women’s apparel industry. history of the rtw industry until 1870’s - all clothing custom made...
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![Page 1: Women’s Apparel Industry. History of the RTW Industry Until 1870’s - All clothing custom made 1900’s – Sweatshops emerge (mostly in NYC) 1910 – Birth](https://reader036.vdocuments.us/reader036/viewer/2022083004/56649e295503460f94b16e7c/html5/thumbnails/1.jpg)
Women’s Apparel Industry
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History of the RTW Industry
• Until 1870’s - All clothing custom made • 1900’s – Sweatshops emerge (mostly in NYC)• 1910 – Birth of women’s RTW industry
(shirtwaist dresses)• 1911 – Triangle Shirtwaist Fire (prompted the
start of the ILGWU• 1920 – Most clothing mass produced (80%
made in NYC by small companies)• 1970’s – 1980 – Growth of large fashion
companies and off shore production• 1975 – ILGWU becomes UNITE
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Specialization by Product
• Women’s apparel producers have always been specialists, producing apparel for a particular lifestyle, size and price.
Ex. Active sportswear manufacturers do not usually produce dresses. Designers usually do balance their diversifications with specialization (ex. Vera Wang)
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Specialization by Product CATEGORIES OF RTW
• Outerwear – coats, raincoats and jackets• Dresses• Sportswear – casual pants, shorts, tops, sweaters, etc.
(largest category)• Activewear • Blouses • Suits• After Five• Bridal• Maternity• Innerwear – intimate apparel
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Specialization by ProductSPECIALIZATION BY SIZE
• Misses – even number sizes 0 to 20
• Juniors – odd number sizes 1 – 17
• Petites – 0P to 16P
• Plus Sizes – 12W to 26W; 26 to 52 and
XL to 5X
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Specialization by ProductSPECIALIZATION BY PRICE
Factors contributing to the Wholesale Price Point
• Quality of Material
• Quality of Workmanship
• Amount and Type of Labor
• Structure of the business
• “Name” and promotion
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Specialization by ProductSPECIALIZATION BY PRICE
• Designer Signature – Most expensive; highest price point; name designers; Ralph Lauren (purple label)
• Bridge –Bridges the prices between designer and better (secondary lines) DKNY, Ralph
• Contemporary – Designers who are targeted towards a younger market; many of the CA labels; Betsey Johnson; Free People; (becoming a broad market); Juicy; Ed Hardy;
• Better – Fashionable clothing at affordable prices; Ann Taylor; Nautica; Talbots; Banana Republic; Polo
• Moderate – Nationally advertised makers; Levi; Guess; Gap; Chaps• Budget – Lowest price zone; brands in Kmart; Walmart; Old Navy
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Industry Trends• Global sourcing – Opening factories in low
wage countries
• Off shore production
• Manufacturers opening retail stores (ralph Lauren; Coach; Nike; Talbots
• Increase emphasis on Quick Response
• Importance of websites, Internet and Social Networking
• Licensing