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Fashion Change and C onsumer Acceptance

Fashion Change and C onsumer Acceptance. Fashion. The style or styles most popular at a given time. Implies: - style - change - acceptance - taste. Style. Interpret fashion ideas into new styles and offer to the public

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Fashion Change and C onsumer Acceptance

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  1. Fashion Change and Consumer Acceptance

  2. Fashion The style or styles most popular at a given time. Implies: - style - change - acceptance - taste

  3. Style • Interpret fashion ideas into new styles and offer to the public • Designs that have the same characteristics are referred to as a style; may come or go in fashion, but the specific style always remains that style. • Personal style created by wearing clothes suited to oneself

  4. Change • Constant change in fashion • Newness stimulates buying • Changes because • Reflects change in lifestyle and events • People need change • Boredom • Sense of timing is important

  5. Acceptance • Implies consumers must buy and wear a style to make it a fashion • Purchases by a large group of people must occur • Degree of acceptance provides clues to upcoming trends

  6. Taste • Sensitivity to what is beautiful and appropriate • Changes over time

  7. Fashion Evolutions • Introduction of a style • Increase in popularity • Decline in popularity • Rejection of a style or Obsolescence

  8. A fashion life cycle

  9. Fashion Cycle Lengths • Classics • Fads: Short lived fashions • Cycles within cycles: Design elements {color, texture, or silhouette} • Recurring cycles

  10. Classic and Fad Styles

  11. Fashion Consumer Groups • Fashion Leaders • Fashion Innovators • Fashion Motivators • Fashion Followers • Fashion Victim

  12. Fashion Adoption Theories • The Traditional Theory • Trickle-Down Theory • Based on the traditional process of copying and adapting trendsetting fashion from Paris, Milan, London, and New York designers • Reverse Adoption Theory • Trickle-Up Theory/ Bottom-Up Theory • Designers pay attention to what people are wearing • Mass Dissemination Theory • Trickle-Across Theory • Manufacturers look at celebrities and copy hot new styles instantly to meet customer demands

  13. Fashion adoption

  14. Motives for consumer buying • To fill an emotional need • To be attractive • To be fashionable • To impress others • To be accepted • To fill basic life-style needs

  15. Consumer Buying Patterns/Shopping Criteria • Perceived value: looking for their idea of quality at reasonable prices • Item buying: buying only one item, to update wardrobe • Multiple use clothing: comfortable, functional, multiple-use • Wear now: buying closer to need, will wear immediately • Convenience • Service: personal service and in-stock assortments

  16. 3 Styling Features • Color • Texture • Style

  17. 7 Practical Consumer Considerations • Brand/Designer Label • Fabric: Performance and care • Quality and durability • Price • Fit • Comfort • Appropriateness

  18. Women’s Wear Clothing Categories • Dresses • Social Apparel • Suits • Outerwear • Sportswear • Activewear • Swimwear • Lingerie • Accessories

  19. Style, size & price relationship

  20. Styling and Price Ranges • Couture/Luxury • Made to order to fit an individual client • $5,000-$50,000 • Designer • Ready-to-wear from successful designers • $1,000-$5,000 • Bridge • Less expensive alternatives to designer fashion • Donna Karan’s DKNY, Marc by Marc Jacobs • Contemporary: • Revived category aimed at style-conscious women who want more fashion than misses style provides • BCBG, Max Studio, Theory • Misses • More conservative adaptations or accepted designer looks • Liz Claiborn, Lauren/Ralph Lauren • Junior • Young styling for a young figure • Resulted from the high birthrate in 1980s

  21. Men’s Clothing Categories • Tailored clothing • Furnishings • Dress shirts, neckwear, underwear, hoisery, robes, pajamas, shoes, and boots • Sportswear • Active Sportswear • windbreakers, ski jackets, joggings suits • Work clothes • Accessories

  22. Men’s Styling • Designer • Traditional Styling • Classic suit and sportswear • Traditional sportswear • Contemporary • Less expensive than designer apparel

  23. Men’s Price Ranges • Custom-tailored • More than $3,000 • Designer ready-made • $500-$1,000 • Bridge suits • Step down in price from designer • Moderate suits • Suits: $325-$650; Jackets $200-$450 • Popularly priced suits • Less than $325

  24. Children’s Wear • Girl’s dresses • Boy’s traditional • Swimwear • Outerwear • Sleepwear • Accessories

  25. Children’s Sizing • Newborn sizes 0-11; 3-6-9 months • Infant sizes 12-18-24 months • Toddler sizes 2T, 3T, 4T • Separation of sizes for boys and girls • Girls 4-6X, preteens 6-14 • Boys 4-7 and 8-20

  26. Price Ranges • Better • Tommy Hilfiger • Moderate • Esprit, Osh Kosh B’Gosh • Budget • Carter’s, Rampage

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