INTRO TO FASHION BUSINESS:

FASHION JOURNAL

BY: CRISTY MORENO

Table of Contents

Entry Topic Page Number

1. Women’s Wear Daily & Cosmetics P. 3

2. Fashion Business Article P. 5

3. Trends in Vogue Magazine P. 7

4. Fall 2013 Trends P.9

5. Hard & Soft Line Trends P. 11

6. WGSN vs. Hard & Soft Line Trends P. 14

7. Fabric & Color Trends P. 16

8. WGSN International Trends P. 18

9. Favorite Visual Displays P. 22

10. New Show Trend P. 24

11. Designer Collection P. 25

12. Career Descriptions P. 26

13. Fashion Don’ts P. 27

14. Ideal Career Opportunities P. 28

Entry #1:

Women’s Wear Daily & Cosmetics

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September 23, 2013

The article titled “Prestige Beauty Seen Losing Steam” summarizes what analysts in the

NPD Group have seen in the change in spending habits and how it is affecting the beauty

industry. The NPD Group is a company that provides market research through subscription

services. This group has seen that the way consumers are spending their money is changing. The

consumer doesn’t have less money; they just want to spend it on other things. Though the

beauty industry has had it’s gains this year with the makeup industry up 7% and the skin care

industry up 8% in the last year, the gains are not as high as they were in past years.

Studies have shown that people would rather buy multi-purpose products such as BB or

CC creams due to how functional and cheap they are. This leaves personal funds left for

“experience” purchases like vacations and dining out.

In my opinion, I understand the change in spending habits. I can see how experience

purchases can seem much more appealing now. I think that during the recession those kinds of

purchases weren’t really seen because they were so pricey, but now that the market is getting

better we want to spend our money in a better-rounded way. I also think that the change in

purchases could have been caused by the creation and popularity of BB and CC creams. These

products have cancelled the need for buying several things. Prior to these creams you had to

buy moisturizer, foundation, concealer and primer. Now that that’s all included in one product, I

can see how this affects the beauty market. Especially being a college student, I can understand

the need to ration money. College students and people in their 20s that are trying to pay off

loans and start new lives don’t want to spend all of their money on one thing. Furthermore, the

experience purchases are much more tempting now that they’re more attainable.

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Article: http://www.wwd.com/beauty-industry-news/prestige/prestige-beauty-decreasing-

yearly-gains-7168805?src=search_links

Entry #2:

Fashion Business Article

September 19, 2013

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In the New York Times article “Costume Designers for TV Have a Big Impact on Fashion”,

shares the connection between television costume designers and the rest of the fashion

industry. It recounts short narratives about Jenn Rogien; costume designer for Girls and Orange

is the New Black, Mandi Lane; now costume designer for Pretty Little Liars, Janie Bryant;

costume designer for Mad Men, and Eric Daman; costume designer for Gossip Girl and other

costume designers that have created their own memorable moments on television.

This article makes a point about how the modern TV costume designer has surpassed

popular movie costume designers because the medium can be acquired by larger audiences.

Long ago, the notable costume designers were from movies; women like Edith Head, who

dressed beauties Audrey Hepburn and and Grace Kelly.

Janie Bryant’s TV career has taken her so far that she now has designing deals with

Maidenform, Banana Republic and Brooks Brothers. Furthermore, costume designers such as

Bryant are represented by their own managers thanks to the new division of the Matchbook

Company.

This article is relevant because the costume designers work for current popular

programs and they are rewarded by having the chance to expand in the fashion industry. I think

that costume designers are important members of the fashion industry. Many people take

inspiration from their favorite shows and that’s how they know of current trends. In addition to

that, I think that costume designers are the gateway between what could be luxury designers

and all kinds of people. It’s a win-win situation for all; designers get to have their clothes seen by

millions of people, costume designers have more clothes to play with and the audience gets to

see awesome garments.

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Article: http://www.nytimes.com/2013/09/19/fashion/costume-designers-for-tv-have-a-big-

impact-on-fashion.html?_r=1&

Entry #3:

Trends in Vogue Magazine

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September 17, 2013

In Vogue’s “100+ Under $100: Vogue’s Guide to Affordable Fall Fashion”, there are is a

complete section of slides dedicated to what they call discrete bags. Though it is not an actual

article, per se, Vogue makes a point of displaying the season’s trends with minimal commentary.

These bags are best described as “simple, structured and easy-on-the-hardware.”

This trend is a major step back from previous years. For a while, we’ve seen the

popularity of statement bags; bold bags that contrast simple clothing. The current trend

continues with this year’s love of neutrals and utilitarian designs; designs that can be worn with

several pieces.

This trend is one of my favorites ever, and I’m glad everyone else has finally caught on. I

love the use of simple, easy clothing. The straightforwardness of the designs allows for people to

play around with their wardrobes because so many things can be paired together. Plus, it’s a

trouble free trend that everyday women of all ages can be comfortable with; and because of this

we can expect these “discrete” products sell well because of the wide target.

This trend can be seen all over the market place. Fast-fashion mega stores like Zara and

H&M primarily sell what are considered discrete bags; they’re of neutral colors with

uncomplicated designs. Marc Jacobs, Versace and Stella McCartney have also caught on to the

trend based on effortless designs and looks, and have displayed discrete bags in their fall ready-

to-wear collections.

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H&M Zara

Stella McCartney

Article: http://www.vogue.com/guides/100-under-100-fall-2013/

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Entry #4:

Fall 2013 Trends

My observation for the fall 2013 season is the recent popularity of ovoid coats. This coat

is best characterized by its wide collar and long lapels.

I came to notice these big coats because of my favorite fashion bloggers. From there,

I’ve been seeing them in lots of fast-fashion store and ready-to-wear lines. The design of these

coats or jackets makes it an easy to sport garment. Many ovoid coat designs include zippers that

can add to the usefulness of the coat. Also, the design is convenient enough that it can be used

in a variety of ways; from cropped leather jackets to long wool coats.

I’d say this trend is similar to last year because the coats can be seen in all kinds of

patterns, colors and textures. However, wearing over-sized clothing has really become popular

this year as opposed to last year.

Zara Chanel

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TopShop ASOS

H&M

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Entry #5:

Hard & Soft Line Trends

As I walked through the well-scented and homey-feeling Anthropology store that’s

located on State Street, I did as the syllabus advised and let the trends come to me. I knew I’d

see some adorable furniture and home goods so I looked around for patterns. What I discovered

did not come to much of a surprise. Since Anthropology makes a statement by using its earthy,

warm and neutral tones I found the use of these between both the clothing and the furniture.

This was evident by an olive green, leather couch and an olive green jacket. Though they were of

different patterns and over-all fabrics, the use of the warm green color sticks to the store’s

“earthy” vibe.

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After that, I spotted a trend with the mixing of light and dark neutrals. The beige color of their

leather couch, with the off-wite colored blanket paired well with the dark colored coffee table.

We can see how Anthropology used this mixing of color for their apparel as shown by these

dresses.

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Finally, the use of leather in the light and dark neutral trend was evident. The beige leather

couch from the previous trend and the Stone Leather Blazer were a good example of this leather

trend.

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Entry #6:

WGSN vs. Hard & Soft Line Trends

Attempting to connect the trends I saw at Anthropology with trends from WGSN was

easier said than done. Perhaps what I spotted at the retail store were not season trends, just a

trend within the store; after all, Anthropology with always be known for its warm colors.

However, I was able to find the use of these warm, earthy tones from this fall’s trends on WGSN.

Under the title of “Brushed Textures” was this olive green jacket by Jalouse from October of this

year.

Tackling the trend of light and dark was much easier. Though it wasn’t a completely obvious and

labeled trend on WGSN, I still came across some examples. One, a black leather cropped top

paired with a white skirt that was featured in Vogue Spain in September. Another is the picture

of the white coat with black inside that was featured in Elle China in October. The last was the

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beautiful photo of Kate Moss sporting an off-white fur turtleneck and a black skirt from Zoo

Magazine from this fall.

Found on WGSN:

http://www.wgsn.com/content/report/Buying_and_Sourcing/Buying/Autumn_Winter_2014_15

/aw_14_15_womenswear_buyers_briefing.html#fabric_finish

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Entry #7:

Fabric & Color Trends

A. Fabric trends:

Muted Felt – Flannel Wool – Paris Scale Quilt – Lurex – Paris Knit – Sheepskin – Taiwan

B. Color Trends:

Gray Black Beige

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Designers have been putting dark neutrals and off-white colors to good use in their

fall/winter 2013/2014 collections. Céline, Givenchy and Saint Laurent have used the colors

above for ready-to-wear collections for this season.

Gray – Céline Black – Givenchy Beige – Saint Laurent

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Entry #8:

WGSN International Trends

November 2013

Tokyo: A predominant trend in Tokyo this season is denim. It was mainly seen as a

reflection of workwear (overalls) or a sportier influence (casual denim jeans or

indigo jogger pants) both possibly accompanied by rips and DIY mending.

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China: Traditional villager styled clothing is popular. Loose fitting linens in neutral

colors are favored.

London: At Head of Charles rowing race a popular look among females was rugby

shirts. These shirts, originally fitted for males, are loose fitting and brightly colored.

I feel like the US (and any other country) can catch on to international trends

due to the fact that the internet along with social media can let us explore what is

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happening elsewhere within a moment’s time. The denim trend has caught on in the

US. In fact, a popular trend for most of this year was the coordinating of different

shades of blue with denim. Also, like in Tokyo, the US explored “old school”

workwear with overalls this year. Fast-fashion stores like H&M and Asos sold

copious amounts of their overalls this year.

Unlike Tokyo’s denim trend, China’s villager trend is a little harder to catch on

outside of its country of origin. Though the US doesn’t sport Chinese villager garb

exactly, we do see the increase in popularity of loose fitting garments. Several

retailers sold loose trousers like the pair below.

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Though I have seen males wear rugby shirts, I have yet to see enough females

wear it (enough so to make it a trend). I don’t think this is a trend that can be taken

on by the US. It makes sense for women in London to sport them; rugby is a popular

sport in Europe. However, the women of the US aren’t exactly familiar with rugby.

It’s not very popular here.

Found on WGSN :

http://www.wgsn.com/content/report/Buying_and_Sourcing/Buying/Autumn_Winter_2014_15

/aw_14_15_womenswear_buyers_briefing.html#fabric_finish

http://www.wgsn.com/content/report/Street_Shots/Youth/Asia/2013/

COARTSS13LijiangChinaYouthstreetshots.html

http://www.wgsn.com/content/report/Street_Shots/Juniors/North_America/Boston/

Head_of_the_Charles_2013/girls--trend-analysis.html

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Entry #9:

Favorite Visual Displays

Truth be told, I was not blown away by any window displays this year. I had hoped that

some stores might come up with innovative and chic ideas, especially with the holidays coming

up but I was only intrigued by new advertisements.

I really loved Gap’s new advertisement this fall, so I figured their “Make Love” motto

would help bestow a lovely visual display. Sure enough, Gap’s window display was simple, as per

usual, with small details and a positive, jolly message. There were lots of dark, neutral-colored

stripes, minimal touches of color and plenty of winter accessories.

The other retailer I thought had a nice window display was H&M. Though the store is

always crowded and stuffed with merchandise, I think that the fast-fashion retailer does a great

job with their mannequins. They’re styled in lovely ways and always inspire me. H&M’s holiday

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window display consisted of lots of black and white, dark neutrals and small touches of color;

similar to the visual display at Gap. I personally liked those two retailers because the dark

neutral trend is something I’ve taken on wholeheartedly.

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Entry #10:

New TV Show Trend

American Horror Story: Coven premiered this fall. Obviously, a show about witches will

mean one thing: black. Because this season is completely based on women, the fashion in the

show stands for all kinds of symbolism and even ties in to current/upcoming trends. Divisions of

good versus bad resulted in the use of black and white among the cast. The practice of the wild

and unknown resulted in the use of bright colors in a few specific characters. Still, I think the

trend that will emerge from this show will be the wearing of entirely black outfits; entire looks

made out of only black components. Black is already popular this fall. We’ve seen how it’s

paired with other dark neutrals and off-white colors, but a head-to-toe black look would take

this fall/winter season to the next level.

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Entry #11:

Designer Collection

My favorite design of the fall/winter 2013 season is from the Louis Vuitton Men’s Ready-

to-Wear line. The garments that create the wonderful look could be found at Saks Fifth Avenue;

Saks and Nordstrom sell Louis Vuitton products.

What I love about this design is that it’s secretly fun. Though from far away the jacket

might look just tan, up closer you can tell that it actually has a slight leopard print. The

sunglasses look vintage and chic, and the shoes are gray; a color of shoes rarely paired with a

suit. The gray suit was the perfect canvas for the rest of the outfit’s components.

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Entry #12:

Career Descriptions

Fashion Designer:

Fashion designers are the creators behind any fashion line; or anything else.

They are the ones who come up with the ideas, sketch them and carry out the process of making

sure that their idea is made. They can have a variety of jobs because they are the original

makers of the product. They can select materials and fabrics and can advise and guide others on

how they want their design made.

Fashion Buyer:

A buyer is someone that works for a retail company or a designer’s company

and is in charge of purchasing materials. A buyer needs to be conscious of current and future

trends, has to be outgoing and savvy enough to meet and negotiate with suppliers, be aware

company budgets and the needs of the designer.

Product Development Manager:

A product development manager is the individual that is in charge of the

creation of the design. They supervise their team on how to make the product the way the

designer wants it, what materials to use and are in charge of the whole “making” process.

Product development managers plan how the product can be made and carry out their plan.

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Entry #13:

Fashion Don’ts

1. Crocs: Not a very respectable type of shoe. It would be the equivalent of wearing house

slippers out and about; except worse. It takes the design of a sling back sandal and

morphs it into a chunky rubber shoe. It was fad a few years ago and its demise can

quickly after.

2. Velour Sweat Suit: Not visually appealing and are not conventional. The details and

decals on the suit don’t help its poor cause. After years of being popular among teens

and adults, it has finally reached the phase of obsolescence.

3. Wearing the Wrong Size: Wearing the wrong size of a garment can make what could

have been a great look into something not so pleasing. Sometimes certain products are

meant to cling to the body, however, if the silhouette is clinging to the wrong places

then it’s no longer appealing.

4. Velcro Sandals: A seasonal product that was once at the culminating stage of mass

acceptance. This 90’s casual trend is popular among those who have not realized that

that style is in its obsolescence stage. The design of the shoe is not attracting due to the

fact that the materials used make it look bulky.

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Entry #14:

Ideal Career Opportunities

Stylist: I like the thought of being an editorial stylist because I would really enjoy

collaborating with different people. Also, I think that working with a team of people

that can do a wide variety of things can help me learn different skills.

Buyer: I like spotting trends and seeing what has the possibility of becoming popular

in the future. Communicating with a designer(s) and suppliers, and working with a

budget would be something I could do with pleasure. Furthermore, I like being able

to choose from a variety of new designs and materials.

Visual Merchandiser: Setting up floor plans and displays is something I already like

and appreciate. I’d enjoy trying to figure out what looks sell the best and what floor

plans are most inviting. I see this position as something that requires lots of

observation and I think I would be very good at that.

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