1. Case Study Part 2 BRANDING BURBERRY
To revive Burberry’s sales and image, one of Rose Marie Bravo’s first moves as head of Burberry’s marketing was to brand Burberry’s famour plaid. The pattern started to appear on everything from bikinis to dog jackets. Burberry marketed its brand using trendy models such as Kate Moss. More importantly, Burberry expanded its product lines to include hats, shoes, purses, and even motorcycle jackets. Bravo renegotiated licensing agreements for other companies to use the plaid—and dropped low-profile distributors such as tourist shops. Those strategies increased Burberry’s visibility and popularity amoug young adults and fashion followers.
In early 2000, Burberry’s trench coat went from being the rainwear of choice for the Queen of England to the must-have accessory for fashion models and celebrities. When Burberry sold stock to the public in 2002, the company raised $414 million.
ANALYZE and WRITE
Write a paragraph about how branding the Burberry palid was a strategic marketing move?
Apply one theory of fashion movement to Burberry.

2. Chapter 5.2
The Fashion Cycle

3. WHAT WILL YOU LEARN??? To explain the fashion cycle
To discuss the role of fashion leaders
To identify the different theories of fashion movement
To discuss the difference between fashion trends and fads

4. The Fashion Cycle
The Fashion Cycle is the period of time or life span during which the fashion exists, moving through five stages from introduction through obsolescence.
Stages of Fashion Cycle
Introduction Stage
Rise Stage
Peak Stage
Decline Stage
Obsolescence Stage

5. Fashion Movement
The only constant in fashion world is that consumers look for new fashions and desire change.
This is referred to as fashion movement, or ongoing motion of fashions moving through the fashion cycle.
Old is New Again
Leading the Fashion Way
Fashion Leaders are the trendsetters, or individuals who are the first to wear new styles, after which the fashion is adopted by the general.

6. Theories of Fashion Movement
Fashion leaders exists on all levels of society and affect fashion movements.
The following three theories of fashion movement identify the starting point of a fashion trend:
Trickle-Down Theory
Trickle-Up Theory
Trickle-Across Theory
A fashion trend is the direction of the movement of fashion that is accepted in the marketplace.

7. TRICKLE-DOWN THEORY
Trickle-Down Theory is a hypothesis that states the movement of fashion starts at the top with consumers of higher socioeconomic status.
This is the oldest and most accepted theory of fashion change.

8. Trickle-Up Theory
Trickle-Up Theory is a hypothesis that states the movement of fashion starts with consumers on lower- income levels and then moves to consumers with higher income.
Examples:
Athletic Apparel Style – 1970s-1980s
Hair Style
Punk Style

9. Trickle-Across Theory
Trickle-Across Theory is a hypothesis stating that fashion acceptance begins among several socioeconomic classes at the same time.

10. Fashion Trends VS Fads
A fad is a fashion that is popular for a short period of time.
Changing Fashions

11. Quiz What are the five stages of the fashion cycle?
What are three theories of how fashions become popular?
What is the difference between a fashion trend and a fashion fad?