Fashion Development

Fashion Development

Ritu Jain

Fashion Life Cycle

Recycling Fashion Ideas:When some element of style or decoration is neglected for a period it is ripe for revival.

In the latter 1920’s designer’s raided old closets of fashion for inspiration.

E.g. large pins on jackets had been out of fashion since 1940’s and got revived in 1991.

The ’70s are back in a big way, especially in the denim world

HEIDI KLUM

BEHNAZ SARAFPOUR

GUCCI CHLOE

Fashion is recurring in nature.

The Theory of Shifting Erogenous Zones

Fashion changes systematically by covering one part of the body while uncovering the other.

Parts of the body which are exposed by a fashion , lose their erotic power to attract over a time .

Hence , this kind of fashion goes out of style.

The Theory of Shifting Erogenous Zones

The part of the body that has been de – Emphasized during the past fashion period , becomes the focus of attention for the next fashion cycle.

The newly emphasized part of the body becomes an EROGENOUS ZONE. This zone keeps shifting.

Actress Vanessa Hudgens arrives at the Vanity Fair on March 7, 2010 in

Hollywood, California

Example: Erogenous Zone

History of Bathing Suit:Early 1990’s : very unrevealing1920’s : began to shrink in size but the torso was still mostly covered – emphasis was on legs andArms1930’s : emphasized bare backs1940’s-50’s : New fabrics and bra technology gave way to structured suits with emphasis on the bosom.

Example: Erogenous Zone

History of Bathing Suit:1960’s; Bikini was introduced with the emphasis shifting to the navel1970’s and 80’s : with the fitness craze very revealing suits were seen ; emphasizing the toned and muscled upper thighs and hip – due to high-cut swimsuits1990’s: Daring – bared a new part of the female body, derriere.

Recurring Fashion Cycle

Looking back, fashion closest to the present looks dowdy.

As a style or look or lifestyle moves further into the past, it becomes a candidate for revival because the perception of it changes.

Fashion change is often the result of revising an obsolete style or re-inventing and outdated trend.

Examples:

Skirts: When short skirts get as short as possible, then the pendulum swings towards longer skirts

Fit: When the fit cannot be any tighter , the pendulum swings towards looser cuts.

Black : When black dominates the market for a time, brighter or lighter colors move in to relieve the gloom.

Pendulum swing of fashion

TightLongWide

Loose Short

Narrow

Wave Dynamics

Fashion has regularities and recurring patterns. It is a discernable pattern that recurs over time.

Example; Skirt length recurs every 35 years and width in 100 years.

50 years of pendulum swing from wide to narrow and 50 years of the pendulum swing back to wide

SWIRLY SKIRT 1970

1980’S BASIC SKIRTS

1980’S

Tough pleated mini skirt fall2010

Fashion Diffusion Process

Fashion has a two-step flow: Step 1 and Step 2Step 1:Transmission of new ideas through the impersonal influence of mass media and market-based information to innovators and opinion leaders.

Fashion Diffusion Process

Step 2:Depends on personal, face-to-face influence within social groups as new ideas move from fashion leaders to followers

Diffusion Process :Step 1:Impersonal Influence : Magazines, Television, Advertising, Visual Merchandising, Fashion Promotion

Step 2: Personal

Influence

Innovative Consumers Opinion leaders

Fashion Followers

S-Curve

This curve can be linked to visualize filling markets segment by segment

S-curveCu

mul

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num

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f ado

pter

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TIMEINNOVATORS

EARLY ADOPTER

EARLY MAJOITY

LATE MAJORITY

LAGGARDS

Segment 1

Segment 2

Segment 3