EVOLUTION%20AND%20MOVEMENT%20OF%20FASHION

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EVOLUTION AND MOVEMENT OF FASHION
2.02 Summarize the movement and acceptance of
fashion.
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Fashion movement Ongoing change in what is
considered fashionable. Fashion The styles
that are accepted and used by a particular group
of people at a given time.
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Theories of fashion movement

• Trickle-down theory
• Trickle-up theory
• Trickle-across theory

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Trickle-down theory (Downward flow theory) The
assumption that fashion trends start among the
upper class or fashion leaders and move down to
the masses or fashion followers.
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Trickle-down theory

• Worlds oldest and most accepted fashion theory
• Asserts that fashions are accepted by people of
  lower socioeconomic income levels only after they
  have been worn by people of upper socioeconomic
  income levels
• These styles are seen on high-fashion runways.
• Jackie Kennedys pillbox hat, Barbara Bushs
  pearls, Nancy Reagans red, Hillary Clintons
  pantsuits in the office

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Trickle-up theory (Upward flow theory) The
assumption that fashion trends start among the
young or lower income groups and move upward to
older or higher income groups.
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Trickle-up theory

• Style originates with the lower class and gains
  approval by upper class or the fashion elite.
• Ripped jeans, leather jackets

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Trickle-across theory (Horizontal flow theory)
The assumption that fashion moves horizontally
through groups at similar social levels from
fashion leaders to followers.
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Trickle-across theory

• Members of each social group look at the leaders
  of their own group for fashion trends.
• A leader within each class influences peers or a
  leader of one group affects the other group
  members.
• Example Designer fashions are copied quickly
  for mass production, providing similar styles at
  most price ranges. However, they dont become
  popular until the fashion leaders of each group
  have accepted them.

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The Fashion Cycle

• Fashion cycle The ongoing introduction, rise,
  peak, decline, and obsolescence in popularity of
  specific styles or shapes.
• All styles that come into fashion rotate through
  the fashion cycle.
• Fashion acceptance can be illustrated using a
  bell-shaped curve.

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The fashion cycle (cont.)

• The cycles for some styles are exceptions to the
  bell-shaped curve.
• Flops Fashions that are introduced and expected
  to sell but that are not accepted by consumers.
• Fads Temporary, passing fashions that have
  great appeal to many people for a short period of
  time styles that gain and lose popularity
  quickly.
• Classics Styles that continue to be popular
  over an extended period of time even though
  fashion changes styles that remain in fashion
  year after year.

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Stages of the fashion cycle

• Introduction
• Rise
• Peak
• Decline
• Obsolescence

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Stages of the fashion cycle (cont.)

• Introduction The first stage of the fashion
  cycle when new styles, colors, textures, and
  fabrics are introduced.
• The new style may be accepted by a small number
  of people called fashion leaders.
• Promotional activities include fashion shows and
  advertising in high fashion magazines.
• Fashions are produced in small quantities at high
  prices.
• Retail buyers purchase limited numbers to see if
  the style will be accepted.

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Stages of the fashion cycle (cont.)

• Rise The second stage of the fashion cycle when
  consumer interest grows and the fashion becomes
  more readily accepted by consumers.
• Mass production brings down the price of the
  fashion, which results in more sales.
• Styles are manufactured in less expensive
  materials and in lower quality construction than
  the original style.
• Promotional efforts are increased in high fashion
  magazines to heighten consumer awareness.
• Retail buyers order items in quantity.

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Stages of the fashion cycle (cont.)

• Peak (Culmination stage) The third stage of the
  fashion cycle during which a style is at its
  height of popularity.
• The fashion is demanded by almost everyone
  because it is now within the price range of most
  consumers and is mass produced in many
  variations.
• Each retailer tries to persuade customers that
  its version of the style is the best.

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Stages of the fashion cycle (cont.)Peak
(Culmination stage)

• 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.

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Stages of the fashion cycle (cont.)Peak
(Culmination stage)

• 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.

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Stages of the fashion cycle (cont.)

• Decline The fourth stage of the fashion cycle
  when the market is saturated and popularity
  decreases.
• The fashion is overused and becomes dull and
  boring.
• As the fashion decreases in popularity, retailers
  mark down their prices.
• Promotions center around major clearance or
  closeout sales of the fashion.

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Stages of the fashion cycle (cont.)

• Obsolescence The fifth stage of the fashion
  cycle when the style is rejected, is undesirable
  at any price, is no longer worn, and is no longer
  produced.

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Fashion Cycle Research

• Research an article on the fashion cycle and
  create a visual aid to present your article to
  the class. Talk about how it relates to what
  weve talked about for this section.

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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.

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Fashion leaders and followers

• 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

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Fashion leaders and followers (cont.)

• Fashion followers Those who accept and wear a
  fashion only after it becomes acceptable to the
  majority.

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Basic principles of fashion movement

• Consumer acceptance or rejection establishes
  fashion.
• Price does not determine fashion acceptance.
• Sales promotion does not determine fashion.
• Fashion movement is evolutionary rather than
  revolutionary.
• Fashion extremes cause reversals or abrupt
  changes.

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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

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Factors that decelerate fashion movement

• Bad economic conditions
• Cultural and religious customs
• Laws or other governmental regulations
• Disruptive world events