Usually the style is accepted by more and more consumers until it is widely and easily
available, until a new style is accepted and the old style is replaced in popularity.
Terminology
Fashion ~ A style of clothing and/or accessories that a specific group of people accepts and
wears in a specific place at a specific period of time
We are exposed to ideas through median advertising, music, videos and films on what we should
wear
Fashion style ~ The differences or additions whereby similar products are distinguished from
one another
Silhouette ~ the outline of your body or garment, which you can see from a distance, even
before you notice the detail of the style
Three types of silhouettes in clothing: the cylinder, the triangle and the bell
Fashion trend ~ the general direction that a fashion styles takes
- Starts, grows, evolves and eventually declines gradually
- Lifespan of a standard fashion trend is determined by consumers
- This could be the length of the hemline, the shape of the neck, waistline or sleeve length,
colour etc
Mass fashion ~ styles that are currently accepted and worn by many people
Also known as “Contemporary” or “Standard” fashion
- Mass-produced
- Sold at affordable prices
- Generally remain in fashion for two or three years
- Influenced by international fashion shows, celebrities and the past
Haute Couture ~ new, unique and exclusive styles that are created by fashion designers
- Usually expensive du to the limited number made and the quality of textiles and finishes
- Only affordable to the rich
- Only successful if they are accepted by fashion leaders and the public
Fashion fads ~ a fashion that is rapidly accepted and worn by a relatively small group of
consumers
- Suddenly become popular then disappear quickly; high demand for a short time
- Usually one season
- Reason: usually of a poor design, too extravagant or just too extreme
Classic style ~ timeless styles that remain in fashion because of their simplicity
- Not trends
- Good investment as they remain popular for a long period of time
- Always considered elegant
- Usually of good quality
Fast fashion ~ inexpensive clothing produced rapidly by mass-market retailers in
response to the latest trends
,Fashion Cycles
~ the life cycle of a style or fashion trend, from the moment it is introduced through to the
time it has become obsolete
5 phases in the fashion cycle
1. Introduction
- Fashion designers/houses introduce a new fashion to market for the first time
- Shown on catwalks during international fashion shows
- Famous personalities are photographed wearing the trend
- Fashion is now either accepted or rejected by fashion leaders
- Expensive because of the initially high production costs and risks run by designers
if the product does not sell
- Not yet available in stores, only in exclusive boutiques and directly from the
designer
2. Rise
- More people accept the fashion and buy it
- Popularity increases
- Fashion items are produced on a larger scale, resulting in lower prices
- Clothing stores advertise the fashion
3. Peak
- Fashion reaches the height of its popularity and many people wear it
- Mass production takes place and available in most stores at affordable prices
, 4. Decline
- People become bored with the fashion and are on the lookout for something new
- Fewer people wear it and becomes less popular
- In order to get rid of stocks, stores mark down as sales items
- A new fashion is introduced
5. Obsolescence/end
- The fashion cycle is now complete
- Garments go out fashion and few people are still wearing them
- Sold at very low prices
- Old fashion dies out and disappears
- New fashion has already been established
The rise of one fashion waves overlaps the decline of the previous fashion wave
As one fashion wave starts to disappear, the next one has already begun
Why fashions change
Main reason: consumers quickly become bored with fashions and want something new
Fashions are mainly influenced by the following:
● Economic factors
- Factors such as economic recessions and depressions, inflation, wealth and
poverty can all accelerate or slow down changes in fashion
- Fashion flourished in communities with money to spend on clothes
- When consumers’ income is high, people tend to buy more and therefore fashions
change more rapidly
- In poorer communities there are almost no changes in fashion
● Social factors
- Famous personalities or influential people have an effect on fashion because
consumers like to imitate their clothing
- Some market segments insist on different fashions eg. clothing for the youth vs the
aged
- Geographical living patterns are an important social factor as people in cities are
exposed to and will buy fashion
- Demographics has an influence on the availability of fashions as people in cities
are more exposed to fashion than those in rural areas
- Higher education levels influence fashion changes positively as educated people
usually have better access to resources informing people of the new fashions
- Cross-culture contact and subcultural groups introduce new fashions to one
another
- Cultural festivals can expose visitors to a new fashion at these events
available, until a new style is accepted and the old style is replaced in popularity.
Terminology
Fashion ~ A style of clothing and/or accessories that a specific group of people accepts and
wears in a specific place at a specific period of time
We are exposed to ideas through median advertising, music, videos and films on what we should
wear
Fashion style ~ The differences or additions whereby similar products are distinguished from
one another
Silhouette ~ the outline of your body or garment, which you can see from a distance, even
before you notice the detail of the style
Three types of silhouettes in clothing: the cylinder, the triangle and the bell
Fashion trend ~ the general direction that a fashion styles takes
- Starts, grows, evolves and eventually declines gradually
- Lifespan of a standard fashion trend is determined by consumers
- This could be the length of the hemline, the shape of the neck, waistline or sleeve length,
colour etc
Mass fashion ~ styles that are currently accepted and worn by many people
Also known as “Contemporary” or “Standard” fashion
- Mass-produced
- Sold at affordable prices
- Generally remain in fashion for two or three years
- Influenced by international fashion shows, celebrities and the past
Haute Couture ~ new, unique and exclusive styles that are created by fashion designers
- Usually expensive du to the limited number made and the quality of textiles and finishes
- Only affordable to the rich
- Only successful if they are accepted by fashion leaders and the public
Fashion fads ~ a fashion that is rapidly accepted and worn by a relatively small group of
consumers
- Suddenly become popular then disappear quickly; high demand for a short time
- Usually one season
- Reason: usually of a poor design, too extravagant or just too extreme
Classic style ~ timeless styles that remain in fashion because of their simplicity
- Not trends
- Good investment as they remain popular for a long period of time
- Always considered elegant
- Usually of good quality
Fast fashion ~ inexpensive clothing produced rapidly by mass-market retailers in
response to the latest trends
,Fashion Cycles
~ the life cycle of a style or fashion trend, from the moment it is introduced through to the
time it has become obsolete
5 phases in the fashion cycle
1. Introduction
- Fashion designers/houses introduce a new fashion to market for the first time
- Shown on catwalks during international fashion shows
- Famous personalities are photographed wearing the trend
- Fashion is now either accepted or rejected by fashion leaders
- Expensive because of the initially high production costs and risks run by designers
if the product does not sell
- Not yet available in stores, only in exclusive boutiques and directly from the
designer
2. Rise
- More people accept the fashion and buy it
- Popularity increases
- Fashion items are produced on a larger scale, resulting in lower prices
- Clothing stores advertise the fashion
3. Peak
- Fashion reaches the height of its popularity and many people wear it
- Mass production takes place and available in most stores at affordable prices
, 4. Decline
- People become bored with the fashion and are on the lookout for something new
- Fewer people wear it and becomes less popular
- In order to get rid of stocks, stores mark down as sales items
- A new fashion is introduced
5. Obsolescence/end
- The fashion cycle is now complete
- Garments go out fashion and few people are still wearing them
- Sold at very low prices
- Old fashion dies out and disappears
- New fashion has already been established
The rise of one fashion waves overlaps the decline of the previous fashion wave
As one fashion wave starts to disappear, the next one has already begun
Why fashions change
Main reason: consumers quickly become bored with fashions and want something new
Fashions are mainly influenced by the following:
● Economic factors
- Factors such as economic recessions and depressions, inflation, wealth and
poverty can all accelerate or slow down changes in fashion
- Fashion flourished in communities with money to spend on clothes
- When consumers’ income is high, people tend to buy more and therefore fashions
change more rapidly
- In poorer communities there are almost no changes in fashion
● Social factors
- Famous personalities or influential people have an effect on fashion because
consumers like to imitate their clothing
- Some market segments insist on different fashions eg. clothing for the youth vs the
aged
- Geographical living patterns are an important social factor as people in cities are
exposed to and will buy fashion
- Demographics has an influence on the availability of fashions as people in cities
are more exposed to fashion than those in rural areas
- Higher education levels influence fashion changes positively as educated people
usually have better access to resources informing people of the new fashions
- Cross-culture contact and subcultural groups introduce new fashions to one
another
- Cultural festivals can expose visitors to a new fashion at these events
