|Marlon Brando in iconic Bomber Jacket in The Wild One|
Marketing, atleast hardcore marketing is a thing that eludes all of us. and many of us (especially us artsy designer types, who cant understand the E of economics) struggle to understand some very simple ways the Fashion market works. This article is also aimed at people who think that fashion is a long way away from reality and the fashion industry works on the whims and fancies of the designer.
Like every other business in the world today, The Fashion Market works on the simple theories of markets, the primary of them being Diffusion.
Diffusion by definition is the way an idea, a product or service is accepted by the market (or general public). The rate of diffusion is the pace at which the idea spreads to new consumers. It is more in terms of business point of view rather than just a psychological one of acceptance, but also using the product or propagating it.
Diffusion works on some basic principles: (we shall only be concentrating on fashion related marketing principles)
- The simple Cycle effect which has been explained in my previous post about the fashion Cycle. It consists of a bell structure that interweaves with other Fashion cycles and has a lot of things that affect it and can change it. Including economic recessions, Market growth, Free Thinking, War, Natural calamities, Ongoing societal stance, demographics, and much-much more. In marketing principals It is also known as The Theory of Diffusion of Innovations.
- Trickle Down Effect: The products are first accepted by the higher socio-economical class, being more expensive at first. As the product becomes popular the price decreases, and the quality also gets poorer, but has now started making money because of the bulk in which it is selling at the slightly lower socio economic class. As the time passes the Fashion or style has become more acceptable to the lower stratas and gets even less expensive than before hence diffusing to markets quickly.
- Ritu Kumar, Gypsy look, 2009Image Courtesy
- Leather Jackets
- Paisley Print
- Tie and Dye
- Indian Sarees
- Peasant look
- Gypsy Skirt
- Mass-market theory - As opposed to Trickle Up or Trickle down this theory, this theory is also called Trickle across Theory Fashions and styles spread across different peer-reference groups, with its own fashion leaders being the people who would lead the change. Many times a innovation taken up by a Designer and popularised in one strata may or may not be accepted in another Group or strata. which is why we see a lot of subcultures and cross cycles that come up in different cultural groups
- Advertisement of Easy wash Crease Resistant Fabric 1953Image Courtesy
I shall also be putting up the economic affects on the fashion industry and how different economic and other situations affect fashion (hopefully soon) Till then please do comment and send feedback.