The Fashion Cycle

Fashion is ever changing and trends and styles go out of style with a process called the fashion cycle. The fashion cycle is utilized to explain the type of fashion that goes in and out the industry. Every season the fashion cycle changes due the new fabrics, textures, design, colors, trends, and styles. A fashion trend begins when a specific color or silhouette gains popularity and designers and brands are recreating these trends in their own way to sell to fashion lovers. Consumers constantly change their preferences and opinions on fashion choices. Some fashions don’t last a very long time and do not survive. There are 5 different stages of the fashion cycle that are presented with a bell shaped curve. The stages include introduction, rise in popularity, peak of popularity, decline in popularity, and rejection. 

The introduction stage begins with the fashion designer showcasing their collections during the fashion weeks in both the spring and fall. They utilize different art elements and create looks based on the season. During this stage, production is made in small quantities in order for designers to have more creativity and celebrities are the first to wear these designs. 

The increase in popularity stage, when new trends and styles are introduced by celebrities, influencers, TV/Film, books, and magazines. This inspires consumers and attracts them to purchase these trends. This is when designers are creating these trends at luxury prices with good quality materials and fast fashion brands are mass producing them to sell at a lower price. This stage determines whether or not consumers are buying the trend from the designer brands or the fast fashion brands. 

The peak of popularity stage, is when the demand for fashion is at a high and consumers want to purchase all the latest trends. During these trends designers and brands are studying and paying close attention to all the styles and trends people are loving in order to produce more of those clothes. The trends are being produced at multiple price levels that cater to any type of budget. Consumers at this stage are only purchasing the trendiest items, so there are not going to be purchasing fashions that aren’t popular. 

The decline in popularity stage is when consumer demand for specific fashion trends begins to decrease. There is an excess amount of clothes during this stage because the quick need of trends in the previous stage leads to mass production. At this point, consumers will not spend full price on a trend, but rather companies will start putting sales and discounts. This can be similar to end of the season sales, when brands start putting a crazy amount of sales before the next season to get rid of clothes. 

The rejection stage is when consumers are not interested in a specific fashion style anymore. Consumers have already moved on to new trends where the cycle has started all over again. The previous trend has its clothes at a really low price, but will most likely not be purchased by consumers. Consumer obsolescence is when a trend is no longer serving a group of consumers and is easily replaced with another style. 

When designing clothes and creating a brand, it can be hard to please consumers and not give them what they want. Instead of focusing on what the latest trends are, focus on your fashion needs and what you want your brand to look and represent. It's important to note that change is good and when your brand needs change it can lead to new ideas, designs, and sales. Sticking to your own designs and what you feel will make your brand stand out then amazing things can happen. This can go the same for just wearing clothes, trends don’t define your self expression and creativity. Always wear fashions that make you feel and look good.