The Fashion Cycle

Fashion Cycle:

• The period of time or life span during which the fashion exists.

Introduction

Rise

Peak

Decline

Obsolescence

Introduction Stage

• Designs first previewed during fashion week

• “Fashion Leaders” wear the style

• Limited number of people purchase

• High Price

Rise Stage

• Manufacturers will copy new designer styles

• Less expensive fabrics used to create similar style at cheaper prices

• More people wear the fashion = higher sales

Peak Stage

• Fashion is most popular at this stage• Merchandise is mass produced and

distributed• Popularity of style determine how long

fashion stays in this cycle• Will survive longer it fashion becomes a

“classic”• Changes in design, color or texture keep

fashions in this stage (ex: Cardigan Sweater)

Decline Stage

• Consumers grow tired of the fashion and demand decreases

• Retailers markdown items to increase demand and make room for new designs.

Obsolescence Stage

• End of the fashion• Price of fashion will be low, but consumers

still may not purchase

Fashion Leaders

• Trendsetters or individuals who are the first to wear new styles.– Not afraid to wear

something before others– High profile: Celebrities,

Models– Styles are often

displayed at award shows, movie premiers

Fashion Followers

• Wear fashions only when they become firmly accepted

• When available in more retail stores

• When fashion reaches mass acceptance with the majority of the general public

Fashion Laggers

• Last to adopt a new fashion

Buying Behaviors

• Majority of consumers “follow” rather than “lead”

• Why? – People feel insecure– Easier to conform to standards– Lack of time or money for shopping

Theories of Fashion Movement

• Trickle-Down Theory– Suggests that fashion trends start at the top with

consumers of higher socioeconomic status and moves down to the general public• People with lower incomes (at the bottom of the

fashion ladder) will only wear fashions that have become popular among consumers with higher incomes.• As more people “adopt” the fashion, those at the top

become less interested

Theories of Fashion Movement

• Trickle-Up Theory– Suggests fashion starts

with lower-level income consumers and then moves towards consumer with higher income.• Lower-income includes

younger consumers (teenagers)

Theories of Fashion Movement

• Trickle-Across Theory– Fashions are accepted at the same time by all

socioeconomic classes because there are “fashion leaders” in all groups.

The Swing of Fashion Popularity• 10 years before its time – vulgar and indecent• 5 years before its time – bold and shameless• 1 year before its time – flashy and daring• When it’s in fashion – elegant and smart• 1 year after its time – tacky • 5 years after its time – hideous• 10 years after its time – outrageous• 20 years after its time – funny• 50 years after its time – odd• 100 years after its time – charming• 150 years after its time - gorgeous

Factors that Speed Up Fashion Movement

• Mass Media – Spreads fashion news around the world instantly

• Good Economic Conditions – More money to spend designing and purchasing fashions

• Competition – More competition = lower prices and better quality

• Technological Advancements – Easier & quicker to manufacture clothing

• More Leisure Activities – Higher need for a variety of clothes (athletic, travel attire, etc)

• Higher Levels of Education = more money (sometimes) to spend on fashion

Factors that slow down Fashion Movement

• Poor Economic Conditions: Less money = less fashion

• Religion – Some religious groups feels certain fashion leads to temptation and corruption

• Disruptive World Events – Ex. During wartime there may be restrictions on materials or amounts of fabric