4. Key
Concepts
• The history of the menswear
industry
• Categories of men’s apparel
• Roles of brand names and
designer names in the
marketing of menswear
• Advertising and promotional
activities in the marketing of
men’s apparel
4
5. History of the
Men’s Apparel
Industry
•Birth of Ready-to-Wear
•Role of the Industrial Revolution
•Mid- to Late 1800s
•1920s Daytime and Evening suits
5Stone Chapter 10
6. History of the
Men’s Apparel
Industry
•Trends in the
Twenty-First
Century
•The historical
“power suit”
6
7. History of the
Men’s Apparel
Industry
•Acceptance of
Ready-to-Wear in
the Twentieth
Century
•Casual clothing
7
10. Organization and Operation
of the Industry
• Size and Location of
Manufacturers
• Dual Distribution
• Designing a Line
• Market Segments
10Stone Chapter 10
13. Organization and
Operation of the
Industry
Designing a line
13
Stone Chapter 10
● First American
designers were Oleg
Cassini, John Weitz,
Bill Blass, and Ralph
Lauren
● The “Big Four”: Ralph
Lauren, Calvin Klein,
Donna Karen,
Tommy Hilfiger
14. Organization
and Operation
of the Industry
Market Segments
14Stone Chapter 10
Five main segments:
1. Tailored Clothing
2. Sportswear
3. Activewear
4. Contemporary
Apparel
5. Bridge Apparel
16. ● Producer began advertising in the late 1800s
● To establish contact with retailers
● Long term retail accounts
16
Advertising
17. Trade association
17Stone Chapter 10
● Major publicity efforts, under taken by trade
association
- sponsor markt week, trade show, promotions
● largest number of permanent showrooms located
in NYC (largest market center)
● Regional markets; Chicago, Los Angeles, Dallas
● Trade association supports menswear industry
19. Trade association
19Stone Chapter 10
Big and Tall Association
- 2 major buying shows per year in conjunction with the
Chicago Collective at the Merchandise Mart in Chicago,
Illinois
- premier buying organization for Big & Tall menswear since
its founding in 1972
- Spearheaded by the visionary Paul Daube and a handful of
innovative menswear retailers at a meeting in Philadelphia,
PA, the organization became known in our industry as The
Daube Group, and was headquartered in the Chicago area.
- Paul Daube died unexpectedly in May 2007.
21. 21
TREND FOR
MENS BLAZER
ALL-SEASON NAVY
WOOL SUIT
● For every occasion from
evening out to job interview,
● Choose breathable wool to
carry through cold winter night
and swampy summer day
● Single breasted, two-button
closure
* Don’t button the bottom button
Ludlow trveler suit jacket $450
by J. CREW
22. 22
TREND FOR
MENS BLAZER
SPRING-SUMMER
KHAKI COTTON SUIT
● Classic color
● match a slim suit pants and
brown leather shoes for
office
● Put on patterned short
pants and white sneakers
for casual weekend
Italian cotton Benton suit
jacket $698
by Jake Spade
23. 23
TREND FOR
MENS BLAZER
DOUBLE-BREASTED SUIT
● more trimmed, more
comfortable
● stripped of its padding to
hug the shoulder
● formal English look
Prince of Wales check suit
$788
by Boglioli
24. 24
TREND FOR
MENS BLAZER
GREY FLANNEL SUIT
● rebellious, stylish and
still versatile
● throw on white shirt
and black knit tie for
perfect nine-to-five
look
● layer on a sweatshirt
on weekend
● a symbol of freedom
now
Lazio light grey plain suit $499
by Suitsupply
25. 25
TREND FOR
MENS BLAZER
The TUXEDO
● good investment, can be
wears for years
● black is solid bet and blue is
novel
● Go for peak lapels or a shawl
collar
● Avoid flapped pockets
● Make sure it closes with one
button
Navy slim-fit wool and mohair-
blend shawl-collar tuxedo jacket
$1,995
by Kingsman for Mr. Porter
26. ShoppingAnalysis:Anna EXPRESSMEN
26
● Target Consumer: Men
age range between 18-
25. A large spend for a
young man to spend on a
blazer. Some college.
● Position in Fashion
Cycle: Staple piece in
mens wardrobe.
● Mood of Store: Pleasant,
not too chaotic, store was
neat and easy to
navigate.
● Fixtures: Arranged successfully to show range of garments available. Also
mix and matching options.
● Lighting: Places strategically on clothing. Highlighting mannequins
● Sales Help: Very helpful and not too intrusive.
● Accessibility: Easy and surrounding clothing had good matching options.
27. ● Item: Blazer
● Fabric Content: 98% cotton
2% Spandex
Lining 100% Polyester
● Designer: ExpressMen
● Country of origin: China
● Retail price: $178
● Quality: Comfortable and
durable. No threads or wear
visible. Display impressive
and neat.
27
ShoppingAnalysis:Anna EXPRESSMEN
28. ShoppingAnalysis:jessica ACNE STUDIOS
28
● Targeted Consumer: Men, age
between 25~35, who seek for
style and good quality
● Position on Fashion Cycle: at
stage between rise and peak
● Mood of Store: much like
displaying art piece in gallery.
● Fixtures: highly organized,
each garment only place one
item on shelf
● Lighting: soft, not too bright
● Sales Help: professional, polite
● Accessibility: customers need
to ask for sales person to check
on display garment
29. SHOPPINGANALYSIS:JESSICA ACNE STUDIOS
29
● Item: Blazer
● Fabric Content: 100% Wool
● Designer: Jonny Johansson
● Country of Origin:
Stockholm, Sweden
● Retail Price: $800
● Quality: Handwoven in the
outer Hebrides from Harris
Tweed. The hand is soft and
smooth.
31. ShoppingAnalysis:aram ALL SAINTS SPITALFIELDS
31
● Targeted Consumer:
Men, age between 25-40,
who seek for modern and
edge style
● Position on Fashion
Cycle: Rise
● Mood of Store: Whole
store feel like factory.
Didn’t change much of
the original structure.
Brick walls and steel
frame
● Lighting: Dim, indirect lighting
● Sales Help: Kind but not interrupting
● Accessibility: Not much organized except accessories(bags,
wallets). Customer need to go around the whole store to find
what they want unless they ask for help
32. SHOPPINGANALYSIS:aram
32
● Item: Blazer
(Taunton Blazer)
● Fabric Content:
73% Wool, 33% Viscose
● Designer: All saints
● Country of Origin: China
● Retail Price: $415
● Quality: Cut from a fine
blend of wool for a thick
and soft feel
● Note: Inspired by workwear
attire, detailed with a
foldover collar and patch
pocket.
ALL SAINTS SPITALFIELDS
