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Chapter 5 discussion

Chapter 5 discussion. Theories of fashion movement. Trickle down, up, across. Trickle down Movement of fashion starts at the top With high socio-economic status Oldest theory Most accepted. Theories, cont’d. Trickle up theory Starts with consumers on lower income levels

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Chapter 5 discussion

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  1. Chapter 5 discussion Theories of fashion movement

  2. Trickle down, up, across • Trickle down • Movement of fashion starts at the top • With high socio-economic status • Oldest theory • Most accepted

  3. Theories, cont’d • Trickle up theory • Starts with consumers on lower income levels • Moves to consumers with higher incomes • Includes younger consumers • Includes • Athletic apparel style • Hair style • Punk style

  4. Theories, finished • Trickle across • New designs are produced at all price levels • Produced all at the same time • Quality and lines may vary • Acceptance of fashion begins at several levels at the same time • Each group has a leader that influences group • This is a 21st century theory because of technology

  5. Examples to discusstrickle down, up, or across? • As more people begin to wear certain fashion, those at the top become less interested in fashions and look for something new • There are fashion leaders in all socioeconomic groups • Street fashion moved to the top end of the market • As fashion becomes popular it is accepted by people on the high income levels • Fashion acceptance starts among several socioeconomic groups at the same time • This is the oldest and most accepted theory of fashion change

  6. Finish discussion • 7. The movement of fashion starts at the top with a select few of higher social status, and then moves down to the general population • 8. Fashion is set by consumers on lower income levels or the young • 9. Designer fashions can be copied quickly and easily making them available for all socioeconomic groups • Down-1,6,7 up 3,4,8 across 2,5,9

  7. Fashion cycle—graphic--see public/isom/fashion • Introduction – designs first previewed during fashion weeks • Limited number of people accept them • Fashion leaders wear the styles • Prices are high and produced in small quantities • Rise stage – manufacturers copy the clothes • Fashion becomes accepted by more people • Peak stage – fashion is the most popular here, mass produced, many versions offered. Simple changes might be made to keep it in the peak stage. • Decline – customers grow tired of fashion, demand decreases, price goes down • Obsolescence stage – consumers no longer interested , price is low, new looks begin signaling a new cycle

  8. assignments • Type vocab chapter 5 • www.marketingseries.glencoe.com • Do the designer sentence poster • Brainstorm your product line • Type of business (sole proprietorship, partnership, etc.) • Location • Name of business • Target customer

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