Apparel Product Development

Preface for Students and Others Interested in Fashion ix Preface for Instructors xii Acknowledgments xiv Unit 1 The Fashion World versus the Real World 1(104) So You Want to Work in the Fashion Business? 3(11) Segments of the Garment Industry: Where the Jobs Are 14(25) Changes in Today's Fashion Industry---Whose Label Is It Anyway? 39(18) The Customer: Different Generations, Different Motivations, Different Clothes 57(13) How Much Do Customers Spend and What Sense of Style Do They Have? 70(18) Where Are Customers Buying Their Clothes? 88(17) Unit 2 The Product Development Process 105(174) Research: Putting Out Fashion ``Feelers'' 107(39) Fashion's Triangle of Balance: You Can't Sell Granny Bloomers to Baby Boomers! 146(9) Building the First Design Ideas: Don't Lose That Thought! 155(16) Going from Planning to Costing: Squeezing Out Those Pennies 171(30) Line Building: From Specs to Samples 201(34) Production: Go, Team, Go! 235(23) Selling the Line: How Final Is the Sale? 258(14) Three Seasons at Once: Spinning Plates on Poles 272(7) Unit 3 Technology, Politics, and Geography: Where in the World Is All This Going? 279(56) Apparel Goes On-Line 281(23) The Politics of Apparel Importing: Rewards and Punishments 304(9) The Geography of Tomorrow's Manufacturing or ``I Have to Change Planes in Kuala Lumpur?'' 313(12) Manufacturing in the United States: Is There a Future? 325(10) Unit 4 So, After All This, Is the Fashion Business for You? 335(32) Apparel Business in the 21st Century: Where Will the Opportunities Lie? 337(8) Garmento Lingo: Talk Like an Insider 345(7) Words of Wisdom from Industry Pros 352(15) About the Author: Maurice J. Johnson 367(2) About the Author: Evelyn C. Moore 369(2) Index 371