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The fashion movement is...
evolutionary, not revolutionary; slow changing, subtle changes. Consumers do not like sudden change. Not dependent on sales promotion.
upper class initiates fashion for status purposes - lower classes imitate - after lower class adopts, upper class discards and adopts a new fashion to assert it's superior position
fashion moves horizontally between groups of similar social levels.
fashion leaders within a group, particular age groups, socioeconomic status (ex. college students, high school students, teachers)
younger or lower class initiate fashion, upper classes accept.
ex. jeans: first from farmers (utilitarian), now staple and all classes wear
collective taste in fashion formed by consumers similarly influenced by environmental factors, collective idea as a society. ex. (t-shirts, sweatshirts)
inhibit or advance fashion.
1. war (WWII, rationing)
2. political relations with other countries
4. political change
fashion is a luxury, a discretionary purchase
recession - money spent on investments
good economy - more discretionary income
ex. boredom, curiosity, rebel against convention, desire for self-assertion, desire for companionship
Cycles within Cycle (Length of Cycles)
design elements may change even though the style itself remains popular
Interrupted/Prolonged Cycle (Length of Cycles)
normal cycle affected for some reason
ex. season, social, economy, political event
innovators; small percent of consumers - start fashion by discovering and wearing a style
individuals are grouped according to some visual trait and thereby presumed to possess similar personality or behavioral characteristics
what we think about ourselves (self feedback)
body image, body cathexis (satisfaction), self esteem
describes how fashion styles filter through consumer groups
ex. age groups, geographic groups, socioeconomic groups
objective characteristics that can be quantified
ex. population and birth rate, geographic concentration of the population, age and aging of the population
subjective characteristics that deal with feel and touch; more than absolute numbers
ex. religious beliefs, fashion interests, etc.
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