2. 2
Chapter
Fashion Movement

3. Objectives
Explain the role of fashion leaders and followers in the fashion movement.
State the theories of fashion movement.
Describe the stages and time spans of fashion cycles.
continued

4. Objectives Analyze the main principles of fashion movement.
Compare factors that speed up or slow down fashion movement.
Relate the importance of fashion change.

5. Understanding Fashion Movement
Chapter 2
Understanding Fashion Movement
Consumer desire for new fashions causes constant changes in garment silhouettes and details
This ongoing change in what is considered fashionable, called the fashion movement, is the reason for
discarding old fashions to buy new ones
a successful fashion business
continued

6. Understanding Fashion Movement
The obsolescence factor is the rejection of used items in favor of newer ones
Note that discarded items may still be usable, especially apparel items
A fashion trend is
the direction in which fashion is moving
something new that is gaining popularity and wide acceptance

7. Fashion Leaders
Fashion leaders are people with enough confidence and credibility to start or accept new fashions
In fashion movement, high fashion is first worn by fashion leaders
In past centuries, fashion leaders were often royalty
Today, fashion leaders tend to be celebrities

8. Fashion Leaders and Followers
Every community has fashion leaders. They
are the first to discover and display new styles
attract much attention, which prompts others to try to imitate them
Fashion followers are people who wear fashion looks only when they become firmly accepted

9. Fashion Followers and Laggers
Because the number of fashion followers is large, this makes it economical to have mass production in factories and mass distribution through retail stores
By the time fashion followers wear a style, fashion leaders have already moved on to other styles
Eventually, a style is worn by fashion laggers, the people who adopt fashions last

10. Theories of Fashion Movement
Fashion looks may be introduced by several means
Fashion professionals need to understand how the ideas spread and are adapted for different consumer groups
There are theories that explain how a fashion might travel to mass acceptance
Each theory identifies different fashion leaders and how it spreads to the general public

11. The Trickle-Down Theory
The trickle-down theory is the oldest and most accepted theory of fashion movement
Fashion trends start at the top of a “social ladder”
The fashions are accepted by people of lower socioeconomic levels only after being worn by people in upper income levels.
Fashions are rejected by people in higher income levels when they spread down to the next level

12. The Trickle-Up Theory
The trickle-up theory suggests that fashion acceptance begins among the young or lower income groups
The fashion then moves upward to people in older age groups or higher income levels
Designers often look for street trends among avant-garde youth or fashion trends inspired by minority groups

13. The Trickle-Across Theory
The trickle-across theory claims that fashion moves horizontally through groups at similar social levels
Members of each social group look to the leaders of their own group for fashion trends
Fashion leaders of all groups can access the new styles at various prices around the same time
High fashion is been partially replaced by mass fashion

14. The Fashion Cycle
The fashion cycle is the ongoing rise, peak, and fall in popularity of specific styles
Each style that comes into fashion rotates through the fashion cycle
Specific features of fashion goods, such as colors, textures, and fabrics, also go through fashion cycles
As existing fashions die, new ones emerge

15. Stages of the Fashion Cycle
Each fashion moves through the same events
The new style is introduced
It increases in popularity
It is worn by many people
It decreases in popularity
It is discarded for a newer style
Thus, the stages of the fashion cycle are introduction, rise, peak, decline, and obsolescence

16. Introduction and Rise
The stages of the fashion cycle can be illustrated on a bell-shaped curve called the merchandise acceptance curve
At the introduction stage, new “looks” seem unusual and are accepted by few fashion leaders
During the rise, consumer interest grows and the fashion is accepted by more people

17. Peak and Decline
In the peak stage, also called the culmination stage or plateau, fashions are at their height of popularity
Following a fashion’s greatest acceptance, it reaches saturation, which means the market has been supplied with the most it will absorb
This begins the decline stage, when the fashion seems boring and drops in demand

18. Obsolescence The end of the fashion cycle is the obsolescence stage
At this stage, the style is totally undesirable
Stores cannot “unload” the fashion to consumers at any price
The fashion, no longer worn, is rejected by almost everyone
The style fades from use completely

19. Fashion Insights
As fashions come and go, they pass through the various stages of the fashion cycle
Fashions seem extreme and daring when first introduced
Fashions seem smart and stylish when they are popular
Fashions seem dowdy and out-of-date after their peak

20. Length of Fashion Cycles
Speed of movement through a cycle, from months to years, varies with each fashion
Long-run fashions take a long time to complete the cycle
They may have slow initial acceptance, a longer time in popular demand, and/or a slow period of decline
Examples: classic fashions
continued

21. Length of Fashion Cycles
Short-run fashions are popular for a brief period of time, usually for only one season
They are easy for manufacturers to copy and inexpensive for consumers to buy
Example: fads
Teenagers’ fashions change the fastest and have the most minor trends
Breaks in cycles also occur periodically

22. The Five Principles of Fashion Movement
Consumer acceptance or rejection establishes fashion
Price does not determine acceptance
Sales promotion does not determine fashion
Fashion movement is evolutionary, not revolutionary
Fashion extremes cause reversals to a new direction

23. Principles of Fashion Movement
Consumers accept some styles and reject others
Although a new style is highly priced, it can quickly become available at various prices
Promotional activities, such as advertising, cannot sell items that consumers do not want
People do not like drastic changes away from accepted, comfortable ideas

24. Fashion Extremes—Reversals or a New Direction
When fashions reach an extreme in styling, a new and different look will begin
Example: men’s very wide neckties move to skinny string ties
Example: short skirt length moves to very long
These examples show how a fashion trend can go only so far in one direction and then must change

25. Factors That Speed Fashion Movement
Modern communications and mass media
spread fashion news almost instantly
may stimulate consumer buying
Good economic conditions
make more resources available to businesses to offer new fashions
leave consumers with more money to spend on fashions and other newer items
continued

26. Factors That Speed Fashion Movement
Increased competition among fashion sellers
offers more fashion choices to buy
Technological advances
encourage a wider variety of new and better products available faster and at better prices
Social and physical mobility
means people move to different locations or social groups that expose new fashions to customers
continued

27. Factors That Speed Fashion Movement
Chapter 2
Factors That Speed Fashion Movement
More leisure time allows for more activities
that create a need for a greater variety of clothing
Higher levels of education means consumers
have higher incomes to support more purchases
need more outfits for their careers
The changing roles of women requires purchases for a wider range of clothing needs
Seasonal changes cause fashion change

28. Factors That Slow Fashion Movement
Chapter 2
Factors That Slow Fashion Movement
Bad economic conditions
leave consumers with higher unemployment rates and less money to spend overall
Cultural customs may dictate certain forms of dress that members of the group must wear
Religion may prompt followers to avoid certain fashion trends
continued

29. Factors That Slow Fashion Movement
Laws or other government regulations may outlaw certain
furs and skins of endangered species
imported goods
Disruptive world events, such as droughts or wars, may cause shortages of materials or disrupt the apparel industry in other ways

30. Industry Facts
Understanding consumer motives and predicting fashion movement is important at all levels of the fashion industry
Manufacturers and retailers must forecast the direction in which fashion is moving and predict the styles that consumers will accept.

31. In Summary
Fashion movement is a result of different fashions continually going in and out of popularity
Fashion trends start with some age, income, or social groups
The fashion cycle shows the predictable introduction, rise, peak, decline, and obsolescence of fashion elements