Fashion movement: change in what is considered fashionable.

Fashion: Styles that are accepted and used by a particular group of people at a given time.

Theories of fashion movement

•Trickle-down theory

•Trickle-up theory

•Trickle-across theory

Trickle-down theory (Downward flow):

fashion trends start among the upper class or fashion leaders and move down to the masses or fashion followers.

Trickle-down theory•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.

Trickle-up theory*** (Upward flow):

fashion trends start among the young or lower income groups and move upward to older or higher income groups.

Trickle-up theory

•Style originates with the lower class and gains approval by upper class or the fashion elite.

•Ripped jeans**, leather jackets**

Trickle-across theory (Horizontal flow):

fashion moves horizontally through groups at similar social levels from fashion leaders to followers.

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 don’t become popular until the fashion leaders of each group have accepted them.

The fashion cycle

•Fashion cycle: ongoing introduction, rise, peak, decline, and obsolescence in popularity of specific styles or shapes.

•All styles that come into fashion rotate*** through the five stages of the fashion cycle.

•Fashion acceptance can be illustrated using a bell-shaped curve.

Stages of the fashion cycle

Introduction Rise Peak Decline Obsolescence

The fashion cycle (cont.)•The cycles for some styles are exceptions to the bell-shaped curve.

•Flops**: Fashion expected to be a hot seller, but does not sell.

•Fads**: short lived popular fashions and styles that gain and lose popularity quickly.

•Classics: Styles that continue to be popular over an extended period of time even though fashion changes year after year.

Stages of the fashion cycle (cont.)

1. Introduction: new styles, colors, textures, and fabrics are introduced.

New style may be accepted by fashion leaders.

Promotional activities include fashion shows and advertising in high fashion magazines.

Fashions are produced in small quantities at high prices**.

2. RISE stage

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.

Promotional efforts are increased in fashion magazines to heighten consumer awareness.

***Retail buyers order items in quantity.

3. Peak Stage

Culmination stage: Third stage of fashion cycle during which a style is at its height of popularity.

Fashion is demanded by most consumers*** because it is affordable and is mass produced in many variations.

Each retailer tries to persuade customers that its version of the style is the best.

Peak stage

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.

Peak stage

Long-run fashions: Styles that take a long time to complete the fashion cycle.Classics, basics, and/or staple fashionsSlow introduction, long peak, slow decline

Styles have simple lines, minimal detail.

4. Decline Stage

Fourth stage of the fashion cycle Market is saturated**, popularity decreases. 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.

5. Obsolescence Stage

Fifth stage of the fashion cycle Style is rejected, undesirable at any

price, no longer worn, and no longer produced.

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.

Haute Couture

The fashion designer collections seen at certain Fashion Week events are considered to be Haute Couture. Haute couture is not only made-to-order for a specific customer, it is usually made from high-quality, expensive fabric and sewn with extreme attention to detail and finish, often using time-consuming hand-executed techniques

Prêt-à-Porter What you then seen in the stores, therefore,

is considered “ready-to-wear”. The French term for ready-to-wear (not custom fitted) fashion is prêt-à-porter. Every haute couture house also markets prêt-à-porter collections, which typically deliver a higher return on investment than their custom clothing. These houses are no longer considered haute couture.

Fashion leaders and followers

Fashion leaders: Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends. First to purchase new styles Want distinctiveness and uniqueness Innovators and/or influencers. Royal families, first families, movie stars, television personalities, athletes, singers, musicians, popular kids at school

Fashion followers

**Those who accept and wear a fashion only after it becomes widely acceptable

Basic principles of fashion movement

Fashion acceptance or rejection is determined by consumers***.

Price does not determine fashion acceptance. Knock-offs: designs copied from expensive items

Sales promotion does not determine fashion.

Fashion movement is evolutionary rather than revolutionary.

Fashion extremes** cause reversals or abrupt changes.

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

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