What is a Fashion Trend and How Do You React to Them?
Updated: Jun 25, 2019
What is a fashion trend? That is the million dollar question that everyone in the fashion industry would love to have a silver bullet answer to. Designers and buyers spend an inordinate amount of time observing and tweaking (and nail-biting) their choices in order to stay ahead of the curve. The culotte is in one day and a fashion blogger's nightmare in 3 months. Fashion trends no longer predictably follow seasons.
The way in which fashion trends are created and evolve has changed greatly since the post-WWII period. After to the second world war, fashion trends evolved according to “Laver’s Law” whereby a trend was first indecent, then shameless and daring before becoming a trend or “smart”, then dowdy, then hideous. The life-cycle of a trend at this time was typically twenty years. Fashion houses relied on “The Bible”, a hardbound book that predicted fashion trends (color, cut, fabric) by season for years in advance.
Things have dramatically changed in the past decades
How things have changed! Runway shows certainly still dictate trends. Major designers take inspiration from art, culture, society, even food for their designs. However, the days of a trend lasting for years are gone. With the advent of 24/7 social media and “connectedness”, trends, more often than not, begin as street-style on a fashion blog or Instagram, and are huge in a few days. In this manner, customers are creating trends as well as demand.
[ Related: How Millennials Are Reshaping The Fashion Industry ]
Of course trend forecasting agencies are still relevant pillars in the fashion scenario. These agents focus on analyzing market trends and historical data at many levels that affect fashion tendencies. Still today, fashion designing companies purchase their services to make decisions about their collections.
With these many factors and influences in the game, how can designers and buyers keep up with the constantly changing trend landscape in order to optimize their sales revenue? Designers can especially benefit from easily implemented, out of the box software solutions to manage inventory, sales, management and so much more that is not core to design work. The same work done by a trend forecasting consulting agency can be done in-house. These software solutions allow fashion business owners to observe the trends, even predict the trends--but naturally those forecasts need to be manifested in a reasonable time-to-market!