MDSE 2350 Exam 1 Review
3 Fashion Adoption Theories - ANS-1) Upward-flow theory (trickle up): young people from
lower-income brackets create and adopt new fashion. They create trends out of need, out of
creativity, out of boredom, etc. Trends that the mass market create, and trickle up to the higher
class. Examples include jeans, t-shirts and street wear
2) Downward-flow theory (trickle down): our trends come from the highest classes, those who
can afford those expensive trends. It trickles down to the mass markets and changes so that the
mass market can afford it. Oldest theory of fashion adoption. Fashion first accepted by the rich
which the masses look to copy.
3) Mass-market theory (trickle across): newest theory. Fashion moves among the same social
levels due to similar wants and needs.
5 Principles of Fashion - ANS-1) Consumers establish fashions by accepting or rejecting styles.
2) Fashions are not based on price.
3 Fashions are evolutionary; rarely are they revolutionary.
4) No amount of sales promotion can change the direction in which fashion is moving.
5) All fashion ends in excess.
5 Steps of Forecasting - ANS-1) Researching: seeking fresh ideas, emerging knowledge
2) Editing: sorting through information to identify patterns
3) Interpreting and Analyzing: Identify key points and causes
4) Predicting: describing the potential trends
5) Communicating: visual, verbal, and written information
Apparel - ANS-Garments or clothing made from fabric
Classic - ANS-Simple, basic design with a wide appeal for an extended period. Examples
include trench coat, little black dress, and blazers.
Consumer Analysis - ANS-Identifies specific target customers, determines their needs, and
specifics how the product satisfies customer's needs.
Direct Market Research Tools - ANS-Focus groups, surveys, style testing, wear testing,
crowd-sourcing and viral marketing
Environmental Scans - ANS-Observations of surroundings and conditions in which we live
Fads - ANS-Very short lived trend that was only accepted by a small population
Fashion - ANS-Styles accepted by the general population
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