What is a fashion cycle?
A period of time or life span during which the fashion exists moving through the 5 stages from introduction to obsolescence.
When a customer purchases and wears a certain style is considered accepted. The acceptance leads to the style becoming a fashion.
Fashion don’t always survive from year to year.
Designs first previewed during fashion weeks at the major design centres. limited number of people accepted them. New styles, colours or textures are introduced and an upward slopes begins. Fashion leaders wear the styles. Styles are expensive at this stage.
Manufacturers who copy designers clothes will reproduce the styles as apparel that costs less minimal details or less expensive. In the initial fashions are accepted by more people because they can afford them. Mass production reduces the prices of the fashion and more sales result.
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. The fashion can survive longer if it becomes classic. Updating or adding new details of designs, colour or texture to the look can keep it in the peak stage.
Consumer demand is decreasing, going down the slope. Fashion items available have saturated the market. People don’t want to pay a high price. Fashion retailers mark down the price of merchandise.
The end of the fashion cycle, the bottom of the hill. Consumers no longer interested in the fashion and find new looks. Price of the fashion product may be low at this point but consumers may not buy the fashion.
ALL THE FASHIONS FOLLOW THE LIFE CYCLE PATTERN, BUT IT VARIES WITH EACH FASHION. IT IS VERY DIFFICULT FOR FASHION MARKETERS TO PREDICT THE LIFE SPAN.