5 Stages of Fashion Cycle | Texhour

Fashion cycle act as an essential lead in fashion merchandising and the theory is used by the fashion merchant to execute or launching a new style or design.

5 Stages of Fashion Cycle | Texhour
5 Stages of Fashion Cycle

 

5 Stages of Fashion Cycle

Fashion cycle act as an essential lead in fashion merchandising and the theory is used by the fashion merchant to execute or launching a new style or design.

  1. Introduction          

  2. Increase

  3. Peak

  4. Decline

  5. Obsolescence

 

1. Introduction:

At this stage new style or designs are introduced into the market. Their manufacturing costs are high because they are manufactured in limited quantity so the price of the new fashion is high. The intentions of the promotional activities are high to make the fashion popular through celebrity endorsement, fashion shows and advertisements. But in this stage the sales will be less.

 

2. Increase:

At this stage it is considered as rising stage and it is accepted by the more people when compared to the introduction stage. The price will be also reduced because its production rate is high. The bad thing is that the original product is duplicated by the other manufacturers and is termed as line-for-line copies. These line-for-line copies are produced with less expensive raw materials.

 

3. Peak:

When the new fashion is being accepted by large number of people it is considered to be in peak stage. Then its production is increase to sell at the competitive price for the customers. This is also referred as ‘plateau’.

 

4. Decline:

Decline stage starts here when consumers are getting bored on the style and start looking for a new fashion. The markdowns or discount offering starts here and also promotional efforts are concentrated on discounts or markdowns. But the leading retailers abandon the fashion and start selling new fashion merchandise. The new fashion is introduced in the market at this stage.

 

5. Obsolescence:

Obsolescence stage is that no more particular fashion is existed in any market or stores. The next new fashion will be in rise stage at this moment.