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This stage is marked by a slowdown in sales growth as the product saturates the market. Key activities include advertising to reinforce brand, offering promotions, and considering product modifications.

Here, the brand seeks to expand its reach by entering new markets or customer segments. Key activities include market analysis, strategic partnerships, and new marketing campaigns.

In some cases, older fashion trends become popular again. Key activities include assessing market demand, re-introducing products with a modern twist, and targeted nostalgic marketing.

This final stage indicates that the product is no longer desirable. Key activities focus on liquidation, recycling, or repurposing of the product and materials.

In this stage, the fashion product gains popularity and market share. Key activities involve market research, brand differentiation, and increasing distribution channels.

Sales and profit margins decrease during this stage. Key activities involve managing stock levels, discounting, and phasing out the product.

This stage involves the launch of a new fashion product into the market. Key activities include advertising, promotions, and careful monitoring of distribution.

Occurs when the product is fully integrated into the market and competition is highest. Key activities include competitive pricing strategies, product variations, and targeted marketing.

In this phase, new designs and trends are introduced to refresh the brand and product offerings. Key activities include design development, trend analysis, and prototype testing.