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The Movement of Fashion

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Everything you always wanted to know about the theories and identifications of the movement of fashion. Key Concepts Factors influencing the movement of fashion – PowerPoint PPT presentation

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Title: The Movement of Fashion


1
Everything you always wanted to know about the
theories and identifications of the movement of
fashion.
  • Key Concepts
  • Factors influencing the movement of fashion
  • Predicting the movement of fashion
  • Theories of fashion adoption
  • Identifying fashion leaders and fashion followers

The Movement of Fashion
chapter four
2
Factors Influencing the Movement of Fashion
  • What factors accelerate the adoption of new
    fashions?
  • What factors slow the adoption?
  • Who are the fashion leaders? Followers?
  • How do we balance individuality vs. conformity?

3
Accelerating Factors
Increased Buying Power
  • Additional discretionary income means more money
    to spend on new fashions
  • As money flows to new fashion, more variety is
    offered to the consumer

4
Accelerating Factors
Leisure Time
  • Decreases in time spent working
  • Vacations demand leisure clothing
  • Consumers find shopping in stores losing appeal,
    so retailers reacted by offering goods online

5
Accelerating Factors
Education
  • More college educated consumers lead to
    inquisitiveness, heightened awareness and self
    expression
  • Advanced education enables greater earning
    potential to satisfy their heightened awareness

6
Accelerating Factors
Womens Status
  • No artificial social barriers
  • No law or custom preventing choice
  • Sex discrimination in job market has decreased
  • Social acceptance of women who manage both home
    and job

AS A RESULT
Todays women have more discretionary income and
are influencing the speed of fashion cycles in
the way they spend that income
7
Accelerating Factors
Technology
  • As data transmission became instantaneous,
    designs were transmitted around the world at the
    speed of light, shortening the front end of the
    production cycle.
  • Technological advances also created new fibers,
    allowing for greater comfort and wear ability.
  • INTERNET This technology instantaneously
    diffuses the fashion of the moment to the mass
    audience. It accelerates the cycle of fashion and
    adds to the demand for new goods.

8
Accelerating Factors
Sales Promotion
  • Lets consumers know what fashions are available
    to them.
  • Speeds up the acceptance stage and/or extends the
    peak stage of a new fashion.

9
Accelerating Factors
Seasonal Change
  • New, fresh goods generate consumer interest, and
    stimulate both change and sales.
  • Naturally occurring seasonal changes in the
    weather help this process.

10
Retarding Factors
Habit and Custom
  • People tend to buy garments of a similar
    fabrication, cut, and color year after year with
    little change.
  • Customs still influence fashion as seen on the
    placement of buttons on mens shirts. Buttons
    are placed on the right because it left the
    weapon arm free while dressing.

11
Retarding Factors
Religion
  • Heavy religious influence always encourages
    stability and champions custom. This societal
    factor greatly influences the fashions, as
    fashions reflect society.
  • While relaxation of women's dress in most
    religious orders has taken place, countertrends
    exist.
  • Religious fundamentalists in some countries have
    decreed modern fashions lead to temptation and
    corruption.

12
Retarding Factors
Sumptuary Laws
  • These laws tell the public what they can and
    cannot purchase or wear.
  • For example, up until the 1930s shorts were not
    worn in public in New York City!

13
Retarding Factors
Nature of Merchandise
  • Some products move faster than others.
  • Mens wear typically cycles more slowly than
    women's wear, although recently the advent of
    dress-down Fridays and casual dress in the
    office has accelerated the pace in this cycle for
    men's wear.

14
Retarding Factors
Decreased Buying Power
  • RECESSION If the economy slows, so do the
    purchases of the middle and lower economic
    classes.
  • Discretionary income shrinks, and fashion falls
    off the list of purchases for the average
    consumer.

15
Recurring Fashions
  • Styles reoccur, with adaptations that suit the
    times in which they reappear.
  • T-shirts, originally French cotton underwear,
    were adopted by American soldiers during World
    War I.
  • In the 40s they reemerged as tee shirtsfor
    golfing and in the 60s they becamepart of
    womens fashion.
  • Today t-shirts announce to all what the wearer
    stands for and where he or she has been.
  • Anthropologists concluded that similar
    silhouettes appear in fashion approximately every
    100 years.

16
Playing the Apparel Fashion Game
  • Many clothing authorities read a clear message
    into the alternate exposure and covering of
    various parts of the body sex.
  • Womens fashions have tended to concentrate
    mainly on different ways to convey sexual appeal.
  • Mens fashions have been designed to emphasize
    such attributes as strength, power, bravery and
    high social rank.

17
Playing the Apparel Fashion Game
Pieces of the Game
  • Historically, as attention to a part of the
    anatomy reaches a saturation point, the fashion
    spotlight shifts to some other point such as

Waist Shoulders Bosom Neckline Hips Derriere Legs Feet Figure as a whole
18
Playing the Apparel Fashion Game
Rules of the Game
  • 1. Fashion emphasis does not flit from one area
    of the body to another. A particular area is
    emphasized until every bit of excitement has been
    exhausted. At this point, fashion turns to
    another area.

2. Only certain parts of the body can be
exposed at any given time. Sleeveless
turtlenecks are an example of this.
19
Playing the Apparel Fashion Game
Rules of the Game
3. A fashion can never retreat gradually and in
good order. Like a dictator it must always expand
its aggression or collapse. Old fashions never
fade away they die suddenly and arbitrarily.
20
Predicting the Movement of Fashion
  • Producing and selling fashion merchandise to
    consumers at a profit is what fashion
    merchandising is all about.

Fashion forecasters must
1. Distinguish current trends 2. Estimate how
widespread they are 3. Determine when these
fashions will appeal to the firms target market
21
Predicting the Movement of Fashion
Identifying Trends
  • Determining if the trend is moving towards or
    away from maximum fashion acceptance has a
    profound effect on the number of units produced
    and stocked by manufacturers and retailers

22
Predicting the Movement of Fashion
Sources of Data
  • Modern fashion forecasters depend on vast amounts
    of quantifiable information.
  • Merchants get instant sales feedback and use
    every available source for information that will
    help ensure success.

23
Predicting the Movement of Fashion
Interpreting Influential Factors
  • Forecasters collect data and identify certain
    patterns. They also consider factors that
    accelerate or retard a fashion cycle. Among these
    are
  • CURRENT EVENTS News of what is going on in
    the country affects fashion response. When women
    were seeking management positions in the 80s,
    fashion responded by creating business suits for
    women, and in the 2000s created a softer, less
    mannish look.

24
Predicting the Movement of Fashion
Interpreting Influential Factors
  • PROPHETIC STYLES Taken up by the socially
    prominent or flamboyant young, they rapidly
    gather momentum, or falter. The degree of
    acceptance gives a sense of fashion direction to
    forecasters.

25
Predicting the Movement of Fashion
Interpreting Influential Factors
  • SALES PROMOTION EVENTS Forecasters must
    determine how much promotional efforts stimulated
    interest in prophetic styles.
  • They must also anticipate how much promotional
    they can look forward to in the future.

26
Predicting the Movement of Fashion
Importance of Timing
  • Successful merchants must know what their target
    market is wearing now and in the very near future.
  • This allows them to match stock based on where
    in the fashion cycle the style is and when the
    optimum point is reached for introduction to
    their target consumer.

27
Theories of Fashion
28
Theories of Fashion
  • Downward-Flow Theory
  • Upper class sends fashion down to the lower
    class
  • Fashions appear among the socially prominent

Eager manufacturers quickly mass-produce
lower-priced copies that many consumers can
afford, and wealthier consumers seek newer styles
29
Theories of Fashion Adoption
  • Horizontal-Flow Theory
  • Fashion moves between groups in the same social
    strata.
  • Retailers watch their own customers instead of
    being guided by what exclusive stores sell.
  • Fashion innovators, who are quick to try new
    fashions, and fashion influentials, who are
    sought out for advice, are barometers.
  • They play critical roles depending on the area
    the retailer is located in.

30
Theories of Fashion Adoption
  • Upward-Flow Theory
  • From the poor and young come the fashions of the
    times, i.e., rich and young who adopt a poor
    lifestyle.
  • Implications for the traditional methods of
    charting and forecasting are radical.
  • The young are a large, independent group who
    exert considerable influence on fashion styling.
  • As a result, retailers and manufacturers attend
    less European couture shows, and more prêt-a-
    porter shows, searching for fashions relevant to
    American youth.

31
Fashion Leaders
Innovators and Influentials
The rich, the famous, movie stars and athletes
are some of the innovators and influential
fashion leaders
32
The Rich and Famous
Queen Rania of Jordan
Tinsley Mortimer
Justin Timberlake
Thierry Henry
33
Fashion Followers
  • Influenced by a variety of factors
  • Insecurity about leading the way in fashion
  • Admiration of the leaders

34
Fashion Followers
  • Lack of interest in the world of trends
  • Ambivalence, or fear towards changing trends
  • Varying rates of response when confronted with
    new designs

35
Fashion is Self Expression
Individuality vs. Conformity
  • How to balance individual style with that of
    ones peer group?

Consumers want to be part of a group and
conform (hence the label phenomenon), but want to
have their own stamp of individuality.
Musician M.I.A.
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