Any new product which comes to the market will find its way slowly and if liked by all then its production will increase and sales will boost up and finally the use of this product will slowly decline. This is true in the fashion industry also. This growth and fall in a fashion product is called the fashion cycle.
The fashion cycle is depicted in five stages (Figure 15.1).
· Rejection or obsolescence.
· This is the first stage of fashion cycle.
· New styles are introduced.
· Shape , colour, and texture are changed to create styles.
· Garments are produced in limited quantity.
· They are expensive.
· This is the second stage of fashion cycle.
· Style is accepted by more number of people.
· It attracts the attention of buyers.
· Demand for the style is more.
· Orders for accepted style increases.
· This is the third stage of fashion cycle.
· Demand for the style is higher.
· Manufactures produce more garments.
· Styles will be available in all price ranges.
· Sometimes this style will settle as classic.
· Demand is decreased.
· Consumers will look for new designs.
· Styles will be available in discount sales.
· Manufactures stop producing the par-ticular style.
· Styles are sold at very low price.
· This is the last stage of the fashion cycle.
· Consumers reject the style.
· Style is referred as out of fashion.
· Products will be sold at very lower price ranges.
· Retail stores clear the stocks completely.