Fashion Life Cycles and Extension Theory

Abstract

The fashion life cycle can be used as a real aid to management decision making. If marketing strategies should reflect the product's position on the product life cycle, these stages are more exaggerated if the product is an item of fashion. Thus valuable information on the importance of product replacement, development and extension can be discovered. Data from a company producing fabric for car interiors are used here.

Citation

Reed, R. (1987), "Fashion Life Cycles and Extension Theory", European Journal of Marketing, Vol. 21 No. 3, pp. 52-62. https://doi.org/10.1108/EUM0000000004686