The Fashion The Fashion CycleCycle• The consumer dictates the fashions that

are produced. Demand for certain goods can vary, and producers must be able to respond to ever-changing movements of demand. It is a continuous process of consumers’ needs and wants creating that demand for a product, producers responding to that demand, and consumers accepting the merchandise offered.

Fashion CycleFashion Cycle

• The fashion cycle is the period of time or life span during which the fashion exists, moving through five stages, from introduction through obsolescence.

• Five Stages: Introduction, Rise, Peak, Decline, Obsolescence

IntroductionIntroduction

• Designs first previewed during fashion weeks at major design centers. New styles, colors, and textures introduced.

Rise & Peak StagesRise & Peak Stages

• Rise: In this stage the fashion becomes accepted by more people because they can afford them. As interest increases, additional manufacturers copy the fashion by adapting or changing some of the features

• Peak: The fashion is at its most popular and accepted stage. By this stage the merchandise is mass produced and distributed. Prices will vary because of the various styles.

Decline & Obsolescence StagesDecline & Obsolescence Stages

• Decline: Consumers eventually grow tired of certain fashions and desire something new. Consumer demand is decreasing.

• Obsolescence: Consumers are no longer interested in the fashion.

Fashion MovementFashion Movement

• The only constant in the fashion world is that consumers look for new fashions and desire change.

• This is referred to as the fashion movement, or the ongoing motion of fashions moving through the fashion cycle.

Old Is New AgainOld Is New Again

• Some fashions never seem to fall to the decline or obsolescence stages – they just cycle around again.

• Jeans are a perfect example of this. Changes in silhouettes such as boot cuts, baggy, low rise, have resulted in the life cycle lasting longer.

Fashion Leaders

• Fashion Leaders are the trendsetters, or individuals who are the first to wear new styles, after which the fashion is adopted by the general public.

Fashion TrendsFashion Trends

• A fashion trend is the direction of the movement of fashion that is accepted in the marketplace.• Trickle Down Theory- the movement of

fashion starts at the top and moves down to the general public

• Trickle Up Theory- the movement starts with consumers on lower income levels and moves up.