Retailing and Merchandising in Textiles and Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 04: Adoption of Fashion

Theories of Fashion Adoption

• Trickledown theory
• Trickle up or bottom up theory
• Trickle across theory
• Factors affecting fashion & fashion analysis

It is important to understand how new fashion ideas are

• Disseminated or spread
• Adapted to the tastes, life style and budgets

There are three variations of fashion adoption process:

• Traditional fashion adoption (Trickledown theory)
• Coping and adapting trendsetting fashion from Paris, Milan, London and New York designers.



Fashion Adoption




• Interrelationship of the fashion cycle, the traditional adoption theory,the fashion press and manufacturing

• Reverse adoption (Trickle up or bottom up theory )
  • Manufacturers and retailers pay more attention to consumer innovation.
  • Watch people to find ideas
  • Ideas finally reach the designer market
• Mass dissemination (Trickle across theory)
  • Modern communication brings fashion instantly
  • Consumers look as fashionable as celebrities
  • To meet the high demand hot styles are copied by manufacturers
  • Speed of production
  • Mass dissemination is becoming the prevalent mode of adoption.
• Factors affecting fashion & fashion analysis
  • Increasing widespread buying power
  • Increased leisure
  • More education
  • Improved status of women
  • Technological advances
  • Sales promotion
  • The changes of the seasons.