Retailing And Merchandising In Textiles And Appare

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.

• 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