PRESENTATION ONFASHION ADOPTION THEORIES,

FASHION CYCLE AND SUBCULTURS

Submitted to; MISS ROLI MISHRA

Presented by;LEENA VEGAD

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TRICKLE-DOWNThe oldest theory of distribution is the trickle-down theory described by Veblen in 1889.

In this model, a style is first offered and adopted by people at the top strata of society and gradually becomes accepted by those lower in the 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.

TRICKLE-UP

The trickle-up theory of fashion adoption reflects changing styles and practices in fashion.

According to the theory, styles may begin with youth or street fashion and move progressively up the fashion ladder until they are favored and worn by older and wealthier consumers. The classic T-shirt began as an undergarment in the working classes and is now a fundamental piece of the everyday wardrobe. Once the styles have been adopted by more traditional consumers, the street or youth culture may adopt a new style.

TRICKLE-ACROSSProponents 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 adoption 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.

FASHION CYCLE

FASHION CYCLE IS USUALLY DEPICTED AS A BELL- SHAPED  CURVE ENCOMPASSING FIVE STAGES:- INTRODUCTION, RISE IN POPULARITY, DECLINE IN POPULARITY, AND REJECTION. 

LENGTH OF FASHION CLASSIC These style never become complete obsolete, but instead remain more or less accepted for an extended period .

A classic is characterized by simplicity of design , which do not get easily outdated

Examples: blazer jackets ,twin sets , polo shirts , jeans ,loafers, trousers, etc

FADS

These are short lived fashion ,fads can come and go in a single season .

It usually affect only a narrow consumer group , low price range, inexpensive to copy .

FAD

CLASSIC V/S FAD

CYCLES WITHIN CYCLES

Design elements such as color, texture, silhouette or details may change even though the style itself remain popular.

In this one fashion cycle is still reaching the peak within that time another fashion is developing .

RECURRING CYCLES

After fashion dies , it may resurface .Designer 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 reinterpreted with a change in fabric and details

Designers are showing many looks of 1940s, 1950s, 1960s, 1970s and even 1980s however the use of different fabrics , colors and details make the look unique .

INTERRUPTED CYCLES

Sometimes the normal progress of a fashion cycles is interrupted or prolonged by social upheaval , economic depression , or war .

Consumer buying is often halted prematurely because manufacturer and retailers no longer wish to risk producing or stocking merchandise that will soon decline in popularity .

SUBCULTURESUBCULTURES

PUNKPunk will use highly theatrical use of clothing, hairstyle ,cosmetic jewellery and body modification.

Some punk style their hair to stand in spikes cut into Mohawks or other dramatic shapes and color it vibrant unnatural hues .

These subculture followers are devoted towards music and revolt against anything wrong through their music.

Hippies sought to free themselves from social restrictions choose their own way and find new meanings in life .

Hippies often wear brightly colored clothing and unusual style such as bell bottomed pants , vests , tie and dyed Garments , peasant blouses and long full skirts

HIPPIE

Grunge group emerged in Seattle in state of Washington USA , during the mid 1980s .

Clothing commonly worn in Grunge look is ripped jeans , combat boots , band t-shirts, oversized knit sweaters , long and droopy skirts ,ripped tights and eco-friendly clothing made from recycled textile .

Grunge also become an anti consumerist movement where the less u spent on clothes ,the more coolness you had.

GRUNGE

It is worn by the members of the Goth subculture, typical gothic subculture includes a pale complexion with black colored hair , black lips and black clothes .

Gothic fashion involves everything black or dark color , mysterious ,antiquated and homogeneous feature.

It is emerged in Europe from old castles where everything seemed to be mysterious .

GOTHIC

Heavy metal fashion is the style of dress body modifications , makeup ,hairstyle and so on taken on by fans of heavy metals or they are often called metal heads or “head bangers”

While the style has changed from 1970 to 2010 certain key elements have remained constant such as black clothes , long hair and leather jacket, patches, wrist band, etc.

HEAVY METALS

MINIMALIST Its about creating a perfect balance out of imbalance about pairing shape, pairing proportion and colors that speaks harmony to the whole .

Calvin Kline, Prada, Jil Sandler are some of the elite designers who are renowned in creating Minimalistic look that stands out.

In creating this look very less or almost negligible jewellery and accessories are used rather clothes cuts , design balance it out .

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