Transcript Lecture 5.2 - Montgomery County Schools

Case Study Part 2
BRANDING BURBERRY
To revive Burberry’s sales and image, one of Rose Marie Bravo’s first moves as head of
Burberry’s marketing was to brand Burberry’s famour plaid. The pattern started to appear on
everything from bikinis to dog jackets. Burberry marketed its brand using trendy models such
as Kate Moss. More importantly, Burberry expanded its product lines to include hats, shoes,
purses, and even motorcycle jackets. Bravo renegotiated licensing agreements for other
companies to use the plaid—and dropped low-profile distributors such as tourist shops. Those
strategies increased Burberry’s visibility and popularity amoug young adults and fashion
followers.
In early 2000, Burberry’s trench coat went from being the rainwear of choice for the
Queen of England to the must-have accessory for fashion models and celebrities. When
Burberry sold stock to the public in 2002, the company raised $414 million.
ANALYZE and WRITE
1.
Write a paragraph about how branding the Burberry palid was a strategic marketing
move?
2.
Apply one theory of fashion movement to Burberry.
CHAPTER 5.2
The Fashion Cycle
WHAT WILL YOU LEARN???




To explain the fashion cycle
To discuss the role of fashion leaders
To identify the different theories of fashion
movement
To discuss the difference between fashion trends
and fads
The Fashion Cycle


The Fashion Cycle is the period of time or life span
during which the fashion exists, moving through five
stages from introduction through obsolescence.
Stages of Fashion Cycle
 Introduction
 Rise
Stage
Stage
 Peak Stage
 Decline Stage
 Obsolescence Stage
Fashion Movement

The only constant in fashion world is that consumers look
for new fashions and desire change.

This is referred to as fashion movement, or ongoing motion
of fashions moving through the fashion cycle.

Old is New Again

Leading the Fashion Way

Fashion Leaders are the trendsetters, or individuals who are
the first to wear new styles, after which the fashion is
adopted by the general.
Theories of Fashion Movement


Fashion leaders exists on all levels of society and affect
fashion movements.
The following three theories of fashion movement
identify the starting point of a fashion trend:
Trickle-Down Theory
 Trickle-Up Theory
 Trickle-Across Theory


A fashion trend is the direction of the movement of
fashion that is accepted in the marketplace.
TRICKLE-DOWN THEORY
 Trickle-Down
Theory is a hypothesis that states the
movement of fashion starts at the top with consumers of
higher socioeconomic status.
 This
is the oldest and most accepted theory of fashion
change.
Trickle-Up Theory

Trickle-Up Theory is a hypothesis that states the
movement of fashion starts with consumers on lowerincome levels and then moves to consumers with
higher income.
 Examples:
 Athletic
Apparel Style – 1970s-1980s
 Hair Style
 Punk Style
Trickle-Across Theory

Trickle-Across Theory is a hypothesis stating that
fashion acceptance begins among several
socioeconomic classes at the same time.
Fashion Trends VS Fads


A fad is a fashion that is popular for a short period
of time.
Changing Fashions
Quiz
1.
2.
3.
What are the five stages of the fashion cycle?
What are three theories of how fashions become
popular?
What is the difference between a fashion trend
and a fashion fad?