Chapter 3: Fashion Change and Consumer Acceptance
Fashion
The style or styles most popular at a given time.
Implies:
- ____________________________________
- change
- acceptance
- __________________________
Style

Interpret fashion _____________________ into new styles and offer to the public

Designs that have the same characteristics are referred to as a _________________; may come or go in fashion, but the specific style always remains that style.

_________________________________ style created by wearing clothes suited to oneself
Change

________________________ change in fashion

Newness stimulates buying

Changes because

Reflects change in _______________________________ and events

People need change

__________________________________________

Sense of timing is important
Acceptance

Implies consumers must ______________ and _______________ a style to make it a fashion

Purchases by a _____________________ group of people must occur

Degree of acceptance provides clues to upcoming _______________________
Taste

Sensitivity to what is beautiful and appropriate

Changes over time
Fashion Evolutions

____________________________________ of a style

_____________________________________ in popularity

___________________________________ in popularity


______________________________ of a style or __________________________________
Fashion Cycle Lengths

_____________________________

Fads: Short lived fashions

_______________________ within cycles: Design elements {color, texture, or silhouette}

______________________________ cycles
Fashion Consumer Groups

Fashion ____________________________________

Fashion Innovators

Fashion _____________________________________________

Fashion Followers

Fashion _____________________________________
Fashion Adoption Theories

The ___________________________________ Theory

Trickle-Down Theory
 Based on the traditional process of copying and adapting trendsetting fashion from Paris, Milan,
London, and New York designers

__________________________________________________________________ Theory

Trickle-Up Theory/ Bottom-Up Theory
 Designers pay attention to what people are wearing

Mass _________________________________________________ Theory

Trickle-Across Theory
 Manufacturers look at celebrities and copy hot new styles instantly to meet customer demands

Fashion adoption
Innovation
Covered by Trade
Publications
Worn by Fashion
Leaders
Covered in
Magazines
Worn by Fashion
Conscious
Versions and
Adaptations at
Lower Prices
Covered in Local
Newspapers
Worn by Fashion
Followers
Cheap Knockoffs-
Loses Style and Fit
People Tire of it Closeout Sales
Innovators/Leaders moved onto new looks
Motives for consumer buying

To fill an ______________________________________________ need

To be attractive

To be ________________________________________

To impress others

To be ___________________________________

To fill basic ______________________________________________________ needs
Consumer Buying Patterns/Shopping Criteria

__________________________________________: looking for their idea of quality at reasonable prices

Item buying: buying only one item, to update wardrobe

Multiple use clothing: comfortable, functional, multiple-use

______________________________: buying closer to need, will wear immediately

______________________________________

___________________________________: personal service and in-stock assortments

3 Styling Features

_____________________________________________

____________________________________________

____________________________________________
7 Practical Consumer Considerations

_________________________/Designer Label

Fabric: Performance and care

Quality and durability

__________________________________

Fit

__________________________

Appropriateness
Women’s Wear Clothing Categories

____________________________________

Social Apparel

___________________________

Outerwear

Sportswear

_________________________________________________

Swimwear

__________________________________

Accessories
Styling and Price Ranges
 _________________________________/Luxury
 Made to order to fit an individual client
 _______________________________________________________
 Designer

_________________________________________________________ from successful designers

$1,000-$5,000
 ___________________________________

Less expensive alternatives to designer fashion
 Donna Karan’s DKNY, Marc by Marc Jacobs




____________________________________________:
 Revived category aimed at style-conscious women who want more fashion than misses style provides
 BCBG, Max Studio, Theory
__________________________
 More conservative adaptations or accepted designer looks
 Liz Claiborn, Lauren/Ralph Lauren
________________________
 Young styling for a young figure
 Resulted from the high birthrate in 1980s
Men’s Clothing Categories

Tailored clothing

______________________________________________

Dress shirts, neckwear, underwear, hoisery, robes, pajamas, shoes, and boots

_________________________________________________

Active Sportswear
 windbreakers, ski jackets, joggings suits

Work clothes

________________________________________________
Men’s Styling

_________________________________________________

Traditional Styling

Classic suit and sportswear

Traditional ____________________________________________

_________________________________

Less expensive than designer apparel
Men’s Price Ranges

_______________________________________________________

More than $3,000

Designer ready-made

$500-$1,000

_______________________________ suits

Step down in price from designer

____________________________________ suits

Suits: $325-$650; Jackets $200-$450


Popularly priced suits

Less than $325
Children’s Wear

Girl’s dresses

Boy’s traditional

__________________________________

Outerwear

_________________________________________

Accessories
Children’s Sizing

_________________________________ sizes 0-11; 3-6-9 months

Infant sizes 12-18-24 months

_____________________________ sizes 2T, 3T, 4T

Separation of sizes for boys and girls

_______________________________ 4-6X, preteens 6-14

_________________________ 4-7 and 8-20
Price Ranges

____________________________________

Tommy Hilfiger

_________________________________________________

Esprit, Osh Kosh B’Gosh

________________________________

Carter’s, Rampage