Download - The Fashion Cycle
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The Fashion Cycle
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Lesson Objectives• Explain the fashion cycle• Discuss the role of fashion leaders• Identify theories of fashion movement• Discuss difference between fashion trends and
fads
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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
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Stages of the Fashion Cycle
• Introduction• Rise• Peak• Decline• Obsolescence
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Introduction Stage• Designs and styles previewed at major design
centers• Limited acceptance by consumers• Fashion leaders• Higher prices• Small quantities produced
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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
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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
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Decline Stage• Decreasing demand for the fashion• Fashion has “oversaturated” or flooded the
market• Consumers won’t pay high price for the
fashion• Retail markdowns occur
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Obsolescence Stage• Consumers no longer
interested• Low price• Retailers not restocking• Manufacturers not producing
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Life-Cycle Pattern• Rate of movement varies with each fashion• Based on consumer acceptance
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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
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Factors affecting fashion movement
• Consumer acceptance and desire• Economic acceptance - affordability• Social acceptance• Adaptations– Fibers , fabrics, textures–Color
• Marketing - Advertising techniques• Fashion Leaders
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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
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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
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Trickle-Up Theory• Fashion movement starts
with lower socioeconomic levels
• Acceptance by consumers with higher incomes– Athletic apparel style– Jeans– Hair style– Punk style
Fashion adopters
Fashion Trendsetters
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Trickle-Across Theory• Fashion acceptance begins among
several socioeconomic groups• All price levels at same time• Quality and lines vary• Most prevalent in 21st century -
technology