Fashion cycles

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 03: Fashion cycles

Fashion cycles

Fashion change refers to the introduction, acceptance and decline of a fashion. Fashion cycle is usually represented as a bell shaped curve in about five stages.

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  • Introduction of a style
    • Majority of new styles are introduces at high level
    • Talented designers can create new styles
    • Production costs are high
    • Few people can afford
    • Production in small quantities gives designer more freedom, flexibility and creativity
    • Fashion implies only

  • Increase in popularity
    • Styles are seen worn by celebrities
    • Attract the attention of general public
    • Viewers and readers wish to buy the new style
    • Cannot afford
    • Popular styles are copied by other manufacturer
    • Make them available to the general public
    • Styles are made with less expensive fabric and modify the design to sell the style at lower prices.

  • Peak of popularity
    • Peak of acceptance
    • More manufacturers copy and produce at many price levels
    • Volume production

  • Decline in popularity
    • Due to mass production
    • Available in reasonable price
    • Tire of style by fashion conscious people
    • Looking for something new
    • No longer willing to buy them at regular prices
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Last modified: Saturday, 28 April 2012, 7:14 AM