TXMI 3210 Lecture 6: The Movement of Fashion

• School: University of Georgia
• Department: Textiles, Merchandising and Interiors
• Course: TXMI 3210
• Professor: Katalin Medvedev

Document Summary

Common fact: fashions are accepted by a few before they are accepted by the majority. Downward flow theory (trickle-down theory: assumes existence of social hierarchy, bottom seek identification with affluent by accepting their fashions, top seek disassociation after lower classes adopt a fashion. Sumptuary laws: industry does not wait for approval, adaptations and knockoffs. Upward flow theory: young and low income groups, newest theory, began in 1940s, radical changes in traditional retailing, from milan fashion to american ready-to-wear, retailers should look to style tribes. Wearing a fashion does not make a leader. Determines the appropriate dress for an occasion. British royalty: duchess of windsor jewelry, duke of windsor knickers, glen plaids, windsor knot, princess diana wedding dress and slicked hair. The sports world: michael jordan air jordan, tiger woods red golf shirts and sweaters, greg norman wide brimmed hat, tennis as high fashion.