Fashion cycle (CBF)

Fashion cycle
Our desire for new fashions causes garment silhouettes and details to constantly change. Fashions
always change with same series of events:
· The new style is introduced
· It is worn by many people
· Finally it is discarded.
In other words, new fashions eventually move to peak, become old fashions and disappear. New
fashions are always being created as people want to own the newest and latest items.
Def: A fashion cycle is the periodic return of specific styles or general shapes. It is the rotation
of particular styles.
The fashion cycle is usually depicted as a bell shaped curve encompassing five phase:
- Introduction
- Rise in popularity
- Peak of popularity
- Decline in popularity
- Rejection
1) Introduction of a style: Designers interpret their research and creative ideas into apparel or
accessories. New styles are offerd to the public by changing elements such as line, shape, colour,
fabric and details and their relationship to one another. At this stage of cycle, fashion implies only
style and newness.
Fig: FASHION CYCLE

2) Rise in popularity: The second stage of fashion cycle is referred to as rise in popularity. When
the new original design is accepted by an increasing number of customers, it is considered to be in
its rise stage. If a new style is purchased, worn and seen by many people, it may attract the attention
of buyers, the press and the public. At this stage, the demand is created and the retailer reorders
for this apparel in maximum quantity.
3) Peak of popularity: This stage also called as ‘Culmination’ stage of the fashion cycle, is the
period when a fashion is at the height of popularity and use. When fashion is at the height of its
popularity, it may be in such demand that many manufacturers copy it or produce adaptations of
it and sell at prices within the range of most customers. This stage may be long or brief, depending
on how extended the peak of attractiveness is. At the culmination stage, the high-price line fashion
buyers stop reordering the fashion and begin reducing their stock levels. Sometimes a style
becomes classic, and settles into a fairly stable sales pattern at this stage. Introducing new colour,
texture or details in the existing style may keep that style alive for longer period.
4) Decline in popularity: When monotony with a fashion sets in due to mass production and many
people using the style, there is a decrease in consumer demand for that fashion. Fashion conscious
people become tired of a style and therefore begin to look for something new. This is known as
the decline stage. Consumers still wear these styles, but they are no longer willing to buy them at
regular prices. At this point, production stops immediately or comes slowly to a halt. Leading
fashion stores reject the style while retail stores put such declining styles on discount sales. The
styles which were once sold at a higher price now will be available at a very low price.
5) Rejection of a style or obsolescence: In the last phase of the fashion cycle the rejection or
discarding of a style takes place because it is no longer desired by a consumer and is out of fashion.
This is also called consumer obsolescence. Some consumers turn to new looks, thus beginning a
new cycle.
Length of cycles:
The life of a fashion can seem quite short. This period may range from several months to several
years. Predicting the time span of a fashion cycle is impossible since each move at its own speed.
Fashions seem to be extreme and daring when first introduced, smart and stylish when they are
popular and old-fashioned and outdated after their peak period. Although all fashions follow the
same cyclical pattern, there is no measurable time for a fashion cycle. Some fashions take a short
time to reach the peak in popularity, others take longer; some decline slowly, others quickly. Some
last a single selling season, others last several seasons. Certain fashions fade quickly; others never
completely disappear. A classic style is one originally introduced as a fashion item but because of
its superior design features and broad appeal, stays popular over a long period of time.
E.g. true classics include Levis jeans, T-shirts, pleated skirts, blazers, etc. The temporary nature of
a short lived fashion called fad is usually due to its extreme design. E.g. extreme silhouettes, strong
colours, bright bold prints, exaggerated accessories are typical examples of fad.

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Fashion cycle

Fig: FASHION CYCLE

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