Page 97 - CITS - Fashion Design Technology - Trade Theory

FASHION DESIGN & TECHNOLOGY - CITS

Fig 1

2 Increase in popularity: If new styles are seen worn by celebrities or famous personality on TV or magazines it
may attract the attention of buyers, the press, and the public. In this case viewers become interest to purchase
to buy the new styles. Some designers or stylists may modify or copy a popular style. Manufactures use less
expensive fabric and modify the designs to sell in low price. Mass production reduces the price of the fashion,
and become more sales.
3 Peak of popularity: Fashion at this stage is most popular; it may be in such demand that many garment
manufacturers copy it or produce adaptations of it at many price levels. It can survive longer if the fashion
becomes a classic. In this stage manufacturers carefully study trends because the consumer will always prefer
clothes that are in the main stream of fashion.
4 Decline in popularity: In this stage, consumer demand is decreasing, going down the slope. Many copies
are mass produced that fashion as a result consumer get tired of the style and begin to look for new styles.
Fashion items available have saturated the market. They are not willingly to buy with regular price.

5 Rejection of a style or obsolescence: It is the last stage of fashion cycle. Consumers are no longer interested
in the fashion. In this phase of fashion cycle, some consumers have already turned for new styles, thus
beginning a new cycle. Price of the fashion product may be low at this point, but consumers may not buy the
product. The rejection of a style just because it is out of fashion is called consumer obsolescence.
Types of fashion markets
The Fashion pyramid is a market segmentation pyramid that segregates fashion brands based on price, quality
and creativity. The higher the segmentation level, the higher are those characteristics in this brand. The five levels
of fashion segmentation are Haute Couture, Ready-to-Wear (RTW), Diffusion, Bridge and Mass Market. (Fig 2)
1 Haute Couture: The top, luxury brands, high fashion pieces of art.
2 Ready-to-wear: Designer brands.
3 Diffusion: Designer and premium brands.
4 Bridge: Premium brands
5 Mass fashion: Common or General or Average brands

Fig 2

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CITS : Apparel - Fashion Design & Technology - Lesson 5-8 CITS : Apparel - Fashion Design & Technology - Lesson 5-8