Page 99 - CITS - Fashion Design Technology - Trade Theory

FASHION DESIGN & TECHNOLOGY - CITS

Price: Right value for money 2to5 times higher than the average market price.
Creativity: Trendy not too radical/extreme products.
Use: Mainly daily occasions.
Target: Usually a mix of wholesale and retail distribution. Both international and local brands with local customers.
Idea: Connecting the high end to mass market, Right marketing mix(Product, communication service)
Companies

• Max And Co
• Diesels
• Cooch
• Massimo Dutli

5 Mass Market/Value fashion : At the very bottom of the fashion pyramid comes the mass-market segment.
This is intended to reach the maximum number of people, by providing trendy fashion at affordable retail
prices.

Price: Below the average market price.
Creativity: Basics or fashionable items depend on BM.
Use: Different Occasions.
Target: Different target from teenagers to sophisticated women.

Idea: Supply chain management is key segmentation is the new trend massive communication role of the store.
Companies
• Zara
• H&M
• Inditex

• Mango
Theories of fashion
The distribution of fashion has been described as a movement, a flow, or trickle from one element of society to
another. The diffusion of influences from center to periphery may be conceived of in hierarchical or in horizontal
terms, such as the trickle-down, trickle-across, or trickle-up theories.
Trickle down theory
The oldest theory of distribution is the trickle-down theory described by Veblen in 1899. To function, this trickle-
down movement depends upon a hierarchical society and a striving for upward mobility among the various social
strata.
This distribution model assumes a social hierarchy in which people seek to identify with the affluent and those at
the top seek both distinction and, eventually, distance from those socially below them. Fashion is considered a
vehicle of conspicuous consumption and upward mobility for those seeking to copy styles of dress.
Trickle across fashion
Proponents of the trickle-across theory claim that fashion moves horizontally between groups on similar social
levels. In the trickle-across model, there is little lag time between adoptions from one group to another. Evidence
for this theory occurs when designers show a look simultaneously at prices ranging from the high end to lower
end ready-to-wear.
Trickle up theory
The trickle-up or bubble-up pattern is the newest of the fashion movement theories. In this theory the innovation
is initiated from the street, so to speak, and adopted from lower income groups. The innovation eventually flows
to upper-income groups; thus the movement is from the bottom up.

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