As
technologies are expanded, Fashion and E-commerce are becoming part
of each other. Fashion designers bring more and more innovative ideas
in fashion world and sellers try up to the most to put/sell latest
and unique styles in the market – offline and online both. People
don’t have time to go for shopping on week days, while spoil
weekend to find suitable clothes and accessories and roam around the
streets is certainly not a good idea. So fashion at click, eCommerce
is growing at rapid speed.
The
way fashion changes is known as Fashion Life Cycle. It's based on a
style that is popular during a period of time. Trends for a
particular look, shape or type of apparel and a period of time during
which fashion exists. There is a fives stages in life cycle.
- Introduction of a style
- Rise in popularity
- Peak/Saturation
- Decline
- Out-of-fashion
Lets
see these life cycle in depth as E-commerce point of view.
Introduction
of a style - Every
designer designs a new collection based on latest style and demand.
Each and every style has different elements like shape, line, colour,
fabric. The first stage of the cycle where a new style is introduced
may or may not be accepted by customers. When a new style is arrived
first it reviewed in design centre and in fashion shows. Generally a
new style is created by a designer, worn by selected people like
celebrities, fashion leaders, rich people who can afford it and love
to experiment and try out new styles. On a eCommerce store you should
present the new style with celebrities' photos, pictures, banners
etc. so people can see and aware of the newly arrived style.
Rise
in popularity - After
new style has been introduced in the market, a dealer will try to
increase its popularity in different ways like fashion shows, TV
commercials, advertising, magazines. After awareness, price
affordability is the second step to make it viral. On an eCommerce
store, news of price cut should be presented in eye catching manner.
Show your visitors that the product is available only on specific
outlets with special discounts and you one of them.
Peak/Saturation - A
style at this stage is the most popular. When a fashion is at height
of its popularity, its demand is also at pick in consumers. For and
E-commerce store maintain the sufficient stock is must to fulfill the
demand. If you don’t have any pattern in then suggest similar kind
of products with affordable price tags so the customers can follow
the popular style and trend before it went out of fashion. Generally
in festive season or any special occasions you should think about
sufficient stock and you should promote those products of which you
have large supply.
Decline - People
get tired to follow same pattern and style after sometimes. They
still follow the same style and pattern but are not willing to buy
them. E-commerce stores should put this declined style on sale as
“off season sale” or “clearing sale” and that way you can
increase the sales.
Out-of-fashion - It
is the last phase of the cycle. Some consumers already moved to new
style, look and trend. E-commerce store will not restock the same
style and at this point you need to start search for what is next in
the market. Early deal with supplier of new trends can give many
benefits.
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