How Trends Impact Fashion Brands

How Trends Impact Fashion Brands

Charlie Bradley Ross Monday, 2 September 2019

Crucial to our understanding of the market and our customer’s preferences, trends drive every industry in the world. And nowhere else can the direct correlation between trend forecasts and decision-making be seen more clearly than in the fast-paced world of fashion.

Even the words “trend” and “fashion” are synonyms of the other, denoting a surge in popularity for a particular product, style, or behaviour. Throughout the history of fashion, experts have debated the direction of influence in the phenomenon of clothing trends - does cause and effect work in a “trickle down” or a “bubble up” motion? Are designers influenced by what they see on the streets, or do people make their choices based on what they see in fashion marketing and stores?

Whatever direction you believe this influence moves in, the driver for changes in trends is an underlying power to shift opinion, and in time, encourage people to take action. Brands with the ability to predict what might cause the shift will, therefore, give themselves a competitive edge.

In this Lesson you will learn:

  • The underlying cause and effect of trends in the current fashion market
  • Why it's crucial as a designer to keep your ear to the ground for upcoming trends
  • What trend forecasting is, and why it has become a billion-dollar industry

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Next Lesson

  • How to Be a Sustainable Fashion Brand and Listen to Trends

    with Charlie Bradley Ross

    Following trends in the mainstream fashion industry and providing sustainable fashion do not have to be mutually exclusive practices. Fortunately, the fashion industry has shifted to embrace a greater focus on sustainability and ethical fashion from designers. While this change brings with it its own challenges, it is also possible to both follow trends and participate in trend forecasting and produce sustainable pieces at the same time.