Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Fashion Cycle 97 2003

11,120 views

Published on

Fashion, apparel, textile, merchandising, garments

Published in: Business, Lifestyle
  • Be the first to comment

The Fashion Cycle 97 2003

  1. 1. The Fashion Cycle
  2. 2. Lesson Objectives <ul><li>Explain the fashion cycle </li></ul><ul><li>Discuss the role of fashion leaders </li></ul><ul><li>Identify theories of fashion movement </li></ul><ul><li>Discuss difference between fashion trends and fads </li></ul>
  3. 3. What is “The Fashion Cycle”? <ul><li>Period of time or life span during which fashion exists </li></ul><ul><li>Style - particular look, shape or type of apparel item </li></ul><ul><li>Fashion – style that is popular during a given period of time </li></ul>
  4. 4. Stages of the Fashion Cycle <ul><li>Introduction </li></ul><ul><li>Rise </li></ul><ul><li>Peak </li></ul><ul><li>Decline </li></ul><ul><li>Obsolescence </li></ul>
  5. 5. Introduction Stage <ul><li>Designs and styles previewed at major design centers </li></ul><ul><li>Limited acceptance by consumers </li></ul><ul><li>Fashion leaders </li></ul><ul><li>Higher prices </li></ul><ul><li>Small quantities produced </li></ul>
  6. 6. Rise Stage <ul><li>Manufacturers adopt designs and styles to produce with less expensive fabrics or less detail </li></ul><ul><li>More affordable and more availability </li></ul><ul><li>Acceptance by more people </li></ul><ul><li>Adaptations and changes </li></ul><ul><li>Mass production </li></ul>
  7. 7. Peak Stage <ul><li>Fashion most popular and accepted </li></ul><ul><li>Variety of fashion versions </li></ul><ul><li>Variety of price levels </li></ul><ul><li>Length at this stage determines if fashion becomes a classic </li></ul>
  8. 8. Decline Stage <ul><li>Decreasing demand for the fashion </li></ul><ul><li>Fashion has “oversaturated” or flooded the market </li></ul><ul><li>Consumers won’t pay high price for the fashion </li></ul><ul><li>Retail markdowns occur </li></ul>
  9. 9. Obsolescence Stage <ul><li>Consumers no longer interested </li></ul><ul><li>Low price </li></ul><ul><li>Retailers not restocking </li></ul><ul><li>Manufacturers not producing </li></ul>
  10. 10. Life-Cycle Pattern <ul><li>Rate of movement varies with each fashion </li></ul><ul><li>Based on consumer acceptance </li></ul>
  11. 11. Fashion Movement <ul><li>Ongoing motion of fashions moving through the fashion cycle </li></ul><ul><li>Classics – fashion that remain in the rise stage </li></ul><ul><ul><li>Jeans </li></ul></ul><ul><ul><li>“ little black dress” </li></ul></ul><ul><ul><li>Tailored suit </li></ul></ul><ul><li>Fads – fashions popular for short periods of time </li></ul><ul><ul><li>Produced and sold at lower prices </li></ul></ul><ul><ul><li>Easy to copy </li></ul></ul><ul><ul><li>Moves quickly through fashion cycle </li></ul></ul><ul><ul><li>Sudden appearance and disappearance </li></ul></ul>
  12. 12. Factors affecting fashion movement <ul><li>Consumer acceptance and desire </li></ul><ul><li>Economic acceptance - affordability </li></ul><ul><li>Social acceptance </li></ul><ul><li>Adaptations </li></ul><ul><ul><li>Fibers , fabrics, textures </li></ul></ul><ul><ul><li>Color </li></ul></ul><ul><li>Marketing - Advertising techniques </li></ul><ul><li>Fashion Leaders </li></ul>
  13. 13. Theories of Fashion Movement <ul><li>Trickle-Down Theory </li></ul><ul><li>Trickle-Up Theory </li></ul><ul><li>Trickle-Across Theory </li></ul><ul><li>Fashion Trend </li></ul><ul><li>Direction of the movement </li></ul><ul><li>Depends on where the fashion began </li></ul>
  14. 14. Trickle-Down Theory <ul><li>Movement of fashion starts at the top socioeconomic status of consumers </li></ul><ul><li>Fashion then accepted “down” to the general public </li></ul><ul><li>Oldest and most accepted theory </li></ul>Fashion trendsetters Fashion adopters
  15. 15. Trickle-Up Theory <ul><li>Fashion movement starts with lower socioeconomic levels </li></ul><ul><li>Acceptance by consumers with higher incomes </li></ul><ul><ul><li>Athletic apparel style </li></ul></ul><ul><ul><li>Jeans </li></ul></ul><ul><ul><li>Hair style </li></ul></ul><ul><ul><li>Punk style </li></ul></ul>Fashion adopters Fashion Trendsetters
  16. 16. Trickle-Across Theory <ul><li>Fashion acceptance begins among several socioeconomic groups </li></ul><ul><li>All price levels at same time </li></ul><ul><li>Quality and lines vary </li></ul><ul><li>Most prevalent in 21 st century - technology </li></ul>

×