Menswear CH10

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Yes it is relevant to you! It is around a $2.4 billion industry and a fast growing market sector.

Transcript of Menswear CH10

Page 1: Menswear CH10

Yes it is relevant to you! It is around a $2.4 billion industry and a fast growing market sector.

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The Secondary Level: The Producers of Apparel

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Chapter 8Men’s Apparel

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Key Concepts

• The history of the menswear industry

• Categories of men’s apparel• Roles of brand names and

designer names in the marketing of menswear

• Advertising and promotional activities in the marketing of men’s apparel

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History of the Men’s Apparel Industry

•Birth of Ready-to-Wear•Role of the Industrial Revolution•Mid- to Late 1800s •1920s Daytime and Evening suits

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History of the Men’s Apparel Industry

•Trends in the Twenty-First Century •The historical “power suit”

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History of the Men’s Apparel Industry

•Acceptance of Ready-to-Wear in the Twentieth Century•Casual clothing

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History of the Men’s Apparel Industry

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History of the Men’s Apparel Industry

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Organization and Operation of the Industry

• Size and Location of Manufacturers

• Dual Distribution• Designing a Line• Market Segments

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Organization and operation of the industrySize and Location of

Manufacturers

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● Greatest number of menswear manufacturers in mid-Atlantic states

● But this center is moving, the west coast manufacturers are growing

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Organization and Operation of the INdustryDual Distribution

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Organization and Operation of the Industry

Designing a line

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● First American designers were Oleg Cassini, John Weitz, Bill Blass, and Ralph Lauren

● The “Big Four”: Ralph Lauren, Calvin Klein, Donna Karen, Tommy Hilfiger

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Organization and Operation of the Industry

Market Segments

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Five main segments:

1. Tailored Clothing2. Sportswear3. Activewear4. Contemporary

Apparel5. Bridge Apparel

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Merchandising and Marketing

• Advertising • Trade Associations

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● Producer began advertising in the late 1800s● To establish contact with retailers● Long term retail accounts

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Advertising

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Trade association

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● Major publicity efforts, under taken by trade association

- sponsor markt week, trade show, promotions● largest number of permanent showrooms located

in NYC (largest market center)● Regional markets; Chicago, Los Angeles, Dallas● Trade association supports menswear industry

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Trade association

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MAGIC(Men’s Apparel Guild of California)- Every February and August, in Las Vegas

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Trade association

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Big and Tall Association- 2 major buying shows per year in conjunction with the

Chicago Collective at the Merchandise Mart in Chicago, Illinois

- premier buying organization for Big & Tall menswear since its founding in 1972

- Spearheaded by the visionary Paul Daube and a handful of innovative menswear retailers at a meeting in Philadelphia, PA, the organization became known in our industry as The Daube Group, and was headquartered in the Chicago area.

- Paul Daube died unexpectedly in May 2007.

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Industry Trends •Specialty Trends in Retailing •Style and Lifestyle

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TREND FOR MENS BLAZER

ALL-SEASON NAVY WOOL SUIT

● For every occasion from evening out to job interview,

● Choose breathable wool to carry through cold winter night and swampy summer day

● Single breasted, two-button closure

* Don’t button the bottom button

Ludlow trveler suit jacket $450by J. CREW

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TREND FOR MENS BLAZER

SPRING-SUMMER KHAKI COTTON SUIT

● Classic color ● match a slim suit pants and

brown leather shoes for office

● Put on patterned short pants and white sneakers for casual weekend

Italian cotton Benton suit jacket $698by Jake Spade

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TREND FOR MENS BLAZER

DOUBLE-BREASTED SUIT

● more trimmed, more comfortable

● stripped of its padding to hug the shoulder

● formal English look

Prince of Wales check suit $788by Boglioli

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TREND FOR MENS BLAZER

GREY FLANNEL SUIT

● rebellious, stylish and still versatile

● throw on white shirt and black knit tie for perfect nine-to-five look

● layer on a sweatshirt on weekend

● a symbol of freedom now

Lazio light grey plain suit $499by Suitsupply

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TREND FOR MENS BLAZER

The TUXEDO

● good investment, can be wears for years

● black is solid bet and blue is novel

● Go for peak lapels or a shawl collar

● Avoid flapped pockets ● Make sure it closes with one

button

Navy slim-fit wool and mohair-blend shawl-collar tuxedo jacket $1,995by Kingsman for Mr. Porter

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Shopping Analysis: Anna EXPRESSMEN

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● Target Consumer: Men age range between 18-25. A large spend for a young man to spend on a blazer. Some college.

● Position in Fashion Cycle: Staple piece in mens wardrobe.

● Mood of Store: Pleasant, not too chaotic, store was neat and easy to navigate.

● Fixtures: Arranged successfully to show range of garments available. Also mix and matching options.

● Lighting: Places strategically on clothing. Highlighting mannequins ● Sales Help: Very helpful and not too intrusive.● Accessibility: Easy and surrounding clothing had good matching options.

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● Item: Blazer● Fabric Content: 98% cotton

2% Spandex Lining 100% Polyester

● Designer: ExpressMen● Country of origin: China● Retail price: $178● Quality: Comfortable and

durable. No threads or wear visible. Display impressive and neat.

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Shopping Analysis: Anna EXPRESSMEN

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Shopping Analysis: jessica ACNE STUDIOS

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● Targeted Consumer: Men, age between 25~35, who seek for style and good quality

● Position on Fashion Cycle: at stage between rise and peak

● Mood of Store: much like displaying art piece in gallery.

● Fixtures: highly organized, each garment only place one item on shelf

● Lighting: soft, not too bright ● Sales Help: professional, polite ● Accessibility: customers need

to ask for sales person to check on display garment

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SHOPPING ANALYSIS: JESSICA ACNE STUDIOS

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● Item: Blazer● Fabric Content: 100% Wool● Designer: Jonny Johansson● Country of Origin:

Stockholm, Sweden ● Retail Price: $800● Quality: Handwoven in the

outer Hebrides from Harris Tweed. The hand is soft and smooth.

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Shopping Analysis: aram ALL SAINTS SPITALFIELDS

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Shopping Analysis: aram ALL SAINTS SPITALFIELDS

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● Targeted Consumer: Men, age between 25-40, who seek for modern and edge style● Position on Fashion

Cycle: Rise● Mood of Store: Whole

store feel like factory. Didn’t change much of the original structure. Brick walls and steel frame

● Lighting: Dim, indirect lighting● Sales Help: Kind but not interrupting ● Accessibility: Not much organized except accessories(bags,

wallets). Customer need to go around the whole store to find what they want unless they ask for help

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SHOPPING ANALYSIS: aram

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● Item: Blazer (Taunton Blazer)● Fabric Content: 73% Wool, 33% Viscose● Designer: All saints● Country of Origin: China● Retail Price: $415● Quality: Cut from a fine

blend of wool for a thick and soft feel

● Note: Inspired by workwear attire, detailed with a foldover collar and patch pocket.

ALL SAINTS SPITALFIELDS