Product Life Cycle Rise Peak Obsolescence Decline Introduction

Stages of the Fashion Cycle A new style is introduced It increases in popularity It is worn by many people It decreases in popularity Finally, it is discarded for a newer style

How is the Promotional Mix Affected? Introduction – What kinds of promotions introduce a product? – Fashion Shows, Magazine Advertising, Billboards Rise – Heighten consumer interest – Mass production, knock-offs, product placement Peak – Each retailer tries to communicate to the consumer to let them know they have the best version of the fashion

How is the Promotional Mix Affected? Decline – Sales, markdowns, clearance, discounters – Manufacturers no longer make it – Decline is often faster than the rise Obsolescence – Style is totally undesirable – Stores cannot unload it at any price to consumers – Obsolescence is sometimes “planned” so that you have to buy the new color/cut

Identify the Stage of the Product Lifecycle for Jeggings

Current Trends Green fashion – Natural fibers – Natural cosmetics – Environmentally conscious consumers Nostalgia – 60’s and 70’s styles Comfort – Uggs, Hoodies, T-Shirts, Jeans – Prices rising – Slow growth, possible inflation

Which Stage? Determine the stage in the product lifecycle for the following styles: Ugg BootsGold & Silver Accessories Tiffany JewelryNeon Colors Straight HairBallet Flats Short HairNeutral Palette Clunky JewelryFlorals Low Rise JeansLace Trim/Victoriana Military LookPolka Dots

Which Stage? Skinny jeans Leggings Converse sneakers Military style Ripped jeans adidas Bohemian style

How do you deal with a brand in decline? Create an advertisement for one of the styles we just talked about that is in the decline stage Also create an advertisement for a style that is in the introduction stage How are they different than one in the rise stage?