The Fashion Cycle

The fashion cycle describes five distinct stages a fashion trend goes through. This cycle mirrors the evolving tastes of society and the continuous innovation in the fashion industry. Understanding these stages helps to explain how trends emerge, peak, and eventually fade away. Before diving in, we need to keep in mind that trends today aren't as clear- cut as they used to be. Styles are the most fragmented they have ever been, driven by the ability to create niche communities on the internet. With that being said, these niche communities still go through a variation of the fashion cycle.

Introduction

In the first stage, designers introduce new styles, often showcased at fashion shows and adopted by influential trendsetters. These early adopters play a crucial role in setting the stage for a trend's potential success, as their endorsement can spark initial interest.

Rise

As the trend gains popularity, mainstream retailers begin to notice and pick it up. During this stage, the style becomes more accessible to a broader audience, often leading to increased visibility through media and marketing efforts.

Peak

At its peak, the trend reaches its highest point of popularity. It becomes widely recognized and mass-produced, with consumers eagerly adopting the style. During this stage, the trend is at its most influential and

pervasive. Fast fashion stores at this stage roll out their re-imagined collections based on the growing trend.

Decline

Eventually, consumer interest starts to wane, leading to dropping sales and visibility. The market becomes saturated, and people start looking for the next big thing. Retailers and designers start reducing production, and discounts become more common.

Obsolescence

Finally, the trend becomes obsolete, often replaced by a new style. This stage marks the end of the trend's lifecycle, as it fades from popularity and is no longer sought after by consumers.

The fashion cycle is called a “cycle” for good reason. Styles that go out of favor after being a trend will most times come back into the spotlight, a lot of times altered to fit the current era’s body ideals.