2Fashion Cycle:The period of time or life span during which the fashion exists.PeakDeclineRiseIntroductionObsolescence
3Introduction Stage Designs first previewed during fashion week “Fashion Leaders” wear the styleLimited number of people purchaseHigh Price
4Rise Stage Manufacturers will copy new designer styles Less expensive fabrics used to create similar style at cheaper pricesMore people wear the fashion = higher sales
5Peak Stage Fashion is most popular at this stage Merchandise is mass produced and distributedPopularity of style determine how long fashion stays in this cycleWill survive longer it fashion becomes a “classic”Changes in design, color or texture keep fashions in this stage (ex: Cardigan Sweater)
6Decline Stage Consumers grow tired of the fashion and demand decreases Retailers markdown items to increase demand and make room for new designs.
7Obsolescence Stage End of the fashion Price of fashion will be low, but consumers still may not purchase
8Fashion LeadersTrendsetters or individuals who are the first to wear new styles.Not afraid to wear something before othersHigh profile: Celebrities, ModelsStyles are often displayed at award shows, movie premiers
9Fashion Followers Wear fashions only when they become firmly accepted When available in more retail storesWhen fashion reaches mass acceptance with the majority of the general public
11Buying Behaviors Majority of consumers “follow” rather than “lead” Why?People feel insecureEasier to conform to standardsLack of time or money for shopping
12Theories of Fashion Movement Trickle-Down TheorySuggests that fashion trends start at the top with consumers of higher socioeconomic status and moves down to the general publicPeople 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
13Theories of Fashion Movement Trickle-Up TheorySuggests fashion starts with lower-level income consumers and then moves towards consumer with higher income.Lower-income includes younger consumers (teenagers)
14Theories of Fashion Movement Trickle-Across TheoryFashions are accepted at the same time by all socioeconomic classes because there are “fashion leaders” in all groups.
15The Swing of Fashion Popularity 10 years before its time – vulgar and indecent5 years before its time – bold and shameless1 year before its time – flashy and daringWhen it’s in fashion – elegant and smart1 year after its time – tacky5 years after its time – hideous10 years after its time – outrageous20 years after its time – funny50 years after its time – odd100 years after its time – charming150 years after its time - gorgeous
16Factors that Speed Up Fashion Movement Mass Media – Spreads fashion news around the world instantlyGood Economic Conditions – More money to spend designing and purchasing fashionsCompetition – More competition = lower prices and better qualityTechnological Advancements – Easier & quicker to manufacture clothingMore Leisure Activities – Higher need for a variety of clothes (athletic, travel attire, etc)Higher Levels of Education = more money (sometimes) to spend on fashion
17Factors that slow down Fashion Movement Poor Economic Conditions: Less money = less fashionReligion – Some religious groups feels certain fashion leads to temptation and corruptionDisruptive World Events – Ex. During wartime there may be restrictions on materials or amounts of fabric