Consumers establish fashion by accepting or rejecting them. When designers create a design, he/she must maintain principles or elements of art, principles of design, and also follow principles of fashion because all principles help to design perfect garments for the customer.
Principles of Fashion:
There are eight types of principles of fashion:
1. Consumers choose/dictate styles by accepting or rejecting what style is offered
2. Fashion is not based on price
3. Fashion moves through cycles
4. Fashion is evolutionary in nature
5. Fashion Repeats itself
6. Fashion reflects lifestyles
7. Sales promotions cannot change the direction of fashion
8. All fashion ends in excess
1. Styles Offered:
Some people believe fashion is not created by the designer, producers, or retailers. It is the customer or consumer who create fashion. A customer is a person or a potential purchaser of goods and services. Thus a retail store dress buyer is a customer of a dress manufacturer and the dress manufacturer is the customer of a fabric producer. The customer is the ultimate user. The person who uses the finished fashioned garments is the consumer.
Designers create hundreds of new styles each season based on what they think might attract the customers. From among these designs, the manufacturers choose what they think will be successful. Retailers choose from the manufacturers those styles which they believe their customers will want. Consumers then make the vital choice. By accepting some styles and rejecting others, they and only they dictate what styles will become fashion.
2. Fashion Is Not Based On Price:
The price tag on item does not indicating whether the item is currently in fashion. Although new styles that may eventually become fashionable ones are introduce at high prices.
For example: A Paris dress style for instance may be introduced at a price over 6000 pound for a few custom made hand sewn copies. A few weeks later stores may offer ready to wear copies of that style in a wide range of price lines. The fabric remains and workmanship will be different but the style will appear essentially the same.
3. Fashion Moves Through Cycles:
Fashion moves in a cyclical way. The term “cycle” refers to the various stages that any fashion may go through its life span. This cyclical movement has important meaning to the fashion business. Fashion cycle movements are mainly based on three things. These are…
-The movement of fashion
-The acceptance of fashion
-The price ranges
5 Stages Of Fashion Cycle:
4. Fashion Is Evolutionary In Nature:
Fashion is evolutionary rather than revolutionary. Fashion usually evolves from one style to another. Skirt lengths go up or down an inch at a time. Fashion designers understand and accept the principle when developing new design ideas. They keep the current fashion in mind.
5. Fashion Repeats Itself:
For many years, there has been a repeat of fashion but its presented in a new form because of our in-born desire for something new.
6. Fashions Reflect Lifestyles:
Consumers always select and buy their clothing on the basis of his/her lifestyles and social status also.
7. Sales Promotion Cannot Change The Direction Of Fashion:
Promotional efforts on the part of producers or retailers cannot dictate what consumers will like nor can force people to buy what they do not want; also promotional efforts cannot add to the life of fashion.
That is why stores have market or clearance sales of a particular style when sales of that style start slumping stores. They must clear out as much of the old stocks as possible to make room for new styles in which consumers have indicated interest.
8. All Fashion Ends In Excess:
Once extreme in a style is reached, the fashion is nearing its end. The attraction of that fashion begins to sink and a different look is a new fashion.
By Nigar Sultana