Fashion Cycle
What is the fashion cycle? Fashion cycle – a period of time or life span during which the fashion exists, moving through the five stages from introduction through obsolescence. – When a customer purchases and wears a certain style, that style is considered accepted. The acceptance leads to the style becoming a fashion! Fashions do not always survive from year to year GOAL: The ability to gauge the timeliness or occurrence at the right time, of a fashion is critical in the development and marketing of fashion products. Stages of the Fashion Cycle Fashion moves through different stages during its cycle of existence. Not only design but special features also go through a cycle such as color, texture, and fabric Introduction Stage Designs first previewed during fashion weeks at the major design centers New styles, colors, or textures are introduced – begin an upward slope Limited number of people accept them Fashion leaders wear the styles Offered at high prices and produced in small quantities. Rise Stage Manufacturers who copy designer clothes will reproduce the styles as apparel that costs less by using less expensive fabrics or minimal detail. In the initial incline, fashions are accepted by more people because they can afford them. Mass Production reduces the price of the fashion, and more sales result Peak Stage Top of the hill Fashion is at its most popular and accepted stage. Mass production but prices are not necessarily low, prices vary at this stage It can survive longer if the fashion becomes a classic. Updating or adding new details of design, color, or texture to the look can keep it in the peak stage. Decline Stage Consumer demand is decreasing, going down the slope. Fashion items available have saturated the market. People do not want to pay a high price. Fashion retailers mark down the price of merchandise. Obsolescence Stage The end of the fashion cycle, the bottom of the hill
Consumers are no longer interested in the fashion and find new looks.
Consumers are no longer interested in the fashion and find new looks.