TFTME 4105 Product Development IV PDF

01/09/2024 TFTME 4105 PRODUCT DEVELOPMENT IV: TREND ANALYSIS AND PRODUCT CONCEPTUALIZATION LECTURE CO1 The Basics of Fashion...

01/09/2024 TFTME 4105 PRODUCT DEVELOPMENT IV: TREND ANALYSIS AND PRODUCT CONCEPTUALIZATION LECTURE CO1 The Basics of Fashion Trends and Forecasting  1 01/09/2024 The Basics of Fashion Trends and Forecasting Fashion is continuously in motion. New styles are introduced in the market, gain popularity by being accepted by more and more consumers, reach the stages of maturity, and go out of fashion acceptance. This process, called a fashion cycle, helps forecasters and retailers anticipate the acceptance and duration of fashion trends. New fashions are innovations. Yet, fashion is considered evolutionary rather than revolutionary, which means there is a perceivable progression across styles from season to season that results in an identifiable fashion trend. Fashion Trends: Analysis and Forecasting describes the mechanism of a fashion trend and the impetus behind fashion change. The progression of a trend or fashion change mirrors changes in social, cultural, economical, and technological factors within a society Introduction to fashion trend terminology One cannot look at fashion magazines, Web sites, or blogs without seeing the “trends,” “key trends for the season,” “fashion and color trends,” or “makeup trends.” The term “trend” is often used interchangeably with “fashion” when the writer is referring to fashion-forward items. The term, “fashion” is also confused with the term “style” because some writers use “fashionable” and “stylish” interchangeably. The term “style” is also confused with “design.” What exactly is a trend, fashion, style, or design? What are the differences among these terms? The first step in understanding fashion trends is to define these terms. 2 01/09/2024 Trend refers to a general direction or movement in fashion or consumer products(Stone, 2008). Example in Fashion: If there is a trend toward faux furs, it indicates that upscale designers are featuring faux fur in their collections, retailers are stocking these items, and fashion-forward consumers are starting to wear them. Importance of Trend for Apparel Retailers: Designers plan products one year before the selling season. Recognizing and incorporating trends is crucial for retailers to ensure consumer acceptance of merchandise. Trends are not limited to fashion but also apply to other industries like home décor, furniture, automobiles, and electronics. For instance, a trend toward a specific color, like purple, impacts multiple sectors, including cosmetics and electronics. 3 01/09/2024 Style Broadly speaking, It is “a characteristic mode of presentation that typifies several similar objects of the same category or class” (Sproles & Burns, 1994, p. 7). Styles exist not only in apparel but also in architecture, painting, music, and politics. We often speak of “punk,” “hippie,” “Empire,” or “Baroque” styles. Some celebrities, such as Lady Gaga, Madonna, and Elvis Presley, have created their own distinctive styles.  Design It is “a unique combination of silhouette, construction, fabric, and details that distinguishes a single fashion object from all other objects of the same category or classes” (Sproles & Burns 1994, p. 6). Within each style, there can be numerous designs, but they share common design components, which distinguish the style from other styles. For example, the hippie style shares design components, such as fringed hems, bell-bottom silhouettes, tie-dyed surfaces, and embroidery. A hoodie is a style, and Juicy Couture offers various hoodie designs, differentiated through various embroidery patterns, fabrics (e.g., velour or French terry), or trims (e.g., chain or ruffle). 4 01/09/2024 Fashion Fashion is a style or behavior temporarily adopted by a noticeable portion of a social group because it is seen as socially appropriate at a specific time and situation. While often linked to clothing, fashion also applies to other consumer products, ideas, and behaviors. Categories of Fashion: High Fashion- Adopted by a limited number of innovators or leaders. Available in small quantities, often at high prices. Mass Fashion (Volume Fashion)- Widely accepted by a large group of consumers. Produced and sold in large quantities at moderate to low prices. Represents the majority of sales in the fashion industry. Fashion FAcceptance and Duration- Fashion styles have varying rates of acceptance and duration, meaning they go through a life cycle of being introduced, rising in popularity, peaking, and then gradually declining. Example: Wide-shouldered jackets were popular from the mid-1980s to the mid-1990s before their decline. 5 01/09/2024 Fad is a short-lived style. Unlike a fashion style, it becomes popular very rapidly, reaching its peak quickly, and then suddenly dies out. It tends to obtain limited rather than substantial adoption and may be accepted only in certain social and subcultural groups (Sproles & Burns, 1994). As an example, miniskirts with leggings and wide belts were popular in the mid-2000s for a short period of time  among younger consumers. A fad may be revolutionary or extreme in design compared to other existing styles (Sproles & Burns, 1994). Classic styles may be adopted at a slow rate in the beginning, but the telltale sign of a classic is its staying power. Classics are widely accepted and stay in fashion for an extended period of time, with some slight variation in detail. 6 01/09/2024 Fashion Trend in Context New fashions have been continuously created throughout history. Although new fashions are considered to be innovations, most of them are not greatly different from existing fashions and are modifications of previous ones (i.e., continuous innovations). Therefore, many new fashions tend to be evolutionary rather than revolutionary (Sproles & Burns, 1994). For example, skinny jeans were introduced in the mid-2000s and became narrower  throughout the late 2000s, including evolving into skin tight denim leggings that use stretch fabrics by 2009. World events World War I Changes in Women's Roles: With men participating in the war, more women entered the workforce, gaining economic independence for the first time. Fashion Shifts: This shift led to significant changes in women's fashion, with designers focusing on practical and easy-to-wear clothing, such as pull-over blouses worn with skirts. Other Influential Events: World War II and the September 11, 2001, attacks are also major events that influenced changes in fashion, although specific impacts were not detailed in the provided text. 7 01/09/2024 Economic conditions Consumer Behavior During pessimistic economic conditions, consumers tend to reduce their consumption, particularly of luxury goods. Impact of the 1929 Stock Market Collapse Triggered a worldwide economic depression and mass unemployment lasting until the late 1930s or early 1940s.  The U.S. and French fashion industries were significantly affected, with U.S. department stores canceling orders. Designers responded by lowering prices and introducing inexpensive ready-to-wear lines. 2008 Recession Similarly, the 2008 recession led U.S. consumers to favor inexpensive store brands, discount retailers, and basic styles for their apparel needs. Subcultural influences Subcultural Styles Subcultures often develop unique styles that eventually spread to the mainstream. "Black Is Beautiful" Movement (1960s) Originated among African Americans during the civil rights movement in the United States. Aimed to challenge the media's portrayal of black features as less attractive than white features. Promoted a new sense of identity, emphasizing African beauty and aesthetics. Impact on Fashion The movement popularized Afro hairstyles as a powerful symbol of black pride. The Afro became widely adopted by both African Americans and others during the late 1960s. 8 01/09/2024 Social changes Impact of Social Changes on Fashion Changes in women's roles, such as women's suffrage and increased social participation, have significantly influenced fashion trends. Post-World War I Fashion The garçonne look became the dominant fashion, characterized by a boyish, youthful style with men's jackets, ties, and short hair. This style symbolized the growing independence and freedom of women during that era. Women's Suffrage in the UK Full suffrage for British women was not achieved until 1928. Before that, voting rights were limited to women over 30 who were married or university graduates. Symbolism of the Garçonne Look The look, inspired by menswear, represented the progressive and independent lifestyle of women who sought social, economic, and political freedom. Entertainment Impact of Actors on Fashion (1950s) James Dean: Popularized jeans as a symbol of youth after wearing them in Rebel Without a Cause (1955). Marlon Brando: Made the black leather jacket iconic through his role in The Wild One (1953). 1970s Fashion Influences Ralph Lauren: ⚬ Launched Polo Fashion, inspired by classic British styling. ⚬ Introduced his first women's collection in 1971, modifying men's shirts for women. ⚬ Films The Great Gatsby (1974) and Annie Hall (1977) helped popularize his designs. 9 01/09/2024 Entertainment 1980s Fitness-Inspired Fashion Flashdance (1983): ⚬ Sparked a trend in fitness-inspired fashion, including aerobic dancewear and torn sweats. ⚬ Led to warm-up suits and athletic shoes becoming mainstream streetwear, replacing traditional casual shoes. Giorgio Armani  Gained international popularity through the movies American Gigolo (1980) and The Untouchables (1987). Technological innovations Advances in textile innovations and production technology have significantly influenced fashion trends. Rayon Invention (1920s): Mimics Silk: Rayon was developed to imitate the touch and appearance of natural silk. Initial Use: Initially used for linings and lingerie. Stockings: Later became widely used for stocking production due to its lower cost compared to silk. Challenges: Early rayon stockings had issues, such as running easily and having an unattractive shine. Improvements by 1926: These drawbacks were reduced, leading to rayon being used for both daywear and eveningwear. 10 Fashion leaders Fashion leaders, including fashion designers and celebrities, have influenced the creation and diffusion of new styles. For instance, Gabrielle Chanel was probably the most influential designer of the twentieth century; her innovative styles affected fashion change throughout decades. She was the first designer to bring menswear items, such as trousers, into the fashionable woman’s wardrobe. She also introduced costume jewelry to fashion in the 1920s. At that time, fake gems were used only to provide deceptive copies of expensive originals Fashion leaders 01/09/2024 11  01/09/2024 Thank you! 12