The Fashion Cycle
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  • Consumer dictate the fashions that are produced and their demand for goods can vary. Therefore producers must be able to respo9nd to the ever-changing movement of this demand. It is a continuous process of consumers’ needs and wants creating that demand for a product, then producers respo9nding to that demand, and consumers accepting the merchandise. Because of this movement, fashion changes.


  • 1. The Fashion Cycle
  • 2. Lesson Objectives
    • Explain the fashion cycle
    • Discuss the role of fashion leaders
    • Identify theories of fashion movement
    • Discuss difference between fashion trends and fads
  • 3. What is “The Fashion Cycle”?
    • Period of time or life span during which fashion exists
    • Style - particular look, shape or type of apparel item
    • Fashion – style that is popular during a given period of time
  • 4. Stages of the Fashion Cycle
    • Introduction
    • Rise
    • Peak
    • Decline
    • Obsolescence
  • 5. Introduction Stage
    • Designs and styles previewed at major design centers
    • Limited acceptance by consumers
    • Fashion leaders
    • Higher prices
    • Small quantities produced
  • 6. Rise Stage
    • Manufacturers adopt designs and styles to produce with less expensive fabrics or less detail
    • More affordable and more availability
    • Acceptance by more people
    • Adaptations and changes
    • Mass production
  • 7. Peak Stage
    • Fashion most popular and accepted
    • Variety of fashion versions
    • Variety of price levels
    • Length at this stage determines if fashion becomes a classic
  • 8. Decline Stage
    • Decreasing demand for the fashion
    • Fashion has “oversaturated” or flooded the market
    • Consumers won’t pay high price for the fashion
    • Retail markdowns occur
  • 9. Obsolescence Stage
    • Consumers no longer interested
    • Low price
    • Retailers not restocking
    • Manufacturers not producing
  • 10. Life-Cycle Pattern
    • Rate of movement varies with each fashion
    • Based on consumer acceptance
  • 11. Fashion Movement
    • Ongoing motion of fashions moving through the fashion cycle
    • Classics – fashion that remain in the rise stage
      • Jeans
      • “ little black dress”
      • Tailored suit
    • Fads – fashions popular for short periods of time
      • Produced and sold at lower prices
      • Easy to copy
      • Moves quickly through fashion cycle
      • Sudden appearance and disappearance
  • 12. Factors affecting fashion movement
    • Consumer acceptance and desire
    • Economic acceptance - affordability
    • Social acceptance
    • Adaptations
      • Fibers , fabrics, textures
      • Color
    • Marketing - Advertising techniques
    • Fashion Leaders
  • 13. Theories of Fashion Movement
    • Trickle-Down Theory
    • Trickle-Up Theory
    • Trickle-Across Theory
    • Fashion Trend
    • Direction of the movement
    • Depends on where the fashion began
  • 14. Trickle-Down Theory
    • Movement of fashion starts at the top socioeconomic status of consumers
    • Fashion then accepted “down” to the general public
    • Oldest and most accepted theory
    Fashion trendsetters Fashion adopters
  • 15. Trickle-Up Theory
    • Fashion movement starts with lower socioeconomic levels
    • Acceptance by consumers with higher incomes
      • Athletic apparel style
      • Jeans
      • Hair style
      • Punk style
    Fashion adopters Fashion Trendsetters
  • 16. Trickle-Across Theory
    • Fashion acceptance begins among several socioeconomic groups
    • All price levels at same time
    • Quality and lines vary
    • Most prevalent in 21 st century - technology