Professional Documents
Culture Documents
Fundamentals of Fashion
Fundamentals of Fashion
Md. Shahjalal
Lecturer ( Textile Engineering)
Northern University Bangladesh
Direct: +8801521532948
E-mail: ms.jalal66@gmail.com
shahjalal@nub.ac.bd
Reference books:
•Trickle-down theory
(Traditional)
•Trickle-up theory
(Reverse)
•Trickle-across theory
(Mass-dissemination)
Trickle-down theory
(Downward flow
theory): The
assumption that
fashion trends start
among the upper class
or fashion leaders
and move down to the
masses or fashion
followers.
Trickle-down theory
•World’s oldest and most accepted fashion
theory
•Asserts that fashions are accepted by people
of lower socioeconomic income levels only
after they have been worn by people of
upper socioeconomic income levels
• These styles are seen on high-fashion
runways.
• Jackie Kennedy’s pillbox hat, Barbara Bush’s
pearls, Nancy Reagan’s red, Hillary Clinton’s
pantsuits in the office
Trickle-up theory
(Upward flow
theory): The
assumption that
fashion trends start
among the young or
lower income groups
and move upward to
older or higher
income groups.
Trickle-up theory
• Introduction
• Rise
• Peak
• Decline
• Obsolescence
Stages of the fashion cycle (cont.)
Introduction: The first stage of the fashion
cycle when new styles, colors, textures, and
fabrics are introduced.
• The new style may be accepted by a small
number of people called fashion leaders.
• Promotional activities include fashion shows
and advertising in high fashion magazines.
• Fashions are produced in small quantities at
high prices.
• Retail buyers purchase limited numbers to
see if the style will be accepted.
Stages of the fashion cycle (cont.)
Rise: The second stage of the fashion cycle
when consumer interest grows and the fashion
becomes more readily accepted by consumers.
• Mass production brings down the price of the
fashion, which results in more sales.
• Styles are manufactured in less expensive
materials and in lower quality construction
than the original style.
• Promotional efforts are increased in high
fashion magazines to heighten consumer
awareness.
• Retail buyers order items in quantity.
Stages of the fashion cycle (cont.)