Fashion Movement

The original designer to the final consumer, benefit from and encourage the movement of fashion.   Advertising and promotion encourage consumers to want new items. Jeans commercial The obsolescence factor: rejection of used items in favor of newer ones. Fashion trends: the direction in which fashion moves Trends will coexist at any given time.

Within fashion movements, there are fashion leaders Within fashion movements, there are fashion leaders. Fashion leaders are the “few” men and women that start or accept new fashions.   In past centuries, trendsetters tended to be royalty. We can have fashion trendsetters within communities that may not create fashion but are first to display new styles.

Fashion followers: people who wear looks that have been widely accepted. Fashion laggers: people who adopt the popular looks last. Followers and laggers keep fashion moving. Most of the time once a trend is accepted, leaders have moved on to other styles.

There are three theories that explain how a fashion may travel to mass acceptance: Trickle-down theory Trickle-up theory Trickle-across theory

Trickle- down theory Oldest and most accepted theory Social hierarchy/social ladder Trends start at the top and move downward Trends are accepted by the lower SES levels only after they are worn by those of upper SES

Trickle-Up Theory Fashion begins with lower SES groups and moves up Minority group inspired Designer is looking to the street for fashion “street fashion”

Trickle-Across Theory Moves across or through each level Horizontal Each group has its own leader Styles affordable at each level at about the same time

Create/ draw each of the triangle Your Task: Create/ draw each of the triangle Add notes and annotations to each triangle Within your group your going to: Discuss which theory your fashion fits in and why Who the fashion leader may have been We will then present your ideas to the class- while others are giving their ideas TAKE NOTES!