The Fashion Cycle The consumer dictates the fashions that are produced. Demand for certain goods can vary, and producers must be able to respond to ever-changing movements of demand. It is a continuous process of consumers’ needs and wants creating that demand for a product, producers responding to that demand, and consumers accepting the merchandise offered.

Fashion Cycle The fashion cycle is the period of time or life span during which the fashion exists, moving through five stages, from introduction through obsolescence. Five Stages: Introduction, Rise, Peak, Decline, Obsolescence

Introduction Designs first previewed during fashion weeks at major design centers. New styles, colors, and textures introduced.

Rise & Peak Stages Rise: In this stage the fashion becomes accepted by more people because they can afford them. As interest increases, additional manufacturers copy the fashion by adapting or changing some of the features Peak: The fashion is at its most popular and accepted stage. By this stage the merchandise is mass produced and distributed. Prices will vary because of the various styles.

Decline & Obsolescence Stages Decline: Consumers eventually grow tired of certain fashions and desire something new. Consumer demand is decreasing. Obsolescence: Consumers are no longer interested in the fashion.

Fashion Movement The only constant in the fashion world is that consumers look for new fashions and desire change. This is referred to as the fashion movement, or the ongoing motion of fashions moving through the fashion cycle.

Old Is New Again Some fashions never seem to fall to the decline or obsolescence stages – they just cycle around again. Jeans are a perfect example of this. Changes in silhouettes such as boot cuts, baggy, low rise, have resulted in the life cycle lasting longer.

Fashion Leaders Fashion Leaders are the trendsetters, or individuals who are the first to wear new styles, after which the fashion is adopted by the general public.

Fashion Trends A fashion trend is the direction of the movement of fashion that is accepted in the marketplace. Trickle Down Theory- the movement of fashion starts at the top and moves down to the general public Trickle Up Theory- the movement starts with consumers on lower income levels and moves up.