Fashion Theories

 Adoption of Fashion Theories

Fashion adoption is the process by which a new style is adopted by the consumer after its commercial introduction. The adoption of a new style entails a shift within the population from the styles appropriate at a given time the previous year to the new style offerings of the current season. Individuals adopt at different speeds and at different times. Various fashion adoption process models have been postulated to attempt to explain and predict the intricacies of the movement.

Types of Fashion Adoption Theories

•      To understand how new fashion ideas are spread and how they are adapted to the taste, life-style and budgets of various costumers.
•      Basically, there are three variations of the fashion adaptation process traditional adaptation, reverse adaptation, and mass dissemination.

1.      Trickle up Theory

2.      Trickle down Theory

3.      Trickle across Theory

Trickle-down theory (traditional adaptation)

In the world of fashion, trickle-down describes a situation where particular trends are first accepted by people in the top social class. Then, over time, those fashion trends become gradually accepted by those in the lower classes.

• It is based on the traditional process of copying and adapting trendsetting fashion from, Paris, London, New York designers.
• Couture designer fashion is expensive and it is affordable by only a few people.
• Those designs are copied again and again at lower prices until they have been seen often by the conservative buyers.
• It starts from to high fashion to the common people.

Trickle-across theory (mass dissemination)

It is also known as the "mass market theory," the "tickle-across theory" describes the horizontal fashion movement. According to this theory, fashion moves across horizontally across all the social classes, and people of different start to accept or adopt a new fashion design at the same time.

• Modern communications bring fashion from around the world into our homes instantly.
• Many separate markets have developed to various age range, life style, tastes. Various designer and manufacturer labels appeal to various market segments at different price points.
• Mass production means that many different styles can be accepted at a same time.

Trickle-up theory (reverse adaptation)

In the world of fashion, trickle-up describes a situation where particular trends are first accepted by people in the low social class. Then, over time, those fashion trends become gradually accepted by those in the higher classes.

• It starts from street fashion to high fashion.
• Since 1960s designers and manufactures pay more attention to the customers innovations.
• They watch people on street to find ideas.
• The "gypsy" look is a good example of a street look which reached the runway.

Fashion Forecasting

A fashion forecaster predicts the colors, patterns, fabrics, textures, materials, prints, graphics, beauty grooming, accessories, footwear, street styles, and many other styles that will be presented on different runway shows and in stores in upcoming seasons.

Need for Forecasting

• Fashion forecasting can be used for many different reasons, the main reason being staying on top of current trends and knowing what your consumer is going to want in the future.
• This method helps fashion brands know what to expect and what to begin producing ahead of time.
• Top name brands and high end companies such as Vogue and Gucci even use this method to help their designers become even more informed on what is to come in the fashion industry.