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• • Fashion Cycle refers to the rise, wide popularity and then decline in acceptance of a style. Its represented by a bell shaped curve.
STAGES OF FASHION CYCLE Fashion cycle is not haphazard, thy don’t just happen • They are definite stages that re easily recognized. 1. 2. 3. 4. 5. Introduction Rise Culmination Decline Obsolescence
INTRODUCTION • • • • • • • In this stage a new fashion is introduced by a producer in form of a new style, color or texture. New styles are always introduced in high price and small quantities. Since retail fashion buyers purchase a limited number of pieces to test the new styles appeal to targeted customers. This testing period comes at the beginning of the buying cycle of fashion merchandise, which coincides w/ the introduction stage of the fashion cycle. The period ends whn the new style either begins its rise or has been rejected by the targeted customer. Because there can be many risks, new styles must be priced high enough that those that succeed can cover on those that fail. At this point, promotional activities such as designer appearances, institutional advertising and fashion shows, to appeal the fashion leaders of the community and also to enhance the store’s image.
Of the merchan.RISE STAGE • • • • When the new design is accepted by an increasing no. but distinguishing features of the original. This stage may be long or brief. mass distributed and sold at prices with in the range of most customers. of customers it is considered to be in its rise stage. Adaptations are designs that have all the dominant features of the style that inspired them but do not claim to be exact copies. Knock-offs are versions of the original designer style duplicated by manufacturers. At this stage. prices of knockoffs are generally lower. At this stage. the fashion is in such demand that it can be mass produced. At this stage buyer re-orders in quantity for maximum stock coverage. the high price line fashion buyer stops reordering the fashion buyer stops reordering the fashion and begins reducing stock. • • . These copies look exactly like the original except that they have been mass-produced in less expensive fabrics. depending on how extended the peak of popularity is. Is now on a larger scale. the promotion effort focuses on regular price lines and full assortments. also called the plateau. which began as an expensive down filled style in the late 70’s reached its culmination stage when mass production in acrylic fill made a quilted coat available to practically every income level. Because prod. As a new style continues to be accepted by more and more coustomers. For eg: the quilted coat. may be retained in the Adaptation. At this stage. Adaptations appear. Modifications have been made. During this stage many retailers offer line for line copy or Knock-offs. • • • • • CULMINATION STAGE • • This is the period when a fashion is at the height of its popularity and use. such as a special shoulder treatment or the use textured fabric.
The leading stores abandon the style. or flea markets. obsolescence had new meaning : Recycled and sustainable fashion. or texture is continually introduced. but they are no longer willing to buy it at its regular price. For eg: running shoes or floaters. OBSOLESENCE STAGE • • • • When strong distaste for style has set in and it can no longer be sold at any price. traditional stores take a moderate markdown and advertise the price reduction. At this point. interest in the fashion may be kept alive longer. At Glassgow School of Arts in Scotland. DECLINE STAGE • • • • • • • When the boredom in fashion sets in. the fashion is in its obsolescence stage. • If new detail of design.fshion outfits. color.• This stage can be extended in two ways : Fashion that all fashions end • If a fashion becomes accepted as a classic. an annually steady seller. the style can be found only in thrift shops. it settles into a fairly steady sales pattern. A major price-slash clearance or closeout will probably follow in short while. design and comfort innovations. For eg: cardigan sweater. At this stage. fostered by new colors. the style may be found in bargain stores at prices far below what they were in the earlier stage. the result is a decrease in consumer demand for that fashion. At this stage. . However recently in 2007. production stops immediately or comes slowly to a halt. garage sales. It is the principle of fashion that all fashions end in excess Consumer may till be wearing it. there is a project REJECT RAGREBORN that take the obsolete garments and rags and transforms them into funky hi.
the time required for a fashion to complete its cycle becomes shorter and shorter. while waste garments are recycled in to textiles and other products. • • • • • • • . the markets for reselling clothing is changing. resale shops and flea markets have been the destinations for these clothes. Plays an imp. each passing year. Rapid tech. clothing store chain in Japan hs a recycling program whereby customers may bring UINQLO apparel they no longer use to them for recycling and reuse. Due to television and internet. Some of the least expensive clothes are seening the biggest jumps in value.• UNIQLO. Reuseable clothes are given to refugees and displaced people through UN and other relief organizations. its no wonder that w. • LENGTHS OF CYCLES • • • • • Since each fashion moves at its own pace. and communication have resulted in a acceleration in the speed with which product are moving through the cycles. The result is an intense competition among manufactures and retailers to provide consumers with what they want and expect which is “ Constantly changing assortments from which to choose” The vast choice of new styles that consumers are offered conti. Consumers either give a new style enough acceptance or they immediately reject it. Thrift stores. Decline are fast and a drop to obsolescence is almost always steeper than a rise to culmination. Women clear out their closets constantly. predicting the time span of a fashion cycle is impossible. Role in the movement of fashion cycles. One guideline that an be counted on is. Since more new fashions are always ready to push existing ones out of the way.
Give eg. Although there is no formal studies on the phenomenon of the broke cycle but the manufacturers and the merchants have the theory about it. Mddona and others are intended to give customers a chance to own designer duds. It resumes its pace only w/ economic recovery and growth. worldwide economic depression. in fashion also there are always ups and downs. stops and starts. Limited-edition designer clothes made for store like H&M and Target. The normal flow of a fashon cycle can be broken or abruptly interrupted by the outside influences as simple like unpredictable change in weather or in group acceptance. Stella McCartney. Wars can also be the reason. • • • • • • LONG-RUN & SHORT_RUN FAHIONS • • • Long-Run fashions take more seasons to complete their cycles than what might be considered avrg. After wars have ended. Or it can be far reaching and more dramatic like war.• Inexpensive clothes designed by Karl Lagerfield.: They belive that a broken cycle usually picks up from it has stopped once conditions return to normal or once the season that was cut-short reopens. Some fashions tend to rise in popular acceptance more slowly than other. Victor and Rolf. • BREAKS IN CYCLE • • As everything else. Of war in Afghanistan. are letting shoppers sell hot items from H&M and Traget for the price above their original values. Short-Run fashion take fewer seasons. thereby prolonging their life. Online auction sites like eBay etc. interests in fashion picks up. . Widespread economic depression resulting to unemployment ialso temporarily interrupts the normal progress of the fashion cycle. or a natural disaster.
Buy summer clothes in late aug or skiwear in march.e. but they don’t care about trends. CONSUMER BUYING & FASHION CYCLE • • • • • • Every fashion has both a consumer buying and consumer use cycle. groups of consumers continue to wear fashions for varying lengths of time after they have stopped buying them. a style may also be accepted and become fashion in one part of the while it is rejected and ignored elsewhere. Diff. The decline in popular demand for some fashions may be slower than for others. the curve of the consumer buying cycle rises in direct relation to that of consumer use cycl. where as a style is tangible. • THE INTANGIBLES OF FASHION • • • Fashion is intangible. Instead they concentrate their resources on new items w/ better longevity. Care about presentation. African tribes similarly many ethnic and religious groups have distinctive style of dress. Consumer buying is often halted prematurely because producers and sellers no longer wish to risk making and stocking an item they believe will soon decline in popularity.• Some stay in popular demand much longer than the others do. Fashion is shaped by such powerful intangibles such as Group Acceptance: a style may be adopted by one group while other segments of the population ignore it. comsumer buying tends to decline rapidly than consumer use. • • • . The producers and retailers serving this group are already abandoning the style and marketing something newer. made up of definite silhouette and details of design. For eg. More ppl care about fashion than we think. Fashion is a game played by few ppl. But when the fashion reches its peak. For eg. More ppl. The way we dress is personal signature but need for acceptance is expressed largely in the way we dress.
2. .• Acceptance also means that a fashion is considered appropriate to the occasion for which it is worn. For e. clothes for boardroom to casual wear. No amount of sales promotion can change the direction in which fashion moving 5. • CHANGE PRINCIPLES OF FASHION The five principles of fashion are: 1. Fashions are evolutionary in nature. All fashions end in excess. Fashions are not based on price 3. they are rarely revolutionary 4. Consumer establish fashions by accepting or rejecting the styles offers.g.
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