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Fashion cycles and Consumer Identification

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This presentation highlights the information about Fashion Cycle , Various Lengths of Fashion Cycle and Consumer identification in fashion . Special thanks to Gini Stephens Frings for her 9th Edition …

This presentation highlights the information about Fashion Cycle , Various Lengths of Fashion Cycle and Consumer identification in fashion . Special thanks to Gini Stephens Frings for her 9th Edition of the book 'Fashion from concept to consumer ' .

Published in: Education, Lifestyle, Business

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  • 1. History Of fashion Instructor – Pooja Talashi
  • 2. What is Fashion ?  Fashion is the style or styles most popular at a given time. The term implies four components : Style , Change , Acceptance and Taste .
  • 3. Style  Style in any particular characteristic or look in apparel or accessories. The term style can be interpreted in three ways .  Designers interpret fashion ideas into new styles and offer them to the public. The manufacturers assigns a style number to each new design in each collection, which is used to identify it throughout production , marketing and retailing.
  • 4.  Designs that have the same characteristics are referred to as a style, such as a blazer-style jacket , an empire-style dress, or an envelope-style handbag. A style may come and go in fashion , but that specific style always remains that style , whether it is in fashion or not . For example , the polo shirt style will not always be in fashion , yet it will always have variations of the same styling and details, which make it a polo shirt.  A person can have ‘style’ by wearing fashionable clothes particularly suited to him or her or a designer may become known for a certain ‘style’ or ‘look’  A ‘stylist’ is a fashion consultant who helps edit a designer’s collection , selects flattering clothes for celebrities to wear and puts fashion look together with accessories for fashion photographer or a magazine.
  • 5. Change  What makes fashion interesting is that it is always changing. Designer karl lagerfeld said, ‘what i like about fashion is change. Change means also that what we do today might be worthless tomorrow. But we have to accept that because we are in fashion. There’s nothing safe forever in fashion. Fashion is a train that waits for nobody . Get on or its gone. Vera Wang tells her assistants, ‘If you’re afraid of change, you’re in wrong business.’’  Many people criticize the fickleness of fashion, saying that fashion changes only to stimulate buying. And it is true that if fashion never changed, the public would not buy apparel and accessories so often. However, fashion is one way for consumers to visually express their relationship to current events and to life itself.
  • 6.  Fashion changes because. It reflects changes in people’s lifestyles and current events. People’s needs change People get bored with what they have  As a result of modern communications , the public is quickly made aware of the existence of new styles. Thus , one is the greatest impacts on fashion is the acceleration of change. Consumers are away of new styles before they reach the stores.  Because fashion is a product of change , a sense of timing ( the ability to understand the speed of acceptance and change) is an important asset for anyone involved with product development or marketing in the fashion industry.  Designer Valentino remarked , ‘ timing is the key to a successful idea’
  • 7. Acceptance  Acceptance implies that consumers must buy and wear a style to make it a fashion . Karl Lagerfeld remarked , ‘There’s no fashion if nobody buys it’. It is then up to the public to decide wheather these styles will become fashion.  Acceptance , that is , purchases by a large number of people , makes a style into fashion. The degree of acceptance also provides clues to fashion trends for coming season
  • 8. Taste  An individual's preference for one style or another is referred to as a taste. ‘Good taste’ in fashion implies sensitivity to what is beautiful and appropriate .  People who have good taste also understand quality and simplicity.  Good taste is developed by extensive exposure to beautiful design.  People also develop individual tastes, often referred to as ‘personal style’ .
  • 9. Fashion Evolution  Fashion Cycles Fashion Acceptance is usually described as a fashion cycle. It is difficult to categorize or theorize about fashion without oversimplifying. Fashion cycle is depicted with five stages : • Introduction • Rise in Popularity • Peak of popularity • Decline in popularity • Rejection .
  • 10. Introduction of style  New styles introduced in high price level.  New apparel and accessory styles by changing      elements like line , shape , colour , fabric and details High production cost Small quantity in production More flexibility in terms of design Style and Newness Clientele – TV stars, politicians and Wealthy group of people who can afford .
  • 11. Increase in Popularity  Worn by Celebrities on television or photographed in magazines , Attracting attention of general public . Popularizing the style.  Still expensive for common man and woman thus copied or adapted by mainstream manufacturers , making it available to public .  Thus selling the garment at lower prices .
  • 12. Peak of Popularity  More manufacturing  Various Price levels  Some Designers are flattered about t he copies of their design while others are resentful and file legal cases .  Knockoffs – A knock off is a copy of somone’s design. Usually a garment that is already a best-seller for another manufacturer.  Adaptations are designs that have all the dominant features of the style that inspired them, but do not claim to be exact copies. Modifications have been made, but distinguishing features of the original, such as a special shoulder treatment or the use of textured fabrics, may be retained in the adaptation  There is a very fine line between adaptations and
  • 13. Decline of Popularity  Fashion conscious people get tired of same     styles in every store in the market . Looking for something new . Consumers still wearing those styles but not willing to buy the same product at the same price. Sales offers at retail stores Many Shoppers waiting for sales to buy the products at deflated prices .
  • 14. Rejection of style or Obsolescence  Already turned to another new look thus beginning a new cycle .  Styles out of fashion  ‘fashion Wears out more apparel than the man’ – Shakespeare
  • 15. Length of cycles  Classics – Acceptance for an extended period , simplicity of design . Example – Chanel suits( 1950) gained popularity in 1980’s and 1990’s . Cashmere sweaters , polo shirts , jeans and ballet flats.  Fads – short lived fashions , lack of design strength to hold a customer attention for long . Narrow consumer group. Example – pony prints or charity wristbands .  Cycles within cycles – Design elements may change in terms of colour , texture or fit but the style remains the same . Jeans became a fashion item in late 1960’s giving space and shape to various product line of the same  Recurring cycles – Resurfacing of the same fashion . Designers borrow ideas from the past. Nothing is exactly the same also nothing is totally new. Inspired by nostalgic looks. Different fabrics , colors and details which makes the look unique to today .
  • 16. Consumer Identification  Fashion Leaders  Fashion innovators , motivators or role models  Fashion victims  Fashion Followers  Individuality
  • 17. Fashion Leaders  Before the fashion is generally accepted by the general public , these are those people who pick up the trend or style and wear it .  They are confident and have stylist to advice them. They dare to be different , Attracting the attention of others.  Usually they fall in two categories named fashion innovators and fashion Models
  • 18.  Fashion innovators create fashion statements , aggressively looking for interesting new styles , colours , fabrics and ways to accessorize .  Fashion motivators or role models are those who have beauty to carry every look graciously or have wealth to become role fashion models. Seen in publics events after lending the design idea these people gain popularity. Mostly these people are in media , including royalty , politicians , TV and film stars , rock stars and super models .  Fashion Victims – Those have too much money to spend on designer brands thus becoming brand slaves with no creativity of their own . Fashion victims are people who blindly follow a brand without any analysis .
  • 19. Fashion Followers  Fashion needs followers or it would not exist.     These people imitate others only after they are sure of fashion trends. They lack time , money and interest to devote to fashion leadership. Dressing fashionably takes time and energy . They are busy with their jobs and families and think that fashion is unimportant thus picking up the most worn style around . They want more acceptance to what they are wearing thus they encourage bigger network of fashion followers in their family and friends . Imitating people they admire.
  • 20. Individuality  Mixing unexpected garments , prints , colours and textures together making individual decision .  Exclusive combination of brands and designer wear .  These are those people who create fashion in a very eclectic way and present a new fashion trend.