5
Theories of Fashion Movement 36
The Trickle-Down Theory 36
The Trickle-Up Theory 36
The Trickle-Across Theory 36
The Fashion Cycle 37
Stages of the Fashion Cycle 37
The Overall Fashion Cycle 39
Length of Fashion Cycles 39
Principles of Fashion Movement 40
Consumer Acceptance or
Rejection in Establishing Fashions 40
Fashion Acceptance and Price 40
Sales Promotion and Fashion 41
Fashion Movement: Evolutionary,
Not Revolutionary 42
Fashion Extremes—Reversals
or to a New Direction 42
Factors That Speed or Slow
Fashion Movement 42
Factors That Speed Up Fashion
Movement 42
Factors That Slow Down Fashion
Movement 44
The Importance of Fashion
Change 45
3 Basic Economic
Concepts 48
The Free-Market System 49
Profi t Motivation 50
The Signifi cance of Competition 50
The Supply and Demand Relationship 51
Impacts on Society 51
Competitive Market Structures 52
Basic Forms of Business
Organizations 53
Sole Proprietorships 53
Partnerships 55
Corporations 55
Business Cycles 57
Contents
Part 1 Part 1
Basic Fashion and Basic Fashion and
Business Concepts Business Concepts
1 The Meaning of
Clothing and Fashion 16
Reasons for Wearing Clothing 17
Physical Need 17
Psychological Needs 18
Social Needs 20
Combined Needs 21
Why People Select
Certain Clothes 21
Values and Attitudes 21
Conformity Versus Individuality 23
Personality Traits 23
Needs Versus Wants 23
Ongoing Fashion Perspectives 24
Fashion as Art and Science 24
Private and Public Fashion Viewpoints 25
Economic, Political, and Other
Infl uences on Fashion 26
Fashion Terminology 27
2 Fashion Movement 33
Understanding Fashion
Movement 33
Fashion Leaders and Followers 34