Life Cycles

Life Cycles

1. FAD

   • Quick to bestseller - rapid increase
   • Declines just as quick
   • Can be seasonal one offs (Jeggings)
   • Usually cheaper than rest of stock

2. STANDARD/FASHION

   • Development is gradual
   • Seasonal trends (Summer floral dresses/Christmas dresses)
   • Declines when season ends

3. Classic

   • Established over time
   • Style will maintain its popularity with target market
   • Periodically becomes fashionable/popular
   • Little Black Dress/Quilted Chanel Bag - usually have a high price, exclusive product

4. Cycle of Fashion products - period of time during which the fashion exists moving through 5 stages

   • Innovation (Designed)
     • Rise (Rapid or slow)
       • General acceptance
         • Declines
           • Obsolescence
   • Distinctiveness (Introduction)
     • Primary Emulation (Acceptance)
       • Secondary emulation (Regression)