Professional Documents
Culture Documents
fashion
Merchandising
Understanding Fashion,
Merchandising,
Merchandise Management of Retail, Export
& Buying House.
Fashion
Fashion
Understanding Fashion
Movement
Fashion movement is
the ongoing change in
what is considered
fashionable from
acceptance to
obsolescence (the
rejection of a fashion
in favor of a new one)
A fashion trend is the
direction fashion is
moving
OBSOLETE
Decreases in
popularity
(saturation)
Obsolescence
Discarded for a
newer style
Kurtis
Skirts
Fashion Classics
Fashion Fads
(cont.)
(cont.)
Theories of Fashion
Movement
Higher $
Royalty
Rich
White collar
Lower $
TRICKLE DOWN
TRICKLE UP
Blue collar
TRICKLE
ACROSS
Fashion moves
horizontally through
similar social levels
Trickle-Down Theory
18th-19th Century
Source of fashion
ideas
designers catered
to wealthy
Fashion leaders
highly visible elite
served as models
for lower class
Direction
down from elite
class to working
class
Change of speed
Dynamics of
change
drive for
differentiation
and imitation
Fast-paced
communication and
mass media
Style information
available to all at same
time
Trickle-Up Theory
1960s Trickle-Across
Merchandise
Types of Merchandise
Types of Merchandise