A Normal Fashion CycleFashion Cycle The introduction, Rise, Culmination, Decline, and Obsolescence of a given style over a period of time. Introduction: the beginning of a new style, trend Rise: gain in popularity and familiarity Culmination: the highest point or peak of the trend Decline: the end of a style or trend Fashion Cycle 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 ³oversaturated´ 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 . Lengths of fashion cycles Cycles have no specific lengths. Fashion cycles are less distinct now than in the past. and come back in fashion again. Recurring fashions: Styles which have been in fashion at one time. gone out of fashion. Fashion trends seem to recur about every generation or every 20 to 30 years. . Styles are easy for the manufacturer to produce and are relatively inexpensive to the consumer. Styles typically have more details than seen in classics. Fads. usually lasting only one season Accepted and rejected quickly Teenagers¶ fashions change the fastest and have the most trends. .Stages of the fashion cycle The style may have a long or short stay at this stage. Short-run fashions: Styles that are popular for a brief period of time. Classics. basics. minimal detail. slow decline Styles have simple lines. long peak. . and/or staple fashions Slow introduction.Stages of the fashion cycle Long-run fashions: Styles that take a long time to complete the fashion cycle. Recurring cycle in skirt lengths . Cyclical Nature of Fashion This Jim Beam ad illustrates the cyclical nature of fashion. . Factors that accelerate fashion movement Communications and mass media Good economic conditions Increased competition Technological advances Social and physical mobility More leisure time Higher levels of education Changing roles of women Seasonal changes . Factors that decelerate fashion movement Bad economic conditions Cultural and religious customs Laws or other governmental regulations Disruptive world events . television personalities. athletes.Fashion Leaders Fashion leaders: Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends. first families. movie stars. musicians . The first to purchase new styles Desire distinctiveness and uniqueness May be innovators and/or influencers. Royal families. singers. status and/or wealth to become fashion role models. .Fashion Innovators and Motivators Fashion Innovators: Some fashion leaders actually create fashion. They try to find unique fashion in small boutiques or vintage clothing stores or they design their own clothes. Fashion Motivators: Also called as Role Models. Designers often lend their new styles to celebrities to get publicity. A few fashion leaders have the beauty. They may be referred as Avant Garde. Fashion Victims and Followers Fashion Victims: These are those people with too much money to spend who become slaves to designer brands. They are busy with their jobs and families and think that fashion is unimportant. They tend to imitate people whom they admire. Fashion Victims are people who blindly and stupidly follow a brand without any discernment and without any analysis. . Fashion Followers: Those who accept and wear a fashion only after it becomes acceptable to the majority. Types of Adopters . Late Adopters: Early Adopters: Innovators: . The brave souls who are always on the lookout for novel developments and will be the first to try a new offering.Adopting Innovations Laggards: People who are slow to pick up new products. especially with regard to expressive products. but do not want them to be too new. They deliberately wait to adopt an innovation. but an important difference is their degree of concern for social acceptance. Consumers interested in new things. Share many of the same characteristics as innovators. Diffusion of Innovation LAGGARDS S-CURVE Form LATE MAJORITY EARLY MAJORITY EARLY ADOPTER INNOVATORS . . Fashion Fad Classic Style Design Trends Fashion Cycle .Terms that keep designers in business. Fashion The currently accepted prevailing style. . Fad A fashion with a sudden burst of popularity . .Style A characteristic or distinctive form of dress that exists independent of fashion Each person develops their own over time. Classic A fashion that retains general acceptance over a very extended period of time . Design Refers to a specific version of a style . Trend The movement of a fashion into and through the marketplace . texture.Differences Within the Fashion Cycle Classics ± Never become completely obsolete. lack the character to hold consumer attention for very long Cycles within cycles ± Design elements (color. silhouette) change as the style stays popular . come and go. but remain accepted for an extended period Fads ± Short lived fashions. Classic and FAD . Comparison of Acceptance Cycles . The goods are expensive but exclusivity is what fashion leaders crave. Fashion followers (most people interested in fashion) wear mass fashion. Mass fashion is made by manufacturers and retailers at many prices. . Fashion laggards want good value.they buy late. Fashion leaders buy these looks during the introduction and growth stages. Mass Fashion High fashion looks are created by designers and exclusive stores.High Fashion vs. A fashion year Two main seasons Spring/Summer Autumn/Winter Both require a different fashion look and a new range of colors and fabric designs for the time of year. Lightweight fabrics in summer Heavier fabrics in winter . Second: Superordinate groups look at subordinate groups to make sure they are not imitated. Mass Fashion: When media exposure permits many groups to become aware of a style at the same time. . Trickle-Across Effect: Fashions diffuse horizontally among members of the same social group. Trickle-Up: Fashions that originate with the lower class first.Sociological Models of Fashion Trickle-Down Theory: There are two conflicting forces that drive fashion change First: Subordinate groups adopt the status symbols of the groups above them. Trickle-Down Theory Movement of fashion Fashion trendsetters starts at the top socioeconomic status of consumers Fashion then accepted ³down´ to the general public Fashion adopters Oldest and most accepted theory . Trickle-Up Theory Fashion movement starts with lower socioeconomic levels Acceptance by consumers with higher incomes Fashion adopters Athletic apparel style Jeans Hair style Punk style 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 21st century .technology .