FUR
Fashion has a love hate relationship with fur. In the eighties real fur was massive and now its making a comeback in the form of dyed fur, which is usually fox fur as seen at Prada. In a poll done by The Daily Mail 58% of people aged 18-24 thought that the use of fur was wrong, this represents how the younger generation are becoming more tolerant to the use of fur.
MEN
The politics of fashion have lead many men to believe that if they express interest in fashion they will be categorised as not being manly. However in the 18th Century in that society it was deemed partially respectable to be a man into high fashion, yet when it was taken too far they were labeled as Macaronis.
SOCIAL CONDITIONING
Social conditioning is having your mindset altered by peers and the media, as a result of this it has often to let to rebellion such as political movements such as punk, which resulted in changing youth fashion. Vivienne Westwood was a full supporter of this movement, yet this movement is said to only happen/work in affluent countries. Semiotics are often used to create confusion among those who do not know. New luxury consumers will use luxury products as a symbol of success and to reflect their concerns and aspirations, however this representation has been crafted by the brand to give their products more of an appeal.
THE INFLUENCE OF MUSIC
Music is not considered to be as much of an influence with todays normcore generation as it was with the customisation generation. This is because previously consumers would never wear the same things out clubbing and they had time to customise their items as well. Whereas now consumers don't have the time or the resources to be able to do so, essentially because of the recession. Also consumers are more interested in a minimalistic aesthetic. The pinnacle hype for music as a fashion inspiration was in the 80s, some of the most inspirational music artists for fashion were Grace Jones, Queen, Kate Bush and Michael Jackson.
THE FUTURE
Going native is the direction consumers are going this is what will drive demand, its all about knowing where your goods have come from according to Marian Salzman it will be the ultimate proof point. However the definition for local is 500 miles.
AVOIDING MEGA SYSTEMS
LSN Global has predicted that in the near future most consumers will try to avoid using the corporations that currently dominate their lives. Examples of these are Amazon, Apple and Google.
THE AGE OF COLLABORATION
One of the latest ways to extend a brands life is collaboration with another business that has something different to offer such as Apple and Burberry as this made them both appear to be more current.DIGITAL CRAFT
The novelty of technology will soon wear off and consumers will want something innovative. One prediction from WGSN is that the trend of new technology and techniques that produce artefacts which have a human feel to them will become massive in the net few years, as consumer have become bored with technology.SUSTAINABILITY
Sustainability is measured by the thee primary factors - Envirnomnet, Socity and Finance, this is known as the triple bottom line approach and its all about being beneficial for everyone.
One way the fashion industry has tackled this movement is the BFC created an ethical initiative Estethica which is sponsored by fashion retailer Monsoon. It has supported over 100 designers who have showcased excellent designs that are committed to working in a sustainable way. Furthermore one online retailer Ebay has excelled in sustainability by creating a trend for recoiling old goods, rather than just throwing them out. One of the brands that has received this support is Bottletop, although it is more established. It was founded in 2002 by Carmen Saul and his father Roger who also founded the Luxury British brand Mulberry and they started Bottletop with a collaboration with Mulberry.
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