Professional Documents
Culture Documents
Module1 - Fashion and Luxury
Module1 - Fashion and Luxury
FASHION &
LUXURY
COMPANIES
Module 1
M1 - Content Fashion &
Luxury
2
M1 - Content
Fashion
3
Someone
said… What is
Fashion
“
“We live not according to reason,
but according to fashion”
Seneca, philosopher,
mid-1st century AD
4
Someone
said… What is
Fashion
“Fashions fade, style is eternal”
Yves Saint Laurent, French fashion designer
1936-2008
”
1939
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Someone
said… What is
Fashion
Ralph Lauren: In His Own Words
LINK
LINK
VIDEO VIDEO
VIMEO
YOUTUBE
7
The fashion
cycle
New Trends
The Trickle-Down Theory: An Example
8
The fashion
cycle
New Trends
The Trickle-Down Theory: The Literature
9
Inspiration
sources
New Trends
How New Trends Are Generated
Socio-
cultural
trends
Tech
Innovation
Macro
Media Fashion
& Arts Trend
Designer
Creativity
Pipeline
10
Inspiration
sources
New Trends
Socio-Cultural Trends
11
Inspiration
sources
New Trends
Technological Innovation
Gore-tex ®
Vibram ®
microfiber
eco leather
etc…
12
Inspiration
sources
New Trends
The Fashion Pipeline
WOOL Knitting
WOOL spinning yarn
DIRECT SALE
YARNS and
Part of
FABRICS
FARMING knitting
Knitting
and COTTON Cotton
COTTON mills
AGRICULTURE spinning yarn
Knitted
fabric KNITWEAR
STOCKINGS
DISTRIBUTION
SILK Prepara
tion for Orthogonal Orthogonal Apparel
Silk yarn fabric making APPAREL
SILK weaving
weaving
TEXTILES for
FURNISHING
Process Processes
ed for for non- Varied
CHEMICAL MAN MADE Other fabrics
INDUSTRY FIBERS technic yarns textile yarns
OTHER
al yarns and fabrics INDUSTRIES
TEXTILE CLOTHING
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Inspiration
sources
New Trends
Trade Fairs
EXAMPLE
SEPT 2013 Fashion Show
SS2014
COLLECTION FEB 2013 Textile Fair
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Inspiration
sources
New Trends
Designer Creativity
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Lifestyle
Dream Factor
and Media
System
Fashion is About Dream Factor
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Designers
Dream Factor
and Media
System
Fashion is About Designers
17
Designers
Dream Factor
and Media
System
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Designers
Dream Factor
and Media
System
The Designer in Fashion and Luxury
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Media Dream Factor
system
and Media
System
Designers themselves are a very powerful
communication tool however, to be successful as
such, they need the support of the whole media
system
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M1 - Content
Luxury
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Key
concepts What is
Luxury
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Vocabulary What is
Luxury
Luxury is a Multifaced Concept
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Luxury
As a Product
Worldwide Luxury Market
Legenda: Bain & Company, in cooperation with Altagamma - the flagship trade association for the Italian luxury goods
industry - has analyzed the market and financial performance of more than 250 of the world’s leading luxury goods
companies and brands. The database of companies, known as the ‘Luxury Goods Worldwide Market Observatory,’ has
become a leading and much studied source for the international luxury goods industry.
Luxury As Know
How
Meaning of Craftsmanship
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Luxury As Know
How
Craftsmanship
Chanel
LINK
VIDEO
Fendi
A fur story
LINK
VIDEO
Louis Vuitton
Savoir-Faire
Leather Goods
LINK
VIDEO
Salvatore Ferragamo
Women’s shoes
The use of original materials
was a hallmark for Ferragamo
LINK
VIDEO
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Luxury As a
Business
The Business of Luxury
Maintaining control of
the distribution and retail of products, selective/
exclusive distribution,
is critical to the brand building and
economic success
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Luxury As a
Business
Size of the Personal Luxury Goods Market
34
Luxury
As a Culture
Comitè Colbert
www.comitecolbert.com
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Luxury
As a Culture
Fondazione Altagamma
www.altogamma.it
36
Luxury As a
Customer
Customers’ Classification
Not all luxury customers are HNWI > high net worth
individual
New money
Good life standards
Edonistic purchases
Exceptional purchase
consumer
(gift)
Mass
Aspirational life
standards
Impulsive purchase
Luxury Shoppers %
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Luxury As a
Customer
Different Attitudes and Interests
38
What Luxury
is not
What Luxury is not (and should not be)
> an object
> completely replicable
> vulgar
> expensive
> easy
> democratic
> fast
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