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Fashion PRODUCT CYCLE AND CONSUMER CATEGORIES
- 1. Fashion cycle BY ASST.PROF. JOANNA DCUNHA 1
- 2. Trend , Classicand Fad What’s all this?!! 2
- 3. TREND a trend meansa peculiar aesthetic expression and often lasting shorter than a season. It appeals to a larger audience, even global. For example. Asymmetric skirt hems this season FAD A fad, on the other hand, is a design that lasts only one season, or sometimes even less than a season. Fads tend to be at the extreme end of a design. They usually appeal to a smaller number of people CLASSIC A classic fashion is a style that lasts for several seasons, sometimes even years, and is accepted by a wide range of people. Classics are those styles that you don’t even have to think about. You just know they will be acceptable from one year to the next. A simple black dress. 3
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- 5. What is Fashion Cycles? Anynew product which comes to the market will find its way slowly and if liked by all then its production will increase and sales will boost up and finally the use of this product will slowly decline. This is true in the fashion industry also. This growth and fall in a fashion product is called the fashion cycle. The fashion cycle is depicted in five stages (Figure 15.1). · Introduction. · Rise. · Peak. · Decline. · Rejection or obsolescence. 5
- 6. Introduction · This isthe first stage of fashion cycle. · New styles are introduced. · Shape , color, and texture are changed to create styles. · Garments are produced in limited quantity. · They are expensive. Rise ·This is the second stage of fashion cycle. ·Style is accepted by more number of people. ·It attracts the attention of buyers. ·Demand for the style is more. ·Orders for accepted style increases. Peak · This is the third stage of fashion cycle. · Demand for the style is higher. · Manufactures produce more garments. ·Styles will be available in all price ranges. ·Sometimes this style will settle as classic. Decline ·Demand is decreased. ·Consumers will look for new designs. ·Styles will be available in discount sales. ·Manufactures stop producing the par- ticular style. ·Styles are sold at very low price. Rejection or Obsolescence ·This is the last stage of the fashion cycle. ·Consumers reject the style. ·Style is referred as out of fashion. ·Products will be sold at very lower price ranges. · Retail stores clear the stocks completely. 6
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- 8. Theories of Fashion/ Fashion Movement. Fashiontheories indicates the process of fashion ideas. The theories explain the fashion trend. It also tells about how fashion moves from one stage to other stage. There are three theories of fashion (Figure 15.2). · Trickle down theory · Horizontal-flow theory/ Trickle – across. · Trickle up theory. 8
- 9. Trickle Down Theory This isthe oldest theory of fashion. It indicates the true fashion. It starts from top social level people to low social level people. Royal families introduced the fashion in olden days. Gradually upper class people copy them and then by the lower class of people. Fashion pass from fashion leaders to the lower class people also. 9
- 10. Horizontal-Flow Theory This is alsocalled as Trickle Across Theory. In 20th century fashion became similar to all levels of people at the same time. Fashion is not created by any section of people. Celebrities give an identity to fashion. Various designers introduce new fash- ions in affordable prices. High priced garment styles are copied and produced en mass. Examples - jogging suits, bell bottom and kurta style tops. 10
- 11. Trickle Up Theory This theoryis a newer theory. It is purely an idea of youngsters. Fashions pass from youth to the aged people. This is also called street fashion. Youth create new mix and match styles. Fashion gradually moves from lower class people to fashion leaders. Example- Denim, glitter tops, T shirts, metal shine garments. 11
- 12. Fashion Planned obsolescence Plannedobsolescence consists of designing, manufacturing, and marketing items so that they’re discarded after a short period of time. It’s not actually that new a concept. It was invented by marketing pioneer Justus George Frederick in 1928, 2 types of planned obsolescence in fashion There are two main ways in which this industry has been pushing you to buy clothes you don’t need. Physical obsolescence: Fast fashion clothes are literally designed to fall apart after a few uses. For example, they're usually made with low-quality materials like incredibly thin polyester fabric. Psychological obsolescence: This industry relies on ephemeral trends. From marketing to social media influencers promoting hauls, we’re brainwashed into feeling dissatisfied with clothes that are still in perfectly good condition. 12
- 13. Fashion Terms BY. ASST.PROF. JOANNA DCUNHA 13
- 14. What is Fashion? Fashion,which is as old as time and as new as tomorrow, is one of the most powerful forces in our lives. It influences what we wear, the way we talk. the foods we eat, the way we live, how and where we travel, what we look at and what we listen to 14
- 15. Lets define fASHION! Fashion is a popular aesthetic expression at a particular time and place and in a specific context. Most commonly, fashion is defined as the prevailing style of dress or behaviour at any given time, with the strong implication that fashion is characterized by change. 15
- 16. Fashion Vs Clothing FASHION Fashioninstead describes the social and temporal system that "activates" dress as a social signifier in a certain time and context. Example: Draped kurtas, or sari CLOTHING describes the material and technical garment. Example: terry cot A line dress 16
- 17. STYLE My style,your style, his style, her style..... A unique form of clothing or way of arranging your appearance. CUT The cut of a coat refers to the way the garment hangs on the body based on the shape of the fabric pieces used to construct it, the position of the fabric's grain line, and so on. 17
- 18. Product "Product" is thefirst of the four P's of the marketing mix. This formula works in any industry and is an important tool for creating a product that customers want to buy. The product, in terms of marketing, refers to all the elements that go into making the actual product marketable. Some of these are design, packaging, quality, branding and value. In fashion, the main element of the product is the design, while other important considerations are quality, seasonality and tag style 18
- 19. Moda/ mode fashion Modefashion is known for its primarily black or monochrome color schemes, similar to Karasu Zoku, its predecessor. However, in recent years different colors have begun to be introduced as well. Although the style can be varied, it does have a few common themes. One is a favoring of asymmetrical designs, as well as oversized and usually shapeless items, and unique silhouettes. Another common theme is a focus on high fashion brands, or mimicking such brands with a sophisticated style. The image of the style should envoke a mature image, as if you have stepped off the runaway or are attending Fashion Week. Because of this trends-focus, the style is characterized by rapid change as trends come and go, and can be somewhat ambiguous. Although the style is usually created with blocks of color, it sometimes features inorganic and bold patterns and designs, such as checks or stripes. Recently, animal prints have been used as well. 19
- 20. Dream factor Aboutcreating dream lifestyle for the customer - Exclusivity (product and distribution) - Very high quality (human touch) - Very high price - Heritage - Timeless style - Product categories with high intrinsic value (cars, jewelry and watches) 20
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- 22. Factors that determinea brand’s placement on the fashion pyramid of brands. Quality of fabrics: Supreme luxury and aspirational luxury use higher quality fabrics than mass market. For that reason, their products tend to last much longer and remain looking better for a longer period of time. Craftsmanship: Supreme luxury brands rely on expert craftsmanship to create one-of-a-kind pieces. Some pieces are also handmade. Customer service and experience: When you visit a Prada or Louis Vuitton store, you will get only the best customer service you can imagine. While good customer service exists in mass market brands, you won’t get that one-on-one attention you get with luxury brands. Advertising: All fashion brands spend a lot on advertising, but the supreme luxury brands spend significantly more than mass market brands. Social media coverage: The more social media coverage a brand has, the higher they’ll sit on the pyramid. 22
- 23. Brands Positioned onthe pyramid Haute Couture: Brands usually found in this segment include Chanel, Hermes, Dior, Prada, Bvlgari, Ralph Lauren, and Dolce & Gabbana. Ready to Wear : Brands usually found in this segment include Versace, Donna Karan, Burberry, Louis Vuitton, YSL, and Fendi. Diffusion Brands: Brands usually found in this segment include Paul Smith, Stella McCartney, Dsquared2 and Ralph Lauren. Bridge Fashion Brands:Brands usually found in this segment include Guess, Hugo Boss, Calvin Klein, Diesel, DKNY, and Michael Kors. Mass Market Fashion Brands: Brands usually found in this segment include Zara, H&M, Forever21, GAP, American Eagle, Mango, Bershka, and Stradivarius. 23
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