Accelerating Factors That Speed Up A Fashion Cycle

FACTOR AFFECTING FASHION DYNAMICS
ACCELERATING FACTORS THAT SPEED UP A FASHION CYCLE:

• Increased buying power
• Increase leisure
• More education
• Improved status of women
• Technological advances
• Sales Promotion
• The changes of seasons
Increased buying power – There are more people with money to flock to a new
fashion reaching culmination stage quicker. More people with financial means to respond
to a fashion change .
Increased Leisure
 Have more time to buy and enjoy fashion; increased in paid vacation = use of
sports apparel, home-wear, etc - Catalog buying because families living far away
had little leisure time for shopping.
 Today’s leisure time includes sports and hobbies; bringing shopping into the
consumer’s home with website, TV shopping, etc .
More Education –
 More educated people are earning more money to buy more fashions.
 More people have broadened their horizons and have new interests and wants
 More people are educated and earn more to satisfy the wants
Improved status of women –

 More women in the workplace earning income to buy more fashions.
 No law/custom prevents women from buying new and stylish apparel.
 Women have more income and influencing the speed of fashion cycles by the way
they want to spend it.
Technological Advances –
 New fibers and materials are improving qualities.
 Computer technology has improved production keeping prices down, therefore,
more people can buy.
 Designer shows are streamed live on the web; makes goods available at instant
that consumer is ready to buy
 Enjoy the feeling of being part of the show; sitting front seat
Sales Promotion –
• Sales promotion can help speed up acceptance by telling and showing people that
fashion exists.
• Different media exposes the public to sale promotions to new fashion .
• Can greatly influence a fashion’s success by telling it exists.
Seasonal Change –
 As seasons change, so do consumer demands (winter to summer, want lighter
clothes) .
 Preseason testing; makes it possible for style conscious to make their selection in
advance helps manufacturers and retailers.
RETARDING FACTORS THAT SLOW DOWN FASHION CYCLES:
• Habit and Custom
• Sumptuary Laws
• Nature of the Merchandise
Reductions in Buying Power
Habit and Custom

• Habit is a loyalty to an established style slowing fashion cycle.
• Customs continue keeping past fashions in modern dress.
• Habit slows the adoption of new skirt lengths, necklines, colours etc; loyal to an
established style
 Custom slows progress in cycle by permitting remainders of past fashions, status
symbols to continue to appear in modern dress (button on sleeves)
• They are on the left side for women who tend to hold babies on their left side and
can conveniently use the right hand for buttons.
Sumptuary laws
• Regulates what we can/cannot purchase (ex: children’s sleepwear be flame
retardant) –
• School uniforms were common before 1960s then was abandoned to give
freedom; came back in 1990s because of violence and sense of discipline
Nature of the Merchandise

• Men’s fashion cycles move more slowly than women’s
Reductions in Consumer’s Buying Power

• People make do with clothing they have, buying only necessities.
• Women’s fashions have tended to concentrate mainly on different ways to convey

sexual appeal.
• Economic recessions with high unemployment, spending is reduced .
• People don’t spend money on new clothes and stick with old - Strikes, inflation,
high taxes, changes in interest rates.
Erogenous – portions of the body that are newly exposed. Ex. legs
 Men’s fashions have been designed to emphasize such attributes as strength,

power, bravery, and high social rank.
ROLE OF DIFFERENT COMPANY AND
PROMOTION OF TEXTILE
 Somata
Our fabrics are innovative, ecological, spun and woven by hand in our eco textile
millfollowing the Cambodian traditional methods giving them texture and unique
properties. Fro these exclusive materials, Samatoa develops different patterns and high
quality scarves.
For Samatoa, the respect for the environment is fundamental. That’s why our workshop

only works from fibers that are 100% natural, ecological, and respectful of our clients’
health.
We have supported the creation of the first eco textile mill in Cambodia in order to be
able to create our own unique collections of natural fibers from the spinning and
weaving stages.
The Samatoa team is multicultural, committed and dynamic with a low turnover. It
boasts a rich history of 10 years of experience in research and development
of ecofriendly fabric, and today consists of 30 experts: spinners, weavers,
seamstresses, and designers.
Indigenous Innovations has partnered with the environment to have a sustainable future
for all. We produce all types of paper, cloth and banana fiber bags with best quality
material at an affordable price that can hold weight up to 5kgs. We have introduced a
wide range of carry bags as a replacement to plastic polythene bags that are harmful to
the environment. Our range of products include:
- Folded paper bags with sturdy handle
- Stitched craft paper bags with cotton handle
- Multi-colour synthetic bags - stitched and fuse-
- Plain white cotton cloth bags
 Edun
Founded by power couple Ali Hewson and Bono (yes, the one and only),
Edun was created with the goal of sustainability in mind. Not only is the
brand helping the growth of Africa's economy by encouraging trade and
sourcing production from the continent, but it's committed to building
opportunities for ecological-minded practices—all in the chicest way
possible.
 G-Star Raw
A few years ago, Pharrell Williams joined the G-Star Raw team, and together, they
partnered up with The Vortex Project and Parley for the Oceans to invent Bionic Yarn, an
eco-friendly fabric made of fibers derived from recycled plastic bottles found in the ocean.
The result? A streetwear line of denim and apparel that cleans the ocean.
DESIGNER
1. Anupama Dayal
Her fashion label ‘Anupamaa‘ is synonymous with its philosophy of being wholly
organic. With her vibrant prints, Dayal attempts to revive ancient hand-printing,
dyeing and needle-craft techniques. Her creations use vegetable dyes and hand carved
wooden blocks prepared by master craftsmen and undergo natural processes of
colouring and drying.
2. Anaka Narayanan
Anaka Narayanan
Anaka Narayananan left her job as an economic analyst in a New York City firm to start
her Chennai based venture, Brass Tacks. Her line carries influences of the clean lines and
flattering silhouettes characteristic of Western couture, blended seamlessly with vibrant
colours and patterns that make them appealing to modern Indian sensibilition.
3. Swati Argade
Bhoomki, the label of this Indian-American designer was born out of a sense of
disillusionment with the sheer waste taking place in the conventional fashion industry – of
effort and resources that went into producing large collections that often went
unsold. Her desire to create long-lasting, ethically produced fashion in ways that
preserved the environment and promoted disappearing textile traditions led to the birth
of Bhoomki. With her offerings, she not only advocates, but practices recycling, re-
purposing and upcycling. She launched a collection of coats made from recycled bottles
and organic cotton last year and says, “These coats will have the lowest carbon footprint
vis-a-vis competition in America.”
ARYA P.G COLLEGE
ASSIGNMENT
ON
ECOTEXTILE
SUBMITTED TO: MS VISHRUTI MAM
SUBMITTED BY: SACHIN JAIN

ARYA P.G COLLEGE
ASSIGNMENT
ON
ROLE OF DIFFERENT
COMPANY AND DESIGNER
IN ECOTEXTILE
SUBMITTED BY: SACHIN JAIN

ARYA P.G COLLEGE
ASSIGNMENT
ON
ECOTEXTILE
SUBMITTED BY: NIPUN GUPTA

ARYA P.G COLLEGE
ASSIGNMENT
ON
ROLE OF DIFFERENT
COMPANY AND DESIGNER
IN ECOTEXTILE

SUBMITTED BY: NIPUN GUPTA

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FACTOR AFFECTING FASHION DYNAMICS

ACCELERATING FACTORS THAT SPEED UP A FASHION CYCLE:

• Improved status of women

• The changes of seasons

Improved status of women –

• Nature of the Merchandise

Reductions in Buying Power

Habit and Custom

• Customs continue keeping past fashions in modern dress.

Nature of the Merchandise

Reductions in Consumer’s Buying Power

• Women’s fashions have tended to concentrate mainly on different ways to convey

• Economic recessions with high unemployment, spending is reduced .

 Men’s fashions have been designed to emphasize such attributes as strength,

For Samatoa, the respect for the environment is fundamental. That’s why our workshop

SUBMITTED TO: MS VISHRUTI MAM

SUBMITTED BY: SACHIN JAIN

SUBMITTED BY: SACHIN JAIN

SUBMITTED TO: MS VISHRUTI MAM

SUBMITTED BY: NIPUN GUPTA

SUBMITTED TO: MS VISHRUTI MAM

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