The Fashion Cycle

1
The Fashion Cycle
2
Fashion Cycle

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

Peak
Decline
Rise
Introduction
Obsolescence
3
Introduction Stage

• Designs first previewed during fashion week
• Fashion Leaders wear the style
• Limited number of people purchase
• High Price

4
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

5
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)

6
Decline Stage

• Consumers grow tired of the fashion and demand
  decreases
• Retailers markdown items to increase demand and
  make room for new designs.

7
Obsolescence Stage

• End of the fashion
• Price of fashion will be low, but consumers still
  may not purchase

8
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

9
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

10
Fashion Laggers

• Last to adopt a new fashion

11
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

12
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

13
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)

14
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.

15
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 its 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

16
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

17
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