Page 15 - CITS - Fashion Design Technology - Trade Theory

FASHION DESIGN & TECHNOLOGY - CITS

1 Style
Style is always constant. It is not changeable like to fashion. It is the modification of fashion. Style is the basic
outline of any garment. It is a manner of doing something. It commonly refers to one’s fashion or outer appearance.
Style word is very popular in fashion. Style is unique but when it is accepted by others then it is called fashion.
(Fig 2)

Fig 2

2 Basic or Classic
When a fashion is comparatively constant or long lasting or continuing for many days, such as sari and salwar
kameez, it is called basic or Classic.
3 Fad
Fad can be denoted as a short lived fashion, staying for a very little duration of period of time, acceptable by only
a certain group of people. In maximum time they are very costly and every one cannot afford to buy it.
4 Fashion Forecasting
Fashion forecasting is the prediction of mood, behavior and buying habits of the consumer that focuses on
upcoming trends. It is very important part of fashion scene because when a new garment is designed by a
designer and worn, it will not create fashion by itself. It needs to spread fashion with different media. Fashion
forecasting is commonly done by many communicating media, such as fashion shows, cinema, newspapers,
press, fashion magazines and window display. Generally fashion forecasting includes:
a Consumer research
• Surveys
• In-store informal interviews
• Consumer focus groups
b Market research
c Fashion trends

d Shopping
e Evaluating the collections
f Sales records
g Trend for target markets
5 Fashion Trends
Fashion trend is the most changeable term in fashion. It is the styling ideas that major collections have in common.
Fashion trends are influenced by several factors such as economic, political, social and technological. Fashion
forecasters can use this information to help determine growth or decline of a particular trend. Sometimes a new
trend appears in small doses until it spreads to other collections.

As the mass media notices similarities between collections and highlights them, the media exposure also helps
establish the trends. But if the market becomes flooded with a new trend, consumers may react negatively to the
overexposure.

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CITS : Apparel - Fashion Design & Technology - Lesson 1