Chp-9:

Fashion Designing & Fashion Trend

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Style & Fashion
• Style is a person’s means of expressing themselves through
clothing, hair, and accessories.

• Fashion is a popular style or practice, especially

in clothing, footwear, accessories, makeup, body piercing, or
furniture accepted by a group of people for a specific period of
time.

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Fashion designing
• Fashion design is the designing and creating of new fashion
trends.

• The more unique your creations, the more successful you’ll be.

• It’s a glamorous career with a lot of money to be made.

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Types of fashion
• The garments produced by clothing manufacturers fall into
three main categories, although these may be split up into
additional, more specific categories-
1. Haute couture (made-to-measure)
2. Ready-to-wear (pret-a-porter)
3. Mass market

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Haute couture
• Until the 1950s, fashion clothing was predominately designed
and manufactured on a made-to-measure or haute
couture basis,
• Made to order for an individual customer,
• Usually made from high-quality, expensive fabric,
• Sewn with extreme attention to detail and finish,
• Time-consuming, hand-executed techniques.
• Look and fit take priority over the cost of materials and the
time it takes to make.

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Ready-to-wear (pret-a-porter)
• A cross between haute couture and mass market,
• Not made for individual customers, but great care is taken in
the choice and cut of the fabric,
• Clothes are made in small quantities to guarantee exclusivity,
• Usually presented by fashion houses each season during a
period known as fashion week,
• Fashion week include, spring/summer, fall/winter, resort,
swim, and bridal.

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Mass market
• The mass market caters for a wide range of customers,
• Producing ready-to-wear garments using trends,
• Use cheaper fabrics and simpler production techniques,
• Save money and time,
• The end product can therefore be sold much more cheaply.

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 A fashion week
• A fashion week is a fashion industry event, lasting
approximately one week, wherein fashion designers, brands or
"houses" display their latest collections in runway shows to
buyers and the media.

• Most importantly, these events let the industry know what's

"in" and what's "out" for the season.

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 Characteristics of fashion week
• Fashion week happens twice a year in the major fashion capitals of
the world: New York, London, Milan and Paris.

• Fashion weeks are held several months in advance of the season to

allow the press and buyers a chance to preview fashion designs for
the following season.

• In February and March, designers showcase their autumn and winter

collections. Fashion week for spring and summer is held in
September and October.

• This is also to allow time for retailers to arrange to purchase or

incorporate the designers into their retail marketing.

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Terms that keep designers in business..

• Fashion
– Fad
• Classic
– Style
» Design
• Trends
• Fashion Cycle

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• Fad: A fashion with a sudden burst of popularity. Or a temporary
fashion, notion, manner of conduct, etc., especially one followed
enthusiastically by a group

• 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 market

place,

• Fashion cycle: The process of a fashion gaining and losing mass

acceptance. 11
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Key Skills of a Fashion Designer
• A good eye for color, texture and shape;
• An understanding of the properties of fabrics and how they can
be used ;
• Technical skills such as pattern cutting and sewing ;
• The ability to spot and develop trends ;
• Drawing skills ;
• The ability to use computer aided design (CAD) ;
• Understanding of production processes;
• The ability to solve problems
• commercial awareness;
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• The ability to work as part of a team.
EVOLUTION AND MOVEMENT
OF FASHION
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

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 Fashion Leaders
 Who has 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 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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 Theories of fashion movement

•Trickle-down theory
•Trickle-up theory
•Trickle-across theory

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Theories of Fashion Movement

TRICKLE DOWN TRICKLE UP TRICKLE ACROSS

Fashion trends start at Fashion trends start with Fashion moves horizontally
the top of the “social the young or lower through similar social
ladder” income groups levels 19
Trickle-down theory
(Downward flow theory):
The assumption that fashion
trends start among the upper
class or fashion leaders and
move down to the masses or
fashion followers.

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 Trickle-Down Theory
18th-19th Century

 Source of fashion  Change of speed

ideas  how quickly the
 designers catered to lower class could
wealthy obtain and copy
 Fashion leaders the elite
 highly visible elite  Dynamics of
served as models for
lower class change
 Direction  drive for
 down from elite differentiation and
class to working imitation
class
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Trickle-down theory
• World’s oldest and most accepted fashion theory
• Asserts that fashions are accepted by people of
lower socioeconomic income levels only after they
have been worn by people of upper socioeconomic
income levels
• These styles are seen on high-fashion runways.
• Example: Jackie Kennedy’s pillbox hat, Barbara
Bush’s pearls, Nancy Reagan’s red, Hillary Clinton’s
pantsuits in the office.

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 Trickle-up theory (Upward
flow theory):
The assumption that fashion
trends start among the young or
lower income groups and move
upward to older or higher
income groups.

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Trickle-up theory

•Style originates with the lower

class and gains approval by upper
class or the fashion elite.
•Ripped jeans, leather jackets

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 Trickle-across theory
(Horizontal flow theory):
The assumption that fashion
moves horizontally through
groups at similar social levels
from fashion leaders to
followers.

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Trickle-across theory

•Its the notion that the adoption of a particular fashion will

spread horizontally within several socioeconomic classes at the
same time.
•Each social group has own fashion leaders.
•Members of each social group look at the leaders of their own
group for fashion trends.
•Example: Designer fashions are copied quickly for mass
production, providing similar styles at most price ranges.
However, they don’t become popular until the fashion leaders of
each group have accepted them.

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 The fashion cycle
•Fashion cycle: The ongoing introduction, rise, peak, decline,
and obsolescence in popularity of specific styles or shapes.
•All styles that come into fashion rotate through the fashion
cycle.
•Fashion acceptance can be illustrated using a bell-shaped
curve.

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 The fashion cycle (cont.)
•The cycles for some styles are exceptions to the bell-
shaped curve.
•Flops: Fashions that are introduced and expected to sell but
that are not accepted by consumers.
•Fads: Temporary, passing fashions that have great appeal to
many people for a short period of time; styles that gain and
lose popularity quickly.
•Classics: Styles that continue to be popular over an extended
period of time even though fashion changes; styles that
remain in fashion year after year.
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 The Fashion Cycle
ALSO KNOWN AS THE MERCHANDISE ACCEPTANCE CURVE

Peak
Height of popularity; Worn by the majority
of people (culmination)

Rise Decline
Slowly increases in popularity Decreases in popularity
(saturation)

Introduction Obsolescence
New style is introduced (colors and Discarded for a newer
textures) style

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 Stages of the fashion cycle

• Introduction
• Rise
• Peak
• Decline
• Obsolescence

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Stages of the fashion cycle (cont.)

Introduction: The first stage of the fashion cycle when new

styles, colors, textures, and fabrics are introduced.

• The new style may be accepted by a small number of people

called fashion leaders.
• Promotional activities include fashion shows and advertising
in high fashion magazines.
• Fashions are produced in small quantities at high prices.
• Retail buyers purchase limited numbers to see if the style
will be accepted.

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Stages of the fashion cycle (cont.)
Rise: The second stage of the fashion cycle when consumer
interest grows and the fashion becomes more readily
accepted by consumers.
• Mass production brings down the price of the fashion, which
results in more sales.
• Styles are manufactured in less expensive materials and in
lower quality construction than the original style.
• Promotional efforts are increased in high fashion magazines
to heighten/raise consumer awareness.
• Retail buyers order items in quantity.

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Stages of the fashion cycle (cont.)

Peak (Culmination stage): The third stage of the fashion

cycle during which a style is at its height of popularity.
• The fashion is demanded by almost everyone because it is
now within the price range of most consumers and is mass
produced in many variations.
• Each retailer tries to persuade customers that its version of
the style is the best.

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Stages of the fashion cycle (cont.)
Peak (Culmination stage)

• 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.
• Fads, usually lasting only one season
• Accepted and rejected quickly
• Teenagers’ fashions change the fastest and have the most trends.
• Styles are easy for the manufacturer to produce and are relatively
inexpensive to the consumer.
• Styles typically have more details than seen in classics.

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Stages of the fashion cycle (cont.)
Peak (Culmination stage)

– Long-run fashions: Styles that take a long time to

complete the fashion cycle.
• Classics, basics, and/or staple fashions
• Slow introduction, long peak, slow decline
• Styles have simple lines, minimal detail.

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Stages of the fashion cycle (cont.)

Decline: The fourth stage of the fashion cycle when the

market is saturated and popularity decreases.
• The fashion is overused and becomes dull and boring.
• As the fashion decreases in popularity, retailers mark down
their prices.
• Promotions center around major clearance or closeout sales
of the fashion.

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Stages of the fashion cycle (cont.)

Obsolescence: The fifth stage of the fashion cycle when the

style is rejected, is undesirable at any price, is no longer
worn, and is no longer produced.

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Lengths of fashion cycles
• Cycles have no specific lengths.
• Recurring fashions: Styles which have been in fashion at one
time, gone out of fashion, and come back in fashion again.
– Fashion trends seem to recur about every generation or every 20 to 30
years.
• Fashion cycles are less distinct now than in the past.

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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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 Swing of Fashion Popularity

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Before its time . . .

 10 years before its time

 vulgar or indecent -কুরুচিপূর্ ণ বা
অশ াভন

 5 years before its time

 bold or shameless-গাঢ় বা লজ্জাহীন
 1 year before its time
 flashing or daring-ঝলকাচন বা
দুঃু সাহশসর

 When currently in fashion

 smart or elegant-স্মার্ণ এবং মার্জণত 40
 The Swing of Fashion

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After its time . . .

 1 year after its time = tacky or dowdy-বেখাপ

 5 years after its time = hideous-েীভত্স
 10 years after its time = outrageous or outlandish-
ভযানক ো বেদঘুটে

 20 years after its time = funny

 50 years after = odd
 100 years after = charming
 150 years after = gorgeous
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Basic principles of fashion movement

• Consumers’ acceptance or rejection establishes

fashion.
• Price does not determine fashion acceptance.
• Sales promotion does not determine fashion.
• Fashion movement is evolutionary rather than
revolutionary.
• Fashion extremes cause reversals or abrupt changes.

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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, 43

• Etc.
 Factors That Slow Down Fashion Cycle
Movement

 Bad economic  Religion

 fashion may lead to
conditions corruption and
 consumers have less temptation
money to spend
 Laws/government
 Cultural customs regulations
 passing down  tariffs, quotas
traditional clothing; not  Disruptive world
buying new
events
 droughts, wars,
terrorism
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Fashion Forecasting
Foreseeing fashion trends and predicting those
trends early enough to allow time for
production to meet the consumer demand.
– Because of the time required for textile design and
development, the textile segment leads in recognizing
fashion directions.
– Textile designers work at least 18 months ahead of the
schedule for products to hit the market.

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 The Importance Of Forecasting

•Accurate forecasting makes it possible for the fashion industry

segments to prepare for and meet consumer demand with
products that will be accepted and purchased.
•Keen worldwide competition increases the importance of
accurate trend identification.

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Who is involved in forecasting?

• Fashion staffs employed by textile producers.

• Highly-skilled consultants working for fashion services.
• Fashion designers.
• Fashion merchandisers.
• Retail store owners/managers.

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Fashion show
A fashion show is an event put on by a fashion designer to
showcase his or her upcoming line
of clothing during Fashion Week.

• Fashion shows debut every season, particularly the

Spring/Summer and Fall/Winter seasons,
• The two most influential fashion weeks are Paris Fashion
Week and New York Fashion Week,
• In a typical fashion show, models walk the catwalk dressed
in the clothing created by the designer.
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Importance of fashion show
• Fashion shows are regularly conducted to express and
communicate to the audience about recent fashion trends.
• It facilitate in achieving the attention of potential customers.
• It helps to highlight the overall consciousness of the public.
• It creates a platform to connect designers to the consumers.
• The designers can expose their creative skills and talent in
designing different types of clothes.
• The masses are made aware of the tiniest details.

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Importance of fashion show
• The collection of designers is promoted through these fashion
shows
• Retailers can gain various perspectives of different stylish
clothes.
• It is possible to gain knowledge about different types of designs
and styles of clothes so that manufacturers can incorporate it
into their own boutiques.
• Designers can market their products and promote their clothes
not just to retail fashion buyers but also to fashion journalists.
• Photographs and videos of fashion shows further inspire other
clothe makers and manufacturers of apparel industries to
produce affordable clothes.
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7 steps to planning a successful
fashion show
1. Setup & planning
2. Clothing
3. Models
4. Marketing
5. Fittings & dress rehearsal
6. Event details
7. Follow up

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SETUP & PLANNING
• Plan about the show details.
• Select the date of show for a certain fashion week.
• Search for the best venue to hold show.
• Need an easy place for audience to get to.
• As a place is picked to keep track what items come with the
venue, and what you will need to rent for the show. Here are a
few to think about:
 Chairs
 Lighting
 Sound
 Staging
 Runway
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CLOTHING
• Convey the upcoming trends with fashion show through
clothing,
• It is critical to layout the upcoming trends with themes, and
then show the clothes that center around those themes .
• This gives credibility to fashion experts .

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MODELS
• Arrange a model program to find out fashion show models.
• Finding models is an area to put a lot of effort in because
models will be the ones generating buzz for your studio.

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MARKETING
• Most of the marketing for the show is done by models.
• The event can be promoted by online marketing and other
community partnerships as well.
• sometimes models may sell a set number of tickets to be in the
show.

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 FITTINGS & DRESS

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REHEARSAL
• Before the show arrange a fittings for the models and go
through a dress rehearsal program.
• Organize things backstage, teach the models how to walk, and
talk to them about having fun on the runway. This is essential
to show itself being a success

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EVENT DETAILS
• Spending a certain time for the event getting ready.
• From equipment setup (staging, runway, seating, sound, etc.)
To decor (displays, marketing pieces, decorations, etc.) It’s all
hands on deck for the entire day.

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FOLLOW UP
• Need to continue creating and keeping buzz going for as long
as possible.
• No matter the turnout at your event .
• Need to make sure that your target market feels it was the
event of the year – including those that missed it!
• This generates excitement for future events and for your studio
in general.

The end

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