Analyzing Fashion Life Cycles—Principles and Perspectives

Abstract

This paper reviews the evolution and current state of fashion theory focusing on fashion life cycles. Fashion cycles are analyzed in two time frames, long run secular trends spanning decades and centuries, and short run acceptance of specific styles lasting several months to years. The emergence of new styles is described alternatively as a phenomenon propagated by the fashion industry and independent consumer behavior. Some needed theoretical developments, research, and managerial applications are discussed.