There are five stages to the fashion cycle.
The theory of fashion cycle is used by the fashion merchant to execute or launch a new style or design.
New styles are introduced into the market.The price of the new fashion is high because they are manufactured in limited quantity.The promotional activities aim to make the fashion popular through celebrity endorsements, fashion shows and advertisements.The sales will be less in this stage.
When compared to the introduction stage, it is considered a rising stage and accepted by more people.The price will be reduced because of the high production rate.The original product is duplicated by the other manufacturers and called line-for-line copies.The line-for-line copies are produced with less expensive raw materials.
The new fashion is being accepted by a lot of people.It is increased to sell at a competitive price.This is also referred to as a plateau.
Consumers get bored with the style and start looking for a new one.The promotional efforts are focused on discounts or markdowns.The leading retailers stop selling fashion merchandise.There is a new fashion in the market.
There is no more specific fashion in any market or store.The rise stage is where the next new fashion will be.