{"id":13,"date":"2020-07-17T02:25:56","date_gmt":"2020-07-17T02:25:56","guid":{"rendered":"http:\/\/5f10ba9a1b540d001733f39e"},"modified":"2021-10-28T11:59:19","modified_gmt":"2021-10-28T01:59:19","slug":"how-do-fashion-trends-start","status":"publish","type":"post","link":"https:\/\/2dpoint.net\/how-do-fashion-trends-start\/","title":{"rendered":"How do fashion trends start?"},"content":{"rendered":"Reading Time: <\/span> < 1<\/span> minutes<\/span><\/span>
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  1. A handful of fashion forecasting companies such as Doneger Group, World Global Style Network (WGSN), and Colour Association of the United States\u00a0<\/span>monitor<\/span><\/em>\u00a0signals and connect the dots to predict what people would be wearing (colour, designs); a year or two from now.<\/span><\/li>\n
  2. The signals could be objective (not influenced by personal feelings but based on facts) or subjective (based on personal taste & feelings).<\/span><\/li>\n
  3. The fashion meetings where Doneger, WGSN and the like share & discuss their findings are attended by some of the biggest names in design (Calvin Klein, Ralph Lauren etc.), retail (Saks Fifth Avenue, Cotton Inc. etc.) and manufacturing.<\/span><\/li>\n
  4. The information from the presentations and inputs from attendees are then synthesised, and final predictions are agreed to, and ‘locked’.<\/span><\/li>\n
  5. Other designers and retail labels (medium & small) also buy these trend reports from fashion forecasting companies.<\/span><\/li>\n
  6. Now, big retailers such as Saks Fifth Avenue give fashion media advance notice of styles that will appear in their stores.<\/span><\/li>\n
  7. It is a win-win for both media (they get a scoop) and retailers (helps them warm up the consumer to the ‘upcoming fashion’).<\/span><\/li>\n
  8. Similarly, designers that have based their designs on this ‘coordinated information’ hold fashion shows and send invitations to fashion media and fashion photographers.<\/span><\/li>\n
  9. Designers also arrange for their designs to be featured on movies & TV programmes and donate their latest creations to celebrities, who get photographed in this ‘new-fashion’ by paparazzi.<\/span><\/li>\n
  10. At the same time, this coordination among fashion forecasters, designers and retailers leads to the clothes on the store racks sharing quite a few features.<\/span><\/li>\n
  11. Consumers get exposed to the same fashion from all touch-points – media, celebrities, stores & other people.<\/span><\/li>\n
  12. In a certain sense, therefore, the prediction in itself is the cause.<\/span><\/li>\n
  13. And so, many believe it is not the signals-caught-by-forecasters (even if the signals were objective, for them to hold relevance in 2-years time is wishful) but who all buy predictions based on those signals that decide fashion.<\/span><\/li>\n<\/ol>\n
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