2014 Fashion Journal Introduction to Fashion Business
By: Monika Bickham
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Entry 1. Entry 2. Entry 3. Entry 4. Entry 5. Entry 6. Entry 7. Entry 8. Entry 9. Entry 10. Entry 11. Entry 12. Entry 13. Entry 14.
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Cosmetics Industry Business Publication Vogue Article Spring 2014/15 Observation Soft & Hard Line WGSN Trend x Entry 5 Fabric & Color Trend WGSN Global Trend Visual Displays TV Show Trend Firstview.com Career Description Fashion Don’ts Career Opportunities
Entry #1 Link: http://www.wwd.com.emils.lib.colum.edu/beauty-industry-news/people/ahamoment-laura-geller-spackle-7256790?module=beauty-industry-news-productspage-5 This article features makeup artist Laure Geller, and her creation of “Spackle” a makeup primer developed after working on Inside Edition’s Deborah Norville. While working on Norville’s face she paid attention to her client when she said “I hope you have more than makeup in your makeup kit, I need some spackle” and she took it as something to prepare the face for painting that would sooth it like a canvas. Spackle is a face primer lauched in 2004 made with “dimethicone to bind moisture to the skin and antioxidants like chamonmile, aloe vera and white tea extract to protect and soothe” which has now sold more than 1.3 million units. By paying attention to an immediate want/need of one of her clients, Geller was able to create a successful brand. Her “Aha!” moment was turned into a staple in the cosmetic industry.
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Entry #2 “Unemployment Drops to Lowest Since 2008, Retail Jobs Help” Link: http://www.accessoriesmagazine.com/94242/unemployment-drops-lowestsince-2008-retail-jobs-help#.U27sGIX3zys
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This article focused on how the unemployment rate in the United States has gone down and retail jobs helped in that number decreasing to its lowest since 5
the start of the Great Recession in 2008. According to the National Retail Federation “retail employment increased 28,000 in April from March and 241,000 year-over-year.” Because of the increase in available retail jobs, this summer is expected to “stocked and prepared” for the busiest retail season. This article is relevant because it discusses an ongoing issue of the job market and unemployment in the United States, and gives partial credit to retail stores for lowering the rate of unemployment. Since we’ve been working and doing research on different retailers throughout, this is a good example of how the stores we’ve been learning about are also providing people with jobs along with providing consumers with products.
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Entry #3 Link: http://www.vogue.com/magazine/article/the-seasons-best-fur-accessories-/# Dated: 10/25/2013
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This article features five examples of this spring’s colorful furry trend. Each example is short, written in a very conversational tone while still using proper descriptors of the product, photographers and designers. I like how it’s a fast read but is packed with information while still being relatable; it’s not overwhelming and makes a point to engage the reader. The difference between this fur trend and other fur trends I think is definitely the use of bright and pastel colors; it’s more youthful and fun and will attract a younger audience who probably otherwise wouldn’t wear fur. In the market place this trend is seen in cheaper materials, faux fur, and with bright fur-like materials.
These are examples of the bright fur trend influencing the marketplace; on the left is a sweater from Forever 21 and the right a sweater from ASOS.
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Entry #4
Spring 2014 Trends
Pastels designers showcased (from left to right): Jason Wu, Prabal Gurung & John Galliano Other designers: Burberry, Rebecca Taylor
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Sporty designers showcased: Tommy Hilfiger, Lacoste & Marc by Marc Jacobs Other designers: Balenciaga, Prada
Crop tops & Midriffs designers showcased: Dianne Von Furstenburg, Jill Sander & Michael Kors Other designers: Calvin Klein, Jil Gabanna
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Sander, Dolce &
Differences and Similarities to Spring 2013 In both S/S 13 and S/S 14 graphics and longer skirts were apparent. However with S/S 13 it was pencil skirts and now it’s fuller 1950s styled skirts. While S/S 13 showed a lot of hologram-like pieces, S/S 14 is more about metallic pieces and lots of pastels. Another trend that stayed the same between the two is the use of monochromatic garments and fringe.
Entry #5
While shopping at Carson’s the three trends I noticed that dominated both soft and hard line were: red/yellow/orange color combinations, blue color combinations and stripes. In hard line the red/yellow/orange color combinations were used with pots, pans, plates, cups and silverware and always displayed together showcasing the variety of colors. The blue color combinations in hardline often consisted of navy blue and a lighter blue and used on kitchen supplies such as: towels, plates, cups, and pans displayed next to each other like a sea of blue. There were also candles with blue color combinations. Stripes in hardline also appeared in the
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red/yellow/orange and navy/light blue color combinations on kitchen towels, candles, oven mitts and cup holders. In soft line the red/yellow/orange color combinations appeared on clothing usually floral-patterned dresses in a sprint-themed section, which was also bright yellow. I saw the blue color combination on floral-patterned blazers in the plussized section next to other floral patterned blazers. There were also floral blankets in the same blue color combination. Bright pink and orange stripes were incorporated on handbags on a glass display with floral handbags.
Entry #6 Below are examples of fashions based on trend reports from various S/S 14/15 shows on WGSN I think reinforces the three trends I spotted in the stores on entry #5.
Yellow/Red/Orange Color Combination
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Bold Bright Strips
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Blue Color Combination
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WGSN: http://www.wgsn.com.emils.lib.colum.edu/content/report/Colour/Colour_webinars/ ss_14_colour_update.html
Fabric Trends: Mesh, Sheer & Yarn
Mesh is commonly made from nylon (USA), spandex (USA) and is woven or knitted. Brands used: Band of Outsiders, Anteprima, Victor Dzenk
A transparent fabric commonly made from silk (China), nylon(USA) rayon (USA) and gossamer Brands used: Maria Filo, Yohji Yamamoto, Christian Dior 15
Yarns that are soft and fluffy in texture made with cashmere (China & USA), angora (China) and mohair(Turkey) Brands used: Ivana Helsinki, Michael Kors, Acne Studios
Color Trends: Pastels, Warm Reds & Metallics
Brands used: Laura Biagiotti, Massimo Rebecchi, Burberry Prorsum
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Brands used: J. W. Anderson, Chanel, Akris
Brands Used: CRZ & Yuma Koshino
Entry #8
South Korea: Urban Goth
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One trend emerging on the streets of South Korea is “Urban Goth,” which is described as “a cleaned-up 1990s-streetwear take on the goth look” that includes oversized cropped tees and sweatshirts, lots of layers that are usually also oversized and leather. I think the all black look is classic, but I don’t see it much in the United States right now. Now everything is pastel and it makes sense that Asian wearers are on a different aesthetics altogether since the pastel look was adopted from East Asian women; they may once again be the trendsetters. Photos: Woman at Seoul Fashion Week, CRES. E DIM. A/W 2014/15, Seoul Fashion Week Japan: Sporty & White
Another trend popping up in East Asia is all-white sporty pieces, with some monochromatic looks thrown in for S/S 2014 and A/W 2014/15. This sporty look has been seen on various global runways, but the U.S take on the trend is incorporating pastels and brighter colors.
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Photos: Opening Ceremony & adidas S/W 2014, man at Shibuya Fashion Festival, and Drop Tokyo street shot
China: A/W Black, White & Grey
China’s Mercedes-Benz fashion week wrapped up all the trends emerging in East Asia from layering to oversized garments to its strict color palate of black, white and grey. A/W fashion usually features some kind of layering, however the looks featured incorporated a lot of sheer, ruffles and asymmetric hemlines. Photos: BANXIAOXUE, Asahi Kasei, Rosemoo
Entry #9
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JC Penny
Both of these displays are from JC Penny. On the left is a display for Mother’s Day which features Marc Jacobs and Dior fragrances and states “The exhilarating gift of beauty. This Mother’s Day, thrill her with out most uplifting collections.” What I like about this visual display is the use of colors and incorporating spring with more than just floral but butterflies. It’s eye-catching and presents a new way to advertise Mother’s Day gifts. On the right is the visual display/area of JC Penny’s MNG collection. I love how it’s completely different from the rest of the store and is modern witch a goth-like edge. There are also black chandeliers hanging in this area. Every time I visit JC Penny I make sure to visit this section, and the clothing reflects the display having a more modern and sophisticated look. Carson’s
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On the left is where Carson’s had its latest junior’s clothes for spring. Last time I came in here this section was completely white, but it was transformed to express a more springtime feel. I like the use of the bright yellow floor, and youthful atmosphere of this entire section. On the right is the opening to the Men’s section, which was simple, but simple enough to attract customers. Carson’s is a department store that’s already busy and a bit cluttered, I feel like a greater or grander display would probably annoy customers.
Entry # 10
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So the new TV show I watched was ABC’s newest drama Black Box that premiered on April 24th, and follows the life of Dr. Catherine Black, a respected neurologist with bipolar disorder. She however keeps her disorder a secret and sees a psychiatrist since she decided to go off her meds because she doesn’t like them. Is she really a doctor? The Pilot episode dragged and was weird, and I highly doubt I’ll continue watching. One thing I did notice while watching is Catherine’s love affair with casual knits when she’s not in doctor gear or flying or dancing.
There are a lot of loose knit sweaters, oversized shirts and jeans. Catherine’s everyday style is casual, comfort and a dash of trendy (check out the pink pastel knit sweater!)
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Entry #11
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Designer: Lolita Zurita Hannud Collection: Women’s Season: Spring/Summer 15 Ready to Wear Retailer: I could see this collection in a boutique or certain pieces in a younger urban retailer like Topshop. What do you like about this particular design? There’s something sophisticated yet playful about this design; the large ruffles are very feminine, but the pattern gives it an edge. I was also attracted to the color palette. The wearer of this design should definitely be out dancing the Samba afterhours.
Entry #12
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Fashion Designer: A fashion designer is responsible for creating clothing for his or her own clothing line, movies, theaters and or television. They create designs by hand sketching or digitally where the construct every detail of the garment such as fabric, cut, color etc. They are also involved with every part of production. Some fashion designers work for specific design companies or retailers where they produce clothing that fit the company’s aesthetics and target costumer. Other fashion designers work freelance on a client-by-client basis.
Fashion Buyer: A fashion buyer relies on consumer knowledge and knowing exactly what type of products consumers are looking for in the right place. They must stay up on current and future trends so they are able to market for whichever retailer he or she is working for. Fashion Buyers must select what clothing and accessories that fits the physical, mental and financial breakdown of the store’s customer.
Product Developer Manager: A product developer work with the fashion designer to “develop” the products/garments; this includes finding new and proper fabrics for a garment and working with the production of the fabric from color to cut and cost. They also play as a middleman to retailers and merchandisers by making sure the right amount of products are distributed at the right price in the right place. Entry #13
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Since I’m not exactly one to tell people what they should or should not be wearing simply because I don’t like it/wouldn’t wear it. I’m all about using fashion as a form of expression and if you want to express yourself wearing Crocs 24/7 who am I to say otherwise… So here are my 4 fashion don’ts!
1. Don’t be a brand snob
There are people out there who honestly believe name brand clothing=fashion or a sense of style. Fashion isn’t always about the prominent and the wealthy, sometimes those who are “at the bottom” are the ones creating new fashions and inspiring the big names (hello trickle up!) A sense of fashion and a sense of style is all about creativity and having an eye for what looks good together, and that may mean pairing a blouse from Goodwill with a Chanel skirt.
2. Don’t think fashion is only for thin people
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Gone are the days where the only visibility for a stylish woman was a thin/petite woman. No hate towards thin/petite women, it’s just nice seeing a variety of bodies being comfortable in their skin and rocking trends. Plus-size fashion has come a long way from oversized garbage bags to more form-flattering silhouettes and less animal print (though we could use a lot less animal print.)
3. DON’T WATCH FASHION POLICE!
A show filled with fashion bullies policing people for their personal style, bodies and other physical features? No thank you!
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4. Don’t forget to “Treat Yo Self”
Donna and Tom from Parks and Recreation had it right when they created “Treat Yo Self Day,” which as you can see applies to clothing and fashion. I know we’re not all made of money and can’t always (or ever) buy the latest and pricey fashions, but in the spirit of “Treat Yo Self” I’ve remembered the age-old concept of saving. If you want that black Daphne 2 Crossbody Jason Wu bag save a little here and there and once you’ve collected all the funds needed… treat yo self.
Entry #14
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Fashion journalist Since I’ve already have experience with the world of journalism, more specifically magazine writing and editing, I have the tools needed to report and write on various subjects. I’ve always been interested in fashion and women’s fashion magazines in general and I feel with what I’ve learned at Columbia in not only my major but in this class, I could handle a fashion beat or career as a fashion journalist. Blogger I’m sure the jury is still out on whether or not blogging is an actual career (and what makes it different from journalism?) but I think it’s possible to create a career and build a platform through blogging. There are certain bloggers I know of who’ve built careers off of their blogs such as Gabi Gregg of GabiFresh and Marie Denee of TheCurvyFashionista. Blogging differs from journalism in the fact that you can input opinion whereas it’s important to remain unbiased in journalism. Plus-Size Fashion Designer I reference and talk about plus-size fashion a lot, mostly because I follow the industry probably more than I do the overall fashion world. As a plus-sized woman and shopper I’ve noticed the lack of clothing options when It comes to plus sizes, whereas straight sizes are filled with countless options that are always cuter and cheaper. I’m also 5’11 and have the hardest time finding skirts that don’t stop at my upper thighs and pants that are long enough. I’m currently in the
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process of learning how to sew, and would like to someday be able to create clothes for myself and maybe other women.
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