1. Fashion Merchandising
Chapter 2
Fashion Movement

2. Objectives:
Explain the role of fashion leaders and followers in fashion movement
State the theories of fashion movement
Describe the stages and time spans of fashion cycles
Analyze the main principles of fashion movement
Compare factors that speed up or slow down fashion movement
Relate the importance of fashion change

3. Understanding Fashion Movement
Fashion movement is the ongoing change in what is considered fashionable from acceptance to obsolescence (the rejection of a fashion in favor of a new one)
The fashion movement causes consumers to discard old fashions and purchase new ones!
OBSOLETE

4. Understanding Fashion Movement
All people who wear clothing fit into one or more categories pertaining to fashion movement….
Fashion Leaders
Innovators & Early Adopters/Opinion Leaders
Fashion Followers
Majority & Late-Adopters
Fashion Laggers

5. Fashion Leaders Confidence to start or accept new fashions
Small number who dare to be different
Trendsetters
Noticed and imitated
First to discover and display (wear) new styles
Often public celebrities

6. Fashion Followers
Need time for fashion to be firmly accepted by majority before they will adopt it
Fashions must become well-established
May lack time, money, interest, and devotion to fashion
Tend to admire and imitate
Fashion reaches mass acceptance over general public

7. Fashion Laggers Last to adopt a style or fashion
Majority of people have already accepted the fashion and have stopped wearing it
May often find their apparel on sale as it is usually on the way to obsolescence

8. Leaders/Followers/Laggers

9. Apply What You Know….
1. Do you think you are a fashion leader, fashion follower, or fashion lagger? Explain and use examples relating to fashion.
After, we will share within your groups & as a class 

10. The Fashion Cycle
Fashion Cycle: ongoing rise, peak, & fall in popularity of specific styles.
Understanding the fashion cycle is important in fashion merchandising!
Each style goes through the fashion cycle!
Each popular fashion concept eventually loses popularity because newer ones arise

11. Let’s Learn More!
Using your textbooks (Pg. 37), read through and write down important information about each stage of the fashion cycle!
Be sure to include the following:
Name & number of each stage (Ex: The Rise: 2nd Stage)
Description of stage
Where consumers can purchase the fashion

12. ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE
The Fashion Cycle
Peak
Height of popularity; Worn by the majority of people (culmination)
Rise
Slowly increases in popularity
Decline
Decreases in popularity (saturation)
Introduction
New style is introduced (colors and textures)
Obsolescence
Discarded for a newer style
ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE

13. Apply What You Know…..
1. What are some examples of fashions that you have wore that have traveled through the fashion cycle?
Example: Jelly Shoes!

14. The Fashion Cycle
With your partner, list examples of fashions that fit into each category of the fashion cycle.
Explain why you believe that fashion fits into that category. Be prepared to share with the class (we will be writing it on the SmartBoard!)
The Fashion Cycle:
Introduction:
Rise:
Peak:
Decline:
Obsolescence:

15. Fashion Trends A fashion trend is the direction fashion is moving
Types:
Fad- Temporary, passing fashion; Great appeal for short time.
Ex: Feather in hair
Classics- Continues to be popular over an extended period of time.
Ex: “Little Black Dress”
Pendulum Swing- Periodic movement of fashion between extremes.
Ex: Low rise shorts verses high-waisted shorts

16. Fashion Trends…
With your partner, discuss some recent trends that are emerging…
Where was the first place you noticed the trend?
Have you adopted the trend/will you adopt the trend?

17. Trends Within Fashion Cycle… Variations . . . From Flop to Classic

18. Fashion vs. Fad Assignment
(See Handout)

19. Fad vs. Classic Competition!
Directions: In your groups, name as many examples of fads and classics as you can!
After, we will discuss each groups findings and see who has the most “original” examples!

20. Unit 2 Recap (so far!) 
Answer the following questions on the paper provided…

21. Trickle-Down Theory World’s oldest & most accepted theory of fashion
Fashion trends start at top of “social ladder” and moves downwards in society
Dynamics of change
Fashions rejected once they are spread down to lower levels
Implies upper classes use fashion to symbolize their superior position

22. Trickle-Up Theory Starts with young trendsetters
May be lower income groups
Fashion defined by “street wear”
Examples:
“Hippie” or “grunge” look

23. Trickle-Across Theory
Claims fashion moves horizontally through similar groups
Today’s fast-paced communication and mass media
Style information available to all at same time
Each social group has own fashion leaders

24. Theories of Fashion Movement
With your partner, complete the following:
1. Select a fashion that is near the end of it’s fashion cycle.
2. Analyze which trickle theory it followed as it gained its popularity and explain your reasoning. (Try to specifically identify where it started and how it passed its peak)

25. Swing of Fashion Popularity Before its time . . .
10 years before its time
vulgar or indecent
5 years before its time
bold or shameless
1 year before its time
flashing or daring
When currently in fashion
smart or elegant

26. The Swing of Fashion After its time . . .
1 year after its time = tacky or dated
5 years after its time = hideous
10 years after its time = outrageous
or outlandish
20 years after its time = funny
50 years after = odd
100 years after = charming
150 years after = gorgeous

27. Length of Fashion Cycles
Long-run fashions
Take a long time to complete cycle
May have slow initial acceptance; longer time in popular demand
Classics are long-run
Short-run fashions
Usually popular for only one season
Label each picture

28. Factors that Speed Up Fashion Cycle Movement
Mass media, modern communications
Good economic conditions
Increased competition
Technological advances
Social and physical mobility
More leisure time
Higher levels of education
Changing roles of women
Seasonal changes

29. Factors That Slow Down Fashion Cycle Movement
Religion
fashion may lead to corruption and temptation
Laws/government regulations
tariffs, quotas
Disruptive world events
droughts, wars, terrorism
Bad economic conditions
consumers have less money to spend
Cultural customs
passing down traditional clothing; not buying new

30. Do You Know . . . How important is fashion change?
Whose job is it to forecast the direction fashion is moving and predict what styles will be accepted by the majority of consumers?
How does the fashion cycle give clues to the ever-changing fashion movement?