Welcome to the home of The Man Booker Prizes with exclusive news, interviews and articles about The Man Booker Prize for Fiction and The Man Booker International Prize. The symmetrical relationship between the Man Booker Prize for Fiction and the Man Booker International Prize will ensure that the ‘Man Booker’ can now honour fiction on a global basis.

1. Consumer identification with fashion
cycle ,adoption of fashion

2. Submitted by
T. Tamil selvan.

4. STYLE:
It is the basic outline of any garment .
 It is the modification of fashion.
 Fashion changes but style does Change.
for e.g. box pleated skirt , polo t–shirts.

5. CHANGE
Change makes fashion always interesting.
Fashion change is to stimulate buying.
 Fashion change because it reflects change in
people’s life styles and current events.
People get bored with what they have.
People’s needs change.

6. Acceptance
Acceptance implies that consumer must buy
and wear a style.
There’s no fashion if nobody buys it
Acceptance – 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.

7. Taste
Individual preferences for one style is called
taste.
“Good taste” in fashion implies sensitivity to what
is beautiful and appropriate.
Good taste is developed by extensive exposure
to beautiful design.

8. Classic:
A classic is a traditional style that stays in
fashion for a very long time.
Fad:
A fad is a fashion that is very popular for only
a short time.
Fads help teens express two important needs:
 To belong to a group
 Express their own individuality

9. Collection:
A manufacture or designer's group of garments for a
specific season.
The season's total number of styles or designs,
accumulated for presentation comprises a collection.
Design:
An arrangement of parts, form, color, and line, for
developing a style, idea, plan or drawing, a concept, a
combination of details executed with artistry.

11. FASHION EVOLUTION
Fashion acceptance is usually described
as a fashion cycle.
 Fashion cycle is depicted as a bell shaped curve
encompassing five stages.
 Introduction
 Rise in popularity
 Peak in popularity
 Decline in popularity
 Rejection

13. Introduction Stage
Designs and styles previewed at major design centers
Limited acceptance by consumers
Fashion leaders
Higher prices
Small quantities produced
New styles are priced high.
Talented designers may be given financial backing to
create new apparel.
They create new apparel by combining the art and
design principle.
Produced in small quantities gives space for creativity.

14. Increase in popularity
 New styles worn by celebrities on television,
attract the attention of the general public.
 So they bring out adaptation.

15. 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.

16. Peak in popularity
 When fashion is at the height of popularity – more
demand - adaptations at many price levels.
 Due to mass acceptance the production reaches
peak.
 Fashion most popular and accepted
 Variety of fashion versions
 Variety of price levels
 Length at this stage determines if fashion
becomes a classic.

17. Decline in popularity
Mass production finally end up in fashion conscious
people gets bore of the style and they look for
something new.
Retail stores put declining styles on racks, hoping to
make room for new merchandise.
Decreasing demand for the fashion
Fashion has “oversaturated” or flooded the market
Consumers won’t pay high price for the fashion

18. Rejection
 Last phase of the cycle.
 Discarding the style
 Beginning of the new style.
 Consumers no longer interested.
 Low price.
 Retailers not restocking.
 Manufacturers not producing.

20. Fashion Cycle:
Period of time or life span
during which fashion exists

21. Consumers Identification with
fashion cycle
Consumer can be identified with various stages of
the fashion cycle.
Fashion Leaders buy and wear new style at the
beginning of their cycle other tend to imitate .
People who look for new fashion and wear it
before it becomes generally acceptable.
They dare to be different, and they attract the
attention.

23. Adoption of fashion …

24. Adoption of fashion is basically there are
three variation of the fashion adoption process :
 Traditional adoption
 Reverse adoption
 Mass dissemination .

25. Traditional Adoption- (Trickle-
Down Theory)
 Oldest and most accepted theory.
 The trickle –down theory is based on the
traditional process of copying and adapting
trendsetting fashion from Paris , Milan , London,
and New York designer.
 Fashion is copied , modified and sold at lower
and lower prices it loses its newness ,quality and
other essential design elements.

26. Fashion trendsetters
Fashion adopters

27. Reverse adoption –(Trickle-
Up Theory)
Fashion movement starts with lower socio-
economic levels.
since the 1960s, manufacturers and retailers pay
more attention to consumer innovation .
They watch people on the streets to find ideas .
some of these ideas eventually reach the designer
market.
 Acceptance by consumers with higher incomes
 Athletic apparel style
 Jeans e.g. cargo
 Hair style
 Punk style

28. Fashion trendsetters
Fashion adopters

29. Mass disemination – (Trickle-Across
Theory)
 Fashion acceptance begins among several socio
-economic groups.
 Increased diversity means that many different styles
can be acceptable at the same time.
 Various designer and manufacturer labels appeal to
various market segments at different price point .
 Most prevalent in 21st
century – technology.