Obsolescence
Obsolescence is when a person or object is no longer wanted even though it is still in good working order.
Types of obsolescence
Technical or functional obsolescence
- When a new, more functional product or technology superceeds the old (example: telegraph -> telephone)
- The product becomes useless due to changes in other products. For example, buggy whips became obsolete when people started traveling in cars instead of buggies.
- Spare parts are made expensive in order to make puchasing a new item a more attractive option.
- Use of poor quality materials to shorten the product lifetime.
Planned obsolescence
When marketers deliberately introduce obsolescence into their product strategy. The marketer's objective is to generate long-term sales volume by reducing the time between repeat purchases. In a highly competitive industry, this can be a risky strategy because consumers may buy from competing producers. There are also ethical considerations. See planned obsolescence.
Style obsolescence
- When a product is no longer wanted because it is not in the 'style' that is popular at that particular time. Products that are stylistically obsolete are often not functionally obsolete. A common example is 'acid-wash' jeans.
- Because of the "fashion cycle", stylistically obsolete products may eventually regain popularity and cease to be obsolete.
Postponement obsolescence
- Technological improvements are not introduced even though they could be.
