2 Chapter Fashion Movement

Objectives Explain the role of fashion leaders and followers in the fashion movement. State the theories of fashion movement. Describe the stages and time spans of fashion cycles. continued

Objectives Analyze the main principles of fashion movement. Compare factors that speed up or slow down fashion movement. Relate the importance of fashion change.

Understanding Fashion Movement Chapter 2 Understanding Fashion Movement Consumer desire for new fashions causes constant changes in garment silhouettes and details This ongoing change in what is considered fashionable, called the fashion movement, is the reason for discarding old fashions to buy new ones a successful fashion business continued

Understanding Fashion Movement The obsolescence factor is the rejection of used items in favor of newer ones Note that discarded items may still be usable, especially apparel items A fashion trend is the direction in which fashion is moving something new that is gaining popularity and wide acceptance

Fashion Leaders Fashion leaders are people with enough confidence and credibility to start or accept new fashions In fashion movement, high fashion is first worn by fashion leaders In past centuries, fashion leaders were often royalty Today, fashion leaders tend to be celebrities

Fashion Leaders and Followers Every community has fashion leaders. They are the first to discover and display new styles attract much attention, which prompts others to try to imitate them Fashion followers are people who wear fashion looks only when they become firmly accepted

Fashion Followers and Laggers Because the number of fashion followers is large, this makes it economical to have mass production in factories and mass distribution through retail stores By the time fashion followers wear a style, fashion leaders have already moved on to other styles Eventually, a style is worn by fashion laggers, the people who adopt fashions last

Theories of Fashion Movement Fashion looks may be introduced by several means Fashion professionals need to understand how the ideas spread and are adapted for different consumer groups There are theories that explain how a fashion might travel to mass acceptance Each theory identifies different fashion leaders and how it spreads to the general public

The Trickle-Down Theory The trickle-down theory is the oldest and most accepted theory of fashion movement Fashion trends start at the top of a “social ladder” The fashions are accepted by people of lower socioeconomic levels only after being worn by people in upper income levels. Fashions are rejected by people in higher income levels when they spread down to the next level

The Trickle-Up Theory The trickle-up theory suggests that fashion acceptance begins among the young or lower income groups The fashion then moves upward to people in older age groups or higher income levels Designers often look for street trends among avant-garde youth or fashion trends inspired by minority groups

The Trickle-Across Theory The trickle-across theory claims that fashion moves horizontally through groups at similar social levels Members of each social group look to the leaders of their own group for fashion trends Fashion leaders of all groups can access the new styles at various prices around the same time High fashion is been partially replaced by mass fashion

The Fashion Cycle The fashion cycle is the ongoing rise, peak, and fall in popularity of specific styles Each style that comes into fashion rotates through the fashion cycle Specific features of fashion goods, such as colors, textures, and fabrics, also go through fashion cycles As existing fashions die, new ones emerge

Stages of the Fashion Cycle Each fashion moves through the same events The new style is introduced It increases in popularity It is worn by many people It decreases in popularity It is discarded for a newer style Thus, the stages of the fashion cycle are introduction, rise, peak, decline, and obsolescence

Introduction and Rise The stages of the fashion cycle can be illustrated on a bell-shaped curve called the merchandise acceptance curve At the introduction stage, new “looks” seem unusual and are accepted by few fashion leaders During the rise, consumer interest grows and the fashion is accepted by more people

Peak and Decline In the peak stage, also called the culmination stage or plateau, fashions are at their height of popularity Following a fashion’s greatest acceptance, it reaches saturation, which means the market has been supplied with the most it will absorb This begins the decline stage, when the fashion seems boring and drops in demand

Obsolescence The end of the fashion cycle is the obsolescence stage At this stage, the style is totally undesirable Stores cannot “unload” the fashion to consumers at any price The fashion, no longer worn, is rejected by almost everyone The style fades from use completely

Fashion Insights As fashions come and go, they pass through the various stages of the fashion cycle Fashions seem extreme and daring when first introduced Fashions seem smart and stylish when they are popular Fashions seem dowdy and out-of-date after their peak

Length of Fashion Cycles Speed of movement through a cycle, from months to years, varies with each fashion Long-run fashions take a long time to complete the cycle They may have slow initial acceptance, a longer time in popular demand, and/or a slow period of decline Examples: classic fashions continued

Length of Fashion Cycles Short-run fashions are popular for a brief period of time, usually for only one season They are easy for manufacturers to copy and inexpensive for consumers to buy Example: fads Teenagers’ fashions change the fastest and have the most minor trends Breaks in cycles also occur periodically

The Five Principles of Fashion Movement Consumer acceptance or rejection establishes fashion Price does not determine acceptance Sales promotion does not determine fashion Fashion movement is evolutionary, not revolutionary Fashion extremes cause reversals to a new direction

Principles of Fashion Movement Consumers accept some styles and reject others Although a new style is highly priced, it can quickly become available at various prices Promotional activities, such as advertising, cannot sell items that consumers do not want People do not like drastic changes away from accepted, comfortable ideas

Fashion Extremes—Reversals or a New Direction When fashions reach an extreme in styling, a new and different look will begin Example: men’s very wide neckties move to skinny string ties Example: short skirt length moves to very long These examples show how a fashion trend can go only so far in one direction and then must change

Factors That Speed Fashion Movement Modern communications and mass media spread fashion news almost instantly may stimulate consumer buying Good economic conditions make more resources available to businesses to offer new fashions leave consumers with more money to spend on fashions and other newer items continued

Factors That Speed Fashion Movement Increased competition among fashion sellers offers more fashion choices to buy Technological advances encourage a wider variety of new and better products available faster and at better prices Social and physical mobility means people move to different locations or social groups that expose new fashions to customers continued

Factors That Speed Fashion Movement Chapter 2 Factors That Speed Fashion Movement More leisure time allows for more activities that create a need for a greater variety of clothing Higher levels of education means consumers have higher incomes to support more purchases need more outfits for their careers The changing roles of women requires purchases for a wider range of clothing needs Seasonal changes cause fashion change

Factors That Slow Fashion Movement Chapter 2 Factors That Slow Fashion Movement Bad economic conditions leave consumers with higher unemployment rates and less money to spend overall Cultural customs may dictate certain forms of dress that members of the group must wear Religion may prompt followers to avoid certain fashion trends continued

Factors That Slow Fashion Movement Laws or other government regulations may outlaw certain furs and skins of endangered species imported goods Disruptive world events, such as droughts or wars, may cause shortages of materials or disrupt the apparel industry in other ways

Industry Facts Understanding consumer motives and predicting fashion movement is important at all levels of the fashion industry Manufacturers and retailers must forecast the direction in which fashion is moving and predict the styles that consumers will accept.

In Summary Fashion movement is a result of different fashions continually going in and out of popularity Fashion trends start with some age, income, or social groups The fashion cycle shows the predictable introduction, rise, peak, decline, and obsolescence of fashion elements