trend movement Flashcards
trend, trend reporting, trend forecasting def
Trend: A fashion trend is a pattern or direction of change in the way people dress, that is becoming more visible and popular or deemed fashionable at a given time.
Trend reporting informing what fashion trends are currently popular. ex magazines tells consumers what will be trending in the upcoming weeks to encourage consumers what to buy. (Benefits zara to copy what high end brands are selling)
Trend forecasting is predicting fashion trends 2 years in advance to help brands decide what to and not produce, aiming to sell more and reduce waste.
methodlogies for frocasting and reporting
Comparative shopping, retailers will compare key trends being sold across different brands.ex colors, materials, cuts, price, etc.
Window shopping examines window stores to see which colors, styles, and trends are being shown in the window. Dominating, trends, styles, colors featured, are concluded popular trend.
Sales data track how items, colors, shapes, are selling to make decisions in production
Analysis of consumer media (press) such as magazines, blogs, websites, analyzes products that will soon be available to shoppers. ex, Vogue displays a new Gucci advert fragrance collection. gain brand awareness before fragrances are available in stores
Analysis for the environment, analyzing the environment outside fashion/world change can impact fashion trends. ex, the Covid 2020, rise of loungewear
trend diffusion
Proposed by Anthropologist Ted Polhemus, in most cases the diffusion of trends follows a trickle-down movement.
Trickle-down theory, Trends adopted by those at the Top of the social ladder, trickling down to market levels. People at the bottom of the social ladder will always desire to imitate upper class people. Logos in handbags. However, after the trend was adopted by lower, upper differentiated itself and moved on to another trend. And the cycle goes on.
trickle / Bubble up theory states trends inspired by niche groups trickle up from those below the social ladder to the mainstream and cat walks. ex, streetwear and skateboard styles that originated from lower class people have trickled up to high end brands and made it to runways. High end brands justify the trend by using influential figures to market the trend. Some may argue that in fashion it doesn’t matter who did it first, but who makes it work. influential people who adopt the trend, brands justifies the trends in cat walks, makes trends “sophisticated”= TRICKLE DOWN over again.
Trickle across theory refers to trends available at all market levels simultaneously with various price points and types of consumers.
youth culture in relation to anti fashion and subculture
Anthropologist Ted Polhemus said with the exception of the unfashionable (those who can’t keep up with fashion change, despite their attempts to do so), anti-fashion refers to all styles of adornment which fall outside the organised system of fashion change.
hippies, priests, uniforms. Like a time capsule one generation leaves the next, designed to resist fashion change
Youth culture is very much related to Anti-Fashion and subcultures. Subcultures led by the youth, branches from anti-fashion. Are Thai neck rings for women fashion? No,
Anti fashion refuses to change. For instance, Punk fashion represents both youth culture and anti fashion, driven by a group of young people who kept their styles from generations to generations; deconstructed fabrics, dramatic makeup, leather jackets, band t-shirts, tartan and plaid, dark colors, etc. KEBAYAAA (A fitted blouse with lace and embroidery, often paired with a sarong or batik skirt.)
Another example is Military Uniforms with its unchangeable basic structure of military uniforms, remaining consistent from generation to generation. designed for functionality and are not influenced by fashion trends.
anti fashion def
anti-fashion refers to all styles of adornment which fall outside the organised system of fashion change.
types of trends, trend def
trend is style / category of products becoming popular in 6 months - 5 years. 4 Trend types:
fads drastically become popular and disappear quickly with a short life span 3-6 months. ex, chokers in the 2010s.
The classic is timeless and never declines. considered a style as it stays rather than a trend. lasts for 20-25 years for mass appeal. Basic essentials evolve overtime into a classic
seasonal trend, lasting 6-12 months, dominate during a season but drift out as consumers move to a new trend. Ex, Floral Prints for Spring/Summer
the long term trend lasts for 5 years and is designed in many various ways, ex Athleisure combining athletic with everyday style, continues to innovate in design and functionality, brands like Nike, Lululemon,
demographics important in consumption of trends, discuss in relation to product life cycle.
Demographics are important in the consumption of trends. The diffusion of innovation theory by Everett Rogers theorizes how fashion trends spread within a society over time.
innovators , initiate trends, take risks in fashion, unafraid to wear new items, purchasing many new trends and ready to absorb financial loss. urban areas, highly educated, social individuals with financial resources, and mostly young.
Then early adopters adopt the trend and are perceived as leaders with more influence to make trends popular to the early majority. seen as less extreme and fashionable, bridging gap… mainstream consumers. the ideal category to report a popular trend (celebs)
Then followed by early majority and late majority who tend to have a below average social and financial status. The two categories represent the biggest part of society and tend to approach new trends with skepticism, often needing social reassurance before purchasing them. Early majority people are those who buy from fast fashion brands like Zara in cities whereas the late majority buy fast fashion brands in the countryside.
laggards adopt the trend before it fades off and ends. low incomers and social status, usually loyal to a certain brand and view clothes as a need rather than a want.
product life cycle js read
Introduction - A luxury brand introduces a new handbag design at a fashion show.
• Growth - Celebrities and influencers start wearing it, and demand increases.
• Maturity - The handbag becomes widely available, and competitors create similar designs.
Decline - Trends shift, and the handbag is eventually discontinued or replaced with a new version.
