The fashion adoption theories

Question 1

Fashion Adoption theories

Answer 1

Traditional (Trickle down)
Reverse adoption (Bottum up)
Mass dissemination (Trickle accross)

Question 2

Traditional fashion adoption theory

Trickle down

Answer 2

Based on the traditional process of copying and adapting trendsetting fashion from Paris, Milan or New York designers.

Couture fashion is expensive it is affordable to only a few people.

As the new fashions are worn by publicised fashion leaders or shown in fashion publication, consumers are exposed to the new look and might want it.

To appeal to this broader group of consumers manufactures produce less expensive versions and adaptions of high fashion.

These are copied again and again and again at lower prices until they are seen often enough to become acceptable to most conservative buyers.

The cheapest versions are seen at discount houses soon after.

Consumers then tire of the look and its popularity fades. As a fashion is copied, modified and sold at lower prices, it loses its newness, quality and other essential design elements.

The length of the process is influenced by location.

Question 3

Reverse adoption
(trickle up or bottom-up theory)

Answer 3

Since the 60’s manufacturers give more attention to consumer innovation.

They watch people on the streets to find ideas. Some of this ideas eventually reach the designer market.

Dancewear and activewear which began as functional needs of the consumer also have influenced designer collections. Vintage fashion purchased from thrift shop by young people has also influenced collections.

Question 4

Mass dissemination

trickle across theory

Answer 4

Technology and modern communication have made fashion available simultaneously throughout the industry.

Mass dissemination is evident when manufacturers copy hot new styles almost immediately.

The speed of production is of greatest importance.

There is no longer one channel of fashion dissemination

Various designers and manufacturer labels appeal to various groups at different price points.

Increased diversity means that many different styles can be accepted at the same time. More and more options are available.