Fashion cycle

BY ASST. PROF. JOANNA DCUNHA

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Trend , Classic and Fad

What’s all this?!!

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 TREND CLASSIC FAD

a trend means a A classic fashion is a A fad, on the other

peculiar aesthetic style that lasts for hand, is a design that
expression and often several seasons, lasts only one season,
lasting shorter than a sometimes even years, or sometimes even less
season. and is accepted by a than a season. Fads
wide range of people. tend to be at the
It appeals to a larger Classics are those styles
audience, even global. extreme end of a
that you don’t even design. They usually
have to think about.
For example. appeal to a smaller
You just know they will
Asymmetric skirt hems number of people
be acceptable from one
this season year to the next.
A simple black dress.

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What is Fashion Cycles?
Any new product which comes to the
market will find its way slowly and if
liked by all then its production will
increase and sales will boost up and
finally the use of this product will
slowly decline. This is true in the
fashion industry also. This growth and
fall in a fashion product is called the
fashion cycle.

The fashion cycle is depicted in five

stages (Figure 15.1).

· Introduction.

· Rise.

· Peak.

· Decline.

· Rejection or obsolescence.

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 Peak
· This is the third stage of fashion cycle.
· Demand for the style is higher.
· Manufactures produce more
garments.
·Styles will be available in all price
ranges.
·Sometimes this style will settle as
classic.
Rise Decline
·This is the second stage of fashion ·Demand is decreased.
cycle. ·Consumers will look for new designs.
·Style is accepted by more number of ·Styles will be available in discount
people. sales.
·It attracts the attention of buyers. ·Manufactures stop producing the par-
·Demand for the style is more. ticular style.
·Orders for accepted style increases. ·Styles are sold at very low price.

Rejection or Obsolescence
Introduction ·This is the last stage of the fashion
· This is the first stage of fashion cycle. cycle.
· New styles are introduced. ·Consumers reject the style.
· Shape , color, and texture are changed ·Style is referred as out of fashion.
to create styles. ·Products will be sold at very lower
· Garments are produced in limited price ranges.
quantity. · Retail stores clear the stocks
· They are expensive. completely.

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Theories of Fashion/
Fashion Movement.
Fashion theories indicates the process
of fashion ideas. The theories explain
the fashion trend. It also tells about
how fashion moves from one stage to
other stage. There are three theories of
fashion (Figure 15.2).

· Trickle down theory

· Horizontal-flow theory/ Trickle –

across.

· Trickle up theory.

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Trickle Down
Theory
This is the oldest theory of fashion. It
indicates the true fashion. It starts
from top social level people to low
social level people. Royal families
introduced the fashion in olden days.
Gradually upper class people copy
them and then by the lower class of
people. Fashion pass from fashion
leaders to the lower class people also.

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Horizontal-Flow
Theory
This is also called as Trickle Across
Theory. In 20th century fashion
became similar to all levels of people
at the same time. Fashion is not
created by any section of people.
Celebrities give an identity to fashion.
Various designers introduce new fash-
ions in affordable prices. High priced
garment styles are copied and
produced en mass.

Examples - jogging suits, bell bottom

and kurta style tops.

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Trickle Up
Theory
This theory is a newer theory. It is
purely an idea of youngsters. Fashions
pass from youth to the aged people.
This is also called street fashion. Youth
create new mix and match styles.
Fashion gradually moves from lower
class people to fashion leaders.

Example- Denim, glitter tops, T shirts,

metal shine garments.

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Fashion Planned obsolescence
Planned obsolescence consists of designing, manufacturing, and marketing items so
that they’re discarded after a short period of time. It’s not actually that new a
concept. It was invented by marketing pioneer Justus George Frederick in 1928,
2 types of planned obsolescence in fashion
There are two main ways in which this industry has been pushing you to buy clothes
you don’t need.
Physical obsolescence: Fast fashion clothes are literally designed to fall apart after a
few uses. For example, they're usually made with low-quality materials like incredibly
thin polyester fabric.
Psychological obsolescence: This industry relies on ephemeral trends. From
marketing to social media influencers promoting hauls, we’re brainwashed into
feeling dissatisfied with clothes that are still in perfectly good condition.

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Fashion Terms
BY. ASST. PROF. JOANNA DCUNHA

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What is Fashion?
Fashion, which is as
old as time and as new as tomorrow,
is one of the most
powerful forces in our lives.
It influences what we
wear, the way we talk.
the foods we eat,
the way we live,
how and where we travel,
what we look at
and what we listen to

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Lets define fASHION !
Fashion is a popular aesthetic expression at a particular time and place and in a specific context.
Most commonly, fashion is defined as the prevailing style of dress or behaviour at any given
time, with the strong implication that fashion is characterized by change.

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Fashion Vs Clothing
Fashion instead describes the social
and temporal system that "activates"
FASHION dress as a social signifier in a certain
time and context.
Example: Draped kurtas, or sari

describes the material and technical

CLOTHING garment.
Example: terry cot A line dress

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STYLE My style, your style, his style, her style.....
A unique form of clothing or way of arranging your appearance.

The cut of a coat refers to the way the garment hangs on the body based
CUT on the shape of the fabric pieces used to construct it, the position of the
fabric's grain line, and so on.
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Product
"Product" is the first of the four P's of the marketing mix.
This formula works in any industry and is an important tool for creating a product that
customers want to buy.
The product, in terms of marketing, refers to all the elements that go into making the actual
product marketable. Some of these are design, packaging, quality, branding and value. In
fashion, the main element of the product is the design, while other important considerations are
quality, seasonality and tag style

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Moda/ mode fashion
Mode fashion is known for its primarily black or monochrome color schemes, similar to Karasu
Zoku, its predecessor. However, in recent years different colors have begun to be introduced as
well. Although the style can be varied, it does have a few common themes. One is a favoring of
asymmetrical designs, as well as oversized and usually shapeless items, and unique silhouettes.
Another common theme is a focus on high fashion brands, or mimicking such brands with a
sophisticated style. The image of the style should envoke a mature image, as if you have stepped
off the runaway or are attending Fashion Week. Because of this trends-focus, the style is
characterized by rapid change as trends come and go, and can be somewhat ambiguous.

Although the style is usually created with blocks of color, it sometimes features inorganic and
bold patterns and designs, such as checks or stripes. Recently, animal prints have been used as
well.

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Dream factor About creating dream lifestyle for the customer

 - Exclusivity (product and distribution)

LUXURY - Very high quality (human touch)
- Very high price
- Heritage
- Timeless style
- Product categories with high intrinsic value (cars, jewelry and
watches)

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Factors that determine a brand’s placement on the fashion pyramid
of brands.
Quality of fabrics: Supreme luxury and aspirational luxury use higher quality fabrics than mass
market. For that reason, their products tend to last much longer and remain looking better for a
longer period of time.
Craftsmanship: Supreme luxury brands rely on expert craftsmanship to create one-of-a-kind
pieces. Some pieces are also handmade. 
Customer service and experience: When you visit a Prada or Louis Vuitton store, you will get only
the best customer service you can imagine. While good customer service exists in mass market
brands, you won’t get that one-on-one attention you get with luxury brands.
Advertising: All fashion brands spend a lot on advertising, but the supreme luxury brands spend
significantly more than mass market brands. 
Social media coverage: The more social media coverage a brand has, the higher they’ll sit on the
pyramid.

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Brands Positioned on the pyramid
Haute Couture: Brands usually found in this segment include Chanel, Hermes, Dior, Prada,
Bvlgari, Ralph Lauren, and Dolce & Gabbana. 
Ready to Wear : Brands usually found in this segment include Versace, Donna Karan, Burberry,
Louis Vuitton, YSL, and Fendi.
Diffusion Brands: Brands usually found in this segment include Paul Smith, Stella McCartney,
Dsquared2 and Ralph Lauren.
Bridge Fashion Brands: Brands usually found in this segment include Guess, Hugo Boss, Calvin
Klein, Diesel, DKNY, and Michael Kors.
Mass Market Fashion Brands: Brands usually found in this segment include Zara, H&M,
Forever21, GAP, American Eagle, Mango, Bershka, and Stradivarius.

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More reading
https://www.youtube.com/watch?v=lANVvh7q7bw
Https://blazon.revstance.com/what-is-the-fashion-pyramid-of-brands/
https://www.blainesapparel.com/5-stages-of-the-fashion-cycle/

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