Q1.

Explain the phases of a typical fashion acceptance

cycle.

ANS :- Fashion cycle refers to the rise, wide popularity and then decline in
acceptance of a style. Consumers are exposed each season to a multitude of new
styles created by fashion designers. Some are rejected immediately by the
press or by the buyer on the retail level, but others are accepted for a time, as
demonstrated by consumers purchasing and wearing them.

The way in which fashion changes is usually described as a fashion cycle. It is

difficult to categorize or theorize about fashion without oversimplifying. Even
so, the fashion cycle is usually depicted as a bell shaped curve encompassing five
stages: introduction, rise in popularity, peak of popularity, decline in popularity,
and rejection. The cycle can reflect the acceptance of a single style from one
designer or a general style such as the miniskirt.

Fashion cycle is a period of time or life span during which the fashion exists,
moving through the five stages from introduction through
obsolescence.

 When a customer purchases and wears a certain style, that style is

considered accepted. The acceptance leads to the style becoming a
fashion!
 Fashions DO NOT always survive from year to year.

Stages of Fashion Cycle:

The various stages of fashion cycle are as follows:

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Figure 1: Stages fashion cycle

1. Introduction of a Style:
Where new style, color, texture, and so forth are introduced as ‘high fashion’ to
target customers. Designers interpret their research and creative ideas into
appeal or accessories and then offer the new styles to the public. Designers create
new designs by changing elements such as line, shape, color, fabric, and details
and their relationship to one another. New creations referred to as the “latest
fashions” may not yet be accepted by anyone. At this first stage of the cycle,
fashion implies only style and newness.

Most new styles are introduced at a high price level. Designers who are globally
respected for their talent may be given financial backing and be allowed to design
with very few limitations on creativity, quality of raw materials, or amount of fine
workmanship. Naturally, production costs are high, and only a few people can
afford the resulting garments. Production in small quantities gives a designer
more freedom, flexibility, and room for creativity.

2. Rise/Increase in Popularity:
Where copies or knock-offs enter market as duplicates. If a new style is
purchased, worn, and seen by many people, it may attract the attention of buyers,
the press, and the public. In self-defense, most couture and high – priced
designers now have secondary bridge and or diffusion lines that sell at lower
prices, so that they can sell their designs in greater quantities.

You may also like: Fashion, Style and Fad: Basic Concept, Features,
Examples & Difference

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The popularity of a style may further increase through copying and adaptation.
Some designers or stylists may modify a popular style to suit the needs and price
range of their own customers. Some manufacturers may copy it with less
expensive fabric and less detail it order to all the style at lower prices.

3. Culmination/Peak of Popularity:
Where the fashion is at its peak for sufficiently longer period. When a fashion is
at the height of its popularity, it may be in such demand that many
manufacturers copy it or produce adaptations of it at many price levels. Some
designers are flattered by copying and others are resentful. There is very fine line
between adaptations and knockoffs.

Volume production requires a likelihood of mass acceptance. Therefore, volume

manufacturers carefully study sales trends because their customers want clothes
that are in the mainstream of fashion.

4. Decline in Popularity:
Where boredom sets in, and the sale is on a decline. Declines are faster.
Eventually, so many copies are mass produced that fashion – conscious people
tire of the style and begin to look for something new. Consumers still wear
garments in the style, but they are no longer willing to buy them at regular prices.
Retail stores put such declining styles on sale racks, hoping to make room for new
merchandise.

5. Rejection of a Style or Obsolescence:

Where a strong distaste for style occurs, and sales is at its lowest level. In the last
phase of the fashion cycle, some consumers have already turned to new looks,
thus beginning a new cycle. The rejection or discarding of a style just because it is
out of fashion is called consumer obsolescence. As early as 1600, Shakespeare
wrote that “fashion wears out more apparel than the man”.

It is impossible to predict the length of cycles. Rapid developments in

communication have speeded up fashion cycles. Because of this, intense
competition also sets in. An appetite for constant newness/change is insatiable
for the consumers.

Economic depression like war periods could lead to breaks in cycle. Broken cycles
pick up after normalcy from where it has stopped.

Long-run fashion cycles take more seasons to complete cycles, whereas short-run
fashion cycles take fewer seasons to complete the cycle.

 Silhouettes are long-run fashions as they do not change drastically.

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  Details which undergo subtle changes are short-run fashions.
 Colors, textures, which were once thought as short runs have been
considered as long runs as studies have shown that emotional and
psychological changes influence color.
 Accessories (shoes, handbags, jewellery, millinery, gloves,
belts, caps, scarfs, cosmetics, etc.) are regarded as apparel items and
have full fashion cycles. They are long runs.
 Classics have the longest runs. Examples are sweaters, cardigans,
jackets, and so forth.
 Fads which are here-today-gone-tomorrow have the shortest runs.

Concepts of Fashion Acceptance

Fashion is first accepted by one society or group of people and goes on to be
followed by other groups. There are three concepts related to the adoption of
fashion (Figure 2) They are as follows:

Figure 2: Concepts
of fashion acceptance

1. Downward flow theory (trickle-down theory): Here, fashion is first

accepted by people at the top of the society who form the higher income group,
and later on adopted by people at the lower level group, who form the low-
income group. ‘Haute couture’ are major fashion houses of the world, run by
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internationally recognized famous designers. They show their collections – which
are their own original creations – at international fashion shows and sell their
garments for exorbitant prices.

2. Horizontal flow theory: Here, fashion is adopted by people at similar social

level or income levels. They are accepted by peers, friends and others who are of
an equal status. These are also called the ‘designer wear’ or ‘prêt-à-porter’ and are
ready-to-wear garments sold at exclusive department or specialty stores. Designs
are not unique but are produced in limited numbers.

3. Upward flow theory (Trickle-up theory): Here, fashion is first accepted

by the young low-income group, and moves to higher income group (e.g. khaki
pants, jackets, cowboy dresses, etc.). ‘Mass market’ or ‘street fashion’, as it is
called, are cheaper versions of garments that are produced and sold to the people
of lower income group.

The more affluent will buy several haute couture outfits but turn to designer wear
for every day. Women who mostly buy designer ready-to-wear may occasionally
splash out on a couture dress for a very special occasion. Those who generally buy
only mass marketing clothes may still buy designer wear occasionally if only from
discount stores.

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Q2. Explain the current status of export and import in US.

ANS :- he United States is the world’s 2nd-largest trading nation, behind only China, with
over $7.0 trillion in exports and imports of goods and services in 2022. The U.S. has trade
relations with more than 200 countries, territories, and regional associations around the
globe.
Goods Exports
The United States is the 2nd largest goods exporter in the world, behind only China. U.S.
goods exports to the world totaled $2.1 trillion in 2022, up 17.5 percent ($307.3 billion) from
2021. Canada was the largest purchaser of U.S. goods exports in 2022, accounting for 17.3
percent of total U.S. goods exports. The top five purchasers of U.S. goods exports in 2022
were: Canada ($356.5 billion), Mexico ($324.3 billion), China ($150.4 billion), Japan ($80.2
billion), and the United Kingdom ($76.2 billion). U.S. goods exports to the European Union 27
were $350.8 billion.
Goods Imports
The United States is the largest goods importer in the world. U.S. goods imports from the
world totaled $3.2 trillion in 2022, up 14.6 percent ($413.7 billion) from 2021. China was the
top supplier of goods to the United States, accounting for 16.5 percent of total goods imports.
The top five suppliers of U.S. goods imports in 2022 were: China ($536.3 billion), Mexico
($454.8 billion), Canada ($436.6 billion), Japan ($148.1 billion), and Germany ($146.6 billion).
U.S. goods imports from the European Union 27 were $553.3 billion.
Services Exports
The United States is the largest services exporter in the world. In 2022, U.S. exports of services
were $926.0 billion, up 16.4 percent ($130.7 billion) from 2021. U.S. exports of services
account for 30.7 percent of overall U.S. exports in 2022. Ireland was the largest purchaser of
U.S. services exports in 2022 accounting for 9 percent of total U.S. services exports. The top
five purchasers of U.S. services exports in 2022 were: Ireland ($83.1 billion), the United
Kingdom ($80.9 billion), Canada ($69.5 billion), Switzerland ($52.4 billion), and China ($42.2
billion). U.S. services exports to the European Union 27 were $238.6 billion.
Services Imports
The United States is the largest services importer in the world. In 2022, U.S. imports of
services were $680.3 billion, up 23.7 percent ($130.3 billion) from 2021. U.S. imports of
services account for 17.2 percent of overall U.S. imports in 2022. The United Kingdom was the
largest supplier of services, accounting for 10.4 percent of total U.S. service imports in 2022.
The top five suppliers of U.S. services imports in 2022 were: the United Kingdom ($70.8
billion), Germany ($42.0 billion), Canada ($40.6 billion), Japan ($38.5 billion), and Mexico
($37.3 billion). U.S. services imports from the European Union 27 were $166.7 billion.

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Western Hemisphere
USTR's Office of the Western Hemisphere is responsible for developing, implementing and
monitoring U.S. trade policy in the Western Hemisphere.

The Office leads the negotiation and implementation of U.S. trade agreements in the Western
Hemisphere, and oversees the administration and operation of these agreements, including
the United States-Mexico-Canada Agreement, the Dominican Republic-Central America-
United States Free Trade Agreement, and U.S. Free Trade Agreements with Chile, Peru,
Colombia, and Panama.
The Office of the Western Hemisphere also manages U.S. trade relations with the Southern
Common Market (Mercosur) and the Caribbean Common Market (CARICOM), including
bilateral trade councils with Argentina, Brazil, Uruguay and Paraguay. In addition, it oversees
U.S. trade preference programs in the region, including the Caribbean Basin Initiative and the
Haitian Hemispheric Opportunity through Partnership Encouragement.

Western Hemisphere Trade & Investment Summary

U.S. goods and services trade with the Western Hemisphere totaled an estimated $2.4
trillion in 2022. Exports were $1.2 trillion; imports were $1.2 trillion. The U.S. goods and
services trade deficit with the Western Hemisphere was $76.9 billion in 2022.
U.S. goods exports to the Western Hemisphere in 2022 were $905.5 billion, up 18.9
percent ($143.8 billion) from 2021 and up 31 percent from 2012. U.S. goods imports
from the Western Hemisphere totaled $1.0 trillion in 2022, up 20.9 percent ($179.7
billion) from 2021, and up 35 percent from 2012. U.S. exports to the Western
Hemisphere account for 43.8 percent of overall U.S. exports in 2022. The U.S. goods
trade deficit with the Western Hemisphere was $135.1 billion in 2022, a 36.2 percent
increase ($35.9 billion) over 2021.
U.S. exports of services to the Western Hemisphere were an estimated $244.6 billion in
2022, 13.3 percent ($29 billion) more than 2021, and 19 percent greater than 2012
levels. U.S. imports of services from the Western Hemisphere were an estimated
$186.5 billion in 2022, 22.7 percent ($34.5 billion) more than 2021, and 37 percent
greater than 2012 levels. Leading services exports from the U.S. to the Western
Hemisphere were in the travel, professional and management services, and financial
services sectors. The United States has a services trade surplus of an estimated $58.1
billion with the Western Hemisphere in 2022, down 9.0 percent from 2021.
U.S. foreign direct investment (FDI) in the Western Hemisphere (stock) was $1.5 trillion
in 2022, a 2.7 percent increase from 2021. U.S. direct investment in the Western
Hemisphere is led by nonbank holding companies, finance and insurance, and
manufacturing.

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The Western Hemisphere's FDI in the United States (stock) was $801.2 billion in 2022,
up 5.5 percent from 2021. The Western Hemisphere's direct investment in the U.S. is
led by manufacturing, finance and insurance, and depository institutions.

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Q3. Describe the factors favoring and regarding fashion.

ANS :- Fashion, by nature, is a dynamic and transient culture, which keeps

changing in time and space. In fact, if we talk about the permanent thing, there
is hardly anything on the planet earth, which has such property, everything
keeps changing. Since, human mind is also part of this planet; so, it also seeks
changes in terms of place of living, food, and of course cloth or fashion. People
want to have new styles and new fashions.

But such changes are not essentially and always because of people’s wishes,
but rather there are many other causes that influence fashion.

Factors That Influence Fashion

Human nature, of course, is one of the most important reasons for changing
fashion, as it always demands new and trendy products. But along with it, the
following are some other significant factors that influence fashion:

1. Psychological Factor

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2. Social Factor

3. Economic Factor

4. Cultural Factor

5. Political Factor

6. Environmental Factor

7. Physiological Factor

Let’s discuss each one of them separately:

Psychological Factor

Psychological factor is an important factor that influences a person to follow a

trend or may influence the opposite. In other words, everyone following the
jeans and shirt, but one person prefers to wear pajama kurta (the ethnic wear).
So, it expresses individuality and does not get influenced by society. Likewise,
many times, it gives importance to personal choice instead of following the
trends.

Social Factor

Social factor is one of the most significant factors that influence fashion
frequently and expansively. Its area is pretty wide and includes many factors,
such as place of living (urban area or rural area), educational and cultural
background, status in society, gender, profession, and, of course, occasions.
These factors, sometimes influence separately or sometimes collectively.

Economic Factor

Interestingly, fashion is one of the indicators that reflects the financial condition
of a person in his society and economic condition of country in the whole world.
Fashion reflects the availability of raw materials, level of infrastructure, and
technological advancement in a particular country. So, if a country is rich and

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developed, fashion in that country will be luxurious. On the other hand, fashion
in developing or underdeveloped countries, is at a very low level.

Cultural Factor

Culture is the traditions and practices that a society of a particular region

follows in a given period in time. Every society has its own culture; hence, not
only fashion influences culture, but rather culture also influences fashion vice-
versa. For example, an old man who always wore pajama kurta (the traditional
dress) started wearing track suits, jeans, etc.

Political Factor

Directly or indirectly, political factor also plays an important role in influencing

fashion. Time to time, government keep changing the law, economic policies,
and political policies, all these factors, collectively influence fashion. For
example, in the early 1990s, liberalization, globalization, and privatization of the
Indian economy encouraged many foreign fashion companies to launch their
products in India, which greatly influenced the fashion.

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Environmental Factor

Environmental factor largely includes seasons, like the winter season, which
have entirely different clothing styles, influences fashion; the summer season,
in this season, people prefer to wear only light cotton shirts and pants, t-shirts,
jeans, etc.; and in rainy season, people prefer to have differently designed
raincoats and other waterproof cloth.

Physiological Factor

It includes age, skin color, body structure, height of the person, etc. With
growing age, people change their choices. So, fashion is essentially guided by
such principles as well.

Some other factors that influence fashion are:

Dominating events: some of the significant events, like war, big national level
cultural events, fashion events/shows, etc. influence fashion.
Influence of celebrities: most of the youngsters in society, get easily influenced by
the film stars, sports persons, musicians, and other celebrity kind of people. In

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fact, the dressing style, walking, speaking, and appearance styles of these
celebrities are very important factors that influence especially youngsters and
they seek same designs and brands.
Geographical Factors: geography involves many factors, but significant among
them are, of course, relief features and the location of the region (either located
in a hilly region, or along the bank of a river, desert, etc.). All these factors
influence fashion.
Technological Advancement: technology not only helped researchers and scholars to
research new things, but also influenced fashion designers. By using
technology, fashion designers create designs virtually and then decide whether
it is worth to materialize it or not.

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