What Is the Cycle of Fashion?
The fashion cycle is a natural progression of a fashion trend from its introduction through its widespread acceptance, decline, and eventual rejection at the stage of obsolescence. The five phases of a typical fashion cycle are described below:
The new fashion trend first makes its appearance during the introductory stage. This introduction may be a deliberate move by a marketing firm or manufacturer, a new haute couture design that debuted during fashion week, or an item of clothing worn by a well-known person. The style is typically only offered in limited quantities and at a premium cost from a select group of designers or shops.
The new style starts to gain traction in the fashion business during the growth stage, often referred to as the “fashion acceptance” stage, and is then formally given the coveted “trend” moniker. The demand for the item rises as more celebrities and fashion industry influencers, including those on social media, don outfits that feature the trend. More retail outlets will start carrying the style due to this approval by fashion influencers.
The trend has reached complete public saturation during the peak period, and many regular consumers have started donning the style. Most stores will have noticed and copied the movement, and it will be widely produced at various price points, notably at lower rates.
The trend will have reached oversaturation in the market during the decline stage. During this time, the trend’s extreme popularity will start to alienate customers who prefer their clothing to feel avant-garde and individual rather than conventional.