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How does a trend becomes a trend? Part 3, United States
Twice a year, all of who's who in the fashion business, including designers, magazine editors and buyers flock to Milan and Paris for the upcoming season's fashion shows.
The trends set forth by European designers are not necessary what works for the rest of the world; The styles in Europe are much bolder, stronger in color usage, and more daring than what consumers in the US are accustomed to. So in accordance to their respective markets, major magazine editors will pick and choose from the range of trends that are featured on the catwalks, and ultimately, narrow it down to be featured in their respective markets.
Just as it is in Europe, there is one group of fashion consultants that has a strong hold over the ins and outs of fashion in the US, they are a handful of trend forecasters which not only has the training, but also the background and experience to define the styles that would almost certainly work for the United States.
As convincing as it is in the promotion of individualism, America is probably one of the more conforming cultures in the world in terms of consumerism. US is completely driven by big corporate marketing research, so pretty much everything we buy here is a result of someone researching and saying we should buy it. A simple example is the high school clicks, you have the athletic jocks, the OC surfers, the punk rockers, the polo inspired preppies; kids in high school are already conditioned and divided amongst themselves in relation to their personality by the particular chain stores they shop in.
With trend forecasters, they have a strong hold on the market because all major chain and department stores utilize their services. The services are needed mostly because of time and assurances, buyers simply do not have the time to filter through loads of trend and color information to define their purchases, and their bosses needs the assurance that whatever they do will sell, and nothing guarantees assurance more than the comfort to know that you paid lots of money for it.
What the trend forecasters will do is a complete, inch thick report on Eurpean shows, what people are picking up on the streets, what competitive or relevant retailers are displaying in their store windows, along with various presentations to form a complete picture in what will most likely be a trend in the upcoming season. It then becomes a self fulfilling prophecy, because the major buyers will always move on the same reports, and in term stcok their stores with similar items, and ultimately, with not much else to buy, American consumers as a whole will realize the trend.
last modified Aug 20, 2006 at 11:16
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