fashion cycles- 1.13 Flashcards
what is a fashion cycle?
It is how a fashion trend begins, then becomes popular, increasingly unfashionable and then disappears over time.- the fashion becomes popular, reaches it’s peak and then has a gradual or rapid decline
what are sales and marketing cycles?
a sequence of advertising and promotional events that attracts customers, communicates with them and persuades them to buy a product. different marketing strategies are used according to what the product is- a fad, a classic or a standard product
what is a ‘fad’?
a temporary craze to buy a particular product. It rapidly becomes the ‘must have product’ and consumers rush to get hold of the product as they want to be seen using it or wearing it. Businesses can find it difficult to supply sufficient quantities of fad products before it passes on and something else is fashionable
what is a classic?
fashion styles of clothing that remain popular over many years are known as ‘classics’. Certain products such as fine wool button up cardigans are worn every year and never seem to go out of fashion.
what is a standard?
standard fashions have a longer popularity in comparison to fad fashions. standard fashions become obsolete at the end of the fashion cycle and may not become fashionable again for some time, unlike classic fashions which are always popular to some extent.
what do extreme fashions often influence?
extreme fashions often influence more mainstream fashions which appear on the high street for a much broader mainstream range of shoppers. For example the punk fashions of the 1970s with rips and tears and offensive slogans have still influenced fashions today, such as jeans made from stonewashed denim and fashion tops that feature humorous slogans.
what are the four influential trends?
- retro
- vintage
- industrial
- traditional
what is retro?
A style which is often referred to as ‘vintage inspired’- these fashions are retrospective in that they are derived from past fashions and designs
what is vintage?
the use of actual items from the past. This fashion shows an appreciation for colours, patterns and fabrics from the past
what is industrial?
black or military influenced clothing which emerged in the late 1980s. It is often associated with anti-establishment, sci-fi or post-apocalyptic themes, for example steam punk
what is traditional?
a trend inspired by traditional styles and fabrics, for example Harris tweed hacking jackets and tartan kilts
what is the average lead time to develop a collection for each fashion season (autumn 25’, summer/spring 25’ etc) how is this different to mid-season and mini collections?
Around 18-24 months. However, mid-season ranges and mini-collections play an increasing part as fast changes in the industry encourage consumers to look for new designs. Mid-season collections are usually produced in a much smaller period of time to suit customer trends
how often do colour trends change?
they change from season to season and designers and manufacturers need to make sure their products will be on trend to remain successful.
What is fashion forecasting?
a global industry which has trend forecasters such as World Global style network (WGSN) which produces reports that forecast future style themes/aesthetics, colours, fibres etc. Forecasted colour charts can be supplied to help designers plan their collections.
what is the benefit of trend forecasting and using trend forecaster companies such as World global style network?
- it ensures success: Designers can design a collection that will likely be in trend and will therefore make a successful product
-due to commercial success and the product fufilling the consumer’s desires, there is less waste generated as the products are not manufactured and then not brought
what happens when there is a new development in fibres?
The latest developments in fibres are incorporated into new fabric ranges to offer improved aesthetics and performance e.g easy care/stain resistant fibres
what types of fibres have been becoming increasingly popular and why are they so popular?
The use of environmentally friendly fibres has been a growing trend e.g fibres that are made from recycled polyester or fibres such as lyocell (a regenerated fibre), hemp and bamboo as well as they are grown sustainably. They are growing in popularity due to the rise in customer awarness of the effect of the textile and fashion industry on the environment- consumers are more aware that the products they buy can have a negative impact on the environment, and therefore opt for sustainable options.
what are trade fairs and what is an example of this?
Fashion trend fairs such as Premiere Vision in Paris showcase the latest trends in materials (fabrics, trimmings, buttons, fastenings) and also technological developments. Premiere Vision is held twice yearly to fashion designers and product developers and keep in line with the industry development cycles of 18-24 months. They provide an opportunity to get new ideas, network with others and source and buy materials
what is the name of the most popular trend forecaster?
World global style network (WGSN)
what is the name of the trade fair held in Paris twice yearly?
Premiere Vision
what is the benefit of trade fairs such as Premiere vision?
-They allow fashion designers and product developers to gain inspiration
-A good way to network within the fashion industry
-Fashion designers and product developers can produce products which will fit within fashion trends and ensure a product is commericialy successful.
-provide an opportunity to buy and source materials for products
what are fashion trends influenced by?
Changes in lifestyle and consumer demand
what are some examples of factors that can affect the style of garments? (6 factors)
- Work
- Health and fitness
- new technologies
- the cult of the individual
- internet access/social media
- travel opportunities
how does work affect the style of garment?
Work wear has become less ‘formal’, leading to ‘dress down’ days and a demand for more comfortable work clothing
