It happens each season: fashion forecasting houses release hefty books containing predictions on which styles and fabrics would become ‘in’, designers and brands create their collections base on these predictions and, soon enough, fashion magazines review them, tell us about them, and get inspired by them to come up with fashion editorials.
Though we understand trends, we can’t help but notice that they don’t work as they used to, especially for Millennials. It was back in 1937 that James Laver, an English author, curator, and fashion historian created the Laver’s Law; an attempt to make sense of the fashion trend lifecycle. It goes like this: when a trend is in fashion, it’s ‘smart’, one year before that, it’s ‘daring’ and 20 years later, it becomes ‘ridiculous’.
How things have changed…
While some of the traditional fashion forecasting houses still issue their seasonal tomes, their impact is not what it used to be. With social media and the growing sense of their individuality and what makes them unique, Millennials have reshaped the fashion industry in ways no one could have predicted.
This fashion conscious generation is looking for brands that will allow them to show their personalities. Though they are still heavy consumers of affordable clothing companies such as ForeverXXI and H&M, they won’t hesitate to spend 100$ on a shirt made by an emerging designer hidden somewhere in Brazil. But, this doesn’t mean they won’t follow some trends.
Today, trends are born and die fast influenced by celebrities, bloggers and other influencers who, by just snapping their fingers, can make a trend ‘in’ or ‘out’. To sell, a brand must be quick. Zara takes just two weeks to take a product from design studio to its stores, which feature over 10,000 new designs per year. Topshop drops new items every day.
It’s a speed market appealing to a generation looking for brands that are willing to appeal to their various personalities and lifestyle; a generation who can be creative by day and ready to take their gloves by night.