Ppt Fashion Theories And Diffusion

Question 1

Fashion

Answer 1

Clothing that depends on trends and cultures and changes a lot over time

Question 2

Classic

Answer 2

Never goes out of fashion (Little Black Dress, denim jeans)

Question 3

Fad

Answer 3

Popular thing that goes in and out quickly (silly bands)

Question 4

Trend

Answer 4

Something that is popular for a while but goes out of style when around too long

Question 5

Style

Answer 5

Ex: pants (high rise, low rise, bell bottoms, etc.)

Question 6

Fashion Innovator

Answer 6

Those known for starting a trend

Question 7

Fashion Leaders

Answer 7

Those who influence others to wear trends

Question 8

Early Adopters

Answer 8

those who wear a trend shortly after it comes out

Question 9

Late Adopters

Answer 9

Those who wear a trend late

Question 10

Fashion Followers

Answer 10

those who wear a trend long after it is proven

Question 11

Fashion Lifecycle

Answer 11

1. The innovation stage is when new trends and new styles are introduced and presented to retailers. Innovators, fashion leaders
2. The culmination stage is the process in which fashion followers catch wind of the new trend or style, and begin purchasing and wearing new styles
3. The decline stage is when the trend is worn out, and beings to sell for much lower prices. It is no longer in high demand. Obsolescence phase: “can’t give away”
4. See slide 4 for chart

Question 12

Innovators and Opinion Leaders

Answer 12

Innovators not always opinion leaders; opinion leaders usually innovators
1. Communicate about dress a lot
2. Make themselves socially active and visible
3. Profess an interest in high fashion
4. Portray themselves as self-confident
5. Showcase taste and social sensitivity
6. Influence choices others make in their dress

Question 13

The Cultural System

Answer 13

1. Zeitgeist or “spirit of the times”: the intellectual and dominant school of thought in a particular culture of a particular period in time
2. Example: Dior’s New Look (1940s-1950s): Christian Dior’s “New Look” was part of a post-war attempt to revive France’s fashion industry

Question 14

Trickle-down theory (Simmel, 1904; Veblen, 1912)

Answer 14

Idea that fashion and trends are first adopted by top strata and influencers, and gradually becomes accepted by subordinate groups

Question 15

Trickle-across theory (King, 1963)

Answer 15

The process in which fast fashion is mass produced and brought all around the world

Question 16

Trickle-up theory (Hedbidge, 1979; Sproles, 1985)

Answer 16

The process in which fashion innovation is first started in lower incomes levels and is then picked up by designers (Ex: Kanye West’s “street” fashion)

Question 17

Collective Selection (Blumer 1969) or Subcultural Leadership Model (Sproles, 1985)

Answer 17

Theory stating that conformity is reinforced with social approval and group acceptance

Question 18

Social Identity theory (Tajfel & Tuner, 1986)

Answer 18

1. Theory stating that each person identifies with a social group
2. Self Esteem: as motivation
3. Categorization in-group vs out-group

Question 19

Symbolic Interaction (Kaiser, Nagasawa, & Hutton, 1995)

Answer 19

1. The process where values of something is aided by the meaning of the symbol
2. It suggests that people live or do certain things for the approval on the basis of another person’s thinking

Question 20

Uniqueness theory

Answer 20

1. Theory that states people seek some kind of socially acceptable differences or uniqueness attributes
2. Consumers look for some kind of uniqueness in fashion that is different but still socially acceptable