Consumer identification with fashion cycle ,adoption

of fashion

Submitted by T. Tamil selvan.

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.

CHANGEChange 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.

AcceptanceAcceptance 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.

TasteIndividual 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.

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

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.

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

Introduction StageDesigns and styles previewed at major design centersLimited acceptance by consumersFashion leadersHigher pricesSmall quantities producedNew 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.

Increase in popularity

New styles worn by celebrities on television, attract the

attention of the general public.

So they bring out adaptation.

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.

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.

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

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.

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

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.

Adoption of fashion …

Adoption of fashion is basically there are

three variation of the fashion adoption process :

Traditional adoption

Reverse adoption

Mass dissemination .

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.

Fashion trendsetters

Fashion adopters

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

Fashion trendsetters

Fashion adopters

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.