Fashion acceptance is usually described as a fashion cycle.
The fashion cycle is usually depicted as a bell shaped curve with 5 stages.
- Rise in popularity
- Peak of popularity
- Decline in popularity
- Most new styles are introduced in the high level.
- Designers creates the designs with few limitations on creativity, quality of raw material or amount of fine workmanship.
- The create new apparel and accessory style by changing elements like line shape color ect…
- Product costs are high and only few can afford.
- Production in small quantity gives the designer more freedom, flexibility.
- New products are shown to retail buyers and press.
- At the first stage of cycle, fashion implies only style and newness.
- Celebrities, TV stars, models buy these clothes as they want to wear them in some events.
- When new styles are seen worn by celebrities on TV or magazines they attract the attention of the general public.
- Viewers may wish to buy the new styles but perhaps cannot afford them.
- Manufactures use less expensive fabric and modify the designs to sell in low price.
- Some companies also do imitation of designer originals at low prices.
- High priced designers now have secondary sales line which sell at lower prices so they are able to sell adoptions of their original designs in great quantity.
- When fashion is at height of popularity it may be in such demand that more manufactures copy it or produce adaptations of it at many price levels.
- After so many designs copies are mass produced, people get tired of that style and begin to look for something new.
- Consumers still wear garments in style but they don’t buy them at regular prices.
- Retail stores put declining styles on the sale rack.
- In the past fashion cycle some consumers must have already turned to new look.
- The rejection of a style just because it is out of fashion is called consumers obsolescence.
- “FASHION WEARS OUT MORE APPAREL THAN THE MAN”
Length of cycles
- Fashion always follows the same cyclic pattern.
- There is no measurable time table for a fashion cycle.
- Some takes short time to peak and popularity and some takes longer.
- Some decline slowly some very fast
- Some styles will sell in a single season some several seasons
- Some fashion fades quickly others never disappear.
- Some styles never become complete obsolete, but interest remain more or less accepted for an extended period.
- Jeans, A-line kurtha, polo shirt, loafers and sari is a very good example for classic fashion.
- Short lived fashion is called fad.
- They lack the design strength to hold consumers attention for a long time.
- Piercing, tattoos, spikes, sleeves, neck lines…are some good examples for fads.
- Design elements such as colour, texture, silhouette may change even though the style itself remains popular.
- Jeans is a good example (skin fit, boot cut, low waist, high waist, different washes, torn jeans)
Adaptation of fashion
- To understand how new fashion ideas are spread and how they are adapted to the taste, life-style and budgets of various costumers.
- Basically there are three variations of the fashion adaptation process traditional adaptation, reverse adaptation, and mass dissemination.
Trickle-down theory (traditional adaptation)
- It is based on the traditional process of copying and adapting trendsetting fashion from, Paris, London, New York designers.
- Couture designer fashion is expensive and it is affordable by only a few people.
- Those designs are copied again and again at lower prices until they have been seen often by the conservative buyers.
- It starts from to high fashion to the common people.
Trickle-up theory (reverse adaptation)
- It starts from street fashion to high fashion.
- Since 1960s designers and manufactures pay more attention to the customers innovations .
- They watch people on street to find ideas.
- The “gypsy” look is a good example of a street look which reached the runway.
Trickle-across theory (mass dissemination)
- Modern communications bring fashion from around the world into our homes instantly.
- Many separate markets have developed to various age range, life style, tastes.
- Various designer and manufacturer labels appeal to various market segments at different price points.
- Mass production means that many different styles can be accepted at a same time.