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NCERT Class 12 Home Science Chapter 9 Fashion Design and Merchandising
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Fashion Design and Merchandising
Chapter – 9
| PART – ⅠⅠ HUMAN ECOLOGY AND FAMILY SCIENCES |
| Unit – IV Fabric and Apparel |
Review Questions:
1. Outline the major developments in fashion.
Ans: Fashion moves in a cycle. The way in which fashion changes is described as a fashion cycle. The stages of fashion cycle include introduction, rise, culmination and then decline in acceptance of a style. It is represented by a bell shaped curve of time and sales.
(i) Introduction of a Style: Designers interpret their research and creative ideas into apparel and then offer the new styles to the public. Designs are created by changing elements such as line, colour, shape, fabric and details, and their relationship to one another.
(ii) Increase in Popularity: As the new fashion is purchased, worn and seen by many people, it may begin to rise in popularity.
(iii) Peak of Popularity: When a fashion is at the height of its popularity, it may be in such demand that many manufacturers copy it or produce adaptations of it at different price levels.
(iv) Decline in Popularity: Eventually so many copies are mass produced that fashion-conscious people tire of the style and begin to look for something new. These declining styles are put on sale racks in the retail stores.
2. Identify and explain the various stages of fashion cycle.
Ans: The various stages of fashion cycle are mentioned below:
(i) Introduction of a Style: Designers interpret their research and creative ideas into apparel and then offer the new styles to the public. Designs are created by changing elements such as line, colour, shape, fabric and details, and their relationship to one another.
(ii) Increase in Popularity: As the new fashion is purchased, worn and seen by many people, it may begin to rise in popularity.
(iii) Peak of Popularity: When a fashion is at the height of its popularity, it may be in such demand that many manufacturers copy it or produce adaptations of it at different price levels.
(iv) Decline in Popularity: Eventually so many copies are mass produced that fashion-conscious people tire of the style and begin to look for something new. These declining styles are put on sale racks in the retail stores.
(v) Rejection of a Style or Obsolescence: In the last phase of the fashion cycle, some consumers have already turned to new looks, thus beginning a new cycle.
3. What do you understand by the term fashion merchandising?
Ans: Fashion merchandising refers to the planning required to have the right merchandise, at the right time, at the right place, at the right price and with the right sales promotion. If all these conditions are planned, one can achieve maximum profits.
(a) In manufacturing, a fashion merchandiser makes significant input on the types of fabrics used to make a piece of clothing. Having a strong historical and socio-cultural understanding of the fabrics helps change a designer’s vision into reality. By applying the knowledge about fabric and clothing construction, a fashion merchandiser takes a designer’s piece and finds the best way to manufacture the item, at the same time taking things like price and target market into consideration.
(b) Buying becomes part of fashion merchandising when a merchandiser buys fashion items to be presented in a store. A fashion merchandiser must be aware of the target market for the fashion item and also be very well-versed in fashion trend analysis and forecasting. This allows for more accurate ordering. A fashion merchandiser working with a designer will once again offer expertise to the designer on textiles and fabrics.
4. Describe various levels of merchandising?
Ans: The various of merchandising aer mentioned below:
(i) Retail Organisation Merchandising It is a specialised management function within the fashion industry. It is the business that moves the fashion world from designers’ showroom to retail sales floor and into the hands of consumers. It is achieved by the internal planning that takes place within a retail organisation. It ensures that adequate amount of merchandise are on hand and sold at prices that the consumers are willing to pay to ensure a profitable operation.
(ii) Buying Agency Merchandising provides services for goods buying consultancy. Buying agency acts as procurement office for the buyers. Selling through buying agencies is profitable for exporters as it helps in significant cost and time saving. The responsibility of the buying agent is to identify vendors, negotiate costs, check in-process quality, and perform pre-shipment quality inspection. They keep a regular control over quality during production process.
(iii) Export House Merchandising: To understand this it is best to understand the role of a merchandiser in an export house. There are two types of merchandisers in an export house the buyer merchandiser and the production merchandiser. The buyer merchandisers act as a link between the buyer and the manufacturer. They have the responsibility of ensuring that the product is developed as per the requirements of the buyer. So they have the responsibility of sourcing, sampling and communication with the buyer. The production merchants on the other hand, are a link between production and buyer merchants. They have the responsibility of ensuring that the production goes according to the schedule and requirements of the buyer.
5. ‘To interpret consumer demand one should understand target market and customer motivations’. Elaborate.
Ans: ‘To interpret consumer demand one should understand target market and customer motivations’ are mentioned below:
(i) Visual Merchandise Designers: They are mainly responsible for designing window displays, arranging store merchandise, creating props and accents, organising clothing placement, styling mannequins, and spearheading marketing campaigns.
(ii) Fashion Designers: Those working as fashion designer professionals are typically tasked to create designs for clothing and apparel. Some work with popular fashion designers while others manage their own fashion labels.
(iii) Set Designer: As the name implies, set designers are primarily assigned to conceptualise designs needed for movies, television and theatre productions. Their styles and designs must always be in line with what the script or the director requires. Some set designers produce unique set designs for trade shows and museums.
(iv) Interior Designer: The main goal of interior designers is to perfectly combine form with function. Their primary function is to introduce interior concepts that will increase the beauty, safety and functionality of a particular space or area. Interior designers work in a variety of settings including retail stores, residential homes, offices, hospitals, hotels and many more.
6. Enumerate the knowledge and skills that a fashion designer and merchandiser must possess.
Ans: A fashion designer and merchandiser must possess a diverse range of knowledge and skills to excel in their respective fields. A fashion designer requires creativity and a strong sense of aesthetics to craft unique and appealing designs. They must have a deep understanding of fabrics, textiles, and their properties, along with proficiency in sewing, draping, garment construction, and computer-aided design (CAD) software. Designers should also have knowledge of color theory, fashion history, and emerging trends to stay relevant. Business acumen, problem-solving abilities, and an understanding of the target market are crucial for developing commercially viable designs. On the other hand, a fashion merchandiser must be skilled in market research, trend analysis, and consumer behavior to ensure the right products are available at the right time. They need expertise in inventory management, sales strategies, and visual merchandising to create appealing displays and drive sales. Strong negotiation skills, an understanding of supply chains, and the ability to analyze sales data are also vital. Both roles require excellent communication, teamwork, adaptability, and a passion for fashion to thrive in the dynamic industry.
7. What advice would you give to your friend who wants to pursue fashion designing and merchandising as a career?
Ans: “The fashion world is exciting, but it’s also competitive. To succeed, focus on developing a strong foundation in design principles, sketching, and pattern-making. Consider pursuing a degree in fashion design or a related field. Build a strong portfolio showcasing your creativity and technical skills. Gain practical experience through internships, freelance work, or even starting your own small projects. Network with industry professionals, attend fashion shows, and stay updated on the latest trends. Embrace feedback, be persistent, and always strive for originality. Remember, passion and dedication are key to making it in this dynamic industry.”
