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FASHION CYCLE IN THE CURRENT CONTEXT

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by

shakshi singh

on 14 September 2014

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Transcript of FASHION CYCLE IN THE CURRENT CONTEXT

Introduction:
The way fashion change is described as fashion cycle.
The fashion cycle is usually depicted as a bell- shaped curve encompassing five stages: Introduction, Rise in popularity, Decline in popularity, and Rejection.
STAGES IN A FASHION CYCLE:
FASHION MOVEMENTS:
THEORIES OF FASHION MOVEMENT:
RECURRING CYCLES
Fashion Designers draw inspirations from past. It has been noted that styles reappears years later and is reinterpreted for a new time. A change in element is normal like change in the silhouette or proportion may recur and is sometimes interpreted with a change in fabric and detail. Many nostalgic looks are drawn by designers from the 1940s, 50s, 60s, 70s & 80s. However, the use of different fabrics, colors, and details make the looks unique in every creation.
FASHION CYCLE IN THE CURRENT CONTEXT
1. Introduction of a Style:
Designers interpret their research and creative ideas into appeal or accessories and then offer the new styles to the public. At this first stage of the cycle, fashion implies only style and newness.
2. Increase in Popularity:
If a new style is purchased, worn, and seen by many people, it may attract the attention of buyers, the press, and the public. The popularity of a style may further increase through copying and adaptation.
3. Peak of Popularity:
When a fashion is at the height of its popularity, it may be in such demand that many manufacturers copy it or produce adaptations of it at many price levels.
4. Decline in Popularity:
Eventually, so many copies are mass produced that fashion –conscious people tire of the style and begin to look for something new. Retail stores put such declining styles on sale racks, hoping to make room for new merchandise.
5. Rejection of a style or Obsolescence:
In the last phase of the fashion cycle, some consumers have already turned to new looks, thus beginning a new cycle. The rejection or discarding of a style just because it is out of fashion is called consumer obsolescence.
• Trickle-Down Theory
• Trickle-Up Theory
• Trickle-Across Theory


TRICKLE-DOWN THEORY:
It is the oldest and most accepted theory of fashion change. A hypothesis that states the movement of fashion starts at the top with consumers of higher socioeconomic status and moves down to the general public.

TRICKLE-UP THEORY:
A hypothesis that states the movement of fashion starts with consumers on lower-income levels and then moves to consumers with higher incomes.
For Example:
1. Athletic Apparel Style – during the 1970s and 1980s
2.Hair Style – “Beatles”
3.Punk style

TRICKLE-ACROSS THEORY:
A hypothesis stating that fashion acceptance begins among several socioeconomic classes at the same time, because there are fashion leaders in all groups.

Fashion cycle has no specific measurable time period. Ongoing motion of fashion in the fashion cycle is a movement. Fashion movement is affected by –
• Economic or social factors
• Invention of fibres or fabrics
• Advertising of the product

CLASSICS:
Fashion that always remains in the Rise Stage of the Fashion Cycle is known as classic. The styles that remain more or less accepted for an extended period. These styles never become completely obsolete. Example: Classic shirt, Jeans Tailored suit.

FAD (SHORT - LIVED FASHION):
They can hold the attention of the consumer for a very short period. The consumer group is very small and the garments are low priced and flood the market in very short time. The consumer gets tired of the designs due to market saturation and they die out soon.


Tie-Dye T-shirts
Pictured in woodstock 1969
Chelsea Boots
Previously fashioned by
the Beatles
The Pixie Cut
Previously fashioned by
Audrey Hepburn
The Harrington Jacket
"Rodney Harrington" in the
television series Peyton Place -
Actor Ryan O' Neil
Full transcript