Fashion is a popular style or practice, especially in clothing, footwear, accessories, makeup, body, or furniture. Fashion is a distinctive and often constant trend in the style in which a person dresses. It is the prevailing styles in behaviour and the newest creations of textile designers.[1] Because the more technical term costume is regularly linked to the term "fashion", the use of the former has been relegated to special senses like fancy dress or masquerade wear, while "fashion" generally means clothing, including the study of it. Although aspects of fashion can be feminine or masculine, some trends areandrogynous.
I'm not really a fashion designer. I just love clothes. I've never been to design school. I can't sketch. I can't cut patterns and things. I can shorten things. I can make a dress out of a scarf. - Kate Moss
You see me, I wanted to be fashion designer. I became fashion designer. So I thinkeverything is possible. - Jean Paul Gaultier
I wear a lot of black, knitwear, skinny jeans and very high heels. My mum used to work for a fashion designer making knitwear, so she knits me lots of chunky scarves, hats and gloves, which I love. - Katie McGrath
As a fashion designer, I was always aware that I was not an artist, because I was creating something that was made to be sold, marketed, used, and ultimately discarded. - Tom Ford
Fashion relates to social and cultural context of an environment. According to Matika,[36] “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,[37] “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 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,[38] “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,[38] “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.”
Minimalist fashion
"Less is more." is the main idea of minimalist fashion. Minimalism is a philosophy of dressing that has endured for decades, and is probably best recognized today by the general public through the fashion houses of Jil Sander, Balenciaga, and Calvin Klein. Calvin Klein really has captured the minimalist movement in America during the 1990s. While the clothes are simple and have a reduction on color pallet, there is a very sexual and grunge feel to his designs.
Simple, function, and original are the key components to describe minimalism. Clean lines, functionality have always been hallmarks of the style. It depends as the mainstream fashion of 90s, Calvin Klein and ` are the well-known examples for minimalistic style. They create easy clothes for modern women which use executed cut to emphasize shape and neutral color are the major color tone.
90s fashion has re-emerged the black and white palette prevalently as a defining duo on today's runways. The all-white look is another 90s favorite look which is impacting a rise in neutrals in today’s fashion as well. Minimalism is also a catalyst for the rise of activewear influences. This trend introduces the bandeau and sports bra tops, bomber jackets and racerback details in high fashion collections during that era and it returns to runways and streets today.
Sheer is a key material during the minimalist movement. It emerges in a wide range of applications, from an overlay to a full garment. The trend for transparency keeps to continue as a focus of designer collections every since then. Besides sheer fabrics, metallic materials also bring the interest to the sparse shapes of the era. It is a trend that reflects in the rave culture and bridging the grunge musician and the fans. Reflective has returned on recent runway and also on current streets with a range of metal.
Consumer's needs
In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[42] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ 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 its 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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