1. Fashion Cycle

2. What is the fashion cycle?
An ongoing rise, peak, and fall in popularity of specific styles
Every style rotates through the cycle
Fashion good- colors, textiles, and fabrics
Products, cars, etc.
Everyone’s wearing it now
Increases in popularity
Decreases in popularity
New style introduced
Discarded

3. Fashion cycle Bell shaped curve Peak Decline/Saturation Rise
Introduction
Obsolescence

4. Introduction Accepted by a small number of people Fashion leaders
“unusual”
Accepted by a small number of people
Fashion leaders
Small quantities bought
intro

5. RISE Consumer interest grows
Manufacturers copy or adopt main features in less expensive materials
Mass production+ decrease in price=
MORE SALES
Rise

6. PEAK Culmination stage or plateau
Height of popularity/accepted by almost everyone
No particular time in this stage
Extended if updates, adding details/design, or color change
Retailers will persuade public their version is best

7. DECLINE / SATURATION Style is overused, dull/boring
Retailers mark down price
Stop making it
Declines usually faster than its rise
Decline/Saturation

8. OBSOLESCENCE End of the fashion stage Totally undesired
Rejected by almost everyone
Style fades completely
Obsolescence

9. Length of cycles Speed varies within each fashion ( months-years)
Long-run fashions: take a long time to complete the cycle (classics)
Short-run fashions: popular for short period of time (fads)
Tire of them fast and cycle ends abruptly
Manufactures copy and are inexpensive
Which category’s fashion changes the fastest?
Women Children Teens Men