Fashion Trend CycleIntroductionBackgroundThe fashion clothing industry has evolved significantly, especially over the last 20 years. The changing dynamics of the fashion industry have forced retailers to seek low costs and flexibility in design, quality and speed to market, key strategies to maintain a profitable position in an increasingly market demanding. The fashion industry has undergone significant changes since the 1990s with the introduction and emergence of a concept of "disposable" or fast fashion. Fast fashion has certainly impacted the industry from a supplier perspective as well as a consumer perspective, and draws attention to several potential research issues. What is a trend? . Fashion trend is therefore the latest development in the fashion industry” (Fibre2fashion.com, 2014). Trends In & Out of Fashion Fashionable clothing at reasonable prices is a double-edged sword that makes it possible to buy fashionable looks for everyday budgets, while at the same time leading to the trend being abolished quickly. However, when the market is completely saturated with the same repetitive trend, it loses its appeal. So how can we tell how long a fashion trend will last? In general, most fashion trends last close to a year, but some trends, which are generally acceptable, last much longer. It is considered that fashion trends normally reappear almost every twenty years. So, mini skirts from the 80s are back in trend. The key to assuming how long a trend will last depends on when you purchased the collection. If you bought when the counterfeits or discounts take place in a retail store, then the trend countdown lasts no more than one or two se...... middle of paper ...... you will benefit from understanding the historical continuity of design for their particular product offering. However, due to these implications, it has also given rise to trendy products in the market to satisfy the unique utility of a new experience for consumers (Reed, 1987, pp. 52--62). Based on the research conducted as part of the literature review, I was able to conclude that the rise of fast fashion has had a significant impact on the fashion industry in terms of consumer purchasing behavior and of its impact on the market. In addition to this, the rapid development of IT and technology has given rise to more informed consumers, which affects the supply and demand in the market. Regarding my research, the literature review helped me understand whether the fashion trend cycle is affected. by the evolution of consumer purchasing power and the development of computing and technology.