Fashion System Improvements, Research Paper Example

Introduction

Fashion is best described as the designs of clothing and accessories that a group of people choose to wear at any given period of time. Fashions can vary in styles from high-priced haute couture and name brand designer fashions, to everyday regular clothing.

The system of fashion is composed of many different working aspects that function as a multibillion dollar world-wide industry. The complete fashion system incorporates the design of the garments, the manufacturing processes, the methods of distribution, marketing techniques, retailing, clothing advertisements, and promotions of all kinds (Barthes).

The Fashion System

The first step in the fashion system is the production of textiles. Manufacturers have the ability to produce a variety of textile fibers including different colors and patterns, natural and synthetic fibers, moisture wicking, stain resistance, and many more. Manufacturers work with fashion experts to forecast anticipated consumer demand for specific colors and patterns (Major).

Fashion design is the second step in the fashion system. Designers have the ability to influence and set trends in fashion. Most designers use traditional methods to design styles, such as sketching on paper or draping fabric across a mannequin. However, some designers have turned to a newer method that involves using a computer to assist in designing. Computers allow designers to quickly share designs with colleagues as well as to make changes in the design’s silhouette and draping. One of the major challenges of designing is translating the design into a variety of sizes. The assembly of the garment is labor intensive and it is in the assembly that many ethical violations occur, such as sweatshops (Major).

The next step in the fashion system is marketing of the product. Marketing is the process by which product flows from the designers to the customers in retail, with the goal being to maximize the company’s profit. Marketers use sale tracking, media coverage, focus groups, and many others to determine what the consumer wants (Major).

Another step in the fashion system is merchandising. Merchandising is selling the right product at the right time. Merchandisers use data from marketers to determine how to order stock in appropriate amounts (Major).

The final step in the fashion system is retailers. During retail, consumers purchase the garments.

Improvements in Fashion

The sheer size of the fashion industry and the incredible amounts of profits to be made, ensure that there will be constant need for improvements in many areas. An organization that is working on improvements in the conditions of the fashion industry is the World Fashion Organization. World Fashion Organization is a nonprofit, nonpolitical, private fashion entity whose purpose is to incorporate the fashion industry into the international fair and free trade system in several services. These services include technology, financing, development, merchandising, logistics, education, and networking (World Fashion Organization). The World Fashion Organization serves a culmination of three branches that include World Fashion Association, World Fashion Week, and World Fashion Network. The World Fashion Organization believes that fashion is link to unity and peace among nations from all over the world.

One main goal of WFO is to develop and promote international business relationships in fashions through fair and free trade. To accomplish this, the World Fashion Organization has partnered with the International Trade Organization. The World Fashion Organization has established a platform where international fashion industries and the textile industries can join international trade systems to promote economic growth.

A second objective of WFO is to act as a liaison between fashion businesses and governmental institutions by voicing concerns and views of participating members to the government of the member’s respective country.

Another target of World Fashion Organization is to promote growth of the international fashion industry through cooperation and partnership ventures by its members in the fashion market. These partnerships are overseen by national, regional, and local fashion authorities.

A final objective for the World Fashion Organization is make recommendations to policy changes on international fashion issues and to promote respect among international fashion businesses (World Fashion Organization).

WFO Greatest Impact

The World Fashion Organization is having the greatest impact on the fashion system in the area of marketing. An example of their impact on fashion marketing is clearly seen in the occurrence of World Fashion Week. World Fashion Weeks are events where leading fashions from around the world are shown in runway shows in the same venue during a week’s time. Never seen before fashions paired with beautiful models, is a marketers dream. Marketers use Fashion Week as an opportunity to gather data about upcoming fashions and as an opportunity to make business connections.

Works Cited

Barthes, R. “The fashion system.” Web. 8 Dec. 2015. http://www.goodreads.com/book/show/23060.The_Fashion_System

Major, J. “Fashion industry.” Encylopaedia Britannica. Web. 8 Dec. 2015. http://www.britannica.com/topic/fashion-industry

World Fashion Organization. Web. 8 Dec. 2015. http://wfoi.org/25112/25133.html