L-1Chapter-15Fashion-TrendFashion-change-agents

Chapter-1
FASHION FORECASTING Introduction
& TREND ANALYSIS

STYLE
Style is a distinctive manner or custom or practice of behaving

or conducting oneself.
Style is a person’s means of expressing himself through
clothing, hair, make up, body piercing, footwear and accessories.
It also includes the particular manner or technique by which
something is done, created, or performed.
Style not only includes personal ornamentation, but also
includes each & every section of daily life like home decoration,
cars etc.
FASHION
Fashion is a popular style or practice, especially

in clothing, footwear, accessories, makeup, body
piercing, or furniture accepted by a group of people for a
specific period of time.
The style that is accepted & used by a particular group
of people for a given time period, can be called as
fashion.
Fashion is a complex phenomenon from psychological,
sociological, cultural or commercial points of view.
FASHION CYCLE
Fashion cycle is usually expressed as a bell-shaped curve

encompassing three phases-
a) Introduction phase
b) Acceptance phase
i. Rise in Popularity
ii. Peak in Popularity
iii. Decline in Popularity
c) Rejection phase.
FASHION CYCLE
STAGES IN THE EVOLUTION OF A TREND
A Trend is characterized by building awareness of new look and accelerating demand

among consumers.
 Stages in the evolution of a trend:
 Fringe: a stage when an innovation arises and the trendiest consumers and entrepreneurial
firms began to participate.
 Trendy: a stage when awareness of the trend grows and most fashion forward brands and
retailers test the concept.
 Mainstream: a stage when more conservative consumers join in and visibility continues
to increase, and corporations & brands capitalize on the growing demand.
Once a trend enters a mainstream, it may turn into a Fad, Fashion or Classic.
 Fad: After the trend enters the main stream, if the trend fade away over a short period of
time and appeals to a small consumers, the trend is labeled as FAD.
 Fashion: When the trend is accepted by a group of people for a moderate period of time,
then it may be termed as a fashion.
 Classic: If a look or trend persists long enough, it becomes a CLASSIC – a look that is
always available in some form, appropriate across many occasions and acceptable to many
RECURRING FASHION CYCLE
After a fashion dies, it may re-emerge. Designers often

borrow ideas from the past.
When a style reappears years later, it is reinterpreted for
a new time, a silhouette or proportion may recur, but it is
interpreted with a change in fabric and detail. Nothing is
ever exactly the same – yet nothing is totally new.
TRENDS MOVEMENT
A trend is what's hip or popular at a certain point in time.
Tracking Trend movement may require only a few points to plot a

line or detect a direction.
- The trend may move up from the street level to the main stream or,
down from an extravagant couture to a knockoff at the local mall.
- Horizontal movement occurs when more and more people
progressively adopt a style as that innovation diff uses through the
marketplace.
- Even, the trend can move cyclically which can be seen as recycling
of fashion ideas.
TREND CONTAGION
The transmission of trends has been likened to the spread of a

virus. A writer used this metaphor about creating design
trends .
Trend contagion is a metaphorical term used to describe the

speed of transmission of a trend.
Contagious – spreading quickly through the consumer
population to reach epidemic proportions.
Manufacturers should aim for looks with staying power
because consumer do not want looks that quickly disappear.
BUZZ
Buzz defi ned as excitement about something new.

Buzz lifts whatever people in the media are currently talking
about to a new level of awareness.
Public relations executives try to create buzz by planting
information on the internet.
Hype- The artifi cially generated PR form of buzz.

TREND MANAGEMENT
Consumers develop relationship with style, products and brands

based on habit, familiarity and satisfaction.For a new trend to
succeed, it must often replace a current purchase pattern.
Managers act on both sides of the process . It may be
accomplished by taking any of two sets of attempts :
- one set attempting to shore up the established trend with new
and improved versions.
- the other attempting to break the old pattern and starts a new
one.
TREND MANAGERS
Trend Managers must be sensitive to consumer and media

networks, understand how they work and recognize when
they must be stimulated to gain competitive advantage.
Understanding how trends develop and move through the
society provides the perspective that trend managers need
to realize to shape the decision making process.
TRENDS CHASERS
Trend chasers: Trend chasers focuses on Who, What, Where, When, Why &
How. Have some similarities with storm chasers.
Storm chasers:
 They position themselves in the geographic location most likely to spawn
these violent but short lived weather events.
 Skill, Knowledge about storm behavior, perseverance, with a little luck they
locate and investigate the phenomenon.
 Then they transmit their fi ndings to other meteorologists and to public as
well.
Trend chasers:
 Locate the spawning ground of trends.
 Use their skill & knowledge to identify immerging concepts.
 Transmit their fi ndings to fashion forecasters, product developer, marketers
and the press and set off the chain reaction that people call fashion.
 As a result a continuous fl ow of products with new styling, novel decoration
5. FASHION CHANGE AGENTS
FASHION CHANGING AGENTS
 1. Fashion Innovators
 2. Fashion Leaders
 3. Mass Market Consumers
 4. Late Fashion Followers
 5. Fashion Laggards
FASHION INNOVATORS
Fashion Innovativeness
Fashion innovativeness is a characteristic of fashion leaders
who have the tendency to buy a new fashion earlier than
other consumers. While anyone can be a fashion leader, we
are most likely to think of celebrities as fashion leaders, as
these are people in the public eye who we see wearing new
fashions and engage with.
Marketers usually identify innovators as people who buy new
product innovations relatively earlier (very fi rst) than others
in their social group. The usual profi le is of a young,
educated, affl uent consumer who is very interested in the
particular product category. Innovativeness, distinctiveness,
the desire for new experiences are some of the traits of
FASHION INNOVATORS
Innovators are Venturesome; although they make up a very small part of the
total market. Innovators play a very important role. They are interested in
anything new and are quick to adopt new and innovative products.
 Innovators knew about the Anti- Gravity Belt months before it was
introduced and paid a high price to be among the fi rst to have this new
product.
 Innovative people can be segmented into three groups:

- Cognitive innovators prefer new mental experiences and enjoy novelty when
associated with thinking and problem solving.
- Sensory innovators prefers experiences that simulate senses, have an easy
going attitude towards life, take risks, participate in pleasurable activities
without thinking too much and engage in dreaming and fantasy.
-Cognitive sensory innovators prefer both cognitive and sensory experiences.
FASHION LEADER.
• The people who look for new fashion and wear it before it becomes
generally acceptable in the market often referred to as fashion leader.
 A distinction exists between the role of the innovator and leader. The
leader is not necessarily creator of the fashion or the fi rst to wear it. The
leader seeks distinction and dares to be diff erent by wearing what the
innovator presents as new. By adopting the look, the leader infl uences
the fl ow or distribution of fashion. But the innovator within a group is
also infl uential in serving as the visual communicator of the style.
Historically the leader has been infl uential in some desirable way and
possible leaders include athletes, movie stars, royalty, presidents, or
fashion models.
FASHION FOLLOWERS
• The group of people who accept and wear a fashion

only after it become accepted to the majority of the
society.
• These followers normally don`t take risk to bring out

new fashion or style on the fi rst time but accept it
gradually when there is no imbalance or disparity
receiving the new one.
• In reality, a style becomes fashion as with the

acceptance and purchasing of fashion followers those
FASHION LAGGERDS
Fashion laggards, the minority group (roughly 16 percent) of

population, which is the last group to try or adopt a new product. It
consists largely of seniors, and those with low socioeconomic
status. Laggards use friends and neighbors as information sources,
dislike change, and accept new things only when forced to.
Laggards comprise a group of consumers who avoid change and

may not be willing to adopt a new product until all traditional
alternatives are no longer available. The group is mostly concerned
with reliability and low cost and represents about 16% of the
consumer population. They are typically not interested in higher
content, but rather the products or services must have credibility,
be available easily, and be simple to use.

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Chapter-1

FASHION FORECASTING Introduction

& TREND ANALYSIS

Style is a distinctive manner or custom or practice of behaving

Fashion is a popular style or practice, especially

Fashion cycle is usually expressed as a bell-shaped curve

A Trend is characterized by building awareness of new look and accelerating demand

After a fashion dies, it may re-emerge. Designers often

A trend is what's hip or popular at a certain point in time.

Tracking Trend movement may require only a few points to plot a

The transmission of trends has been likened to the spread of a

Trend contagion is a metaphorical term used to describe the

Buzz defi ned as excitement about something new.

Hype- The artifi cially generated PR form of buzz.

Consumers develop relationship with style, products and brands

Trend Managers must be sensitive to consumer and media

 Innovative people can be segmented into three groups:

• The group of people who accept and wear a fashion

• These followers normally don`t take risk to bring out

• In reality, a style becomes fashion as with the

Fashion laggards, the minority group (roughly 16 percent) of

Laggards comprise a group of consumers who avoid change and

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