Product Lifecycle

images: missguided.co.uk, n.d.

Fast fashion is a fastmoving industry with manufacturing and supply chains that have to operate quickly and efficiently in correspondence with trends (Grose, 2011:35). A garment’s product lifecycle is therefore typically short, as trends grow in sales and remain popular before new fashions are introduced, changing from season to season. The four major stages include: i n t r o d u c t i o n , growth, maturity and decline.

images: missguided.co.uk, n.d.

As a product moves through its lifecycle, strategies relating to competition, promotion, distribution, pricing and market information must be periodically evaluated and possibly changed (Pride and Ferrell, 2008:290). Not only is the Missguided X Hideout range part of a fastfashion brand, it also has a seasonal product offering; in demand during the Spring/Summer months. Alongside a time period of 7 days, the swimwear’s lifecycle is condensed.

“Fast fashion is a fast-moving industry with manufacturing and supply chains that have to operate quickly and efficiently in correspondence with trends”