Theories of Fashion Movement - Eton-BIG I Marketing Classes

Theories of Fashion Movement - Eton-BIG I Marketing Classes

Theories of Fashion Movement FM 1.01 2A Fashion movement: Ongoing change in what is considered fashionable. Fashion: The

styles that are accepted and used by a Roles of Fashion leaders and followers Fashion leaders: Trendsetters who have the credibility and confidence to wear new fashions and influence the acceptance of new trends. The first to purchase new styles

Desire distinctiveness and uniqueness May be innovators and/or influencers. Examples of Fashion Leaders Andrea, a popular student at your high school, is a trendsetter who is not afraid to wear new fashions. People featured in the media such as royal families (Princess Diana or Princess Kate ), first families (Jackie Kennedy, Nancy Reagan, Michelle Obama), movie stars

(Halle Berry, Nicole Kidman, Kate Hudson, Jennifer Lopez), television personalities (Sarah Jessica Parker, Jennifer Aniston, Emma Stone), athletes (Michael Jordan), and musicians (Beyonc Knowles and Jennifer Lopez). Roles of Fashion leaders and followers (cont.) Fashion followers: Those who accept and wear a fashion only after it becomes acceptable to the majority. Example: Andreas friends admire her and want

to dress like her. Once Andrea has established a new trend at school, her friends become fashion followers. Theories of fashion movement Trickle-down theory Trickle-up theory Trickle-across

theory Trickle-down theory (Downward flow theory): The assumption that fashion trends start among the upper class or fashion leaders and move down to

the masses or fashion followers. Trickle-down theory Worlds oldest and most accepted fashion theory. Asserts that fashions are accepted by people of lower socioeconomic income levels only after they have been worn by people of upper socioeconomic income levels These styles are seen on high-fashion runways. Examples: Jackie Kennedys pillbox hat, Barbara Bushs

pearls, Nancy Reagans red, Hillary Clintons pantsuits in the office Example of pillbox hats Trickle-up theory (Upward flow theory): The assumption that fashion trends start among the

young or lower income groups and move upward to older or higher income Trickle-up theory Style originates with the lower class and gains approval by upper class or the fashion elite.

Examples: Ripped jeans, leather jackets Trickle-across theory (Horizontal flow theory): The assumption that fashion moves horizontally through groups

at similar social levels from fashion leaders Trickle-across theory Members of each social group look at the leaders of their own group for fashion trends. A leader within each class influences peers or a leader of one group affects the other group members. Example: Designer fashions are copied quickly for

mass production, providing similar styles at most price ranges. However, they dont become popular until the fashion leaders of each group have accepted them. Theories of Fashion Movement Higher $ Royalty Rich Lower $

TRICKLE DOWN Fashion trends start at the top of the social ladder TRICKLE UP Fashion trends start with the young or lower income groups

White collar Blue collar TRICKLE ACROSS Fashion moves horizontally through similar social levels

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