Lifecycle of a trend

LIFECYCLE OF A TREND 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.

GRAPH TO SHOW THE LIFE CYCLE OF A TREND MOLLY GODDARD SS17

Fig. 66

Fig. 11

DAZED MAGAZINE, DATE UNKNOWN

After growth comes the maturity stage, where the market is fully saturated with the specific fashion product which soon becomes the norm. As a result, loses its exclusivity and attractiveness to the original wearers (Gordon, 2017).

Soon after, the product declines in sales and popularity, with many retailers no longer stocking the product. However, certain products and trends continue to re-emerge resulting in them becoming a classic, with many retailers stocking the trend for a specific season every year. For example, trench coats for Autumn/Winter, and florals for Spring.