TREND FORECASTING AND FASHION MEDIA Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

OBJECTIVES: The student will: Identify what fashion trends are Describe the ways trends originate Analyze trends using the fashion cycle Identify factors that accelerate and decelerate fashion movements Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION TRENDS Fashion trends are the direction in which styles, colors, fabrics, and designs are trending to change. Trends show up on clothes, shoes, bags/purses, jewelry, make-up, hair, etc. Seasons, political events, films, personalities, dramas, social, and sports events often influence fashion trends. What are some fashion trends you notice at school? How long have people been wearing them? How long do you think they will last? Class discussion of fashion trends spotted on campus Teacher: write student observations on the board to go back to later in slideshow Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION SEASONS Trends are forecasted 1 year to 1 ½ years in advance, according to a fashion season Fashion Seasons are: Spring/Summer S/S Autumn/Winter A/W Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION DEMOGRAPHIC CATEGORIES Women's Wear Men's Wear Children's Wear Sub-category: Juniors Activewear Footwear Evening wear Bridal Outerwear Accessories Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

WHERE TRENDS COME FROM... Trickle-down theory Trickle-up theory Fashion forecasting websites Trickle-up theory Street style Trickle-across theory Fashion media FASHION FORECASTING WEBSITES - Websites that publish predictions of the colors and styles of apparel and accessories that the majority of people will wan to buy at a given time and place. Designers and professionals in the fashion industry use these websites to view and analyze upcoming fashion trends. TRICKLE-DOWN THEORY – The world’s oldest and most accepted theory of fashion movement. It assumes the existence of a social hierarchy, and suggests that fashion trends start at the top of a “social ladder” and gradually progress downward through lower levels. Professionals in the fashion industry create and market new trends, display them in runway shows and online…trends are sold in retail…trends follow the fashion cycle to obsolescence. STREET STYLE - Fashions that originate with or are inspired by clothing worn by individuals, usually young, rather than with the fashion industry TRICKLE-UP THEORY – Suggests that fashion acceptance begins among the young or lower income groups and moves upward to older or higher income groups. FASHION MEDIA – Media outlets (such as magazines, websites, blogs, social media, newspapers, and television) that broadcast current and upcoming fashion trends. TRICKLE-ACROSS THEORY – Claims that fashion moves horizontally through groups at similar social levels. It suggests that each group has its own fashion leaders. Class discussion question: What are some popular fashion media outlets that publish current or upcoming trends? Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION FORECASTING WEBSITES Websites use data such as previous trends, weather conditions, economic conditions and social attitudes to determine the trends for the upcoming seasons. Designers, buyers, and others in the fashion industry use such websites to see what is ahead and accurately predict the market. Teacher: may do a class trend forecasting activity by searching online for a fashion forecasting website. Teacher may share information posted on website through class projector. Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

STREET STYLE Fashion trends are captured by photographers, bloggers, and anyone interested in new or unique trends Pictures of street style may be posted on social networks, blogs, or websites Many street style trends are categorized by location Example: Parisian street style, New York Street Style, Los Angeles Street style Street style trends may be viewed and adapted by those in the industry “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Coco Chanel Teacher: may do a class trend spotting activity by performing an online search of one of the examples of street style by location Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION MEDIA Outlets such as magazines, websites, television, newspaper, or social media follow and publish fashion trends Media outlets may also publish street-style spotted trends or trends off the runway Fashion media is the most common way that trends are introduced to the mass public Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION CYCLE – NEW TRENDS Peak Rise Decline Introduction Obsolescence Teacher: expand on previous learning of the fashion cycle. Explain that new trends go through the fashion cycle at different speeds. The speed of a trend going through the cycle depends on factors such as seasonal change, trend acceptance and popularity. Trend may be a flop, fad, normal trend, or a classic. Examples of trends that have gone through the fashion cycle at different speeds: Ed Hardy brand, toning sneakers, cardigan, scrunchy, little black dress, ironing hair, leisure suits, miniskirt, bermuda shorts Flop – trend has no acceptance and goes into obsolescence. Fad – trend has short acceptance before it goes into obsolescence. Normal fashion cycle – trend has medium acceptance by a large amount of people, remains steadily seen and used for at least one fashion season before it goes into obsolescence. Classic – trend has strong acceptance for a continuation of seasons or years Time Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FASHION LEADERS AND LAGGARDS Fashion leaders – the first people to wear new fashions; these people have confidence and credibility to start new trends Fashion followers – wear fashion looks only after they’ve become firmly accepted Fashion laggards – the last people to adopt new trends Examples fashion leaders: celebrities, professionals in the fashion industry Examples fashion followers: typically high to mid socio-economic income groups that can afford to purchase new fashions as they are produced for the mass public Examples fashion laggers: typically lower socio-economic income groups that can afford to purchase fashions when they are more available Fashion leaders and followers can also be viewed on smaller scales. For example, students can consider peers they know that are fashion leaders at their campus. Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FACTORS THAT ACCELERATE THE FASHION MOVEMENT Modern communication and mass media Good economic conditions Increased competition Technological advances Social and physical mobility More leisure time Higher levels of education Changing roles of women Seasonal changes Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

FACTORS THAT DECELERATE THE FASHION MOVEMENT Bad economic conditions Cultural customs Religion Laws or other government regulations Disruptive world events Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission. 

STUDENT ASSIGNMENT Perform an online search of upcoming trends for a specific season and demographic category/sub-category Hypothesize if you think each trend will be a flop, fad, normal trend, or a classic based on your own observations. State a supportive claim for each prediction. Create a trend forecast report using an available fashion media outlet Copyright © Texas Education Agency, 2014. All rights reserved. Images and other multimedia content used with permission.