Fashion Cycle: The period of time or life span during which the fashion exists. Introduction Rise Peak Decline Obsolescence
Introduction Stage Designs first previewed during fashion week Fashion Leaders wear the style Limited number of people purchase High Price
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
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)
Decline Stage Consumers grow tired of the fashion and demand decreases Retailers markdown items to increase demand and make room for new designs.
Obsolescence Stage End of the fashion Price of fashion will be low, but consumers still may not purchase
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
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
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
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
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)
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.
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 its 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
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
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