Fashion is defined as “a popular trend or a manner of doing something,” but we all know it’s more than that. But what?
As fashion trends grow and wither, the hip thing and the hot brand change with it. It’s more than just the fabric of the fashion, it’s the power of a brand, the style of the trend, and the state of the industry.
The Fashion Brand
A brand communicates to the consumer what something is at its core and why they need it. It matters to the consumer to be seen wearing a certain brand because it communicates to others the same message the company has cultivated for itself. It is an extension of them and they are a part of its community.
A brand helps separate you from the sea of similar competitors. There could be similarities in clothing from Brand to Brand, but customers will typically stick with the brand they know.
And not only is it the company name that is that identifies the brand, but also the logo. Think of logos like Nike, Louis Vuitton, Mercedes …
No matter the brand, it’s more important than ever to remain consistent. It’s no longer about a single marketing source (advertising, editorial, magazine, internet, photo, video, interactive, etc.), but a collective campaign that builds a consumer’s trust in your brand.
The Style of Trends
Where do trends come from? Most obviously, the runway, but trends are also a sign of the times. Fashion is often on the frontlines of social change.
In the Sixties women starting show their midriff as an expression of sexual freedom, and thus the crop top became all the rage. The same goes for the bikini and the miniskirt that emerged during that time.
During the Seventies, the Punk subculture – fashion and all – emerged as a sharp response to authority and “selling out.” Designer Vivienne Westwood had a major hand in bringing the brash, outspoken fashion from this era onto the main stage.
Fashion turns the constant back-and-forth of social conflict into something we can see, touch, and express ourselves with.
The State of the Fashion Industry
Social media has affected the fashion industry at large too. A fashionista in Korea can directly influence fashion culture in small-town America. Startups can offer flexibility and innovation that corporations can’t. Corporate brands (like Calvin Klein) can harness social media to breath new life using old concepts.
Brick-and-mortar stores are falling fast as the shift to online shopping continues. No surprise there. It’s all uprooted though, with mobile online shopping easily overtaking traditional computer use.
The Final Verdict
So, what is fashion? It’s change. Brands, trends, and the industry. If you’re not dynamic, you won’t stay relevant for long.
