2. FASHION CYCLE
The way of fashion change is described as fashion cycle.
Generally fashion cycle is used to explain the process that a type of fashion
goes through.
It is the amount of time which takes a fashion trend to emerge, peak and fall
out of style.
At first fashion gains acceptance from the consumers and by the changing of
time the tastes and preferences of the consumers would decrease and
gradually fashion lose the acceptance.
Fashions do not always survive from year to year.
3.
4. Steps of Fashion Cycles:
1. Introduction
2. Rise in popularity
3. Peak of popularity
4. Decline in popularity
5. Rejection
5. 1. Introduction stage
Every designer has each season works on a new
collection, interpret their research into apparel.
Production in small quantities gives a designer more
freedom, flexibility, and room for creativity. Celebrities, TV
stars, models buy these clothes as they want to wear
them in some events.
6. 2. Increase in Popularity:
If new styles are seen worn by celebrities or famous
personality on TV or magazines it may attract the
attention of buyers, the press, and the public
Manufactures use less expensive fabric and modify the
designs to sell in low price. Mass production reduces the
price of the fashion, and become more sales.
7. 3. Peak of Popularity:
Fashion at this stage is most popular, it may be in such
demand that many garment manufacturers copy it or
produce adaptations of it at many price levels.
8. 4. Decline in Popularity:
In this stage, consumer demand is decreasing,
going down the slope.
Many copies are mass produced that fashion as
a result consumer get tired of the style and begin
to look for new styles.
Fashion items available have saturated the
market.
They are not willingly to buy with regular price.
9. 5. Rejection of a Style or Obsolescence
It is the last stage of fashion cycle. Consumers are no
longer interested in the fashion.
In this phase of fashion cycle, some consumers have
already turned for new styles, thus beginning a new
cycle.
Price of the fashion product may be low at this point,
but consumers may not buy the product
10. Fashion Cycle Lengths:
Fashion Cycles have no specific lengths. But we can give
specific cycle name with type of acceptance.
• Flop Cycle- No acceptance
• Fad Cycle- Short acceptance
• Normal Cycle- Medium acceptance
• Ford Cycle- Strong acceptance
• Classic Cycle- Continuing acceptance
