LE PEST C

FASHION LAW

Legal and Political:

'you are what you wear'

The world fashion market deals with all different legal rights within the intellectual properties such as brand copyrights, designer trademark law (brand licensing). The newly defined field of fashion is made to measure for the modern apparel industry.

Transactions (import/export issues) that take place through businesses either domestic or international the brand products, the merchandising, employees, labourers.
Most fashion houses have a fashion lawyers working for the company and others work outside the company for law firms. 

In terms on a legal factor for any business their individual brand can make a choice of its legal rights and control the business plan. It deal with issues that can occur starting from the designers idea to the buyer/consumer. All fashion industry professionals also known as the teacher are expected as an promising business, to be aware of the current fashion laws whilst abiding the law regarding the industry in educating further employees or internships. 

The institute of fashion provides professionals with a resource of legal questions and assistance facing the current fashion legal issues and requirements. Brand protection- who hold a wide target market and have made a connection with their consumer has built a brand loyalty, therefore, most sold designer wear is fake or replica of the real thing which fashion law does not cover any sort of copyright.

Some brand designs have been copyright all over the world the exact shape and cut which was put together, these overlaps have caused big problem for big branded companies. Social networking has a big influence on these advertisements and is taken very seriously to keep a high reputation in the fashion industry, as well as keeping in touch with there target market.

Fashion retail or manufacturers have had a constant issue with complaints from their own employees especially with wages or medical benefits. Workers striking(picketing)can cause delays for retailers in getting fashion on time. 

This can course an impact in the ethical side where people are protesting retailers from selling clothing from countries known for violating child labor laws. This negative publicity can affect retailers sales and profits, also a trade embargo against another campaign, so importers would force clothing wholesales to find different suppliers. 

ETHICAL ISSUES

who made your clothes?

'Look good, do good, feel good'

Issues with ethical fashion consist of our labouring, animal cruelty, environmental damage and the use of hazardous chemicals.

                                            

A serious concern in the fashion industry is the working conditions in the factories (cheap labouring) that produce low cost clothing for the high street. The age of workers in other less privileged parts of the world being to young or to old, subjected to violence and forced overtime. 

The hygiene of some developing countries such as bad food, cramped work space, lake of water and very poor pay. The lower costs that we pay on the high street has a consequences for the people who work for these small companies. 

Central Asia former volume has shrunk 15% due to the vast quantity of water required for cotton production and tie dying. The more textiles use chemicals to soften and dye materials, which sends toxins into the environment and transfer to the skin once worn.

The commonly used chemicals used are: lead, nickel, chromium IV, phthalates and formaldehyde. will be spread into the environment.The waste left over every year by clothing, designers burning their collections so that they can keep up with the fast demand within fashion trends. The UK alone throws away 1 million tonnes of clothing every year when other countries are living off scrap clothing.

Every year, millions of animals are killed for the clothing we all wear, this is all in the name of fashion. Wether the clothes come from Chinese fur farms, Indian slaughterhouses or the Australian outback as immeasurable amount of suffering goes into every fur-trimmed jacket, leather belt and wool sweater.

THE SOCIAL SIDE OF FASHION

Social networking has a strong relation to fashion, online buying is not the same as visiting your local retail stores however consumers and really shifting to online shopping. Companies aim to create a fast moving global business, communicating and networking with other company. 

Social: fashion behaviour online

The brand name is known by the public, also its competitors so the high demand to manage its brand label and keep it well known is relying on its target market. The awareness of the vast spread between in store shopping and online is down to the social media such as Facebook, Twitter, Youtube and Instagram. 

During the weekdays Mobile phones, Ipad, laptop and kindle are all providing online data to voucher codes and deals within online shopping through websites or mobile tariffs which is aimed to 'mid week buyers' whereas on the weekend people are shopping at the retail price as retailers are expecting to see more action.

Small online websites need to create styles that appeal to those in different cultures to create a larger target market, as retailers mostly stick to the norms of society. Mobile app for Fast fashion such as ZARA, TopShop, River Island ect. 

allowing their target market to be up to date with new trends, offers and online purchases. Most online shopping websites have a register page where people are able to have an online membership with the odd seasonal promotions, perks and discounts which you would not get in store. 

This is a marketing platform its easily accessible to most, helps build consumer trust and loyalty. However many brands initially believe that social networking would weaken the relationship with the consumers, therefore there is a contemporary platform to connect with younger demographics.

FASHION TECHNOLOGY

'whats hot and whats not'

Technological factors affecting the clothing industry include availability of resources, demands and production. Retails may increase the of prices of raw materials as the manufacturers may want more funds. 

Therefore clothing companies may have to sell more faux or substitutes of leather products. A small clothing manufacturer may need to discontinue lines and products to meet the needs of their consumers, when a customer purchases a product online they can targeted with similar products considering the consumers age, gender and style interest e.g (recent trends) to keep up their sales.

Current fashion alerts are massively introduced by technology to see what latest celebrities are wearing, these celebs are promoting a current style or clothing brand that is advertised through technology. This allow society to keep up with whats happening in the fashion world.

                                            

Therefore the demand for magazines and newspapers to sell out these fashion stories is low, as all the information is posted or provided online by magazines, google (thousands of responses), fashion bloggers or fashion designers websites: Is the celebrity looking hot or not? What fashion designer is current? Are celebrities following trends or being unique? 

Technology has brought a high loss of jobs as machinery has been added to systems in terms of manufacturing materials, assembling and handling them to decrease the amount of time and increase efficiency. 

Once finished due to technology the product can be exhibited the consumer and attracting them to it, such as digital advertisements, advertisements on social networking sites and many others that are the becoming from technology in this day and age.

FASHION COMPETITORS

Competitive Advantage: 

Apparel trends continue to grow in era of 'fast fashion', fashion trends have months to filler into the mass market.

Fashion brands that are stylish and affordable such as Zara, H&M, Mango and TopShop which are seen on catwalks internationally, showing huge turnovers where new items are popping up every week.

These companies have to accustom the new trends and upcoming looks within the industry.  Strong Global competition is also supported by celebrities in the success of fast fashion. 

Retailers place themselves in the right location to the target market to fulfil the customers need and get a fast response in the chosen location. Being aware of the right supply chain, who is going to buy it? Wheres it going to sell? who are their target market?

The focus on increasing sales and gain competitive advantage with the branded variety and turnover of

products. Manufacturers helps there retailers/supply chain to focus on getting rid of waste produces which allows more current styles and up to dates designs in store, this is crucial in to order to have quick product delivery to please the buyers.

 It shows the brands reliability and fast past in fashion, the customer will feel the brand is loyal and produces a constant great performance in outcomes. It is expected of fast fashion retailers to be able to anticipate new fashion trends and to identify potentially popular designs. The store will only be able to stock a limited quantity of merchandise, which can boost a consumers impulse purchase which involves brand touch points.

However technology is a way of connecting with their target market, people of this generation us technology such as Iphones everyday. 

Due to this technology being realised online shopping has become a huge success, internet fashion means no retailers, the cost for a good technologist to create an amazing inspire website to increase your sales it a high payout fee.