LIFECYCLE OF A
TREND
Fig. 10
Trend theories were created in order to understand how and why trends come about, as well as how macro/micro trends diffuse into the fashion market, from fashion leaders to fashion followers. The first trend theory is the life cycle of a trend. The purpose of the life cycle of a trend is to show how different fads, trends and classics peak and decline at different times in their ‘life cycle’, and how they all generate and boost sales (Smith, 2017). The initial stage of a trend is the introduction stage, where the specific product first penetrates the market. Typically, in a limited or small batch to reduce risk in lack of sales; either going on to grow and increase in popularity, or fade off. These products may be from a high-end design house, or from street influence.
MOLLY GODDARD SS17
GRAPH TO SHOW THE LIFE CYCLE OF A TREND
Fig. 66
14
