Product
research means following its life cycle, which will signal company to
appropriate adjusting of production program and its upgrading in regard to
quality and assortment. Adjusting can be achieved by improving existing
programs or conquering and launching new products in that very moment.
Fashion cycle (duration of
fashion) is different for each product – it is longer for permanent consuming
goods (few years) and shorter for clothes and shoes (few months). When a
product becomes a fashion one, after being launched on the market, it is
necessary to make certain changes on it at the right time in order to remain
such for a long period of time. While creating a new fashion style of product
these things should be taken into account:
· Costs of changing and of new production.
· Promotion of new product on the market.
Mostly
large and strong companies launch fashion trends. In some countries more
attention is paid to fashion design (e.g. Italy
– shoes and clothes; Japan –
cars; France – perfumes; Sweden
Fashion appears in short periods
of time, it lasts for a while and then it disappears. It repeats in cycles,
partly modified and reformulated. Developed countries in their fashion centers
with strong designer and marketing support allow creating fashion whims which
last for a short time on the markets with large supplies, competition and
consumers of large purchasing power. Consumers who are liable to fashion whims
belong to impulsive category of buyers. Other consumers cannot follow fashion
whims, but in certain period of time which comes after a fashion whim what
remains is a long-lasting fashion trend which allows to be carried away by
consumers of weak purchasing power. Low-quality products, if they have a
characteristics of a fashion trend in shape, color or ornament, are popular
among consumers of small purchasing power.
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