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.
  • The Fashion Cycle

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