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THEORIES OF FASHION ADOPTION

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by

Cagla Seten

on 27 February 2014

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Transcript of THEORIES OF FASHION ADOPTION

THEORIES OF FASHION ADOPTION
design by Dóri Sirály for Prezi
3 THEORIES
Upward-Flow Theory

Horizontal-Flow Theory

Downward-Flow Theory

Horizontal Flow Theory
Fashions move horizontally between groups of similar social levels
Downward Flow Theory
To be identified as a true fashion a style must first be adopted by people at the top of the social pyramid.
Examples?
Fur coats/sweaters
Pearl accessories (Barbara Bush)
Pillbox hat (Jackie Kennedy)
Upward-Flow Theory
Fashion adoption begins among the young members of lower-income groups and then moves upward into higher-income groups.
Examples?
Ripped Jeans
Leather Jackets
Examples?
Uggs
Shopping bags/totes (Longchamp)
Sheer dresses (current trend)
by Cagla Gamze Seten
Balmain Runway
Dennis Basso
Oscar de
la Renta
Ralph Rucci
Conclusion?
Downward-Flow Theory: The Past?
Horizontal Flow Theory: Now?
Upward-Flow Theory: The Future?
Marie Antoinette
A French Peasant Woman
Jennifer Lopez
Olivia Palermo
??
??
WHO ARE THEY? WHAT IS THEIR SES?
WHO ARE THEY? WHAT IS THEIR SES?
Zara
H&M
Roberto
Cavalli
Fendi
HOW MUCH DO THEY COST?
Chanel
H&M
Old Navy
J-Brand
Full transcript