Fashion Retail and PR - LE PEST C

Legal 

Common legal factors that are addressed in the fashion industry are workers rights and child labour laws. Activists that are outside of the company, from charities or interest groups, protest against the companies that are known for purchasing clothing from countries that are violating child labour laws. This negative publicity can have a huge impact on the company, especially they are small business. When trade embargo's are put in place this can ruin a company, blocking the company from using this country anymore for its purchases of clothing. Trade embargo's cause delays to work, meaning stores have to resort to going to other brands. 

Ethical 



Ethical problems in fashion are similar to the legal and political issues. Ethical issues cover things such as child labour, animal cruelty and pay rates. Fashion houses have to be very aware of what is ethically acceptable and what is no, to make sure they are staying within what is expected of them as a brand. Pushing ethical boundaries can be highly damaging to them as a Brand and can resort in the problems becoming politically incorrect, and legal action may sometimes be taken against the brand. 

Political 

Unions in the fashion industry can have a huge impact into the treatment of its employers. If the wages and medical benefits are worse than those in other industries then the unions will protest and picket against the company, this can cause a slow down in production, meaning a delay for retailers. Delays in garments can be highly damaging to a designer due to the fast pace of the fashion industry and collections having to be ready on time for various fashion weeks and seasons. 

Economic 

The economical state of the world can highly affect the fashion industry in both positive and negative ways. Boom periods in the economy mean higher sales, as consumers have more disposable incomes. Although recessions in the economy can have the direct opposite effect, significantly lowering sales. Retailers may be struck with large amours of stock and low funds as garments have already been paid for and not sold onto the consumer. Large sales occur in these times, causing a decrease in the profit made my companies. When consumers have less disposable incomes they will often shop for cheaper brands, this causes some retailers to sell the higher quality brands at a cheaper price to compete with this. 

Kayne at door of Celine show.

Social 

Social media in fashion is curtail, it is how brands connect with their target market. Twitter, Instagram, Facebook advertising and Youtube advertising has flashes of fashion running through them. Especially for new brands social media can highly boost the brands image. A brands image is how the public has perceived the brand from the information the media and the brand has given them. A brand image can be shattered over social media. Kanye West was turned away at the Celine LFW show, due to the brand not wanting him to be associated with them. Brand image can be affect by various things many linked to the social media. 

Technology

Technological factors in the fashion industry are the availability of resources, the demand from the consumer and the production of garments. A shortage of a certain material, such as fur and leather, can force retail companies to sell faux or other suitable materials that are worse quality. The price of cotton garments will rise when there is a shortage in cotton because the manufacturers are charging more for the more as the product is more desirable. Because of the fast growths in technology certain jobs in factories and plants that would have been carried out by an employee are now being carried out by machines that have been invented to replace then, this is cheaper for the company to run than paying an employee, this means that the employment rate in this industry can fall. 

Competitive Advantage

A USP (unique selling point) is key for a brand if it wants to become successful. A brand must have a USP to gain its competitive advantage above other brands, similar brands can become generic without a USP, a certain way a brand is portrayed can gain it the right kind of interest and customers. 

What is it to be a professional within Fashion Promotion?

Areas to consider when looking at becoming a professional in the Fashion Promotion industry are:

Anna Wintour
Editor of American Vogue

What qualifications may I need?

There are no qualifications that are absolutely necessary in the Fashion Promotion industry to become a professional, although certain qualifications that may help are:

Foundation Course (Specialising in Fashion Promotion)
BA Hons in Fashion Promotion
Textiles A-level
Art A-level
Short Courses linked to Fashion

The Fashion industry is not an academic one, therefore the skills you require can be learnt through experience or practice, not through academic teaching, many chose to enter the industry in this way.

What Attitudes should I have?

Mario Testino
World Renowned Fashion Photographer

Positive mental attitude
Ambition
Drive
Confidence
Tolerance
Keep an open mind

What Attributes do I need?

Industry Experience
Networking Skills
Contacts in the industry
Well Presented
Bilingual - Fashion is worldwide, speaking other languages as well as English may benefit you.

What is Fashion?

Where did fashion come from?

To have fashion you have to have clothing, when man kind started covering themselves this is where the idea of fashion was planted. Research shows that between 100,000 and 500,000 years ago clothing started to be worn by mankind. At first the materials consisted on plants, skins and bones, which were draped over the body and tied with vines etc. It was not long until the needle was created out of bone and skins were sewn together to create garments. The way garments were made became more complex from then onwards, with basket weaving, and then in the mid 1770s the first sewing machine was made, which really allowed fashion to thrive as it became easier to make, instead of sewing everything by hand. 

A sketch of the first sewing machine.

The first fashion trends usually were set by royalty and were controlled by the upper class. During the middle ages there were certain fabrics that royalty could only wear, and you would risk imprisonment if you were caught wearing them without the royal approval. 

Before the ready to wear ranges came out, and fast fashion was created, garments were made to fit for the individual. 

PRADA S/S14 Ready to Wear Collection

Where was the first centre of fashion?

King Louis XVI and Marie Antoinette accompanied by
their children and other aristocrats. 

King Louis the XVI was the first high profile individual to show an interest in Fashion. Louis transformed his court in Versailles into a flamboyant affair, making himself a fashion icon, and Versailles the centre of fashion. The gorgeous attire of the court of Versailles was made up of materials such as Gold cloth, one of the most desired fabrics that only the King and his favourites in the court wore, it was marked with edicts which allowed the less important individuals to have the thrill of wearing such materials. A heavy silk, Gros de Naples, was worn a lot in the court, covered in gold leaves, and red, violet and gold and silver flowers. Things such as feathers were also common in the court and with the extra wealthy, especially after Marie Antoinette set the trend of the featherhead piece. Jewels, lace, velvets, silks and furs were the main staples of what laces the aristocratic French men and woman of Versailles. 

The doll representing the ladies French
fashion. 

The fashion of the courts of Versailles started to spread over Europe when King Louis XVI sent out dolls to the other courts in Europe that showed the fashion of his court. The European courts then took inspiration from these and soon the European courts were also just as flamboyant and glamorous as that of Versailles. 

Why and When did the age of the designer occur?

Charles Fredrick Worst

Charles Fredrick Worth is known to be the first designer to label his garments. Born in Lancashire, Worth was known as the creator of Haute Couture. Worth built up his knowledge by working with textiles merchants in London, then took the chance to move to Paris in 1845, where he then worked for, Gagelin, a firm that sold textiles goods, shawls, and some ready made garments. He worked his way up in this firm making them their own dress making department, where he took his first official dress making role. 

One of Worst's early works, A Day Dress.

When the time of the French revolution came about Nepolian III and his Wife were set to change France into an imperial capital once more. The empress helped with Worth's success from the 1860's onwards. The demand for high quality and lavish goods was also reflected in the fashion of this time, this meant the Worst's career would lavish. Worth's designs are notable for his use of inspiration from historic dress, with lavish trimmings and exuberant fabrics. Worst is known for his attention to fit, making the body look beautiful, and although he still created one off pieces he was best known for his collections displayed at the House of Worth. 

Worth may not have been the first ever designer, although he is known as the Father of Haute Couture, he was the first designer to make a real impact into the fashion industry and create the age of the designer. Worst was appearing in fashion magazines in the 1870's which meant he was not only for the wealthy and royal, but his fame was now known by the women of less importance in society.