2. Fashion Movement

3. 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.

4. 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.

5. 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.

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

7. 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

8. 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”

9. 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

10. 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!