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PowerPoint for
TTHE HE WWORLD OFORLD OF
FFASHIONASHIONMMERCHANDISINGERCHANDISING
By
Vicki Shaffer-White
Publisher
The Goodheart-Willcox Co., Inc.Tinley Park, Illinois
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Part 1: Basic Fashion and Business ConceptsChapter 2
Fashion Movement
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Objectives:
Explain the role of fashion leaders and followers in fashion movement
State the theories of fashion movement Describe the stages and time spans of
fashion cycles Analyze the main principles of fashion
movement Compare factors that speed up or slow
down fashion movement Relate the importance of fashion change
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Understanding Fashion Movement
Fashion movement is the ongoing change in what is considered fashionable from acceptance to obsolescence (the rejection of a fashion in favor of a new one)
A fashion trend is the direction fashion is moving
OBSOLETE
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Fashion Leaders
Confidence to start or accept new fashions
Small number who dare to be different
Trendsetters Noticed and imitated First to discover and
display (wear) new styles Often public celebrities
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Fashion Fashion Motivators Victims Role models of
latest fashion
Blindly follow
May be wealthy
Money does not buy taste or style
May fall victim to prestige or acceptance at fashion’s expense
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Fashion Followers Need time for fashion to be
firmly accepted by majority before they will adopt it
Fashions must become well-established
May lack time, money, interest, and devotion to fashion
Tend to admire and imitate Insecure about their own
tastes or sense of fashion
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Fashion Laggers
Last to adopt a style or fashion
Majority of people have already accepted the fashion
May often find their apparel on sale as it is usually on the way to obsolescence
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Do you think you are a fashion leader, fashion follower, or fashion lagger? Explain and use examples.
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Theories of Fashion Movement
TRICKLE UP TRICKLE ACROSS
TRICKLE DOWN
Fashion trends start at the top of the “social ladder”
Fashion trends start with the young or lower income groups
Fashion moves horizontally through similar social levels
Lower $
Higher $
Royalty Rich
White collar
Blue collar
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Trickle-Down Theory18th-19th Century
Source of fashion ideas designers
catered to wealthy
Fashion leaders highly visible
elite served as models for lower class
Direction down from elite
class to working class
Change of speed how quickly the
lower class could obtain and copy the elite
Dynamics of change drive for
differentiation and imitation
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Trickle-Up Theory
Starts with young trendsetters
May be lower income groups
Fashion defined by street wear
Examples may include: Tattooing, body
piercing, “grunge” looks
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Mass Market Trickle-Across Essentials
Mass production Newest looks
available quickly Fast-paced
communication and mass media Style information
available to all at same time
Each social group has own fashion leaders
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1960’s Trickle-Across Within group at similar social level Vietnam Civil rights Integration Mass communication Mass media Growing middle class Availability of quick, easy knockoffs Mass production makes fashion
available at all price levels
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The Fashion Cycle
Introduction
New style is introduced (colors and textures)
Rise
Slowly increases in popularity
Decline
Decreases in popularity (saturation)
Obsolescence
Discarded for a newer style
Peak
Height of popularity; Worn by the majority of people (culmination)
ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE
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Swing of Fashion Popularity
Before its time . . .
10 years before its time vulgar or indecent
5 years before its time bold or shameless
1 year before its time flashing or daring
When currently in fashion smart or elegant
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The Swing of Fashion After its time . . .
1 year after its time = tacky or dowdy
5 years after its time = hideous
10 years after its time = outrageous or
outlandish 20 years after its time = funny
50 years after = odd
100 years after = charming
150 years after = gorgeous
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Overall Fashion Cycle Variations . . . From Flop to Classic
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Length of Fashion Cycles
Long-run fashions Take a long time to
complete cycle May have slow initial
acceptance; longer time in popular demand
Classics are long-run Short-run fashions
Usually popular for only one season
Label each picture
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Principles of Fashion Movement
Fashion is . . .
Accepted or rejected by consumers
Not determined by price Not determined by sales
promotion Evolutionary, not
revolutionary Or can be extreme,
causing reversal or abrupt change
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Factors that Speed Up Fashion Cycle Movement
Mass media, modern communications
Good economic conditions Increased competition Technological advances Social and physical mobility More leisure time Higher levels of education Changing roles of women Seasonal changes
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Factors That Slow Down Fashion Cycle Movement Bad economic
conditions consumers have less
money to spend
Cultural customs passing down
traditional clothing; not buying new
Religion fashion may lead to
corruption and temptation
Laws/government regulations tariffs, quotas
Disruptive world events droughts, wars,
terrorism
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Do You Know . . .
How important is fashion change?
Whose job is it to forecast the direction fashion is moving and predict what styles will be accepted by the majority of consumers?
How does the fashion cycle give clues to the ever-changing fashion movement?