1. The Fashion Cycle

2. Fashion Cycle:
The period of time or life span during which the fashion exists.
Peak
Decline
Rise
Introduction
Obsolescence

3. Introduction Stage Designs first previewed during fashion week
“Fashion Leaders” wear the style
Limited number of people purchase
High Price

4. Rise Stage Manufacturers will copy new designer styles
Less expensive fabrics used to create similar style at cheaper prices
More people wear the fashion = higher sales

5. Peak Stage Fashion is most popular at this stage
Merchandise is mass produced and distributed
Popularity of style determine how long fashion stays in this cycle
Will survive longer it fashion becomes a “classic”
Changes in design, color or texture keep fashions in this stage (ex: Cardigan Sweater)

6. Decline Stage Consumers grow tired of the fashion and demand decreases
Retailers markdown items to increase demand and make room for new designs.

7. Obsolescence Stage End of the fashion
Price of fashion will be low, but consumers still may not purchase

8. Fashion Leaders
Trendsetters or individuals who are the first to wear new styles.
Not afraid to wear something before others
High profile: Celebrities, Models
Styles are often displayed at award shows, movie premiers

9. Fashion Followers Wear fashions only when they become firmly accepted
When available in more retail stores
When fashion reaches mass acceptance with the majority of the general public

10. Fashion Laggers
Last to adopt a new fashion

11. Buying Behaviors Majority of consumers “follow” rather than “lead”
Why?
People feel insecure
Easier to conform to standards
Lack of time or money for shopping

12. Theories of Fashion Movement
Trickle-Down Theory
Suggests that fashion trends start at the top with consumers of higher socioeconomic status and moves down to the general public
People with lower incomes (at the bottom of the fashion ladder) will only wear fashions that have become popular among consumers with higher incomes.
As more people “adopt” the fashion, those at the top become less interested

13. Theories of Fashion Movement
Trickle-Up Theory
Suggests fashion starts with lower-level income consumers and then moves towards consumer with higher income.
Lower-income includes younger consumers (teenagers)

14. Theories of Fashion Movement
Trickle-Across Theory
Fashions are accepted at the same time by all socioeconomic classes because there are “fashion leaders” in all groups.

15. The Swing of Fashion Popularity
10 years before its time – vulgar and indecent
5 years before its time – bold and shameless
1 year before its time – flashy and daring
When it’s in fashion – elegant and smart
1 year after its time – tacky
5 years after its time – hideous
10 years after its time – outrageous
20 years after its time – funny
50 years after its time – odd
100 years after its time – charming
150 years after its time - gorgeous

16. Factors that Speed Up Fashion Movement
Mass Media – Spreads fashion news around the world instantly
Good Economic Conditions – More money to spend designing and purchasing fashions
Competition – More competition = lower prices and better quality
Technological Advancements – Easier & quicker to manufacture clothing
More Leisure Activities – Higher need for a variety of clothes (athletic, travel attire, etc)
Higher Levels of Education = more money (sometimes) to spend on fashion

17. Factors that slow down Fashion Movement
Poor Economic Conditions: Less money = less fashion
Religion – Some religious groups feels certain fashion leads to temptation and corruption
Disruptive World Events – Ex. During wartime there may be restrictions on materials or amounts of fabric