fashion cycle and theories
Post on 20-Nov-2014
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A Normal Fashion Cycle
Fashion Cycle
The introduction, Rise, Culmination, Decline, and Obsolescence of a given style over a period of time. Introduction: the beginning of a new style, trend Rise: gain in popularity and familiarity Culmination: the highest point or peak of the trend Decline: the end of a style or trend
Fashion Cycle
Introduction Stage
Designs and styles previewed at major design centers
Limited acceptance by consumers Fashion leaders Higher prices Small quantities produced
Rise Stage
Manufacturers adopt designs and styles to produce with less expensive fabrics or less detail
More affordable and more availability Acceptance by more people Adaptations and changes Mass production
Peak Stage
Fashion most popular and accepted Variety of fashion versions Variety of price levels Length at this stage determines if fashion
becomes a classic
Decline Stage
Decreasing demand for the fashion Fashion has “oversaturated” or flooded the
market Consumers won’t pay high price for the fashion Retail markdowns occur
Obsolescence Stage
Consumers no longer interested Low price Retailers not restocking Manufacturers not producing
Lengths of fashion cycles
Cycles have no specific lengths. Recurring fashions: Styles which have been in
fashion at one time, gone out of fashion, and come back in fashion again. Fashion trends seem to recur about every generation or every 20 to 30
years.
Fashion cycles are less distinct now than in the past.
Stages of the fashion cycle
The style may have a long or short stay at this stage. Short-run fashions: Styles that are popular for a brief
period of time. Fads, usually lasting only one season Accepted and rejected quickly Teenagers’ fashions change the fastest and have the most trends. Styles are easy for the manufacturer to produce and are relatively
inexpensive to the consumer. Styles typically have more details than seen in classics.
Stages of the fashion cycle
Long-run fashions: Styles that take a long time to complete the fashion cycle.
Classics, basics, and/or staple fashions Slow introduction, long peak, slow decline Styles have simple lines, minimal detail.
Recurring cycle in skirt lengths
Cyclical Nature of Fashion
This Jim Beam ad illustrates the cyclical nature of fashion.
Factors that accelerate fashion movement
Communications and mass media Good economic conditions Increased competition Technological advances Social and physical mobility More leisure time Higher levels of education Changing roles of women Seasonal changes
Factors that decelerate fashion movement
Bad economic conditions Cultural and religious customs Laws or other governmental regulations Disruptive world events
Fashion Leaders
Fashion leaders: Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends. The first to purchase new styles Desire distinctiveness and uniqueness May be innovators and/or influencers. Royal families, first families, movie stars, television personalities,
athletes, singers, musicians
Fashion Innovators and Motivators
Fashion Innovators: Some fashion leaders actually create fashion. They try to find unique fashion in small boutiques or vintage clothing stores or they design their own clothes. They may be referred as Avant Garde.
Fashion Motivators: Also called as Role Models. A few fashion leaders have the beauty, status and/or wealth to become fashion role models. Designers often lend their new styles to celebrities to get publicity.
Fashion Victims and Followers
Fashion Victims: These are those people with too much money to spend who become slaves to designer brands. Fashion Victims are people who blindly and stupidly follow a brand without any discernment and without any analysis.
Fashion Followers: Those who accept and wear a fashion only after it becomes acceptable to the majority. They tend to imitate people whom they admire. They are busy with their jobs and families and think that fashion is unimportant.
Types of Adopters
Adopting Innovations
Laggards: People who are slow to pick up new products.
Late Adopters: Consumers interested in new things, but do not want them to be too
new. They deliberately wait to adopt an innovation. Early Adopters:
Share many of the same characteristics as innovators, but an important difference is their degree of concern for social acceptance, especially with regard to expressive products.
Innovators: The brave souls who are always on the lookout for novel developments
and will be the first to try a new offering.
Diffusion of Innovation
LAGGARDS
LATE MAJORITY
EARLY MAJORITY
EARLY ADOPTER
INNOVATORS
S-CURVE Form
Terms that keep designers in business..
Fashion Fad Classic Style Design Trends Fashion Cycle
Fashion
The currently accepted prevailing style.
Fad
A fashion with a sudden burst of popularity
Style
A characteristic or distinctive form of dress that exists independent of fashion
Each person develops their own over time.
Classic
A fashion that retains general acceptance over a very extended period of time
Design
Refers to a specific version of a style
Trend
The movement of a fashion into and through the marketplace
Differences Within the Fashion Cycle Classics – Never become completely obsolete,
but remain accepted for an extended period Fads – Short lived fashions, come and go, lack
the character to hold consumer attention for very long
Cycles within cycles – Design elements (color, texture, silhouette) change as the style stays popular
Classic and FAD
Comparison of Acceptance Cycles
High Fashion vs. Mass Fashion
High fashion looks are created by designers and exclusive stores. Fashion leaders buy these
looks during the introduction and growth stages.
The goods are expensive but exclusivity is what fashion leaders crave.
Mass fashion is made by manufacturers and retailers at many prices. Fashion followers (most
people interested in fashion) wear mass fashion.
Fashion laggards want good value;they buy late.
A fashion year
Two main seasons Spring/Summer Autumn/Winter
Both require a different fashion look and a new range of colors and fabric designs for the time of year. Lightweight fabrics in summer Heavier fabrics in winter
Sociological Models of Fashion Trickle-Down Theory: There are two conflicting forces that drive fashion change
First: Subordinate groups adopt the status symbols of the groups above them.
Second: Superordinate groups look at subordinate groups to make sure they are not imitated.
Trickle-Up: Fashions that originate with the lower class first. Trickle-Across Effect: Fashions diffuse horizontally among members
of the same social group. Mass Fashion: When media exposure permits many groups to become
aware of a style at the same time.
Trickle-Down Theory
Movement of fashion starts at the top socioeconomic status of consumers
Fashion then accepted “down” to the general public
Oldest and most accepted theory
Fashion trendsetters
Fashion adopters
Trickle-Up Theory
Fashion movement starts with lower socioeconomic levels
Acceptance by consumers with higher incomes Athletic apparel style Jeans Hair style Punk style
Fashion adopters
Fashion Trendsetters
Trickle-Across Theory
Fashion acceptance begins among several socioeconomic groups
All price levels at same time Quality and lines vary Most prevalent in 21st century - technology
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