FMD 350 Exam 1

cohort

A __________ is the basic unit of consumer research; includes people with similar characteristics.

Trickle Down

A fashion was diffused from the leisure class to the lower classes

True

A majority of adopters are placed in the middle.

Strategic Windows

A strategy that involves timing the firm's product offerings to the customer's readiness and willingness to accept and adopt the product is called __________.

Trickle Across

Also called simultaneous adoption theory

complexity

Among the characteristics of innovation, which of the following is the barrier to adoption of innovation?

Trickle Up

"Status float phenomenon" by Field

False

Because the social system today is complex, the theory lost its explanatory power and therefore cannot be used to explain the current fashion phenomenon.

trickle down; trickle up; median age of population; economic health of the country

Behling saw common underlying themes in the two vertical theories of fashion - __________ and __________ - and sought to integrate them into a single predictive model. The model attempts to explain fashion change between 1920 and 1985 using the __________ and the __________ as factors. When she arrays the decades on the horizontal axis and median age of the population in years on the vertical axis, a regular pattern appears.

the median age of the population; fashion role models; the direction of fashion flow; depressed economy; governmental decree

Behling's model shows a relationship between __________, __________, and __________. Events that can alter this directional flow are a __________ or curtailment of fashion by __________, as in rationing

Trickle Down

Chase and flight pattern (Grant McCracken, 1985)

True

Clothing symbols express meaning and provide information to others.

social change; technological development

Demographic forecasts are among the most stable types of forecasts. Forecasting __________ and __________ is more difficult

Trickle Across

Depends on fashion leadership within a social group or strata

Trickle Up

Depends on fashion professionals who recognize styles created by consumer stylists in the streets and transfer them to high fashion

Trickle Across

Depends on mass communication, mass production, and middle class

Trickle Across

Depends on the ability of apparel retailers such as fast fashion companies to recreate upscale designer's fashion and introduce it in their product line

Trickle Down

Depends on two forces - differentiation and imitation

Trickle Down

Developed at various times during the 20th century by different scholars

False; two-step flow

Diffusion s-curve explains the transmission of the innovation from innovators to mass consumers through impersonal and personal influences.

True

Diffusion s-curve provides the forecaster with a way to structure observations, determine potential markets for the innovation, and estimate the timing when the innovation will reach new consumer segments.

True

Diffusion s-curve represents how an innovation could spread between social groups and market segments.

True

Diffusion s-curve shows the transmission of the innovation from one company to another targeting different consumer segments.

True

Diffusion s-curve visualizes the chaotic period, which is the period of instability as an innovation moves from one market niche to another.

low; 1920s; mid-1960s to 1970s;

During time periods when the median age was __________ - the __________, and the __________- fashion looks trickled up from youthful consumers to the market as a whole

higher; trickle down

During time periods when the median age was __________ fashion tended to __________ from the older, wealthy, and influential strata

leisure class; conspicuous leisure; conspicuous consumption

Economist Thorstein Veblen (1899) described the upper level of the social system as the __________. Members of the leisure class displayed wealth in two distinctive ways, through __________ and __________. A person who does not have to work for a living and participates in an extravagant lifestyle of travel, entertainment, and the pursuit of pleasure demonstrates conspicuous leisure. Philanthropy, art collecting, acquisition of homes and furnishings, and wearing haute couture garments demonstrate conspicuous consumption.

Trickle Up

Example is Louis Vuitton Spring 2016 collection inspired by Japanese cartoon characters

Trickle Up

Examples are Flapper era 20s, Youthquake in the 60s

Trickle Up

Experimentations in sub-cultures inspire the runway fashion styles

True

Fashion can be thought of as a code, or language, that helps us to decipher these meanings.

True

Fashion change agents are innovators and early adopters.

False

Fashion change agents are the best educated or wealthiest people.

True

Fashion change agents control the diffusion of an innovation.

False

Fashion followers tend to prefer market-dominated sources for style information compared to opinion leaders.

True

Fashion includes not only clothing, but also ways of behaving or thinking.

Zeitgeist

Fashion is a reflection of the times in which it is created and worn. Fashion responds to whatever in modern - that is, to the spirit of the times or the __________, a German word used to describe the general cultural climate of a specific period in time.

True

Fashion is a wide popular expression in not only apparel, but also art, automobiles, architecture, interior design, make-ups, and music.

True

Fashion is context-dependent.

False; trend

Fashion is the general direction of styles.

True

Fashion is the process of social diffusion by which a new style is adopted by a discernable proportion of members of a social group.

True

Fashion reflects how people define themselves.

Relative exchange, compatibility, complexity, trialability, observability

Five characteristics that would help or hinder the adoption of an innovation:

diffusion model

For the forecaster, the __________ provides a framework for analyzing the movement of an innovation through a social system

collective selection

Individuals in large numbers choose among competing styles those that click or connect with the spirit of the times. This __________ forms a feedback loop between the fashion industry and the consumer, a feedback loop that can be read in sales figures. The problem with this concept in terms of forecasting is that it offers little advance warning.

True

Innovation diffusion was introduced by Dr. Rogers in sociology.

Trickle Up

Innovations from subcultural groups outside the mainstream are adapted by the mainstream consumers

False; 60%

Innovators and early adopters account for 30% of the population.

False

Innovators are influential in making other people like the styles.

False; opinion leaders or early adopters

Innovators are most frequently asked by others for advice about styles.

False

Innovators are placed on the right and laggards are placed on the left.

False

Innovators are young, affluent, educated, and price-sensitive.

True

McCracken questioned characterizing the process as trickle down, because the impetus for change comes from the subordinate classes as they hunt for the status marketers of the upper class and proposed replacing trickle down with chase and flight.

True

Observers understand and interpret the meaning and information that the wearer attaches to the clothing and send their message back to the sender.

name or slogan; labeling; coattail effect; bandwagon; flow

Once they are identified, trends must be given a label - a __________ that can be used as a popular identifier. If it is compatible with the spirit of the times, original, and catchy, it will speed the trend on its way. With this __________ comes a surge in interest in the trend. This surge of interest catches the attention of people in the industry who recognize the trend's potential and rush to produce it in their own lines. This phenomenon is called the __________ (or the __________ effect) during which the trend builds among the most fashion forward. Popular at first with a relatively small sphere of fashionistas, the trend will pass from group to group across social boundaries of age, income, and lifestyle - a process called __________.

fast fashion

Only __________ firms - those set up to deliver new styles in weeks instead of months - are able to capitalize on the fast-changing trends as they are revealed in the data.

True

Opinion leaders may adopt slightly modified or tone-downed versions of a style.

True

People often buy products not for what they do, but for what they mean.

Bandwagon Effect

People's desire to have goods increases when many other people have the goods.

Snob Effect

People's desire to own goods increases when the goods are unusual, unique, or scarce.

Counter-Veblen

People's preference for buying goods increases when their price decreases.

Veblen Effect

People's preference for buying goods increases when their price increases.

fashion counts

Researchers doing these rigorous __________ did find regularities and recurring patterns. Kroeber (1919) found evidence for a recurring pattern in skirt length of 35 years and skirt width every 100 years, 50 years for the pendulum swing from wide to narrow and 50 years for the swing back to wide.

megatrends; generational cohorts

Some forecasters and forecasting firms focus on large-scale shifts in cultural indicators. These __________ cross industry lines because they involve shifts in lifestyles, reflect changes in __________, or minor cycles in the economy.

pendulum swing

The __________ of fashion can be visualized as moving from a point of exaggeration in one direction toward one in the opposite direction. The midpoint represents the classic form as a compromise between the two extremes.

short term forecasting

The __________ process begins 2 to 3 years before the arrival of merchandise in the retail store. The process includes textile development, color forecasting, and style development as showcased in the international fashion shows and manufacturers' showrooms

True

The economic depression or governmental regulation influences fashion change.

True

The elite did not consistently set prevailing styles any time after the introduction of mass production and mass communication.

the innovation, the consumer adoption process, and the diffusion process

The framework of the diffusion model helps to answer questions about:

True

The median age of the population determines the direction of fashion change.

True

The most critical stages in the diffusion curve are introduction and rise (acceleration) stages.

Trickle Across

The rapid diffusion of fashion to all levels of the market based on the ability of the fashion industry to knockoff designer fashion quickly.

True

The speed of the fashion process is influenced by the amount of disposable or discretionary income.

two-step flow; impersonal influence; marketer-based information; personal, face-to-face influence

The theoretical model of diffusion for the Rogers model (1962) shows a __________. The first step involves transmission of new ideas through the __________ of mass media and __________ to innovators and opinion leaders. The second step depends on the __________ within social groups as new ideas move from fashion leaders to fashion followers (textbook, p. 44).

fringe; trendy; mainstream

The three stages of evolution of a trend are __________, __________, and __________.

True

The use of social network sites (SNSs) can be considered as fashion because a majority of consumers accept them these days.

False; cumulative number of adopters

The vertical axis of the diffusion s-curve shows the number of adopters.

True

The vertical axis represents the number of adopters.

False

Time moves vertically.

parody display; reverse ostentation; conspicuous counter consumption

Today's upper class may not necessarily differentiate themselves through fashion to display status. This phenomenon is called __________, __________, or __________.

True

Trickle Down Theory tends to oversimplify our contemporary social system.

Trickle Down

Veblen (1899), Simmel (1904), and McCracken (1985)

False; trickles down

When the role models of a society are from an older, more affluent class, fashion trickles up.

- When they are too available. - When affluent consumers shun ostentation. - When lower quality versions become available. - When the price drops below the supply and demand effect.

Where can status markers lose power?

Long term forecasting; social change; demographics

__________ (5 years or more) is a way to explore possible futures and to build a shared vision of an organization's direction and development; can be more significant for an organization because it looks at __________ and __________.

consumer segmentation

__________ discriminates between types of consumers based on demographic and psychographic characteristics.

forecasting

__________ is the process that translates information into a form that allows learning to take place.

megatrends

__________ may be felt over a decade, from the first time that they surface to the time that they influence purchasing decisions on a mass scale.

generational cohorts

__________ share the same age location in history as a collective mind-set and share the same events, moods, and trends at similar ages, giving each segment a distinct biography and a peer personality

planned obsolescence

powers the economic engine of fashion and involves the deliberate reduction of product life spans.