Chapter – 9

Fashion Design and Merchandising

In this post we have given the detailed notes of class 12 Home Science Chapter 9 (Fashion Design and Merchandising) in English. These notes are useful for the students who are going to appear in class 12 board exams.

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Chapter 9: Fashion Design and Merchandising

Learning Objectives

• Understand the importance of fashion design and trade in the textile industry.
• Describe the basic concepts of fashion.
• Understand the knowledge and skills required to enter the fashion business.
• Discuss how students can prepare for a career in the fashion industry.

Introduction

• Fashion design and trade are exciting career options.  
• India has a long history of textile manufacturing, and the recent growth of the fashion design field has created new opportunities.  
• The fashion industry fulfils both creative and material needs.  

What is Fashion Business?

• Fashion business involves all processes related to raw materials, apparel production, and retail sales. 
• It also includes knowledge of textile manufacturing.  
• Fashion business helps determine what, why, and when a style becomes fashion.  
• It encompasses planning, buying, and selling.  

Basic Concepts of Fashion

• Fashion is a style or styles that are most popular in a given period.  
• Style is the distinct appearance or design of a garment or accessory.  
• Fads are short-lived fashions.  
• Classics are styles that never become completely obsolete.  

Evolution of Fashion

• Understanding the history of fashion helps designers make decisions about current and future fashions.  
• Fashion is a relatively new phenomenon.  
• The Renaissance period saw increased fashion change due to the exploration of different cultures and the availability of new materials.  

France as the Center of Fashion

• France’s dominance in international fashion began in the 18th century.  
• The French court played a major role in setting fashion trends.  
• The Industrial Revolution led to technological advancements in textile and apparel production.  
• The invention of the sewing machine made fashion more accessible to everyone.  

Fashion Cycle

• The fashion cycle describes how fashion changes over time.  
• It has five stages: introduction, rise in popularity, peak of popularity, decline in popularity, and rejection or obsolescence.  

Fashion Merchandising

• Fashion merchandising involves planning to ensure the right merchandise is at the right place, at the right time, and at the right price.  
• Merchandisers play a key role in the production, buying, promotion, and selling of fashion items.  

Target Market

• The target market is the group of consumers a merchandiser aims to sell their products to.  
• Understanding the target market helps focus sales and marketing efforts.  
• Market segmentation divides the market into subgroups with similar needs and preferences.  

Fashion Retail Organizations

• Fashion retail organizations have different structures depending on their size and target market.  
• Small single-unit stores are often owner-operated.  
• Department stores have separate sections for different types of merchandise.  
• Chain stores have the same brand and central management.  

Preparing for a Career in Fashion

• A strong understanding of fashion trends, analytical skills, and communication skills are essential for success in the fashion industry.  
• Fashion designers typically need an associate’s or bachelor’s degree in fashion design.  
• There are also degree programs in fashion merchandising.  

Job Opportunities in Fashion

• The fashion industry offers a variety of career opportunities.  
• Some popular fashion design careers include visual merchandising design, fashion design, set design, and interior design.

Key Terms

• Fashion: A style or styles that are popular at a given time.  
• Style: The distinct appearance or design of a garment or accessory.  
• Fad: A short-lived fashion.  
• Classic: A style that never becomes completely obsolete.  
• Couture: The art of designing and creating high-fashion clothing.  
• Mass production: The manufacturing of goods in large quantities using standardized designs and processes.  
• Fashion cycle: The process of how fashion changes over time, from introduction to obsolescence.  
• Fashion merchandising: Planning to ensure the right merchandise is at the right place, at the right time, and at the right price.  
• Target market: The group of consumers a merchandiser aims to sell their products to.  
• Buying houses: Companies that specialize in sourcing and purchasing goods for retailers.  
• Export houses: Companies that specialize in exporting goods to other countries.  
• Market segmentation: Dividing the market into subgroups with similar needs and preferences.  
• Retail organization: A business that sells goods or services to consumers.

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