The Next Hot Item The Fashion Cycle

Fashion cycle- the time from when a style is introduced until it is no longer purchased

3 phases of the fashion cycle Introductory phase- early in the life of a product Fashions shows, celebrities, trend setters, exciting adverstisments

The peak phase- the times during which sales of the items to the consumer are at the highest level (when the target market is wearing the item)

3. Decline phase- the masses have tired of the item and are no longer buying it.

The length of time an item stays in one of the three phases is dependant on the style Classic styles- last many decades-timeless and flattering to the wearer.

Fads- move quickly through the three phases and disappear from the fashion scene

Historically, what people wear has reflected the general economic health and attitudes of the United States When the economy is good people wear brighter, more casual clothes When the economy is weak or there is world tension, people wear more serious clothing