Buying fashion apparel (fashion merchandising) Essay

Buying fashion apparel (fashion merchandising) - Essay Example , and constrictive clothes and accessories that were characteristic of the fashion that existed in the nineteenth century (Sterlacci and Arbuckle 41). Various fashion models and celebrities from all over the world have personified the products from this fashion house. The House of Chanel is synonymous with the little black dress and the suit along with a perfume that has recorded a lot of success (Willett 86). The company’s utilization of jersey fabrics created comfortable garments which were affordable for the target market. The company transformed the fashion industry including the high fashion and everyday fashion through switching the structured silhouettes that were based on the corset with clothing that was functional while maintaining flattery of the figure of a woman. During the 1920s, the simple designs associated with Chanel popularized the flat chested fashions that were dissimilar from the hour-glass figure which had been popularised in the late nineteenth century (Willett 86). The company utilized manly hues like grey and navy blue to demonstrate fashion boldness of personality. The clothes associated with the company included quilted fabric as well as leather trimmings where this quilted construction is meant to reinforce the fabric, design, finish to create a cloth that maintains its form, and function when it has been worn. A case in point of such a garment is the woollen Chanel suit that entails a skirt and cardigan styled suit which is knee-length, cropped with black embroidery decorations and golden buttons. The accessories that complement this garment were two-tone pump shoes together with jewellery, typically pearl necklaces and a handbag made from leather material. Brand positioning starts with clearly understanding of the customers being targeted and describe them in terms of the prevailing usage patterns, demographic attributes as well as general objectives. Insight in the objectives of the target population is particularly critical as