Fashion Forecasting

Basic Fashion Terminology

In studying such complex and exciting topic, the student needs to be aware of the various terms that are used within the retail trade

Such terms may seem simple, yet their use by different people at different times may affect their meanings. If the student is to acquire an under standing of fashion, he or she must learn basic fashion terminology which includes; (1) fashion, (2) style, (3)fad, (4) silhouette, (5) good taste, (7) haute couture.

Fashion

Fashion may be defined as a distinctive method of expression that has been accepted and adopted by a number of people as the result of common thought. It is what the majority of people have accepted at a given time in a particular consumer market. Fashion is not a universal phenomenon what is accepted as fashion in one geographic area is not necessarily fashion in another geographic area and perhaps is not even acceptable. Different fashions exist for different age groups

Different Fashions Exist for Different Groups

FASHION IS NOT UNVERSAL FASHIONS WILL DIFFER

Age Groups

Geographic Location

Ethnic Groups

Occupational Or Vocational Groups

Style

Because fashion is an art form, style may be defined as the characteristic of one fashion that makes it different from another. Style is the distinctive quality of an art form that makes it different from other art forms in the same category. There are styles in architecture, home furnishings, writing , and speech. A fashion style is distinctive enough to express

Fad

Fad may be defined as a minor fashion that has been adopted by a group of people for a short period of time. A fad is usually taken up with exaggerated zeal and quickly abandoned. Fads, like fashion, have also invaded every field. There are fades in childrens toys (skate boards), furniture (the water bed), and works of art (pop art).

For brief periods of time, people are interested in per rocks and mood rings, hobbies such as macram and decoupage, and natural foods.
For instance, during early 2000, the 1970s influence returned to fashion with looks ranging from big hippie coasts to glitzy halters and hot pants.

The length of time the fad is popular depends on (1) type of fad, (2) market to which it appeals, (3)amoun of market saturation that has occurred, and (4) strength of other fads prevalent at the time.

Silhouette

The overall shape or contour of a costume is called the silhouette.

It is the basic ingredient that charges slightly with each new season.

For example, in spring 2000, the classic dress turned up on runways in a variety of silhouettes such as short, long, tight, or choose.

Detail

The design lines that are held within the silhouette are the details of the silhouette. The features or cut of the design may include waist, neckline, or bodice treatment and trimmings and decoration.

Good Taste

Good taste is essential to an understanding of fashion. Good taste implies a knowledge of the proper use of materials, design and color. For some people good taste comes naturally while other people may have to learn or struggle to attain it.

Why Fashion Change

Fashion is conditioned by the human tendencies to be alike, act in common, have the same or similar tastes, have similar instincts or desires, and respond in similar ways to the same impulses. A question that should be considered at this point is, What causes changes in fashions? Why are short white boots fashionable during one period and out of fashion and out of fashion the nest. Social historians relate that fashion in clothing and accessories, home furnishings, food and drink, and social feelings of the time. Consumers creates a fashion by accepting it and consumers end or cause fashion to change by rejecting what they actively dislike. Reasons for changes in fashion, therefore, may be classified as follows: (1) boredom, (2)outstanding and dominating events, (3) dominating ideals,(4) dominating social groups.

Boredom

Consumers become tired of looking at the same old thing hanging in the closet or on the wall or furnishing the dining room.

Outstanding and Dominating Events

Examples of outstanding and dominating events that may influence the character and direction of fashion movements are wars, worlds fairs, art exhibits, technological innovations, and scientific explorations.

Dominating Ideas

Ideals or philosophies that tend to blend the thoughts and actions of a large number of people also affect fashion movements.
Many examples of peoples ideals during the 1960s may be cited. President John F. Kennedy emphasized youth, physical fitness, and freedom.

Dominating Social Groups

Society is dominated by particular groups of people or fashion leaders who influence the rest of society, Such groups may include a particular economic group such as the very wealthy. Normally6, new styles first appear among the wealthy, then filter down to the lower income levels.

Fashion Trends

A fashion trend is the direction in which a style or fashion is moving. Fashions move continuously through their life cycles at varying, individual speeds. The art of predicting what the current fashions are, estimating how popular they are, and estimating future demands requires careful recognition of fashion trends. For example, according to a report in womens wear daily young consumers in Japan are becoming global trendsetters in their own right. Everything from skateboard-inspired looks to raw-edged skirts have been observed in trendy shopping districts, especially classic American jeans wear. Every fashion passes through definite stages as it rises in response to consumer demand and then eventually declines. Fashion goes through a series of six stages to complete a life cycle. This life cycle may be called the fashion cycle

Steps in the fashion Cycle

Step1- The Rise of a Fashion Where do fashion originate? Fashion begin with designers or manufactures, who are usually the first to introduce the new fashion influence. New designs may be presented at the European couture openings. How ever, since the fashion life expectancy in the market is still untried, these fashions are very expensive. Step2-Acceptiance or Rejection: Once the styles are introduced to manufactures decisions are made concerning the style, color, or texture that will appeal to a majority of people. Acceptance of the design by an increasing number of people will lead to steadily increasing sales. Rejection of the design is evidenced by a lack of sales.

Step 3 Style Becomes popular

After the style has been accepted in the mark place its popularization with consumers follows rapidly. The fashion is in demand. Buyers will place their orders with those manufactures who are able to supply the merchandise quickly.

Step 4 - Mass Production

As a result of consumer demand, certain styles are massproduced, it is mass distributed and sold manufactures. Once the fashion is mass produced is in demand. It is mass distributed and sold at prices within reach of a majority of the people in particular consumer markets.

Step 5 Decline in Popularity In time, consumer boredom, outstanding and dominating events, changes ideals, and the influence of the Beautiful People or fashion leaders will bring about a decline in demand for the fashion. Consumers start experimenting with new styles that have been introduced. Step 6 Fashion abandonment A style is totally abandoned when it is no longer manufactured and cannot be sold at any price. The item has saturated the market to the degree that it is of no interest to the consumer . As buyers would say, You cant give it away!