Fashion’s closed circuit goes global, and the next stop is cyberspace

Fashion season has begun. Marc Jacobs’ 2016 New York Fashion Week was closed with a psychedelic display featuring models wearing colorful fake dreadlocks. Took a lot of heat. London Fashion Week has begun. The trend might be a familiar one, but changes are happening under those stilettos. Fashion weeks are less about fashion cliques and more about opening them up to the public.

Fashion Weeks used to be a big industry event: fashion labels would present their latest seasonal collections to potential buyers. Paris, Milano, New York, and London were the only cities that made up the fashion circuit. Journalists working for fashion magazines and newspapers bridged this gap between the industry and the consumer by providing them with information on new trends, as well as summarizing the ups and downs of the world of the wealthy.

Six months after the orders were placed, clothing was delivered in time for spring and fall. Fashion brands and retailers followed the trend, reflected in subsequent clothing lines. The speed of the physical processes from order take-off to distribution to retailers was responsible for this reasonably ordered calendar.

All of these dimensions, however, have changed. Fashion Weeks are no longer exclusive events for the industry but rather consumer-driven events.

Fast Fashion

Many more cities are joining the international fashion scene. This means new fashion cities and fashion weeks such as Sao Paolo or Shanghai. There are more and more fashion week catwalks in pop-up events, flagship locations, and increasingly diverse locations.

Sao Paulo Fashion Week. Ministry of Culture/FlickrCC BY

The front row on the catwalk is no longer reserved for industry figures but now includes celebrities and bloggers. Social media has allowed for the proliferation of bloggers, who have also been able to recycle street fashion and create many new looks. Timescales for the delivery of finished clothes have also been reduced, so what is seen on the catwalks can be delivered directly to customers or retailers within a couple of weeks.

An increase in consumer wealth and consumption has accompanied the growth of fashion retailing. The digital revolution has given consumers new expectations that are different than those of previous generations. The digital revolution has empowered consumers to access fashion services and information, as well as make purchases online whenever and wherever they want. Social media will continue to allow consumers to select and follow their favorite fashion leaders, brands, designers, and street scenes around the globe.

New media and communication technology have changed fashion and fashion week. Fast fashion now includes not unique and exciting designs, clothing, and ranges but also media commentary and visuals.

Author: admin

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