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Fashion Consort News BytesInsights and Perspectives on Fashion News Author: Fashion Consort / Joshua Williams
A unique, short-format podcast that features insights and perspectives on breaking news and current issues, all focused on the multi-faceted business that is fashion. News Bytes is written by Joshua Williams, produced by Fashion Consort and distributed in partnership with FashionUnited, your trusted global network for fashion news, business intelligence and jobs. Language: en Genres: Arts, Fashion & Beauty, News, News Commentary Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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The Ins and Outs of Fashion
Episode 20
Wednesday, 30 March, 2022
Fashion by definition, is the style or styles worn by the majority of a population at any given time. In other words, whatever most people are wearing right now—a particular, color, pattern, cut or silhouette—is “in fashion,” “in style,” “a la mode.” Contrary to popular parlance then, fashion is more about fitting in than standing out. It emphasizes group identity, highlighting those groups who wield the most power, or social significance, in the moment. Fashion underscores and externalizes the cultural zeitgeist. And by recognizing what is “in fashion” companies are able to best engage their audience and make a profit. It seems then that fashion companies should simply be keen observers of the present in order to ensure their ongoing viability. And yet, it’s not quite so simple in an industry where determining what to produce often begins two years before a product arrives. This requires companies then to be constantly ahead of the curve in terms of potential societal trends, in order to deliver appropriate styles. Experts in trend analysis help to facilitate this process—and have become highly sophisticated at mining data to do so--albeit still victim to global health pandemics and Mother Nature. But there is another interesting tool at play—and that is the role of marketing in selling a particular trend. It starts in the business-to-business space—mills selling brands what fabrics they determine will be “in style,” brands then selling retail buyers on the clothes made from these fabrics at trade shows or on the runway, and then retailers selling customers on these same looks. In short, it’s the fashion industry, at large, that sells society on what will be “in fashion.” For the full transcript, visit: FCNewsBytes.com Learn more about your ad choices. Visit podcastchoices.com/adchoices
