Copyright 2011 Fairchild Books

All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any meansgraphic, electronic, or mechanical,

InFashion: Fun! Fame! Fortune! 2nd Edition

including photocopying, recording, taping, or information storage and retrieval systems without written permission of the publisher.

ISBN: 978-1-60901-308-0 GST R 133004424

Elaine Stone

Part One

The Changing World of Fashion

Chapter Three

The Movement of Fashion

Key Concepts

Factors influencing the movement of fashion How to predict the movement of fashion The theories of fashion adoption How to identify fashion leaders and fashion followers

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Accelerating Factors (speed up)

Factors Influencing Fashion Movement

Widespread buying power Leisure time Increased education of all people = $$$$ Improved status of women Technological advances Faster buying Sales promotion Sales, coupons, etc Seasonal change Always gets people buying.

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Factors Influencing Fashion Movement

Retarding Factors (slow down) Habit and custom People stick with what they are comfortable wearing Religion Modest dress, dresses and hats for church, etc

Sumptuary laws (next slide)

Reductions in consumers buying power Due to poor economy etc

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Sumptuary Laws

Sumptuary Laws regulate what we can and cannot purchase pertaining to fashion.
Some examples are: Childrens sleepwear that has to be flame retardant.

School uniforms in specific patterns and colors.

Could also pertain to religious or moral grounds, modesty etc

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Factors Influencing Fashion Movement

Recurring Fashions Styles making a comeback after going out of style decades before.

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Playing the Apparel Fashion Game Uncovering or covering up body parts affects Fashion Trends
Ever-shifting erogenous zones
changes with trending fashions

Pieces of the game

various body parts accentuated

Rules of the game

Once every bit of excitement about showing that area is exhausted, it moves to another area.

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Predicting the Movement of Fashion

Suggested steps in developing a fashion forecast:

1. Identify facts about past trends and forecasts

2. Determine the causes of change in the past

3. Investigate the difference between past forecasts and actual behavior

4. Analyze the factors likely to affect trends in the future

5. Apply forecasting tools and techniques, using accuracy and reliability 6. Study the forecast continually to determine reasons for significant deviations from expected plans 7. Revise the forecast when necessary
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Predicting the Movement of Fashion

Identifying Trends see what is going on in the world, people watch Sources of Data sales records, past info, look at best sellers Interpreting Influential Factors sales promotion, standards of taste Current Events TV, celebs, magazines
Prophetic Styles brand new styles, still in
intro phase that are exciting and new. Adopted usually by fashion leaders. Forecasters can tell how fashions will trend by watching these.

Importance of Timing merchants and buyers should know what their customers are wearing NOW
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Theories of Fashion Adoption 3 types

Downward-flow theory or trickle-down theory Horizontal-flow theory or mass-market theory Upward-flow theory

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Theories of Fashion Adoption

Downward-flow theory or trickle-down theory

In this theory, fashion trends and popular styles, trickle down from the top. Those considered at the top are celebrities and the rich. We get our ideas from them and then adapt the styles to fit the average persons lifestyle. Designers and retailers watch these Fashion Leaders carefully for inspiration.

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Theories of Fashion Adoption

Horizontal-flow theory or mass-market theory In this theory, fashion trends and popular styles move horizontally between groups on the same social level, rather than up or down. Think best dressed in school or church, etc Fashion Followers in the same social groups will follow these leaders.

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Theories of Fashion Adoption

Upward-flow theory
In this theory the young, sometimes low-income are quicker than any other social group to create or adopt new fashions. Think street wear, rap music influence, club kids, thrift shop chic, etc

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Who Are The Fashion Leaders?

Innovators and Influentials Royalty The Rich The Famous Athletes

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Fashion Leaders

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Why Are There Fashion Followers?

Reasons for Following Fashion

Feelings of Insecurity Admiration Lack of Interest Ambivalence Varying Rates of Response Most people are considered Fashion Followers

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Fashion and Individuality

Designers and Self-Expression The Paradox of Conformity and Individuality we want to both express ourselves and fit in. Some like to lead and some prefer to follow.

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Licensing

An arrangement where certain companies are given permission to produce and sell merchandise under someone elses name. Name is sold to these companies and the seller (licensor) collects royalties on the sales. Usually product is one that involves very specialized manufacturing.

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Licensing

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Licensing
Although licensing is lucrative makes the licensor $$$$- it has its pros and cons.

Pros - $$$, gives the licensor access to a consumer market not reached before, and extends the brand. Cons May cheapen the brand to some, licensor loses some control over name.

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Trade Talk

downward-flow theory erogenous fashion influential

fashion innovator
horizontal-flow theory prophetic style

upward-flow theory

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