A Normal Fashion Cycle

Fashion CycleThe introduction, Rise, Culmination, Decline, and Obsolescence of a given style over a period of time.Introduction: the beginning of a new style, trendRise: gain in popularity and familiarityCulmination: the highest point or peak of the trendDecline: the end of a style or trend

Fashion Cycle

Introduction StageDesigns and styles previewed at major design centersLimited acceptance by consumersFashion leadersHigher pricesSmall quantities produced

*Designs first previewed during fashion weeks at the major design centers are in this stage. As the new styles, colors or textures are first introduced, or begin the upward slope on the bell, a limited number of people accept them. Fashion leaders wear the styles, which are offered at high prices and produced in small quantities.*

Rise StageManufacturers adopt designs and styles to produce with less expensive fabrics or less detailMore affordable and more availabilityAcceptance by more peopleAdaptations and changesMass production

*Manufacturers who copy new designer clothes will reproduce the styles in less expensive fabrics or by minimizing details. In this stage, the fashions become accepted by more people because they can afford them. As consumer interest increases, additional manufacturers copy the fashions by adapting or changing some of the popular features. In anticipation of more acceptance and more sales, mass production reduces the price and more sales result.*

Peak StageFashion most popular and acceptedVariety of fashion versionsVariety of price levelsLength at this stage determines if fashion becomes a classic

*In this stage, the fashion is at its most popular and accepted stage. By this time, the merchandise is mass produced and distributed. The prices are not necessarily at the lowest levels since many versions and prices have been developed. At this point, you may see the style in Wal-Mart and at Macys, targeting different target markets through pricing.

The popularity of the fashion will determine how long it remains at this stage. It can survive longer if the fashion becomes a classic. Sometimes simple changes, such as updating or adding new details of design, color or texture can keep it in the peak stage.*

Decline StageDecreasing demand for the fashionFashion has oversaturated or flooded the marketConsumers wont pay high price for the fashionRetail markdowns occur

*Consumers eventually grow tired of certain fashions and desire something new. At this stage, consumer demand is decreasing. There are so many versions of the fashion items available that they have oversaturated or flooded the market. If consumers still want to buy the fashion, they probably do not want to pay a high price. During this stage, retailers begin to mark down the price of the merchandise to make room for new designs.*

Obsolescence StageConsumers no longer interestedLow priceRetailers not restockingManufacturers not producing

*This stage marks the end of the fashion cycle. Consumers are no longer interested in the fashion and are seeking new looks. The price of the fashion product may be low at this point, but consumers will probably not buy the merchandise. For this reason, retailers are not restocking it and manufacturers stop producing it.*

Lengths of fashion cyclesCycles 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 cycleThe 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 seasonAccepted and rejected quicklyTeenagers 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 cycleLong-run fashions: Styles that take a long time to complete the fashion cycle.Classics, basics, and/or staple fashionsSlow introduction, long peak, slow declineStyles have simple lines, minimal detail.

Recurring cycle in skirt lengths

Factors that accelerate fashion movementCommunications and mass mediaGood economic conditionsIncreased competitionTechnological advancesSocial and physical mobilityMore leisure timeHigher levels of educationChanging roles of womenSeasonal changes

Factors that decelerate fashion movementBad economic conditionsCultural and religious customsLaws or other governmental regulationsDisruptive world events

Fashion LeadersFashion leaders: Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends.The first to purchase new stylesDesire distinctiveness and uniquenessMay be innovators and/or influencers.Royal families, first families, movie stars, television personalities, athletes, singers, musicians

Fashion Innovators and MotivatorsFashion 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 FollowersFashion 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 InnovationsLaggards: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

LAGGARDSLATE MAJORITYEARLY MAJORITYEARLY ADOPTERINNOVATORSS-CURVE Form

Terms that keep designers in business..FashionFadClassicStyleDesignTrendsFashion Cycle

FashionThe currently accepted prevailing style.

FadA fashion with a sudden burst of popularity

StyleA characteristic or distinctive form of dress that exists independent of fashion Each person develops their own over time.

ClassicA fashion that retains general acceptance over a very extended period of time

DesignRefers to a specific version of a style

TrendThe movement of a fashion into and through the marketplace

Differences Within the Fashion CycleClassics Never become completely obsolete, but remain accepted for an extended periodFads Short lived fashions, come and go, lack the character to hold consumer attention for very longCycles within cycles Design elements (color, texture, silhouette) change as the style stays popular

Classic and FAD

Comparison of Acceptance Cycles

High Fashion vs. Mass FashionHigh 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.

*When a look becomes popular at a higher price, designers and manufacturers may create knockoffs, the same look at a lower price, and distribute them through mass channels. Meanwhile, the fashion leaders are off searching for some other new and, for the time, exclusive look.

A fashion yearTwo main seasonsSpring/SummerAutumn/WinterBoth require a different fashion look and a new range of colors and fabric designs for the time of year.Lightweight fabrics in summerHeavier fabrics in winter

Sociological Models of Fashion Trickle-Down Theory:There are two conflicting forces that drive fashion changeFirst: 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 TheoryMovement of fashion starts at the top socioeconomic status of consumersFashion then accepted down to the general publicOldest and most accepted theory

Fashion trendsettersFashion adopters

*The Trickle-down theory states that the movement of fashion starts at the top with consumers of higher socioeconomic status and moves down to the general public. This is the oldest and most accepted theory of fashion movement. Think of a ladder. According to this theory, people with lower incomes (at the bottom of the ladder) will only wear fashions that have become popular among consumers with higher incomes at the top of the ladder. As more people begin to wear the fashions, those at the top become less interested and begin looking for something new.*

Trickle-Up TheoryFashion movement starts with lower socioeconomic levelsAcceptance by consumers with higher incomesAthletic apparel styleJeansHair stylePunk style

Fashion adoptersFashion Trendsetters

*The trickle-up theory states that the movement of fashion starts with consumers on lower-income levels, then moves to consumers with higher incomes. Consumers on lower-income levels may also include younger consumers.

Examples of this theory are:SHOW 1ST BULLET. Athletic apparel style: During the 1970s and 1980s, athletic apparel became widely accepted by the general population. High-fashion designers noticed its popularity and began to incorporate the athletic look into their designs. The look of fitness became chic, or fashionable. SHOW 2ND BULLET. Jeans are another example. We learned in doing our timeline that denim was first used for work clothing and was later adopted by hippies and other lower socioeconomic groups. From there, the designers adopted denim as a fabric and designed clothing for the higher socioeconomic consumers.SHOW 3RD BULLET. Another example is hair styles. The long-hair look of the Beatles music group during the 1960s before they were considered the upper status level, swept the younger generations and then general public.SHOW 4TH BULLET. Another look that moved from street fashion to the top end of the market was the punk look. Top designers decorated their apparel with large safety pins, and many fashion shops carry the torn and distressed clothing styles first popularized I the 1970s. (this is still popular)*

Trickle-Across TheoryFashion acceptance begins among several socioeconomic groupsAll price levels at same timeQuality and lines varyMost prevalent in 21st century - technology

*This theory hypothesizes that designs are produced at all price levels at the same time. The merchandise quality and lines may vary, but new fashion exists for all groups. Fashion acceptance begins among several socioeconomic groups and the leaders within each group influences its members. This theory is especially probably in the 21st century because technology allows designer fashions to be copies quickly and easily, making them available to all consumers sooner.*

*Designs first previewed during fashion weeks at the major design centers are in this stage. As the new styles, colors or textures are first introduced, or begin the upward slope on the bell, a limited number of people accept them. Fashion leaders wear the styles, which are offered at high prices and produced in small quantities.**Manufacturers who copy new designer clothes will reproduce the styles in less expensive fabrics or by minimizing details. In this stage, the fashions become accepted by more people because they can afford them. As consumer interest increases, additional manufacturers copy the fashions by adapting or changing some of the popular features. In anticipation of more acceptance and more sales, mass production reduces the price and more sales result.**In this stage, the fashion is at its most popular and accepted stage. By this time, the merchandise is mass produced and distributed. The prices are not necessarily at the lowest levels since many versions and prices have been developed. At this point, you may see the style in Wal-Mart and at Macys, targeting different target markets through pricing.

The popularity of the fashion will determine how long it remains at this stage. It can survive longer if the fashion becomes a classic. Sometimes simple changes, such as updating or adding new details of design, color or texture can keep it in the peak stage.**Consumers eventually grow tired of certain fashions and desire something new. At this stage, consumer demand is decreasing. There are so many versions of the fashion items available that they have oversaturated or flooded the market. If consumers still want to buy the fashion, they probably do not want to pay a high price. During this stage, retailers begin to mark down the price of the merchandise to make room for new designs.**This stage marks the end of the fashion cycle. Consumers are no longer interested in the fashion and are seeking new looks. The price of the fashion product may be low at this point, but consumers will probably not buy the merchandise. For this reason, retailers are not restocking it and manufacturers stop producing it.**When a look becomes popular at a higher price, designers and manufacturers may create knockoffs, the same look at a lower price, and distribute them through mass channels. Meanwhile, the fashion leaders are off searching for some other new and, for the time, exclusive look. *The Trickle-down theory states that the movement of fashion starts at the top with consumers of higher socioeconomic status and moves down to the general public. This is the oldest and most accepted theory of fashion movement. Think of a ladder. According to this theory, people with lower incomes (at the bottom of the ladder) will only wear fashions that have become popular among consumers with higher incomes at the top of the ladder. As more people begin to wear the fashions, those at the top become less interested and begin looking for something new.**The trickle-up theory states that the movement of fashion starts with consumers on lower-income levels, then moves to consumers with higher incomes. Consumers on lower-income levels may also include younger consumers.

Examples of this theory are:SHOW 1ST BULLET. Athletic apparel style: During the 1970s and 1980s, athletic apparel became widely accepted by the general population. High-fashion designers noticed its popularity and began to incorporate the athletic look into their designs. The look of fitness became chic, or fashionable. SHOW 2ND BULLET. Jeans are another example. We learned in doing our timeline that denim was first used for work clothing and was later adopted by hippies and other lower socioeconomic groups. From there, the designers adopted denim as a fabric and designed clothing for the higher socioeconomic consumers.SHOW 3RD BULLET. Another example is hair styles. The long-hair look of the Beatles music group during the 1960s before they were considered the upper status level, swept the younger generations and then general public.SHOW 4TH BULLET. Another look that moved from street fashion to the top end of the market was the punk look. Top designers decorated their apparel with large safety pins, and many fashion shops carry the torn and distressed clothing styles first popularized I the 1970s. (this is still popular)**This theory hypothesizes that designs are produced at all price levels at the same time. The merchandise quality and lines may vary, but new fashion exists for all groups. Fashion acceptance begins among several socioeconomic groups and the leaders within each group influences its members. This theory is especially probably in the 21st century because technology allows designer fashions to be copies quickly and easily, making them available to all consumers sooner.*