The fashion industry is constantly innovating new clothing styles. Trends come and go in popularity in a cycle referred to as the 'fashion cycle.'
A fashion trend emerges when a specific silhouette, colour scheme, fabric, accessory or other new style gains popularity. Various factors can trigger a trend: societal, economic and political shifts; advancements in textile manufacturing and design; influential films, streaming or music; major sporting events and celebrities' endorsements. Trends can also be initiated by the new discoveries and innovations by textile producers, fashion designers and fashion retailers.
A fashion trend evolves through the following PHASES:
Introduction: This stage marks the debut of a garment or fabric in the fashion industry, typically showcased at events like trade shows such as 'Premiere Vision' near Paris. Fashion designers may incorporate these new materials into their collections, to be presented at prestigious runway shows during fashion weeks in London, Paris, Milan and New York. Fashion editors and journalists document these creations for various media platforms. Exclusive previews are granted to influential models, actresses and influencers before the official release, generating heightened interest. Upon release, strategic marketing efforts are employed by the brand or manufacturer to boost sales. The item is initially offered by select brands/manufacturers, with limited availability and a premium price tag.
Rise: The item gains traction in the fashion realm and starts being recognised as a 'trend'. During this phase, celebrities, trendsetters and fashion influencers embrace the trend, showcasing it on social media platforms like Instagram and TikTok, thus amplifying consumer interest. More retail outlets begin to stock the trend.
Peak: The trend reaches its peak, with everyday consumers adopting it. Most retailers identify and reproduce the item, making it available at various price points, including more affordable options.
Decline: The trend becomes oversaturated in the market. Fashion-forward individuals are deterred by the item's ubiquity and the proliferation of cheaper imitations.
Obsolescence: The item is deemed outdated by mainstream fashion enthusiasts. However, it may resurface in the fashion cycle at a later time, often revamped to align with advancements in fabric technology and to cater to the preferences of a new generation.