Origin of Trends

Trend Drivers

Trends in general have a short product life cycle due to fast changes in tastes and fashion and seasonality. Firstly it starts with the trend creators and trendsetters, the introductory stage where the trend is unheard of as of yet. If the trend terminates here and is unsuccessful it is known as a fad. The early mainstream section consists of public awareness of the trend such as being shown on catwalks and present in magazines, the mainstream section where it becomes readily available in high street stores and from there downwards where the trend is going into decline and everybody is aware of the trend. The best phase for retailers is the ‘acceptance phase’ where it becomes a popular trend and consumers demand products of this trend, creating higher profi ts for the retailers.

“The fashion cycle allows retailers to better predict sales and profi tability of specifi c styles”

Kim, Fiore and Kim, 2011

“Trends tend to be evolutionary rather than revolutionary”

Sproles and Burns, 1994

What are the global impacts of Trends?

Fashion is arguably one of the biggest factors that can affect society. In the past few years, there has been a higher demand for new trends than ever before, due to this, it has led to a negative impact on the environment.

“The turnover of fashion us just so quick and so throwaway, and I think that is a big part of the problem. There is no longevity.” (Alexander McQueen)

Recently the main focus of the fashion industry has been profi tability. Production is no longer a main objective. Many fast fashion brands have created a following of consumers who practice impulsive shopping who choose quantity over quality without knowing anything about the origin of the clothes they buy. Many companies who utilise fast fashion, mainly high street stores, exploit workers, giving them very little pay to increase the company’s profi t margins in developing countries such as India with very poor working conditions and no safety measures. The workers have no say and they are forced to accept these poor conditions.