– Trend analysis detects short-term and long-term trends that affect business prospects. Trends start as experiments, self-expression and reactions to changing circumstances. Many trends vanish almost as soon as they are created, but some gain a lot of exposure and built momentum. The they are recognized by the gatekeepers of Fashion – designers, journalists, merchants, and forecasters- the trends start to appear in media coverage.
Trend analysis looks at the interaction of shifts in fashion, consumer lifestyles, and culture.
– Clothing companies compete for consumers’ attention and dollars with many other alternatives, including electronics and entertainment. To be competitive in the fashion business, companies must observe the plans and capabilities of competing through regular tracking of key information.
Whether it is called competitive analysis, competitive information, or competitive intelligence, the company survival and growth depend on using public sources to monitor the activities of competitors.
New businesses depend on this kind of information in the start-up stage; established businesses use it to help them find out new markets; and large corporations treat it as input for senior managers coordination activities across markets and lines.
– Fashion historians argued that fashion is a reflection of the times in which it is created and worn. Fashion responds to whatever is modern – that is, to the spirit of the times or THE ZEITGEIST.
The power of the ZEITGEIST is its ability to coordinate across product categories.
– Fashion affects all product categories – food, sports, architecture, interiors, and car.
For example, fashion and cuisine exhibit the same trends and cycles. In the mid-1980’s, the newest trend in food was TEX-MEX, but that was replaced by Cajun only a few years later. Also once all fashionable sandwiches were served on pita bread, a few year later it was on a croissant, after that it was multigrain peasant-style bread, and then wraps.
Soccer was once an obscure sport in the USA, while today it is an avid passion of many youngsters.
In the past snowboarding was once the province of a small group of participants, today it is covered on television sports channels and the functional clothing of participants has been adapted to mass fashion.
Media not only report on the culture, they are shaped by it. Watching network television was a big part of people live until the coming of cable, startup networks, the internet, video games, and computer games pushed the networks off the cultural front burner.
Fashion is a style that is popular in the presenter a set of trends that have been accepted by a wide audience. It is a complex phenomenon from psychological, sociological, cultural, of commercial point of view.
FASHION AS A SOCIAL AND PSYCHOLOGICAL RESPONSE
– Fashion is define as a social and psychological response because it reveals the body and the self. Clothing choices express personal style and individuality but also serve to manipulate the public image to fit situations and the expectations of others. The engine of fashion is sparked by the dual goals of imitation and differentiation, of fitting in and standing out, of following the leader and being distinctive.
FASHION AS POPULAR CULTURE
– Fashion is define as a popular culture because it is operating within the domain of popular culture. Unlike high culture (fine art, classical music, and great literature), popular culture often seems not too important, last very short time, and extremely frivolous. For the same reasons as the popular culture, it is difficult for some people to take fashion seriously.
– Sometimes an ugly trend may be a very popular style, because it attracts people’s attention. A lot of people invest their time, interest, and money in popular culture because many people simply follow influential celebrities without any questions.
FASHION AS CHANGE
– Defining fashion as a change captures the charm of new things, the responsiveness to the spirit of the times, and the pull of historical continuity. Fashion is not a phenomenon restricted to only clothing, but it is also present in the design of automobile, architecture, technology, cuisine and even business management strategies.
Understand fashion helps explain how quick transformation happen in other industries.
FASHION AS A UNIVERSAL PHENOMENON
– By the mid-15th century, France became the center of fashion for a numbers of reasons. Later on it was like a crossroads of international trade with exposure to foreign styles. It had the beginning of a fashion trade in materials, ideas, artisans, and the member of the court desired to display wealth through elaborate costume. Fashion can happen to any area of life and spread to the rest of the world.
FASHION AS A ECONOMIC STIMULUS
– More than an abstract concept, fashion is an economic entity. Someone from New York said “if clothes cannot be relied on to wear out fast enough, something must be found that will wear out faster; that something is what we call fashion”
Clothing companies create fashion goods with the ability to mix aesthetic concern and market mindfulness – that is mass-production; and people will find several reasons to shop for new items.