Understanding a Trend

If you’re here, it probably means you have some interest in Fashion and would like to know more. I’ve been there too before. Especially when my friends/family asked me what the purpose was of studying Fashion and I had no idea how to answer them. Now I know it is futile to ask them to watch ‘The Devil Wears Prada’ for that one scene where Miranda has that iconic monologue. If you know, you know. I think what most people tend to miss is the fact that, that scene is so iconic because it accurately sums up what it’s all about. Still confused? Well, you’re at the right place. 

When I was little and bored, I used to surf the channels on the TV and would always stop on the Fashion Runway channels wondering what I was looking at. I always thought it was strange. Strange looking people, waking down strange looking runways, wearing strange looking outfits. When I got older and spent a lot of my time jumping between that and the cooking channel, I wondered more and more. What was it all about?Surely no one would wear a headpieces the size of a watermelon on their trip to the supermarket right? As I got older, I realised I was somewhat right. No, no one wore an actual headpiece the size of a watermelon to the supermarket, but I definitely saw a few familiar designs. 

Something important to keep in mind when looking at current trends is the trickle-down theory. In historical terms, this would have been explained as the higher socioeconomic society starting the trend and so it would trickle down to lower socioeconomic society. In Fashion, the start of a trend could be seen in what the royals were wearing back in the day. In today’s society, Haute Couture can be seen as the royals of our Fashion industry. An idea is made with inspiration from current socio and political affairs, nature, technology, science, movies, music, history… You get the idea. Haute couture collections are then released twice a year in the form of Spring/Summer and Fall/Winter collections with said researched ideas. This is where influential people attend and report to the rest of the world on the creative masterpieces that they have witnessed. It then trickles down to the middle market where brands will take influences from the collections and create simplified, more affordable designs. It then further trickles down into the high street market where it becomes more accessible, simplified and more affordable. Eventually, it trickles down to discounted items and high quantities of the design being produced as more affordable and extremely simplified versions. 

It is then up to the consumer (you) to decide where you want to fall in the trickle-down theory. Most of the time, your lifestyle, budget and age makes the decision for you. But just because it is sometimes decided for you, does not mean you are not impacted by it. You still buy it, wear it, show it and share it with the world. And like Miranda said, “it’s sort of comical how you think that you’ve made a choice that exempts you from the fashion industry when, in fact, you’re wearing a sweater that was selected for you”. 

The important thing here to remember is that, if you don’t have interest in being the early adopter of trends, you are fine with shopping at your local budget-friendly retailers. If you use social media and can understand the importance of influencers and viral content, as it has swayed or influenced you before, you might understand why it is so important to understand trends, as a consumer and as a business. Every part of the pyramid in the trickle-down theory has its' target market. The higher you are, the more money you make (or spend) and the more influence you have. And who doesn’t love being on top?

So now you understand what trends are and why they are important. If you would like to know what these trends are and how you can be ahead of the game, watch this space.