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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.