Fashion is a cultural phenomenon that has shaped the way we look, act and speak. This multifaceted industry encompasses clothing, footwear, accessories, cosmetics and more, reflecting social trends and societal movements. In recent years, fashion has been influenced by feminist and gender non-conforming movements. Designers have incorporated empowerment and autonomy into their collections, notably through ‘power dressing’ styles which are characterized by structured silhouettes and strong tailoring.
The concept of continual and accelerating change in clothing styles has been traced back to late medieval times. However, the rapid pace of change since the mid-19th century has been attributed to advances in production methods and mass media. The rise of globalisation also accelerated the speed at which trends are adopted and then abandoned, making the idea of fashion much more fluid and accessible to the average consumer.
It is also important to remember that fashion is a form of self-expression, and can therefore reflect our own personality and moods. For example, wearing floral prints may make us feel happy and optimistic, while a more dark and broody outfit could create an air of mystery and sophistication.
As an industry, it is a globalised business, and fashion blogs, YouTube videos and Instagram feeds have become a vital source of inspiration for many. It is also a very socially connected practice – fashion can be seen as a marker of identity, and as a form of status within a group or community.
Fashion trends are also influenced by our culture and environment, with certain cultural aesthetics being more popular than others. For instance, in the 20th century, women began to reject restrictive corsets for more practical and comfortable clothing such as trousers. This shift was partly due to the influence of female suffrage, but also because designers were starting to create more fashionable looks that allowed women to express themselves and their independence.
A large part of the fashion industry is based on merchandising and marketing, and it is very important for brands to know who their customers are. This is because knowing what they want can help boost sales and revenue. In addition, knowing what their needs are can help them create products that are more likely to sell, and improve customer satisfaction.
For example, the majority of consumers are women, so it’s vital for a fashion brand to cater their product and service to this demographic. This involves understanding the preferences and needs of these women, which can be achieved through market research. This information is then used to design and market clothes that will appeal to them. This is known as ‘targeted marketing’, and it is a crucial element of the fashion industry.