Fashion cycle

Fashion Cycle

1. The Fashion Cycle

2. Lesson Objectives
•Explain the fashion cycle
•Discuss the role of fashion leaders
•Identify theories of fashion movement
•Discuss difference between fashion trends and
fads

3. What is “The Fashion Cycle”?
•Period of time or life span during which
fashion exists
•Style -particular look, shape or type of
apparel item
•Fashion –style that is popular during a given
period of time

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

5. Introduction Stage
•Designs and styles previewed at major design
centers
•Limited acceptance by consumers
•Fashion leaders
•Higher prices
•Small quantities produced

6. Rise Stage
•Manufacturers adopt designs and styles to
produce with less expensive fabrics or less
detail
•More affordable and more availability
•Acceptance by more people
•Adaptations and changes
•Mass production

7. Peak Stage
•Fashion most popular
and accepted
•Variety of fashion
versions
•Variety of price levels
•Length at this stage
determines if fashion
becomes a classic

8. Decline Stage
•Decreasing demand for the fashion
•Fashion has “oversaturated” or flooded the
market
•Consumers won’t pay high price for the
fashion
•Retail markdowns occur

9. Obsolescence Stage
•Consumers no longer
interested
•Low price
•Retailers not restocking
•Manufacturers not producing

10. Life-Cycle Pattern
•Rate of movement varies with each fashion
•Based on consumer acceptance

11. Fashion Movement
•Ongoing motion of fashions moving through the
fashion cycle
•Classics –fashion that remain in the rise stage
–Jeans
–“little black dress”
–Tailored suit
•Fads –fashions popular for short periods of time
–Produced and sold at lower prices
–Easy to copy
–Moves quickly through fashion cycle
–Sudden appearance and disappearance

12. Factors affecting fashion movement
•Consumer acceptance and desire
•Economic acceptance -affordability
•Social acceptance
•Adaptations
–Fibers , fabrics, textures
–Color
•Marketing -Advertising techniques
•Fashion Leaders

13. Theories of Fashion Movement
•Trickle-Down
Theory
•Trickle-Up Theory
•Trickle-Across
Theory
Fashion Trend
•Direction of
the movement
•Depends on
where the
fashion began

14. Trickle-Down Theory
•Movement of fashion
starts at the top
socioeconomic status of
consumers
•Fashion then accepted
“down” to the general
public
•Oldest and most
accepted theory
Fashion trendsetters
Fashion adopters

15. Trickle-Up Theory
•Fashion movement starts
with lower socioeconomic
levels
•Acceptance by
consumers with higher
incomes
–Athletic apparel style
–Jeans
–Hair style
–Punk style
Fashion adopters
Fashion Trendsetters

16. Trickle-Across Theory
•Fashion acceptance begins among
several socioeconomic groups
•All price levels at same time
•Quality and lines vary
•Most prevalent in 21
st
century -
technology