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Lesson Objectives Explain the fashion cycle Discuss the role of fashion leaders Identify theories of fashion movement Discuss difference between fashion trends and fads .
particular look.What is The Fashion Cycle ? Period of time or life span during which fashion exists Style . 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 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 .
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 ± ³little 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 . textures ± Color Marketing .Advertising techniques Fashion Leaders . fabrics.affordability Social acceptance Adaptations ± Fibers .
Theories of Fashion Movement Fashion Trend Direction of the movement Depends on where the fashion began Trickle-Down Theory Trickle-Up Theory Trickle-Across Theory .
Trickle-Down Theory Movement of fashion starts at the top socioeconomic status of consumers Fashion then accepted ³down´ 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 21st century technology .