1. Good Afternoon and Happy New Year! 1/2/14 I hope you all had an awesome break! Today we are: – Looking at the fashion cycle Next week: – Marketing – Begin final project!

2. The Fashion Cycle

3. Lesson Objectives Explain the fashion cycle Discuss the role of fashion leaders Identify theories of fashion movement Discuss difference between fashion trends and fads

4. What is The Fashion Cycle? Period of time or life span during which fashion exists Style - particular look, shape or type of apparel item Fashion – style that is popular during a given period of time

5. Stages of the Fashion Cycle Introduction Rise Peak Decline Obsolescence

6. Introduction Stage Designs and styles previewed at major design centers Limited acceptance by consumers Fashion leaders Higher prices Small quantities produced

7. Rise Stage Manufacturers adopt designs and styles to produce with less expensive fabrics or less detail More affordable and more availability Acceptance by more people Adaptations and changes Mass production

8. Peak Stage Fashion most popular and accepted Variety of fashion versions Variety of price levels Length at this stage determines if fashion becomes a classic

9. Decline Stage Decreasing demand for the fashion Fashion has oversaturated or flooded the market Consumers wont pay high price for the fashion Retail markdowns occur

10. Obsolescence Stage Consumers no longer interested Low price Retailers not restocking Manufacturers not producing

11. Life-Cycle Pattern Rate of movement varies with each fashion Based on consumer acceptance

12. Fashion Movement Ongoing motion of fashions moving through the fashion cycle Classics – fashion that remain in the rise stage – Jeans – little black dress – Tailored suit Fads – fashions popular for short periods of time – Produced and sold at lower prices – Easy to copy – Moves quickly through fashion cycle – Sudden appearance and disappearance

13. Factors affecting fashion movement Consumer acceptance and desire Economic acceptance - affordability Social acceptance Adaptations – Fibers, fabrics, textures – Color Marketing - Advertising techniques Fashion Leaders

14. Theories of Fashion Movement Trickle-Down Theory Trickle-Up Theory Trickle-Across Theory Fashion Trend Direction of the movement Depends on where the fashion began

15. Trickle-Down Theory Movement of fashion starts at the top socioeconomic status of consumers Fashion then accepted down to the general public Oldest and most accepted theory Fashion trendsetters Fashion adopters

16. Trickle-Up Theory Fashion movement starts with lower socioeconomic levels Acceptance by consumers with higher incomes – Athletic apparel style – Jeans – Hair style – Punk style Fashion adopters Fashion Trendsetters

17. Trickle-Across Theory Fashion acceptance begins among several socioeconomic groups All price levels at same time Quality and lines vary Most prevalent in 21 st century - technology