09 - Development of Trends

Question 1

development of trends: before

Answer 1

1st: sovereign power (17C-18C)
2nd: Paris was influential in setting trends (19C-20C)
3rd: Haute couture (mid 20C)
4th: Bureaux de Style identified emerging trends

Question 2

process of adoption/rejection

Answer 2

awareness
selection
assessment

consumers:
- fashion innovators/creators - opinion leaders - massess - late adopters - laggards

Question 3

consumers: collective selection of trends

Answer 3

now: marketplace determines success/failure of a brand/trend

• must gain wide consumer support to become a trend

Question 4

development of trends now

Answer 4

consumers are increasingly creating their own style of fashion

rejection of “seasonal fashion diktat”
- do not accept fashion offers as passively