Exam Question 2

Question 1

Principles of fashion

Answer 1

Fashion is established by consumers

Fashion is not based on price

Fashion is evolutionary rather than revolutionary in nature

Publicity cannot change the direction in which fashions are moving

All fashions end in excess, or excess ends all fashions

Question 2

Principles of fashion

Fashion is established by consumers

Answer 2

Consumers establish fashion by accepting or rejecting the styles offered to them. Fashion is not created by designers, producers, or retailers. Designers create new styles based on what they think may attract customers. They carefully judge the spirit of the times Ð to determine which trend they believe will catch the public’s imagination. The manufacturers choose only those styles they think will be met with approval by their customers. Retailers stock the styles they hope and believe the customers will buy. The customers dictate fashion by accepting one style and by rejecting another.

Question 3

Principles of fashion

Fashion is not based on price

Answer 3

The price of a garment does not indicate whether or not it is in fashion. Sometimes a new fashion starts as a high fashion item at a high price, although this does not happen often. High fashion styles are also very quickly copied and made available in a wide price range. Although the style has not changed, the fabric, trimmings, and workmanship will be of a lower quality than the original. This is the same principle that applies in the trickle-across theory of fashion adoption.

Question 4

Principles of fashion

Fashion is evolutionary rather than revolutionary in nature

Answer 4

Fashions change gradually. Current fashions must always be kept in mind when new designs are made. The only complete change (or revolution) that has occurred during the twentieth century was when Dior introduced his New Look in 1947. But even this innovation was a predictable change.

Question 5

Principles of fashion

Publicity cannot change the direction in which fashions are moving

Answer 5

Advertising and sales promotion undertaken by the producers or retailers do not dictate to consumers what to buy. During the early 1970s the fashion industry lost millions when it decided to produce the maxiskirt in reaction to the mini. No amount of advertising could sway public opinion and the maxi remained a fad worn only by relatively few. Women started wearing pantsuits. Although the maxiskirt had an ankle-length hemline, it was worn during the day. During the late 1970s and early 1980s the millinery industry tried, through a strong promotional effort, to encourage young women to wear hats again. This effort was not, however, successful.

Question 6

Principles of fashion

All fashions end in excess, or excess ends all fashions

Answer 6

When the miniskirts of the 1960s became so short that it was difficult to move without risking the exposure of your panties, the fashion was abandoned completely. During the 1750s, 1760s and 1770s skirts were so wide that ladies could not move from one room to another. Ladies’ headdresses were so high that they had to kneel while travelling in their sedan chairs. These fashions ended in excess.
On the other hand, when people see too much of a fashion, they become bored with it and the fashion changes to something new. Excess ends such fashion.

Question 7

discuss the fashion cycle

Answer 7

RISE STAGE

PEAK STAGE

DECLINE STAGE

OBSOLESCENCE STAGE

Question 8

RISE STAGE

Answer 8

Manufacturers who copy designer clothes will reproduce the styles as apparel that costs
less by using less expensive fabrics or minimal detail. In the initial incline, fashions are
accepted by more people because they can afford them. Mass Production reduces the
price of the fashion, and more sales result

Question 9

PEAK STAGE

Answer 9

Top of the hill Fashion is at its most popular and accepted stage. Mass production but
prices are not necessarily low, prices vary at this stage It can survive longer if the
fashion becomes a classic. Updating or adding new details of design, color, or texture to
the look can keep it in the peak stage.

Question 10

DECLINE STAGE

Answer 10

Consumer demand is decreasing, going down the slope. Fashion items available have
saturated the market. People do not want to pay a high price. Fashion retailers mark
down the price of merchandise.

Question 11

OBSOLESCENCE STAGE

Answer 11

The end of the fashion cycle, the bottom of the hill Consumers are no longer interested
in the fashion and find new looks. Price of the fashion product may be low at this point,
but consumers may not buy the product.

Question 12

Differentiate between fashion leaders, fashion followers and fashion victims:
Fashion leaders

Answer 12

Fashion Leaders: Fashion leaders dare to be different and grab a lot of attention of the public. They look for new fashion and wear it before it is acceptable by the mass. Fashion Leaders are very small in percentages and are usually celebrities and media favourite people who require to grab a lot of attention to maintain their popularity.

Fashion Leaders fall in two categories:-

A) Fashion Innovators: Some Fashion Leaders create new fashion as they are confident of their taste and are least concern about approval form others. They constantly hunt for new styles, fabrics and way to accessorize their clothes. They may impetus to a certain styles by discovering and wearing it. They may be referred as fashion forward or avant- gard.

Example: Madonna & Lady Gaga are true Fashion Leaders creating new fashion.

B) Fashion Motivators or Fashion Role Models: Fashion Role models are few, known for their talent, beauty, status, wealth become very popular among the public. Their presence can be seen in public events, films and television. They are photographed and often are seen on magazine cover pages and other press release. Young people find their Fashion Role Models on supermodel, rock stars, and television stars.

Question 13

Differentiate between fashion leaders, fashion followers and fashion victims:
Fashion Followers:

Answer 13

Fashion followers are people who follows a fashion that is accepted through conformity and follow world, national, or community Fashion Leaders and they follow Fashion Trends.

Question 14

Differentiate between fashion leaders, fashion followers and fashion victims:
Fashion victims

Answer 14

People who are slave to signatures and follow blindly a brand without seeing if it suits them are Fashion Victims. They will buy any apparel that is in fashion without any analysis.

Question 15

List and explain motives for consumer buying

Answer 15

1. Emotional Buying Motive
2. Rational Buying Motive
3. Prestige Motive
4. Patronage Motive

Question 16

List and explain motives for consumer buying

1. Emotional Buying Motive

Answer 16

1. Emotional Buying Motive
Emotional buying motive depends on the emotion, feeling and attitude of the consumers. This type of motive is purely a psychological aspect of a person. This type of buying motive may be different from person to person. Under this include:
* Fear
* Love and affection
* Curiosity
* Fashion
* Possession

Question 17

List and explain motives for consumer buying

2.Rational Buying Motive

Answer 17

All the consumers do not buy any goods or services with emotional motive. They become thoughtful, consider carefully their needs, priority, financial capacity etc. study and analyze the necessity, utility, price etc. of the goods or services. Then they make final decision to buy or not. The consumers become logical, rational, apt and knowledgeable. Such quality of the customers can be seen in their buying decision. The customers buy goods or services considering cheapness, health and security, utility, comfortable etc.

Question 18

List and explain motives for consumer buying

3. Prestige Motive

Answer 18

Prestige motive is related with the want of consumers for promotion of self-image and protection of their ego. Under this, vanity and pride are motives of consumers.

Question 19

List and explain motives for consumer buying

4. Patronage Motive

Answer 19

Patronage motive describes why certain customers buy specific brand goods, but not other brands and always buy necessary goods only from particular shop. So, under this motive include brand loyalty and store loyalty.

In this way consumer buy goods or services due to emotional motive, rational motive, prestige motive and patronage motive.

Question 20

Price

Answer 20

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Question 21

Quality

Answer 21

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Question 22

Fit

Answer 22

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Question 23

Comfort

Answer 23

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Question 24

Relevance

Answer 24

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Question 25

Brand

Answer 25

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Question 26

Convenience and Service

Answer 26

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