Charles Frederick Worth was the first designer to have his label sewn into garments he created, ultimately fortifying him in the history books as the first person to have a brand logo on clothing.
This occurred in the 19th century, when fashion houses were run by individual designers instead of corporations owning brands.
Since the 19th century, there have been some great fashion innovations and unique fashion trends that described a certain point in time. On the contrary, there have also been some horrible fashion designs that started as trends, but ended as ample firewood supplements.
Since the inception of the industry, fashion enthusiast and industry professionals have been attempting to create trends that stick. Using different “hit or miss” techniques, CEO’s have come to realize that there are a few major factors that separate fashion successes from fashion failures.
In addition to the clothing industry, fashion goes beyond just apparel – people can create fashion trends with jewelry or tattoos.
Below are a few tips for avoiding fashion failures within your industry and hopefully help your organization come up with the next big thing.
What Makes a Fashion Trend?
Think of Trends like Basic Physics – Newton once said, “For every action, there is an equal and opposite reaction.” The same concept can be applied to fashion trends purely because actions promote reactions with consumers across the world. In general, bold colors and exaggerated shapes promote happiness and cheer. Consumers often associate bold colors and crazy designs to different geographical areas and season changes. Bright colors are for summer, while plain colors for winter. In addition, New York fashion is substantially different from Florida fashion throughout the year. This is why it is imperative to understand your consumer and their personality.
Know the Personality – If you ask any industry professional or fashion student what the process is for creating a successful trend they will most likely say, “Know your consumer’s personality and build designs based on personal values and attributes.” Whether you are selling tattoo services or clothing products, it is imperative to target a type of person and concentrate on behavioral economics more than supply and demand. Eventually, very successful trends come through critical mass induced by public figures or various well-known groups throughout the world. Prior to that critical mass point, staying true to the brand image is essential for perception.
Take Risks & Be Creative – Fashion trends that often plummet are the ones that fall into the traditional mold of previous innovations. Taking risks on what you think consumers will want to consume is the only way to become a trendsetter and is entirely based on timing. Without proper timing, fashion trends will perish. For example, during a time of economic decline in a country, people want to come together and unite – this ultimately makes individuality pieces less popular on a massive scale. Fashion is often a reflection of social norms and time-sensitive conditions of a community. Some fashion trends become traditions, while others are completely based on the mental conditioning of the surrounding community. Always understand what message and position your design and brand is willing to take in order to maximize market share.
Expand Your Research – Although there is no single source for a trend to occur and take hold of a community, most trends traditionally follow a few factors. These factors include film, art, pop culture, and socio-political movements. A great example of trendiness is the hippie, free-living culture of the mid-20th century. People of that time valued self-expression, love, and free-spirit living – the fashion of that time also reflected the times.
Ultimately, ordinary people drive the sales and build critical mass of fashion trends. With that said, a few individuals seem to drive the actual trend initially and through the beginning stages of acceptance. Fashion trends do not succeed purely on celebrity support, but if the community initially accepts the trend, celebrity influence is usually the driver of continuous expansion. Therefore, if you can influence the powerful few, you’ll have a successful trend – at least for the short-term.
The writer of this article, Matthew Hall, is a fashion blogger who strives to learn what makes some brands succeed, and what makes others fall. For those looking to take advantage of the temporary tattoo trend, he highly recommends paying a visit to blingtattoos.com. You can learn more about Matthew on Google+.