Fashion Cycle

Md. Rayhan Sarker

Lecturer
Institute of Leather Engineering and Technology
University of Dhaka

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 1. Introduction stage
 During the introduction stage, the product is unknown to the market and often requires
a large business investment to produce the product.
 The first stage is the point in which the product is presented to the public for the first
time.
 This is when marketing teams begin building product awareness and reaching out to
potential customers.
 There's no demand for the product, marketing and branding are important to attract
customers.
 The primary objective of the introduction stage is to launch the product and build
product demand.
 The price of newly introduced fashion will be high because they are manufactured in
limited quantity.
 The sales volume will be less in number in this stage.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 1. Introduction stage
Your target consumer must know what they’re buying before they buy it.

Strategy:
 Usually, this phase is focused on advertising and marketing campaigns.
 Companies work on testing distribution channels.
 Celebrity endorsement, charity fashion shows may be required to promote product.

If your marketing strategies are successful, the product goes into the next stage — growth.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 2. Growth stage

 The fashion merchandise is considered to be its rising stage, when it is accepted by

the more number of people than that of in the introduction stage.
 The fashion merchandise is produced in more numbers and the price will be also
reduced because of the reduced manufacturing cost.
 Demand and profits are growing, hopefully at a steadily rapid pace.
 Potential competitors will see your success and will want in.
 The original version of the merchandise will be duplicated by other manufacturers
and are termed as line-for-line copies or knock offs. These duplicated products
look almost exactly like the original ones but are produced cheap raw materials.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 2. Growth stage

Strategy:
 Marketing campaigns often shift from getting customers’ buy-in to establishing
a brand presence so consumers choose them over developing competitors.
 Open new distribution channels and add more features and support services.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 3. Peak/ Maturity stage
 When the new fashion is being accepted by large or mass number of people, then it is
considered to be in its peak or popularity.
 Fashion is at its most popular and accepted stage.
 The dominant features of the fashion merchandise will be copied by the manufacturers
and adapted them in their merchandise. These are called adaptations.
 In this stage, the merchandise is mass produced and sold at the competitive prices to the
customers.
 Fierce competition.
 It can survive longer if the fashion becomes a classic.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 3. Peak stage

Strategy:
 Product differentiation: the process of distinguishing a product or service from
others.
 Updating or adding new details of design, color, or texture to the look can keep it in
the peak stage.
 Lowering selling price.
 Focus on brand awareness and customer service.
 Product and process standardization.
 Search for innovation.

Design for standardization approach requires product designers to use the current
available set of parts and reuse them for developing new products.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 4. Decline stage

 Consumer demand is decreasing, going down the slope.

 Fashion items available have saturated the market.
 People do not want to pay a high price.
 The fashion may still exist but people start looking for new fashion.
 Leading retail brands abandon the fashion and they start selling new
fashion merchandise.
 The next new fashion will be introduced in the market at this stage.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 4. Decline stage

Strategy:

 Fashion retailers mark down the price of merchandise.

 To extend the product life cycle, successful companies can also implement new
advertising strategies, reduce prices, add new features to increase their value
proposition, explore new markets, or adjust brand packaging.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 5. Obsolescence stage

 When the taste for the merchandise is no longer exist among the consumers then
the fashion is considered to be in this stage.
 The merchandise is no longer sold in any stores.
 The next new fashion will be in its rise stage at this moment.

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 5. Obsolescence stage

Strategy:

 Clear all merchandise from stores

 Auction sales

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 Product differentiation

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 Product differentiation

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka
 Product differentiation

Md. Rayhan Sarker, Lecturer Institute of Leather Engineering and Technology, University of Dhaka