The document discusses the fashion cycle, which has 5 stages: introduction, rise, peak, decline, and obsolescence. In the introduction stage, a new style is accepted by fashion leaders and promoted through small productions. During the rise stage, mass production lowers prices and increases awareness. The peak stage is when a style reaches maximum popularity and demand. Then in decline, popularity decreases and retailers discount prices. Finally, obsolescence occurs when a style is rejected and no longer produced.

1. Fashion Cycle
By
Dr. Bhupinder Kaur

2. Fashion Cycle
• Style, Particular look, shape or type of
apparel item which is popular during
particular period of time

3. Fashion leaders and Followers
Fashion leaders are trendsetters who have the
credibility and confidence to wear new fashion and
acceptance towards new trends
– They are the first ones to purchase new
styles
– Desire for uniqueness
– May be innovators
– Celebrities like movie stars, television
personalities, singers, sportsman etc.

4. Fashion followers are those who accept and wear a
fashion only after it becomes acceptable to the
majority of people
Fashion leaders and Followers (cont.)

5. Stages of the Fashion Cycle
• Introduction
• Rise
• Peak
• Decline
• Obsolescence

6. Introduction
The first stage of the fashion cycle when new
styles, colors, textures, and fabrics are
introduced.
• New style accepted by a small number of
people called fashion leaders
• Promotional activities happens like fashion shows
and advertising in high fashion magazines
• Manufacturing happens in small quantities at
high prices
• Product quality is excellent

7. Rise
The second stage of the fashion cycle when
consumer interest grows and the fashion
becomes more readily accepted by consumers.
• Mass production brings down the price of the
fashion, which results more sales
• Promotional efforts are more stage to
increase consumer awareness
• Styles are manufactured in less expensive
material and in lower quality construction
than the original style

8. Peak
The third stage of the fashion cycle during
which a style is at its height of popularity
• The fashion is demanded by almost everyone
as it is within the price range of most of the
consumers
• Mass produced

9. Decline
The fourth stage of the fashion cycle when
the market is saturated and popularity
decreases.
• The fashion at this stage becomes dull and
boring
• Retailers mark down their prices
• Clearance sales in market

10. Obsolescence
The fifth stage of the fashion cycle
when the style is rejected
- Undesirable at any price
- No longer produced

11. Thank you