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The Fashion Cycle.

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Presentation on theme: "The Fashion Cycle."— Presentation transcript:

1 The Fashion Cycle

2 Fashion Cycle: The period of time or life span during which the fashion exists. Peak Decline Rise Introduction Obsolescence

3 Introduction Stage Designs first previewed during fashion week
“Fashion Leaders” wear the style Limited number of people purchase High Price

4 Rise Stage Manufacturers will copy new designer styles
Less expensive fabrics used to create similar style at cheaper prices More people wear the fashion = higher sales

5 Peak Stage Fashion is most popular at this stage
Merchandise is mass produced and distributed Popularity of style determine how long fashion stays in this cycle Will survive longer it fashion becomes a “classic” Changes in design, color or texture keep fashions in this stage (ex: Cardigan Sweater)

6 Decline Stage Consumers grow tired of the fashion and demand decreases
Retailers markdown items to increase demand and make room for new designs.

7 Obsolescence Stage End of the fashion
Price of fashion will be low, but consumers still may not purchase

8 Fashion Leaders Trendsetters or individuals who are the first to wear new styles. Not afraid to wear something before others High profile: Celebrities, Models Styles are often displayed at award shows, movie premiers

9 Fashion Followers Wear fashions only when they become firmly accepted
When available in more retail stores When fashion reaches mass acceptance with the majority of the general public

10 Fashion Laggers Last to adopt a new fashion

11 Buying Behaviors Majority of consumers “follow” rather than “lead”
Why? People feel insecure Easier to conform to standards Lack of time or money for shopping

12 Theories of Fashion Movement
Trickle-Down Theory Suggests that fashion trends start at the top with consumers of higher socioeconomic status and moves down to the general public People with lower incomes (at the bottom of the fashion ladder) will only wear fashions that have become popular among consumers with higher incomes. As more people “adopt” the fashion, those at the top become less interested

13 Theories of Fashion Movement
Trickle-Up Theory Suggests fashion starts with lower-level income consumers and then moves towards consumer with higher income. Lower-income includes younger consumers (teenagers)

14 Theories of Fashion Movement
Trickle-Across Theory Fashions are accepted at the same time by all socioeconomic classes because there are “fashion leaders” in all groups.

15 The Swing of Fashion Popularity
10 years before its time – vulgar and indecent 5 years before its time – bold and shameless 1 year before its time – flashy and daring When it’s in fashion – elegant and smart 1 year after its time – tacky 5 years after its time – hideous 10 years after its time – outrageous 20 years after its time – funny 50 years after its time – odd 100 years after its time – charming 150 years after its time - gorgeous

16 Factors that Speed Up Fashion Movement
Mass Media – Spreads fashion news around the world instantly Good Economic Conditions – More money to spend designing and purchasing fashions Competition – More competition = lower prices and better quality Technological Advancements – Easier & quicker to manufacture clothing More Leisure Activities – Higher need for a variety of clothes (athletic, travel attire, etc) Higher Levels of Education = more money (sometimes) to spend on fashion

17 Factors that slow down Fashion Movement
Poor Economic Conditions: Less money = less fashion Religion – Some religious groups feels certain fashion leads to temptation and corruption Disruptive World Events – Ex. During wartime there may be restrictions on materials or amounts of fabric

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