Good Afternoon and Happy New Year 1214 I

Good Afternoon and Happy New Year! 1/2/14 • I hope you all had an awesome break! • Today we are: – Looking at the fashion cycle • Next week: – Marketing – Begin final project!

The Fashion Cycle

Lesson Objectives • • Explain the fashion cycle Discuss the role of fashion leaders Identify theories of fashion movement Discuss difference between fashion trends and fads

What is “The Fashion Cycle”? • Period of time or life span during which fashion exists • Style - particular look, shape or type of apparel item • Fashion – style that is popular during a given period of time

Stages of the Fashion Cycle • Introduction • Rise • Peak • Decline • Obsolescence

Introduction Stage • Designs and styles previewed at major design centers • Limited acceptance by consumers • Fashion leaders • Higher prices • Small quantities produced

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 Stage • Fashion most popular and accepted • Variety of fashion versions • Variety of price levels • Length at this stage determines if fashion becomes a classic

Decline Stage • Decreasing demand for the fashion • Fashion has “oversaturated” or flooded the market • Consumers won’t pay high price for the fashion • Retail markdowns occur

Obsolescence Stage • Consumers no longer interested • Low price • Retailers not restocking • Manufacturers not producing

Life-Cycle Pattern • Rate of movement varies with each fashion • Based on consumer acceptance

Fashion Movement • Ongoing motion of fashions moving through the fashion cycle • Classics – fashion that remain in the rise stage – Jeans – “little black dress” – Tailored suit • Fads – fashions popular for short periods of time – – Produced and sold at lower prices Easy to copy Moves quickly through fashion cycle Sudden appearance and disappearance

Factors affecting fashion movement • • Consumer acceptance and desire Economic acceptance - affordability Social acceptance Adaptations – Fibers , fabrics, textures – Color • Marketing - Advertising techniques • Fashion Leaders

Theories of Fashion Movement Fashion Trend • Trickle-Down • Direction of the Theory movement • Trickle-Up Theory • Depends on • Trickle-Across where the Theory fashion began

Trickle-Down Theory • Movement of fashion starts at the top socioeconomic status of consumers • Fashion then accepted “down” to the general public • Oldest and most accepted theory Fashion trendsetters Fashion adopters

Trickle-Up Theory • Fashion movement starts with lower socioeconomic levels • Acceptance by consumers with higher incomes – Athletic apparel style – Jeans – Hair style – Punk style Fashion adopters Fashion Trendsetters

Trickle-Across Theory • Fashion acceptance begins among several socioeconomic groups • All price levels at same time • Quality and lines vary • Most prevalent in 21 st century technology