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Fashion Cycles
The document discusses the fashion cycle and how fashions move through different stages from introduction to obsolescence. It describes the five stages as introduction, rise, peak, decline, and obsolescence. Fashions are first introduced during fashion weeks and are adopted by early fashion leaders. Mass production during the rise stage increases acceptance and lowers prices. The peak is the height of popularity before demand decreases in the decline stage. Eventually fashions become obsolete as consumers lose interest. The length of the cycle depends on consumer acceptance and some fashions may become classics.
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Fashion Cycles
- 1. The Fashion CycleTheFashion Cycle
- 2. FASHION CYCLE CLASSIC CYCLE FAD CYCLE FASHION LEADERS FASHION THEORIES
- 3. What is thefashion cycle?What is the fashion cycle? Fashion cycle – a period of time or life span during which the fashion exists, moving through the five stages from introduction through obsolescence. When a customer purchases and wears a certain style, that style is considered accepted. The acceptance leads to the style becoming a fashion! Fashions DO NOT always survive from year to year.
- 4. Designs firstpreviewed during fashion weeks at the major design centers New styles, colors, or textures are introduced – begin an upward slope Limited number of people accept them Fashion leaders wear the styles Offered at high prices and produced in small quantities. What is the fashion cycle?What is the fashion cycle?
- 6. Fashion movesthrough different stages during its cycle of existence. Not only design but special features also go through a cycle such as color, texture, and fabric 1. Introduction Stage 2. Rise Stage 3. Peak Stage 4. Decline Stage 5. Obsolescence Stages of the Fashion CycleStages of the Fashion Cycle
- 7. Manufacturers whocopy designer clothes will reproduce the styles as apparel that costs less by using less expensive fabrics or minimal detail. In the initial incline, fashions are accepted by more people because they can afford them. Mass Production reduces the price of the fashion, and more sales result RISE STAGERISE STAGE
- 8. Top ofthe hill Fashion is at its most popular and accepted stage. Mass production but prices are not necessarily low, prices vary at this stage It can survive longer if the fashion becomes a classic. Updating or adding new details of design, color, or texture to the look can keep it in the peak stage. PEAK STAGEPEAK STAGE
- 9. Consumer demandis decreasing, going down the slope. Fashion items available have saturated the market. People do not want to pay a high price. Fashion retailers mark down the price of merchandise. DECLINE STAGEDECLINE STAGE
- 10. The endof the fashion cycle, the bottom of the hill Consumers are no longer interested in the fashion and find new looks. Price of the fashion product may be low at this point, but consumers may not buy the product. OBSOLESCENSE STAGEOBSOLESCENSE STAGE
- 11. All fashionsfollow the life- cycle pattern, but it varies with each fashion. Very difficult for fashion marketers to predict the life span The length of time is determined by the consumer’s willingness to accept the fashion. FASHION-CYCLE LIFEFASHION-CYCLE LIFE SPANSPAN
- 12. • Flop Cycle-No acceptance • Fad Cycle- Short acceptance • Normal Cycle- Medium acceptance • Classic Cycle- Continuing acceptance NUMBER OF ADOPTERS TIME FAD CLASSIC FASHION
- 15. Fashion innovators:Earliest communicators of a new style or look to other fashion consumers. ◦ May or may not be influential in making other people like the style, but create awareness ◦ Provide visual display and initial exposure of the style ◦ These people feel more socially secure and are more interested in fashion than other people. Eg. Fashion Designers Fashion opinion leaders: Legitimize a style for fashion followers. Influence people in their social world Stay within the social norms of their groups May adopt slightly modified or toned-down versions of a style or a look after innovators have received attention from others. Eg. Celebs
- 16. Fashion leaders– the trendsetters, or individuals who are the first to wear new styles, after which the fashion is adopted by the general public. May be high profile people who get media attention. Used to be royalty or the very wealthy, but now they are media celebrities. Ex: 2003 Academy Awards: Celebrities wore chandelier earrings, then they became popular. LEADING THE FASHIONLEADING THE FASHION
- 17. Mass marketfollowers: They adopt the fashion at the peak of its cycle. They look at the guidelines instead of depending on their own value systems. Late fashion followers: They adopt the style when it gradually begins to decline. Fashion isolates: They adopt the style in final stage, when retailers are trying to get rid of the old stock to make place for newer styles. Laggards: They also adopt styles very late, due to lack of interest, or due to cheap or social pressure. May often find their apparel on sale as it is usually on the way to obsolescence.
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- 21. SLOWFASHIONPROCESS Retailerconsumer SLOW FASHION PROCESSSLOWFASHION PROCESS
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- 25. Fashion movement– the ongoing motion of fashions moving through the fashion cycle. Economic and social factors influence consumer interest in fashion. New fibers and fabrics Advertising techniques can cause consumers to change in fashion. FASHION MOVEMENTFASHION MOVEMENT
- 26. THEORIES OF FASHIONMOVEMENTTHEORIES OF FASHION MOVEMENT 1. Trickle-Down Theory 2. Trickle-Up Theory 3. Trickle-Across Theory Each theory focuses on a different set of fashion leaders
- 27. TRICKLE UP TRICKLE ACROSS TRICKLE DOWN Fashion trends startat the top of the “social ladder” Fashion trends start with the young or lower income groups Fashion moves horizontally through similar social levels Lower class Higher Royalty Rich White collar teenagers
- 28. A hypothesisthat states the movement of fashion starts at the top with consumers of higher socioeconomic status and moves down to the general public. The oldest and most accepted theory of fashion change TRICKLE DOWN THEORYTRICKLE DOWN THEORY
- 29. A hypothesisthat states the movement of fashion starts with consumers on lower-income levels and then moves to consumers with higher incomes. Athletic Apparel Style Hair Style Punk Style - TRICKLE UP THEORYTRICKLE UP THEORY
- 30. A hypothesisstating that fashion acceptance begins among several socioeconomic classes at the same time, because there are fashion leaders in all groups. TRICKLE ACROSS THEORYTRICKLE ACROSS THEORY
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