Reading Time: 3 minutes A closer look into the five stages of a fashion trend’s life cycle: the introduction, rise, peak, decline, and obsolescence.
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Reading Time: 3 minutes
For a long time, a common rule of thumb for fashion trends was that trends typically circle back every two decades, also referred to as the 20-year trend cycle. According to Forbes, with the rise of social media and fast fashion companies, the 20-year trend cycle has become extremely condensed. Social media has the power to raise a trend to extreme popularity, then drop it into obsolescence overnight. Fast-fashion companies can remain congruent with this expedited trend cycle by producing merchandise that sells as quickly as the trend is created.
Trends originate from a myriad of sources. Designers pull inspiration from many different artistic avenues, such as museums, art galleries, vintage archives, films, music, social movements, and architecture. In her early years, infamous designer Vivienne Westwood was known to be highly inspired by the British punk movement England of the 1970s. Trends’ appearances and disappearances are calculated by designers, but also by outside parties like stylists and trend forecasters. At times, trends are an unpredictable phenomenon, but every trend can be dissected into five stages.
Stage One: The Introduction
The introduction stage is when a new trend enters the fashion space. Initially, a new trend can only be found in small quantities. This is because trends are commonly introduced by high-end designer brands in new collections, by a major brand, or by a marketing agency. That isn’t to say that trends can’t be born outside of the high-end designer’s hands. In 2020, there was a rise in DIY fashion; some trends can start from the comfort of one’s bedroom.
Stage Two: The Rise
Following the introduction is a trend’s rise to popularity. This is when a trend starts to gain momentum to be given the label of ‘trendy.’ The trend will start appearing on major celebrities and influencers. Versions of the trend will be seen replicated by other clothing brands. The trend will continue to be diffused across several different avenues, making it accessible to anyone who wants it.
Stage Three: The Peak
The peak stage of a trend is when it has reached the top level of saturation in the public. This stage is when most mainstream retailers carry the trend and render it accessible to all consumer types. As a result, most luxury brands will no longer carry the trend. The peak stage is the most unpredictable because there is no way of knowing just how long trends will remain at the peak. There is a vast range from years to single nights, making this stage completely unpredictable.
Stage Four: The Decline
What goes up must come down, and when a trend increases popularity, simultaneously its downfall occurs. This stage is when consumers become tired of seeing the trend, and it starts to feel too “mainstream” and oversaturated in the market.
Stage Five: The Obsolescence
The final stage is when a trend goes from being coined “trendy” to being labeled as “out of fashion.” Most likely, new trends have emerged and began to rise to popularity shifting people’s focus. This does not mean that the trend will not come back into the fashion cycle. The cycle is in a constant state of repetition and with the speed of the cycle increasing, formerly rejected trends are being reintroduced faster than ever.
A trend’s life cycle cannot be predicted with 100% precision, but it is possible to ascribe certain patterns to it for designers, brands, and consumers to have a better understanding of the shifting products. Every major trend has a way of being reinvented or reintroduced in some way, shape, or form. Subscribe to trends that appeal to you, even if they are not “in style” right now, it is guaranteed that eventually, they will be back.
Bethany Justice is in her junior year and studying digital marketing.
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FAQs
A fashion trend's life cycle can be divided into five stages, generally speaking: introduction, rise, peak, decline, and obsolescence. The life cycles of fashion trends today have changed; technology and social media have rendered them much shorter and less predictable than in the past.
What is the rise in the fashion cycle? ›
During the rise stage fashion leaders, and trendsetters wear the dress and put an Influential presence on social and mass media to increase consumer's demand. In response to this mass acceptance by fashion influencers, most retailers and brands generally start carrying the trends.
What is the 20 year rule for fashion trends? ›
For a long time, a common rule of thumb for fashion trends was that trends typically circle back every two decades, also referred to as the 20-year trend cycle. According to Forbes, with the rise of social media and fast fashion companies, the 20-year trend cycle has become extremely condensed.
Why is the study of fashion cycle important for trend forecasting? ›
Fashion trend forecasting, in short, is a study that aims to understand how consumer behavior and the market as a whole are changing. It enables you to gain insights into prevailing consumption patterns and figure out which ones have a direct effect on your production.
How does the trend cycle work? ›
The lifecycle of a trend exists in five stages: introduction, rise, peak, decline, and obsolescence.
How to understand fashion trends? ›
- 1 Observe street style. One of the most direct and accessible ways to identify emerging fashion trends is to observe what people are wearing on the streets. ...
- 2 Research online platforms. ...
- 3 Attend trade shows and events. ...
- 4 Analyze cultural and social factors. ...
- 5 Experiment with your own style. ...
- 6 Here's what else to consider.
OBSOLESCENCE STAGE
THIS STAGE MARKS THE END OF THE FASHION CYCLE. CONSUMERS ARE NO LONGER INTERESTED IN THE FASHION. THE PRICE OF THE FASHION PRODUCT MAY BE LOW AT THIS POINT, BUT CONSUMERS WILL PROBABLY NOT BUY THE MERCHANDISE.
What causes fashion trends to change? ›
The answer is probably as simple as the fact that people change. Over time, the new replaces the old. People are influenced by popular culture, including athletes, musicians, movie stars, social media, and royalty.
What is meant by fashion cycle? ›
The process by which a particular design, activity, color, etc., comes into some popularity and then phases out.
What is the golden rule in fashion? ›
Whether you're choosing a suit or a casual hoodie, applying the Golden Ratio by proportioning your outfit into one-third top and two-thirds bottom, or vice versa, can significantly elevate your look.
Sustainable and Biodegradable Fashion: As environmental concerns continue to grow, the fashion industry will embrace sustainable practices wholeheartedly in 2050. Clothing will be made from innovative, eco-friendly materials such as pineapple leather, mushroom-based fabrics, or bioengineered silk.
Is 2000s fashion back in style? ›
Fashion trends inspired by the early Aughts have repeatedly returned in recent years, proving that the 2000s just can't be shaken. As Millennials and Gen Z satisfy their craving for nostalgia, styles not seen for decades have bubbled up on social media and, in many cases, the catwalk.
What are the 5 stages of the fashion cycle? ›
The life cycle of a trend typically goes through five stages: the introduction, rise, peak, decline, and obsolescence phases. Understanding these stages can help individuals and businesses anticipate and adapt to changes in fashion and design.
Why is trend important in fashion? ›
Trends act as a link between fashion brands and their customers. It is important for fashion manufactures to stay updated with the latest trends, so that they can understand their customers' preferences or needs and are willing to adapt with their customers evolving tastes.
Who sets fashion trends? ›
Many factors affect fashion trends, including climatic change, creative explorations, and political, economic, social, and technological effects. Society and current events are reflected in fashion as they have always been. Celebrities, musicians, and other high-profile individuals may also influence fashion trends.
What are the five stages of a trend? ›
The life cycle of a trend typically goes through five stages: the introduction, rise, peak, decline, and obsolescence phases. Understanding these stages can help individuals and businesses anticipate and adapt to changes in fashion and design. Never Miss A Sale! Sign up now and get a special welcome offer!
What are the 5 seasons of fashion? ›
Fashion is typically split into four seasons: Spring/Summer, Fall/Winter, Resort, and Pre-Fall. The two main seasons, however, are Spring/Summer and Autumn/Winter and are always shown at Fashion Week in London, Milan, New York, and Paris.
What is the fashion 5 rule? ›
Per Barber, the five outfit rule goes like this: If you're going to buy something, it has to go with five things you already own. If it doesn't, you need to leave it behind. Overconsumption is a global issue that can impact your mental health more than you realize.
What are the 5 Rs of fashion? ›
Get to know the 5 Rs of fashion
So, while brands are at work looking at the part they play in all of this, what can we as consumers do to contribute? A lot can be said for some catchy alliteration at the core of this shift that can help you get started: reduce, rewear, recycle, repair, and resell.
