Fashion 
           Movement
   The original designer to the final consumer, benefit from and 
   encourage the movement of fashion. 
    
   Advertising and promotion encourage consumers to want new 
   items.
   Jeans commercial
    
   The obsolescence factor:  rejection of used items in favor of newer 
   ones. 
    
   Fashion trends: the direction in which fashion moves
    
   Trends will coexist at any given time. 
      Within fashion movements, there are 
      fashion leaders. Fashion leaders are 
      the “few” men and women that start 
      or accept new fashions. 
       
      In past centuries, trendsetters     We can have fashion 
      tended to be royalty.               trendsetters within 
                                          communities that may not 
                                          create fashion but are first 
                                          to display new styles. 
    Fashion followers: people who wear 
    looks that have been widely 
    accepted.
     
    Fashion laggers: people who adopt 
    the popular looks last. 
    Followers and laggers keep fashion 
    moving. 
    Most  of the time once a trend is 
    accepted, leaders have moved on to 
    other  styles. 
            There are three theories that 
            explain how a fashion may 
            travel to mass acceptance: 
              1. Trickle-down theory
              2. Trickle-up theory 
              3. Trickle-across theory