TXMI 3210 Lecture Notes - Lecture 3: Buyer (Fashion), Fast Fashion, Paul Poiret

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The Fashion Cycle Guide to Fashion Merchandising
5 stages:
1. Introduction: fashion innovator purchase from retailers who lead the
fashion
2. Rise: Fashion leaders purchase from traditional retailers in their
etter departets
Adaptation: slightly changed, similar version
Knockoff: exact copy
3. Culmination (acceleration, mass acceptance)
Acceleration: Fashion followers purchase from traditional
retailers i oderate pried departets
Mass Acceptance: fashion followers purchase from mass
merchants
4. Decline: fashion followers may purchase a few items at greatly
reduced prices from discounters
5. Obsolescence: Nobody is buying
Length of cycles:
- Declines are fast
- Drop to obsolescence is steeper than rise
- Fast fashion
- Breaks in the cycle
- Wars/depression
- Consumer use cycle continues in decline
Fashion is Intangible
Intangible: incapable of being perceived by the sense of touch
o Group Acceptance (individual but also part of a group)
Reference group behavior: normative vs comparative
Normative: we want membership
Comparative: point of reference, often what you do not
want to look like
o Change (consumer wants change more than needs)
Fashion change agents: politics, religion, leisure,
environmental concerns/sustainability, democracy, success,
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