enough for the lower income groups to purchase it.

Question 3

Describe the bubble up theory.

Answer 3

The bubble up theory is the opposite of the trickle down theory. Thus, this theory states that fashion goes from lower social classes to higher, when street style from the lower social groups later gets adopted by the higher social groups.

Question 4

Which are the main groups in the fashion industry?

Answer 4

• Womenswear
• Menswear
• Childrenswear
• Accessories

Question 5

State the main facts about the womenswear?

Answer 5

• The main sector and broadest market.
• Very segmented.
• Extremely competitive.
• The most creative and prestigious part of the market.

Question 6

How is menswear compared to womenswear?

Answer 6

• Much smaller market.
• In general higher quality and higher priced.
• Less varied product categories
• More conservative
• Earlier calendar

Question 7

State the main facts about the childrenswear?

Answer 7

• Design can be just as sophisticated as women or menswear, despite the persistence of a more traditional approach to shapes and colours.
• Same calendar as womenswear
  High safety and hygiene protocols
• Ergonomic aspect (openings, wideness)
• Segmented by age(colour determines gender)
• Many designers have a brand extension (Baby Dior, Burberry Kids, Armani junior, Gucci, Ralph Lauren, etc.

Question 8

How is the fashion system of women built?

Answer 8

Haute Couture → ready to wear (classical, minimalist, demi couture, trendy, casual, avant garde, 2nd lind) → Fast fashion (classical, minimalist, casual, trendy)

Question 9

State the most important facts about the haute couture?

Answer 9

• Haute Couture represents the highest level of the fashion pyramid.
• The official Haute Couture members are now only about 10, plus some membres invités.
• Huge production costs / very small incomes
• Huge impact on the brand image therefore the investment is well worth it.

Question 10

Which are the criterias to obtain the membership to􏰀 Maison de Haute Couture􏰁 based on Charles Frederick Worth 1868?

Answer 10

1. permanent staff of min 15 employees.
2. presentation of collections twice a year (minimum 35 pieces), including both day-and eveningwear.
3. presentation of garments on a minimum of 3 mannequins.
4. presentation and sales of the collection at directly owned offices, in a dedicated salon.