ABSTRACT

As a fact in the world of fashion, trends are manifested nearly two years
before they actually reach the global markets. It all starts with fashion
forecasting agencies, with their intensive analysis they can predict the
trends that will later on be walking down the catwalk. They identify what
colour palettes, fabrics and silhouettes that will be utilized for the next
season. This gives a collections direction for private label designers and
commercial companies alongside with some private research to maintain
their originality. However, the changes every season follow the direction of
the fashion cycle. As the new styles are introduced to the public they go
through different phases that will be discussed. Furthermore,
demographics play an important role in setting the trends. This study will
explain the Fashion cycle and its stages, the role of demographics in
setting certain trends and where the classic and fad fit into the Fashion
cycle in this competitive industry.
Garment and fashion is the subject of intense sociological, historical,
anthropological and semiotic analysis in contemporary social theory. The
phenomenon of fashion, the impact of which is recognized by the famous
clich - You are what you wear, offers a dense, rich set of costume options
and reveals multiple and unexpected ways through which fashion is part
of the concrete, tangible, profound, complicated and symbolic process of
forming of the modern and postmodern Self, identity, body and social
relations
The aim of this study is to detect different types of human ideas about the
evolution of gender through clothing and fashion, what is feminine and
male appearance in the evaluation of various dress styles. The research
part of this case study of Maxi Dress includes the results of a Qualitive
social research.

CONTENTS

S.NO NAME OF THE TOPIC

PAGE
NO

INTRODUCTION TO THE TOPIC

3-5

FASHION CYCLE

STAGES IN FASHION CYCLE

CONSUMER IDENTIFICATION WITH FASHION CYCLE

6-9
10-11
11-14

FASHION LEADERS

FASHION INNOVATORS

ROLE MODELS

FASHION VICTIMS

FASHION FOLLOWERS

LAGGARDS

THEORIES OF FASHION ADOPTION

TRICKLE-DOWN THEORY

TRICKLE-ACROSS THEORY

TRICKLE-UP THEORY

15-16

CONCLUSION

16-17

LINGERIE

INTRODUCTION:
The main aim of the project report is to explain the fashion Cycle,
theories of fashion adoption, fashion leaders and followers
and their role by taking Lingerie as a product example.
Lingerie is a type of product which come under the category of
Classics. Classics are some of the styles which never become
complete obsolete, but interest remains more or less accepted for an
extended period.
Fashion often reflects the society. Important personalities in history
have also had an impact on fashion, but no matter how competitive
and innovative the Fashion industry is, it actually has to follow what is
called the Fashion Cycle, which has no specific measurable time
period. Some styles sustain for longer period of time. Some die out
soon, and some styles come back years after they were declined.
So we can say that fashion changes with time and has always been
evolving to fit the taste, lifestyle and demands of society. The
introduction stage is the beginning of an exciting roller coaster ride
that the fashion trends go through every season.
There is no doubt that every individual has a unique taste, but it seems
that when the style is worn by so many people around us, it is only
natural that you will find yourself following the trends and want to try it
on as well.
However, there are certain rules when it comes to classic. Classic styles
are stable and they stay the same throughout the year. While Fad, is
the fashion that comes in quickly and is accepted by the mass very
rapidly, but sweeps away and become less desirable in a short time. It
is short lived, while the classic styles are long lasting.

HISTORY OF LINGERIE

It can make a woman feel desirable, and it can make a man lose
track of his senses. The right lingerie at the right time can make a
boring night a night to remember. Many women today will wear
lingerie under their normal clothes. They say it makes them feel
good about themselves and instills confidence.

Pre-B.C. woman would expose their breasts wearing a bodice of

bone. The Minoans believed this display represented the womans
ability to create life, and it was considered erotic.

When the Medieval Ages hit, women were covered in clothes from
head to toes. They would wear undergarments (chemise) to protect
their clothing from the filth of their own bodies and to protect
expensive clothing from getting sweat stains. Corsets were designed
to give the woman a perfect hourglass figure. No matter how painful
it may be. The corset would shrink the waistline and push the
breasts against her body.

In the 1700s, the French decided to get rid

created a band around the waist which would
enhance the breasts. As the 1800s hit, so
cleavage. This was the period that brought forth

of the corset, and

slim the waist, but
did the return of
the push-up corset.

The first front fastening corset was created in 1829. Then, 1830
brought the elastic corset which gave more comfort to wearing them
(no more passing out).

Carese Crosby felt the corset was too restrictive and claims to have
invented the bra. She states that she created the first one by tying
too handkerchiefs together. Later she sold the patent to the bra to
Warner Brothers. In 1935, Warner Brothers introduced cup sizes.
Howard Hughes designed the famous Jane Russell bra.

Lingerie today follows the adage that less is more. Strapless bras,
thongs and see-through garments are what people think of when
they think lingerie. But the lingerie that is worn behind closed doors
can be very minimal or not revealing at all. The point of lingerie in
todays society is to turn on the man, but feel good about yourself
while you are doing it.

A SAUCY NEW STUDY HAS REVEALED THAT LADIES LINGERIE

STYLES FOLLOW A 40-YEAR CYCLE

Vintage bedroom looks last fashionable in the 1970s are back in style,
while
unflattering G-strings and bulky padded bras have been pushed to the
back of girls knicker drawers.

G-STRING: It is a type of thong, a narrow piece of fabric, leather,

or satin that covers or holds the genitals, passes between the buttocks,
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and is attached to a band around the hips. As underwear, a G-string may

be worn in preference to panties to avoid creation of a visible panty line,
or to briefs in order to enhance sex-appeal.

THE FASHION CYCLE:

The ways fashion changes are described as the Fashion Cycle.
The fashion cycle is usually depicted as a bell shaped curve
encompassing five stages
Introduction
Rise in popularity
Peak
Decline in popularity and
Rejection/Obsolescence

LINGERIE CYCLE OF FASHION

Experts claim outwear clothing takes 50 years for a once
fashionable

look

to

be back in style.
The theory, known as Lavers Law, was developed in 1937 by
fashion
historian
James Laver.
But new research by bra firm Ultimo found undies trends move
ten
years
faster
that other clothing styles as girls seek out new ways to look sexy
and
keep
their partners interested.
Comeback lingerie styles include padded bras which were first
developed
in
the
50s and flew back into fashion during the 90s with Wonder bras
Hello
Boys
campaign.

And 1960s Mad Men style stockings and suspenders became

popular
again
in
the
2000s as girls took up the burlesque dance craze.
Other frillies following the 40-year rule include 1920s camisoles
which
began
fashionable worn under hippy fashions in the 1960s and again
under
suit
jackets in the 2000s.
And 1950s pointed bras donned by movie queens Jane Russell
and
Marilyn
Monroe
was copied by Madonna in the 90s.
Ultimo boss and bra queen Michelle Mone said that Trends come
around
in
lingerie
as they do in fashion and it doesnt surprise me that it works on a
40-year
cycle.
It used to be that we changed our lingerie to suit fashions, but
now
underwear is setting the styles before outwear.
Currently the hippest bedroom style is 70s style lingerie, with
women
clearing the shelves of cut-out bras and sheer, brightly coloured
lacy
undies at top stores including Selfridges and Agent Provocateur.
Stars embracing the 70s trend include style-setters Madonna,
Victoria
Beckham, Nicki Minaj and Rhianna, who have all been snapped
wearing

the

trend first developed by sex shops in the 70s.

High street stores including Primark and M&S have recently
started
selling
their own versions of 70s undies.
But there is good news for women as the theory predicts G-string
knickers

wont be back in fashion until 2030.

Lingerie comes in many different designs. The one common factor
among them is that they are worn to turn that night steamy, erotic and
passionate.

BABYDOLL

It is a short, usually sleeveless, nightgown or negligee. It has many

styles that may have silk, lace, spaghetti straps, ribbons and ruffles
for designs. They can be the perfect thing to wear when the evening
has had a romantic turn. They fit around the curves that need it, yet
loose in other areas for easy access.

BODYSTOCKING

It is essentially a leotard that is used as an undergarment. They are

made of a sheer fabric like that used for stockings, and may have a
fishnet design. They have a variety of styles including; open-cup,
fishnet, net and crotchless. They can be worn alone, under clothes
or with other lingerie. They can be used for added warmth, lingerie
or under tight clothing to help with eliminated undergarment lines.

BUSTIER

It is a form-fitting type of lingerie. The point of the bustier is to force

the breasts up and gently shape the waist. They are considered the
most versatile piece of lingerie. They are typically worn with a thong
or G-string to crank up the sexy factor. They can also be used as a
camisole or half-slip.

CORSET

t
They are another piece that pushes up the breasts and trim the
waistline. Lace, mesh and ribbons are just some of the varieties that
can be purchased. Fabrics can range from leather to lace to satin.
They are very versatile in that they can be worn inside the bedroom
to bring that extra sizzle, or with a pant set when in public.

TEDDIES

These are garments that essentially combine all the other types of
lingerie. They can cover the right areas you want to keep hidden
until that certain moment, or in the case of the peek-a-boo or
crotchless varieties; they will shoe just what you want him to see.

STAGES IN A FASHION CYCLE

LENGTHS OF CYCLES
1.
2.
3.
4.

Classics
Fads
Cycles with Cycles
Recurring cycles

In the past 200 years, undergarments have gone from severe,

restrictive torture devices to barely there little things to the focal point
of an outfit. Affected by style trends as well as the larger cultural
climate of the times, lingerie has experienced a transformation like few
other fashion categories.

40 YEAR UNDIES TRENDS

Cut out bras: Developed by sex shops in 1970s, now they are the
biggest new lingerie trend.

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Matching lace sets with bikini briefs: Launched by undies giant

Victorias Secret in the 1970s, back in fashion now.
Padded bras: The boob-enhancing bras first emerged in 1950s then took
off
again
in
the
1990s.
Utility undies: The simple smooth lines of austerity undies were the big
trend
in
the
1940s
but became popular again under tight bodycon dresses in the 1980s.
Basques: The corset-style became popular in the 1960s, then trendy
again
in
the
2000s.
Experts say the rise in strapless wedding dresses revived the trend.
Stockings and suspenders: The 1960s mad men style saw a revival in
the 2000s with suspender belt sales up 65%. Experts claimed it was
fuelled by girls following the burlesque dance craze
Big pants: The 1950s trend leapt to fame again in the 1990s with Bridget
Jones.
Conical Bras: The 1950s pointy bust bra made famous by Jane Russell
and Marilyn Monroe was copied by Madonna in the 1990s and saw sales
rocket.
Camisoles: First fashionable in the 1920s, the feminine vest-style tops
made
a
comeback
under hippy fashions in the 1960s then were updated again in the 2000s
to
be
worn under jackets.
Long line bras and panty girdles: The 1930s styles made a sexy
comeback in the 1970s and is back in fashion again now.
G strings: From the 1990s, they wont be back in fashion until 2030.
FASHION CLASSICS

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CONSUMER IDENTIFICATION WITH FASHION CYCLES

FASHION LEADERS

Fashion leaders are people who are influential in fashion. They

include innovators, motivators, role models or victims.
The two main dimensions that can be seen in fashion leadership are
fashion innovativeness and
fashion opinion leadership.
Fashion leaders are generally people who are genuinely interested in
fashion for themselves and do not merely wear clothes to set trends

for others.
CHARACTERISTICS OF FASHION LEADERS
They usually have a very strong interest in fashion and have a
positive attitude towards change in fashion.

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It seems that the main differences between fashion opinion

leaders and fashion followers is that fashion leaders are far more

interested in and informed about fashion than fashion followers.

Fashion opinion leaders do not generally take notice of the price

of clothing.
Fashion leaders have been found to possess worldliness and
gregarious and they are willing to try new trends in fashion and
take fashion risks.

FASHION INNOVATORS
Some fashion leaders actually create fashion, they may be designers or
just want to
express their own individual style

ROLE MODELS

Designers lend new styles to celebrities & public figures to get publicity.
They become role models for everyone who identifies with them. There
are Fashion leaders for every market

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FASHION VICTIMS

Fashion victims are people who take a fashion trend and run with it
regardless of how it looks on them, whether its appropriate, or if
theyre wearing it in excess.

FASHION FOLLOWERS

They imitate others & follow a style only after they are sure of the
fashion trends. Consumers become fashion followers for following
reasons:

They lack time, money & interest to devote to fashion leadership.

Dressing fashionable takes time & energy.

They are busy with their jobs & families & think fashion is
unimportant.

They need a period of exposure to new styles before accepting

them

They are insecure about their tastes &therefore turn to what

others have already approved as acceptable & appropriate.

They want to fit in with their friends or peers groups ro to be

accepted by them
They tend to imitate people whom they admire.

14

LAGGARDS

It comprises of 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.
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.

DEMOGRAPHICS:
They are the quantifiable statistics of a given population. They are also
used to identify the study of quantifiable subsets within a given
population which characterize that population at a specific point in
time.
These types of data are used widely in public opinion polling and
marketing. Commonly examined demographics include - gender, age,
and ethnicity.
Knowledge of languages and disabilities, mobility, home ownership,
employment status, and even location are also included in the
Demographic study.
Demographic studies results determine the type of merchandise that
will be in the stores, and help guide the buyers to choose what is
appropriate to buy for the people in each geographic location.

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THEORIES OF FASHION ADOPTION:

To understand how new fashion ideas are spread and how they are
adapted to the taste, life-style and budgets of various costumers, we
need to understand the three variations of the fashion adaptation
process:
Traditional adaptation
Reverse adaptation
Mass dissemination

TRICKLE-DOWN THEORY [TRADITIONAL THEORY]

It is based on the traditional process of copying and adapting
trendsetting fashion from, Paris, London, Milan, and New York fashion
leaders. 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.

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TRICKLE-ACROSS THEORY [MASS DISSEMINATON]

Modern communications bring fashion from around the world into our
homes instantly. Many separate markets have developed to various
age ranges, 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 ADAPTION]

It starts from street fashion to high fashion. Since 1960s designers and
manufactures pay more attention to the customers innovations as they
watch people on street to find ideas.

CONCLUSION:
Fashion always follows the same cyclic pattern. However, there is no
measurable time table for any fashion cycle, as some take short
time to peak in popularity and some take longer period of time.
Some decline slowly and some very fast. Some styles will sell in a
single season, and take some several seasons to clear the shelves.
Some fashion fades quickly others never disappear.
When the styles are introduced in the stores, most new styles are
introduced in the high level. They are usually high fashion created
by well known designers, and are made of high quality material. As
the styles increase in popularity during the rise stage, they will be
seen worn by celebrities on TV or magazines they attract the
attention of the general public. People start to buy these new styles,
and manufacturers start to copy these styles in an affordable price.
After so many designs copies are mass produced, people get tired of
that style and begin to look for something new. Reduction will start
17

and the decline stage will witness many customers still buying the
garments but with the discounted price.
Retail stores start putting the declining styles on the sale rack.
During the obsolete stage, the style is completely rejected, and the
merchandise is sent to the discount stores and outlet Malls.
During each fashion cycle there are items that are always there, and
they are called the Classic, while Fads are short lived fashion styles
that are introduced during the fashion cycle to create a fun look but
a short lived one.
As designers look for innovative ideas to create new looks every
season, they look in the streets and study how people create their
own individual looks and that inspire them to create high fashion
looks, and it is also true that when fashion leaders are wearing a
new styles, all the mass will copy them and follow their footsteps.
In all these cases demographics remains a very important element
that determines what type of fashion is supposed to be in the stores,
according to age, gender, ethnicity, and income level of the people
living in the geographic area.
As recent studies indicated that gender plays an important role, and
women seem to shop more online for household items and
accessories, while men shop more for electronics.

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