The Fashion Cycle 97 2003

  • Published on
    08-May-2015

  • View
    6.682

  • Download
    1

Embed Size (px)

DESCRIPTION

Fashion, apparel, textile, merchandising, garments

Transcript

  • 1.The Fashion Cycle

2. Lesson Objectives

  • Explain the fashion cycle
  • Discuss the role of fashion leaders
  • Identify theories of fashion movement
  • Discuss difference between fashion trends and fads

3. What is The Fashion Cycle?

  • Period of time or life span during which fashion exists
  • Style- particular look, shape or type of apparel item
  • Fashion style that is popular during a given period of time

4. Stages of the Fashion Cycle

  • Introduction
  • Rise
  • Peak
  • Decline
  • Obsolescence

5. Introduction Stage

  • Designs and styles previewed at major design centers
  • Limited acceptance by consumers
  • Fashion leaders
  • Higher prices
  • Small quantities produced

6. Rise Stage

  • Manufacturers adopt designs and styles to produce with less expensive fabrics or less detail
  • More affordable and more availability
  • Acceptance by more people
  • Adaptations and changes
  • Mass production

7. Peak Stage

  • Fashion most popular and accepted
  • Variety of fashion versions
  • Variety of price levels
  • Length at this stage determines if fashion becomes a classic

8. Decline Stage

  • Decreasing demand for the fashion
  • Fashion has oversaturated or flooded the market
  • Consumers wont pay high price for the fashion
  • Retail markdowns occur

9. Obsolescence Stage

  • Consumers no longer interested
  • Low price
  • Retailers not restocking
  • Manufacturers not producing

10. Life-Cycle Pattern

  • Rate of movement varies with each fashion
  • Based on consumer acceptance

11. Fashion Movement

  • Ongoing motion of fashions moving through the fashion cycle
  • Classics fashion that remain in the rise stage
    • Jeans
    • little black dress
    • Tailored suit
  • Fads fashions popular for short periods of time
    • Produced and sold at lower prices
    • Easy to copy
    • Moves quickly through fashion cycle
    • Sudden appearance and disappearance

12. Factors affecting fashion movement

  • Consumer acceptance and desire
  • Economic acceptance - affordability
  • Social acceptance
  • Adaptations
    • Fibers , fabrics, textures
    • Color
  • Marketing - Advertising techniques
  • Fashion Leaders

13. Theories of Fashion Movement

  • Trickle-Down Theory
  • Trickle-Up Theory
  • Trickle-Across Theory
  • Fashion Trend
  • Direction of the movement
  • Depends on where the fashion began

14. Trickle-Down Theory

  • Movement of fashion starts at the top socioeconomic status of consumers
  • Fashion then accepted down to the general public
  • Oldest and most accepted theory

Fashion trendsetters Fashion adopters 15. Trickle-Up Theory

  • Fashion movement starts with lower socioeconomic levels
  • Acceptance byconsumers with higher incomes
    • Athletic apparel style
    • Jeans
    • Hair style
    • Punk style

Fashion adopters Fashion Trendsetters 16. Trickle-Across Theory

  • Fashion acceptance begins among several socioeconomic groups
  • All price levels at same time
  • Quality and lines vary
  • Most prevalent in 21 stcentury - technology

Recommended

View more >