Conclusion

It can be concluded that the summer fashion trend of wearing tweed, has had commercial success on Nottingham high-street. After interviewing the store manager of a popular high-street retailer, it gave an insight into how visual merchandisers were using the trend at the front of all of their stores to attract customers, provoking the conclusion that this is a popular trend this season, not only in Nottingham, but nationally too. Celebrities like Kendall Jenner and Gigi Hadid are sporting the trend with press coverage, their social media pages and in magazines. Also, icons like Kate Middleton are being spotted wearing tweed, meaning that many different demographics all over the world are taking interest in this fashion trend, furthermore demonstrating the global success that Tweed has had thus far. A questionnaire allowed a greater understanding of how the trend has been accepted as of yet, in which it can be deduced that the trend is still in its stages of growth, yet to reach maturity, as the trend awareness is still increasing.

It is now expected by consumers that fast fashion trends are suitable for not only the catwalk, but for the environment too. Retailers are expected to consider the sourcing and production of their garments, ensuring that they treat their workers and the environment in a fair and sustainable manner. This is due to the increasing demand of the latest trends at a faster rate, which is resulting in damage to the environment, something that consumers are becoming progressively aware of.

This project has allowed an in-depth understanding of the marketing of trends, how trends are born, the impact of fast fashion, and how different theories play a part in the life-cycle of fashion trends. It is now understood how a trend like Tweed can develop from something very practical and unfashionable, to an iconic fabric, suitable for haute couture runways, and fast fashion trends.