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PREFACE 11
THE WORLD OF FASHION 13
WHAT IS FASHION? 15
REASONS AND PURPOSES OF DRESS 15
ORIGIN AND EVOLUTION OF FASHION 16
Aristocratic Fashion 17
Centennial Fashion 19
Open Fashion 20
ORGANIZATION OF THE CURRENT FASHION SYSTEM 22
Haute Couture 23
What is haute couture? 23
Haute couture clients 25
Fashion shows 27
Prêt-À-Porter 27
What is prêt-à-porter? 27
Styles within prêt-à-porter 32
Sportswear 33
History of sportswear 33
Sportswear trilogy 36
Large-scale distribution 41
Gap 41
Inditex 42
H&M 43
The world of luxury 45
Evolution of luxury 46
The luxury market 46
GLOSSARY 50
CONTENTS
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DEVELOPMENT PROCESS 53
REFERENCES 55
THE SKETCHBOOK 56
SILHOUETTES AND LINES 59
COLOR 60
MATERIALS AND FABRICS 62
Fibers 62
Fabrics 64
Accessories 64
CONCEPT BOOK OR THEMATIC PANEL 68
THE FASHION FIGURE 72
Proportions 72
Poses 73
Representation techniques 73
TECHNICAL SPECIFICATION 74
THE PATTERN 82
THE MOULAGE 86
THE TEST GARMENT 86
THE PROTOTYPE 87
GLOSSARY 88
PRODUCTION 91
CHAINS OF PRODUCTION 93
PURCHASE OF RAW MATERIALS 94
Textile fairs 95
Purchasing alternatives 96
The suppliers 96
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TEXTILE ENNOBLING 100
Dyeing 100
Bleaching 103
Prints 103
Dressings 105
COLLECTION OF SAMPLES 105
Pattern grading 107
CALCULATION OF COSTS 107
PRODUCTION 108
WAREHOUSE 113
CALENDAR 113
PRODUCTION MANAGEMENT 114
GLOSSARY 116
SALES AND DISTRIBUTION 119
SALES PROCESS 121
The agent or sales representative 121
Presentation of the collection 123
The showroom 124
Fairs and shows 126
Making the sale 130
Prices 131
The order 131
Delivery dates 131
Pre-collections 133
Flash sales and updates 133
Post-sales service and penalizations 133
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DISTRIBUTION 134
The multi-brand store 137
The single-brand store 138
Large department stores 138
Outlets 140
Supermarkets and hypermarkets 140
Catalog sales 140
Street markets 141
The website 141
GLOSSARY 144
COMMUNICATION 147
FASHION AND COMMUNICATION 149
PROCESSES AND AGENTS 150
The press office 151
Public relations 152
The advertising agency 154
Celebrities 158
Product placement 160
INSTRUMENTS OF COMMUNICATION 162
Instruments of institutional communiction 162
The brand 162
Labels 165
Point of sale 166
Patronage and sponsorship 166
Corporate magazines 168
The website 168
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SEASONAL INSTRUMENTS OF COMMUNICATION 169
The lookbook 169
The catalog 169
The press dossier 169
Fashion shows 170
Fairs 180
MEDIA 180
The press 180
The daily press 181
The periodical press 181
The specialty press 182
Television and radio 182
Exterior advertising 183
GLOSSARY 184
RECOMMENDED READING 186
DIRECTORY OF FASHION DESIGN SCHOOLS 188
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