Who is the prevailing trend? In fact, you have the final say!

Leading Words: We often see the fashion trends mentioned in the fashion blog post. Going to buy a clothes clerk tells you that this pattern or element is the most popular this year, then have you ever wondered who is this popular fashion? The circle is actually much more complicated than we thought. Even though there are so many people in the industry, there is still no one who can dominate the trend of the season.

We often see fashion trends mentioned in the fashion blog post. Going to buy a clothes clerk tells you that this pattern or element is the most popular this year. Have you ever wondered who is this epidemic?

Three parts of the fashion trend:

The fashion circle is actually much more complicated than we thought. Even if there are so many people in the industry, there is still no one who can dominate the fashion trends of the season! The fashion trend of clothing generally includes three parts: fabric, color, element, design. We analyze one by one.

Fabrics

One and a half years ahead of the current trend, there will be some professional yarn fabrics exhibitions internationally, such as the PremiereVision exhibition. They will publish the macro trends released by the relevant organizations according to the fabrics used in the yarns, for example, environmentally friendly and non-polluting fabrics. Technical and so on. At this time, all the fabrics and yarns were released. Garment manufacturers wanted to buy fabrics and buy yarn from them.

Then extracting fashion trends from this, about a year in advance, these garment manufacturers re-developed fabrics through these, and emerged fashion trends six months in advance. This is the world's famous fashion week. All the fashion week releases are The next season. The popularity of fabrics is closely related to high technology, for example, 3D printing technology; layer design; Chanel hose high-temperature curling craftsmanship and so on.

colour

Popular colors are researched by specialized institutions. From aesthetics, psychology, and other perspectives, according to the prevailing colors and styles of different periods of time, research predicts the color that consumers prefer over the next period of time. However, this kind of prediction is not a closed-door carmaker. When they make predictions, they will also publish some clothes in various media experimentally, and assist in making predictions by collecting feedback information. For example, the authoritative color agency pantone.

The world-renowned color authority Pantone is a color reference index for various industries such as fashion, interior decoration, makeup, product design, printing and publishing. Pantone will launch two episodes of pop colors each year. In spring and summer and autumn and winter, recently selected the Top 10 colors for autumn and winter of 2016, among which there is a dark blue named Riverside and a soft pink blue Airy Blue, among which there are many brownish red tones. , It seems that the next season, brown red will have a very high chance of exposure.

Inspiration element

Domestic fashion trends are mostly influenced by European and American cultures. At the earliest, there were foreign professional organizations. They conducted some macroscopic studies based on the economic, cultural, and social backgrounds of the year, and then released popular trends. For example, during the Iraq war in previous years, it became popular with camouflage; after the movie "French Pop" was popular in court retro style; girls loved to see "GoosipGirl" and in the second half began the British Academy style; then the economic crisis, simple and practical It's just a bit of a stir.

There is a foreign research and analysis model: PEST (political, economical, socialandtechnological), which is also suitable for analyzing fashion trends. Therefore, clothes are more than just a piece of clothing. It is also a very important part of culture. It is inseparable from the current events, economy, society and technology in our living environment.

The formation of popular trends

When it comes to fashion trends, the first thing that comes to mind is not the fabric, the color and the element, but the style. So what kind of style fire in the end who is the final say? We have studied from the forming process of a trend:

1, designer

Fashion is never sought after by the public, but is sought after by designers. The design of masters is often divided into two types, the first one, he had chance to see what inspired; the second: look at the hot, and then take the mainstream perspective as one of their design elements.

The first one often embodies more novel details of the design - the carrier of popular elements. For this, we can never predict, we can only follow suit, because nobody knows what the master suddenly sees and thinks of. Only waiting for the fashion show to come out, and then shocked the fashion industry, and then praised by the top designers, second-rate designers find inspiration to create new designs again, third-rate designers imitate, do not inflow of designer piracy. For example, Alexander McQueen's ultra-low-rise jeans, in the conservative London, few people dared to wear it, but he is breaking the routine, so popular fashion circles.

The second situation is where several masters sit and chat. The general process is. In the previous year, the Paris Fashion Association took the lead and called together the designers of major brands. Everyone gathered together to discuss and then decided on the theme of the next year. . Once it is decided that everyone will return home to each other, the Eight Immortals will show their magic through the sea and design around this theme until the fashion week shows their design style and talent. Afterwards, with the influence of Fashion Week and the spread of various media, this style will naturally become popular; but the most influential is the follow-up brands such as Zara, HM to make the design of these big names popular quickly, thus consolidating the popular basis. But now, the second situation is becoming less and less fierce with big-name competition (unless private designers are very good).

2, fashion editor

The definition of the career of fashion editors from the very beginning was to pass on those T-stage shows that they could not understand to the general public. Even if designers emphasize stripe elements, no one reports that ordinary people will ignore them; even if the designer has sloppy animal designs, the fashion editors will catch the news.

Designers design costumes based on their own preferences and inspiration. Only fashion editors will summarize the fashion shows of major brands and designers and tell you that these designers have started to study strapless nightdresses. It will surely Fire and the like. So the designer is the birth of the trend, but it does not necessarily design are popular styles; and fashion editors are popular screeners, the media touted is the trend you can feel.

With the rise of new media such as social media, the fashion editors who are supposed to be forecasters have come to the ground. They are serving more people. In the past, the magazine will tell you that wearing straight jeans is the fashion trend this season; now the new media fashion editor (Summon like this) will tell you straight jeans are not popular for wide-naked girls. Therefore, from the authority of the industry before, I said that the era of fire is what suits most people, and fashion is also quietly changing.

3, the buyer

Buyers also have a very important role in promoting popular trends. Buyers pass quarterly and annual data analysis, periodical patterns of fashion trajectories, changes in brand group operations, new international policy regulations, social events, designer changes, raw material production, and New technologies, new fabrics, etc., comprehensive analysis of the next quarter or even the next year, the specific symbol of the popular, to make specific buying judgments, consumption of the season's fashion selling point.

For example, in many department stores, the e-commerce platform has its own buyers to attend the fashion week. They sit in the front row, predicting with their most keen fashion and business sense, and what goods will sell well. This is the biggest reason why many goods on the Internet can't be bought at local stores. The buyer thinks it will be hard to sell. Therefore, even if there are many big-name flagship stores, there is a difference between the goods in each country or city.

Therefore, a trend, media propaganda is hot, you can not buy it, colleagues and friends around it will not wear it on a large scale, the street is still not common and still does not meet the so-called popular. All of the above forecasts have a rough cycle. For example, the prediction of color is generally 24 months ahead of schedule; the prediction of fiber is generally 18 months ahead of schedule; the forecast of fabric is generally 12 months ahead of schedule; the prediction of style design is usually 6-12 ahead of schedule. Monthly; retail forecast generally 3 to 6 months in advance. Therefore, when you tangled up on what items to buy this season, it was actually the result of one to two years of work in the clothing industry.

Counterattack from authority to grassroots

All of the above are merely predictions. In the end, what single item can suddenly become hot, and it does not fully meet the forecast, has a lot to do with the grassroots culture. Let's start with a high level:

From high to ready

Fashion is not for the public at first. It is for wealthy people. Therefore, it is the origin of fashion week that high-end clothes are worn. The ladies like to go to the famous tailor shop to make clothes. The tailor will measure your various things. Body index, so that clothes 100% tailored for you.

With the development of mechanization, the brand has found that sewing opportunities greatly reduce manual costs and working hours, and most people wear no more than one size. As a result, ready-to-wear clothes were born. From then on, you don't have to go to the Parisian workshop to find an old tailor to tailor it for you, but you can also buy a single product from a big-name designer.

From luxury goods to high street

Slowly, everyone's quality of life improves. When everyone has a variety of needs for clothes, the design of big brands and designers can no longer meet everyone's needs. Small brands and high streets were born, so that everyone can easily afford good-looking clothes, and sales are self-evident.

Today, the fashion industry is not the most expensive brand to sell more than 100,000 brands. Instead, it sells thousands of bags for hundreds of dollars to earn more. Therefore, brands are beginning to appeal more and more to the audience. People's dependence on high street brands is far greater than that of luxury brands.

From fashion editor to net red

Stars and fashion bloggers have become the promoters of popular single items, and the role of fashion editors is getting weaker and weaker. A designer brand that has just been created, few people care about it, fashion editors tell you how fashionable this design is, how hard the clothes are worn, and no star wears it. The most typical example in the country is that Yang Mi wears AcneStudio; the most typical foreign is the fashion blogger who frets Vetements jeans to tens of thousands.

The influence of domestic red bloggers on the sales volume of single items is also very huge, because their size is more worthy of your model than models, giving you a practical demonstration role, not only telling you that this dress looks good, but also teach you how Collocation, the most important thing is to buy. Domestic fashion bloggers, such as the Laibinka Garnet, will also tell you what brand is good to wear, what brand is very scum is not worth buying, these are the process of promoting consumption, are subconsciously affecting the trend.

From trend to popularity

You see that these two words are synonymous, but if I give two examples, you will be very clear.

Trend: fur, strapless, fringe, pajamas

Popularity: white shoes, wide leg pants, white shirts

The emergence of social media and fast fashion has given people more and more options in buying clothes. In the past, designers and fashion editors said that wearing a collar is the most popular element in the spring and summer of 2016, but now, you think that the collar is too exposed to be suitable for work, so when it is not sold well, it is still not very good. Roman shoes were blown to the sky. Legs of ordinary figures were ugly, but not the same. It is important to fit the word.

But on the contrary, small white shoes and wide-legged pants are unexpectedly hot. If you go to the T-Taiwan Designers to find these single products, but there is absolutely no recognition of large-scale designers, but why is it hot? Because, really wear! Let every ordinary person who does not have model height and weight can also wear out the range child, can catch up with the fashionable style without suffering the high-heeled shoes pain, therefore will be especially hot.

Interestingly, after the hot white shoes, the major brands began to chase, producing thousands of white shoes, and sales are very good. This proves once again that the fashion trend is no longer just which designer has the final say, but the general public's participation in the epidemic is getting higher and higher. Therefore, fashion trends are slowly changing from trend to fashion. After all, clothes are for sale!

"The Devil Wears prada" has a classic dialogue on the analysis and interpretation of fashion trends. I always think that this is the closest to the truth of fashion, but also the best way to know how the tide is produced and exert its effect. Miranda said to Hathaway these: ... ... stuff? Oh... I know. You think it's okay with you. Did you choose a thick sweater in your closet? Because you want to tell the world, what you value is your inner self, and you don’t mind what you wear.

But you don't know that the sweater is actually not just blue, neither greenish nor gemstone, it's actually azure; and you're naive don't know... Oscar de Laren in 2002 The tower released the sky blue series of women's clothing. Later I thought it might be Yves Saint Laurent. Didn't he release the sky blue uniform?

Then eight different clothing designer's works appeared quickly. Finally it was kicked out of the department store and flowed into the sad leisure counter. You will no doubt get it from the clearance sale. However, this blue color represents millions of dollars and countless job opportunities. What's funny is that you think you have chosen a piece of clothing that does not belong to the fashion world. In fact, the sweater you wear is here. The people in the room are choosing together for you... selected from "some stuff."

Although, fashion is a very tedious and complex industry, it seems to be far away from ordinary people, and it is tall and unrestrained, but in reality everyone is serving every garment for you. One person service. The sentence of Ma Mage explains this all: the words mean nothing until someone lives in them.