4. Fashion Cycle
Introduction
Stage
Designs were first
previewed during
fashion week
• “Fashion Leaders”
wear the style
• Limited number of
people purchase
• High Price
Rise Stage
Manufacturers will copy
new designer styles
• Less expensive
fabrics used to create a
similar style at cheaper
prices
• More people wear the
fashion = higher sales
Peak Stage
Fashion is most popular
at this stage.
• Merchandise is mass-
produced and
distributed
• Popularity of style
determines how long
fashion stays in this
cycle
Decline Stage
Consumers grow tired
of the fashion and
demand decreases
• Retailers markdown
items to increase
demand and make
room for new designs.
Obsolescence
Stage
End of the fashion
• Price of fashion will
be low, but
consumers still may
not purchase
FASHION CYCLE
4
5. Fashion
Leaders
• Trendsetters or individuals
who are the first to wear new
styles.
• Not afraid to wear something
before others
• High profile: Celebrities,
Models
• Styles are often displayed at
award shows, movie premiers
FASHION
CYCLE
5
6. Fashion
Followers
• Wear fashions only when they
become firmly accepted
• When available in more retail
stores
• When fashion reaches mass
acceptance with the majority of
the general public
FASHION CYCLE
6