FASHION
MERCHANDISING
1:00 UNDERSTAND THE FUNDAMENTALS OF
THE FASHION INDUSTRY
1.01 UNDERSTAND THE PROGRESSION OF
FASHION.
•
How are career fields within the fashion
industry interrelated?
•
What are the theories of fashion
movement?
•
Why are there variations of the fashion
cycle?
•
What are the five principles that impact
the movement of fashion?
•
How do external influences impact
fashion movement?
THEORIES OF THE FASHION MOVEMENT –
IMPORTANT VOCABULARY Fashion Movement:
Fashion followers:
Individuals who wear a fashion look only
when it is firmly accepted
Fashion leaders:
The few “fashion forward,” trendsetting
individuals with enough confidence and
credibility to start new fashions.
The ongoing change in what is considered
to be fashionable
Trendsetters: A person who leads the way in
Fashion or ideas.
TRICKLE THEORIES
TRICKLE-ACROSS
TRICKLE-DOWN
TRICKLE-UP
The assumption that
fashion moves
horizontally through
groups at similar social
levels from fashion
leaders to followers.
The assumption that
fashion trends start at
the top of a “social
leader” and gradually
progress down through
lower social levels.
The assumption that
fashion trends start
among the young or
lower income groups
and move upward to
older or higher income
groups.
EXAMPLE OF TRICKLE-UP THEORY
• Leather jackets were once worn for
protection by motorcyclists and worn by
people considered “tough and rough”.
Now they are a fashion statement. The
same could be said for tattoos.
THE FASHION CYCLE
Intro Stage
Rise Stage
Peak Stage
Decline Stage
Obsolescence Stage
1.01 VOCAB TO KNOW….
• Classic-a style or design that continues to be popular over an extended
period of time, even though fashions change.
(Example: Classic black skirt, and
white shirt, peals, and a men’s suit.
• Flop-a style trend retailers assume will be popular but never sells
• Fad-a short term fashion that is only popular for a short period of time.
INFLUENCES OF FASHION MOVEMENT
Cultural
Economic
Legal & political
Social Issues
Technology