The Fashion Cycle

So this is the start of my second week as an FCP student. Understandably, we're currently learning the basics of a fashion course, and fashion in general, including the holy fashion cycle.

So to start us off, I'm going to introduce you to trends. Obviously, most of you will know what a trend is: the direction in which something is developing. But whether or not you fully commit to one is a different thing entirely. Trends can be seasonal, annual, last decade or even a whole era.

The Different Types of Trends:

Megatrends: This is when large, noticable factors influence a market over a long period of time. These factors can be: social, cultural, economic, political, technological, globalisation or simply due to an ageing population.

Macrotrends: This describes trends that have been around for a few years but have ultimately reached their saturation. It can now rarely be defined to specific areas and doesn't necessarily have a huge impact on the different seasons.

Mirotrends: Tiny shifts in societal attitude and behaviour that incidentally influence the fleeting trend. A good reference is the Mark Penn book; Micro Trends.

Fads: Little blips in fashion and lifestyle. These trends quickly gain populairty but can just as quickly fade. They're often driven by social media. Examples of these is the Balenciaga Bazar bag and Prada SS14.

Classic: Usually developed from men's miltary/utility clothes. These weren't originally designed to consider trends but as seen by the classic Burberry Trench coat, they are now an instant staple fashion piece.

What effects the Fashion Cycle?

Obvious factors such as the economy decides the fate of these trends. If the general economy is doing well, trends become extravagant, however, if they're doing poorly, trends become functional. A classic example would be the transition from the 50's to the 60's/70's. These decades represent huge global economic change which turned established countries into economic powerhouses: where the overthrowing of government led to good change and economic relationships were built. In terms of fashion, the celebratory notion of the decades brought a focus on youth. Although the 70's were less bright when the economy sort of 'collapsed' again, even the little things like hemlines changed with the rise and fall of our money.

The Diffusion of Innovation Curve

Innovator: someone who starts or notices trends

Early adapters: people who spread the trend

Late adapters: people who are often resistant to change/conservative. They adopt the trend once its diluted in society.