New Fashion Trand
Fashion trends are influenced by several factors including political, economical, social and technological. Examining these factors is called a PEST analysis. Fashion forecasters can use this information to help determine growth or decline of a particular trend.
Political influences
Political culture plays a critical role in the fashion industry. Political changes are reflection of today's fashions. Most of the political events and laws are affecting fashion in a way of creating fashion trend. Considering the relationship between fashion and politics, we can see how fashion is not only a matter of aesthetic but it involves politics as well. Within political references, we can see how fashion can change.
Not only did political events make a huge impact on fashion trends but also the political figure played a critical role in forecasting the fashion trend. For example, First Lady Jacqueline Kennedy was a fashionable icon of the early 1960s who led formal dressing trend. By wearing a Chanel suit, a structural Givenchy shift dress or a soft color Cassini coat with huge buttons, it created her elegant look and led a delicate trend.
Furthermore, political revolution also made much impact on the fashion trend. For example, during the 1960s the economy had become wealthier, divorce rate was increasing and government approved the birth control pill. This revolution inspired younger generation to rebellion. In 1964, the leg-baring miniskirt has become a major fashion trend of the 1960s. Given that fashion designers began to experiment with the shapes of garment, loose sleeveless, micro-minis, flared skirts, and trumpet sleeves. In this case, mini-skirt trend became an icon of the 1960s.
Moreover, political movement built an impressive relationship with fashion trend. For instance, during Vietnam war, the youth of America made a movement that affected the whole country. In the 1960s, the fashion trend was full of fluorescent colors, prints patterns, bell-bottom jeans, fringed vests, and skirt became a protest outfit of the 1960s. This trend was called Hippie and it is still affecting current fashion trend.[28]
Technology influences
Technology plays a large role in most aspects of today's society. Technological influences are growing more apparent in the fashion industry. Advances and new developments are shaping and creating current and future trends.
Developments such as wearable technology has become an important trend in fashion and will continue with advances such as clothing constructed with solar panels that charge devices and smart fabrics that enhance wearer comfort by changing color or texture based on environmental changes.[29]
The fashion industry is seeing how 3D printing technology has influenced designers such as Iris Van Herpen and Kimberly Ovitz. These designers have been heavily experimenting and developing 3D printed couture pieces. As the technology grows, the 3D printers will become more accessible to designers and eventually consumers, which could potentially shape the fashion industry entirely.
Internet technology such as online retailers and social media platforms have given way for trends to be identified, marketed and sold immediately. Styles and trends are easily conveyed online to attract the trendsetters. Posts on Instagram or Facebook can easily increase awareness about new trends in fashion which can create high demand for specific items or brands,[30] new "buy now button" technology can link these styles with direct sales.
Machine vision technology has been developed to track how fashions spread through society. The industry can now see the direct correlation on how fashion shows influence street-chic outfits. The effects can now be quantified and provide valuable feedback to fashion houses, designers and consumers regarding trends.[31]
Military technology has played an important role in the fashion industry. The camouflage pattern in clothing was developed to help military personal be less visible to enemy forces. A trend emerged in the 1960s and camouflage fabric was introduced to street wear. The camouflage fabric trend disappeared and resurfaced several times since then. Camouflage started to appear in high fashion by the 1990s.[32] Designers such as Valentino, Dior and Dolce & Gabbana combined camouflage into their runway and ready-to-wear collections.
A company called Hyperstealth has said to have created a technology that can make an object or person invisible. "Quantum Stealth" is a light bending technology and can mask thermal and infrared signs. The company has continued developing this technology, but due to safety and legal concerns minimal information has been released to the public.[33] This technology will not be quickly introduced into the commercial market, but the companies other projects such as non-powered color changing camouflage materials may be. Additional projects such as using interactive or intelligent technology sources that will be embedding into textiles will adjust to surroundings such as weather.[34] As these developments proceed, consumers may see a more modern and technical way of wearing camouflage.
Social influences
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Celebrities such as Rihanna have popularised the concept of wearing Latex corset and underwear as outerwear[35]
Fashion trend goes beyond the aesthetic values, it emerges as an expressive tool for designers to deliver their message about the society. With the influence of social media, celebrities and bloggers, their voice are easily being heard and have impact on fashion and trend at any time. Fashion and music are inseparable. Prabal Gurung[36] highlighted the importance of music to his shows, saying "each season we want to tell a story for 10 minutes…. the perfect harmony between cloths and music allows this". Music is a representation of fashion that expresses the abstract design concept into relatable harmony for viewers.
Fashion relates to social and cultural context of an environment. According to Matika,[37]"Elements of popular culture become fused when a person's trend is associated with a preference for a genre of music…like music, news or literature, fashion has been fused into everyday lives." Fashion is not only seen as pure aesthetic values; fashion is also a medium for performers to create an overall atmosphere and express their opinions altogether through music video. The latest music video ‘Formation’ by Beyoncé, according to Carlos,[38] "The pop star pays homage to her Creole root.... tracing the roots of the Louisiana cultural nerve center from the post-abolition era to present day, Beyoncé catalogs the evolution of the city's vibrant style and its tumultuous history all at once. Atop a New Orleans police car in a red-and-white Gucci high-collar dress and combat boots, she sits among the ruins of Hurricane Katrina, immediately implanting herself in the biggest national debate on police brutality and race relations in modern day."
Runway shows are planned and coordinated around social media and its influence. Many invitations to such shows are based on a persons influence on social media networks
Runway show is a reflection of fashion trend and a designer's thought. For designer like Vivienne Westwood, runway show is a platform for her voice on politics and current events. For her AW15 menswear show, according to Water,[39] "where models with severely bruised faces channeled eco-warriors on a mission to save the planet." Another recent example is a staged feminist protest march for Chanel's SS15 show, rioting models chanting words of empowerment with signs like "Feminist but feminine" and "Ladies first." According to Water,[39] "The show tapped into Chanel's long history of championing female independence: founder Coco Chanel was a trailblazer for liberating the female body in the post-WWI era, introducing silhouettes that countered the restrictive corsets then in favour."
Economical influences
Circular economy
As we undergo a global economic downturn, the "Spend now, think later" belief is getting less relevant in our society.[40] Today's consumer tends to be more mindful about consumption, looking for just enough and better, more durable options. People have also become more conscious of the impact their everyday consumption has on the environment and society. They're looking for ways to mediate their material desires with an aim to do more good in the world. A linear economy is slowly shifting to a circular one.
In today's linear economical system, manufacturers extract resources from the earth to make products that will soon be discarded in landfills, on the other hand, under the circular model, the production of goods operates like systems in nature, where the waste and demise of a substance becomes the food and source of growth for something new. Companies such as MUD Jeans, which is based in the Netherlands employs a leasing scheme for jeans. This Dutch company "represents a new consuming philosophy that is about using instead of owning," according to MUD's website. The concept also protects the company from volatile cotton prices. Consumers pay €7.50 a month for a pair of jeans; after a year, they can return the jeans to Mud, trade them for a new pair and start another year-long lease, or keep them. MUD is responsible for any repairs during the lease period.[40] Another ethical fashion company, Patagonia set up the first multi-seller branded store on EBay in order to facilitate secondhand sales; consumers who take the Common Threads pledge can sell in this store and have their gear listed on Patagonia.com's "Used Gear" section.[40]
China's domestic spending
Consumption as a share of gross domestic product in China has fallen for six decades, from 76 percent in 1952 to 28 percent in 2011. China plans to reduce tariffs on a number of consumer goods and expand its 72-hour transit visa plan to more cities in an effort to stimulate domestic consumption.[41]
The announcement of import tax reductions follows changes in June 2015, when the government cut the tariffs on clothing, cosmetics and various other goods by half. Among the changes — easier tax refunds for overseas shoppers and accelerated openings of more duty-free shops in cities covered by the 72-hour visa scheme. The 72-hour visa was introduced in Beijing and Shanghai in January 2013 and has been extended to 18 Chinese cities.[41]
According to reports at the same time, Chinese consumer spending in other countries such as Japan has slowed even though the yen has dropped.[42] There is clearly a trend in the next 5 years that the domestic fashion market will show an increase.
Consumer's needs
Consumers all have different needs and demands that have to be suited. A person's needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[43]
For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.
Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know their customers’ needs before developing solutions. Steve Jobs said, "You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it".[44]
The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[45]Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.
Benefits of primary research is specific information about a fashion brand's consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.[45] Observation can really help a company gain insight on what a consumer truly wants. There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed. For example, observing the public by taking street style photos of people, the consumer did not get dressed in the morning knowing that would have their photo taken necessarily. They just wear what they would normally wear. Through observation patterns can be seen, helping trend forecasters know what their target market needs and wants.
Knowing the needs of the consumers will increase a fashion companies’ sales and profits. Through research and studying the consumers’ lives the needs of the customer can be obtained and help fashion brands know what trends the consumers are ready for.
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