What is the fashion cycle An ongoing rise
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What is the fashion cycle? An ongoing rise, peak, and fall in popularity of specific styles Every style rotates through the cycle Fashion good- colors, textiles, and fabrics Products, cars, etc. Increases in popularity New style introduced Everyone’s wearing it now Decreases in popularity Discarded
Fashion cycle Bell shaped curve Peak Rise Introduction Decline/Satura tion Obsolescence
Introduction • “unusual” intro • Accepted by a small number of people • Fashion leaders • Small quantities bought
RISE • Consumer interest grows Rise • Manufacturers copy or adopt main features in less expensive materials • Mass production+ decrease in price= MORE SALES
PEAK Peak • Culmination stage or plateau • Height of popularity/accepted by almost everyone • No particular time in this stage • Extended if updates, adding details/design, or color change • Retailers will persuade public their version is best
DECLINE / SATURATION • Style is overused, dull/boring Decline/Saturati on • Retailers mark down price • Stop making it • Declines usually faster than its rise
OBSOLESCENCE • End of the fashion stage • Totally undesired Obsolescence • Rejected by almost everyone • Style fades completely
Length of cycles Speed varies within each fashion ( months-years) Long-run fashions: take a long time to complete the cycle (classics) Short-run fashions: popular for short period of time (fads) Tire of them fast and cycle ends abruptly Manufactures copy and are inexpensive Which category’s fashion changes the fastest? Women Children Teens Men
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