The relationship between color cycles in home furnishings and apparel, 1969–2009

Abstract

Color is an influential factor in consumers' product selection decisions and has been studied from this perspective for decades (Garber and Hyatt 2003; Middlestadt 1990). It attracts attention and communicates to consumers through brand logos, store lighting, advertising, and packaging (Labrecque et al. 2013). Colors linked to brand identification may have longevity, but product colors are prone to change or potentially cycle over time (Hope and Walch 1990). Typically, forecasts are made based on previous trends and interpretation of the economic, cultural, and social settings of the time (Stansfield and Whitfield 2005). Apparel product developers see color as a crucial aspect of fashion line planning; they report relying on customer and sales information, their own experience, and professional services to inform decisions (Noh and Ulrich 2013). Along with apparel and accessories, color forecasts are regularly used for interior spaces, cars, and even personal technologies. While these forecasts are an integral part in making color decisions, often retailers and designers choose to play it safe to ensure sales of basic or classic products (e.g. the little black dress) (King 2012). Historic evidence of shifting patterns in dominant color trends demonstrates that the many possible variations in hue, value, and saturation make color a very mutable component of fashion change. Although the concept of fashion change was long considered