Who Is Deciding The Trend And Trend Of Fashion Industry?

Explosive products and social media are being affected.

Potential.

But who decides the explosions and trends? The secret of this fashion industry is making the outside consumers more curious.

Now, whether consumers are concerned about fashion, when they are asked what problems this year's fashion trend has, they can probably give some answers.

This is due to the reshaping of the trend of social media, which greatly reduces the fashion trend from the high fashion T platform to the popular chain of consumer goods.

In the past, it took at least half a year to release from the four fashion week to the production of products. It takes longer to get from Europe and America to China, and now consumers only need a Instagram picture to accept fashion trends.

In the classic film "the devil wears Prada", the editor in chief of Anna Wintour, the editor in chief of the American VOGUE editor, rebuked the assistant as a classic.

The editor of the editor dismissive, but the editor in chief said to her, "you don't think it has anything to do with you. You chose this blue baggy sweater from the wardrobe to try to tell others that you are too busy to care about your clothes, but you need to know that the dress is not only blue, but because the sky blue jacket made by Yves Saint Laurent is blue after that.

Our favorite, then the imitation of the mid-range brand just let you get this dress from their discounted goods.

This film enables consumers to understand the fashion trend communication chain, that is, from high-end brand designers to mid-range brands to the general public.

However, the fashion industry has also undergone tremendous changes under the impact of the Internet, big data and social media.

Looking at the past 2018 spring and summer four fashion week, the fashion trend is becoming more and more obvious. PVC material, fringes, grid, ginger and silver appear densely, while the lotus leaf and pink color that are popular for several seasons are still strong.

Especially in the Chanel show, almost everywhere PVC material, and previously advocated complex style Gucci also added a large number of grid fabrics in men's wear.

In the past, people needed fashion magazines to summarize the trend. Now the fashion trend is becoming more and more straightforward.

People found that brands of each season always had similar colors, tailoring and themes. For example, Philipp Plein, Kith and Gucci used Disney's printed images in the spring and summer series in 2018, while Thom Browne took the mermaid cartoon as a show music.

For example, the Latin alphabet trend of Vetements driven by the previous two years and the exquisite animal embroidery triggered by Gucci, all the brands launched their handbags in one year, and then began to launch Mini handbags by the same season.

What is not surprising is that these trends will be written in fashion summaries by fashion editors, and then will become a popular product in spring next year, driven by street pictures of fashion bloggers and stars.

But who decides on these trends? Is it a coincidence that similar trends are everywhere?

In the age of Yves Saint Laurent, fashion trends are mainly determined by designers.

But as the degree of fashion industrialization continues to increase, the decision to explode money and trends may no longer be a design team, nor a source of inspiration for the brand's big fuss, but a trend forecasting agency with the greatest say.

Trend prediction is not a new industry. It has been playing an important role in fashion industry for a long time, but it is not known to the public.

Trend prediction is widely used in various fields, including interior decoration, material design and so on.

Generally speaking, trend prediction finds common ground through extensive investigation, data collection and algorithm calculation, and takes this as the basis of prediction, and draws the conclusion of the next quarter's trend.

This series of conclusions can even be applied to a series of design elements such as color, fabric, texture, textiles, graphics, etc.

One of the most famous trend forecasting organizations in the fashion industry is WGSN, WGSN, a company specializing in fashion forecasting and trend information in New York. It has branches all over the world, and its customers include fashion brands, buyers and other related business groups.

Kevin Silk, general manager of WGSN, said a few years ago, "what we are doing is to pform a lot of information into specific trends applicable to the fashion industry through our trend forecasters.

In fact, when fashion brands begin the new season's design, the trend prediction has already extended to the fabric upstream of the supply chain.

For example, if fabric providers provide more grid fabrics, more brands will use grid fabrics, so there will be a new pattern of the ubiquitous situation.

Second, most of today's brands are customers of trend forecasting agencies.

Ordinary consumers are unfamiliar with WGSN because the nature of the agency is for B terminal companies, not for C consumers, while WGSN is almost monopolistic in fashion trend forecasting industry.

Only by paying high consulting fees can fashion brands get the trend information for the next season.

According to the world clothing and shoe net, WGSN has introduced more than 75000 active subscribers and more than 6500 company customers. Users can access more than 70000 design templates, patterns and color databases. This database is constantly updated and reflects the trend of the next season.

In recent years, Pantone, a color forecasting organization that is known by many people, is also the same. This company has attracted a lot of attention because of the popular color released every year. When Pantone announces 2016 of the popular colors, "pink" and "pink", it is found that these two colors are everywhere.

But in fact, more color prediction information provided by the company also needs a design company to pay a certain fee.

However, the fashion brand for the trend prediction agency pays advisory fees initially to better understand the aesthetic trend of consumers and society, but now it has increasingly evolved into the choice of "safety card", which has also caused the same trend that the brand is too dependent on trend prediction now.

British Worth Marc Worth, who founded WGSN, admitted that the trend prediction system is not without defects. People complain that everything looks the same today. But as thousands of companies have registered the trend forecast service, look at the same color prediction and the same material color boards.

Nienke Adegeest of Amsterdam Fashion Institute points out the root cause of the trend similarity, that is, it is unwilling to take risks for commercial interests.

"Forecasters have identified trends, fashion brands are not willing to take risks, and their main goal is to make profits."

Therefore, more and more brands choose to choose conservative trend prediction rather than gamble the risk of new products being marginalized by consumers.

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Social media has also played a part in it, and fashion bloggers have intensified the trend of follow suit.

At that time, the bloggers wore Gucci fur slippers, which triggered a large-scale social media follow suit, which increased the degree of marginalization of other single products.

Products with fur and slipper design elements have been well received, while those who have not followed the trend have suffered from unprecedented neglect.

In today's unpredictable fashion industry, many central brands can not afford to run counter to market trends.

In fact, not only the small and medium-sized brands are unwilling to take risks, but also the luxury brands are becoming more and more conservative.

According to the Edited survey data of fashion analysis company, the number of luxury brands such as Michael Kors, Prada, Louis Vuitton and Burberry reduced the number of new handbags in the fourth quarter of 2016, due to the lack of innovation and the decline in consumer demand for luxury goods.

Michael Kors in the third quarter ended December 31, 2016, the number of novice bags decreased by 24%, while the number of new bags of Prada and Louis Vuitton decreased by 35% on average, while the number of new Burberry also decreased by 8%.

Some analysts believe that this is because the major brands are busy reducing inventories, reducing promotional activities and streamlining the store network, while ignoring product innovation.

Milton Pedrza, a luxury consultant at Luxury Institute, said that on the face of it, the reduction of new brands by luxury brands is a worry about the high inventory of goods. In fact, it is an escape from brand's lack of creativity and difficult to arouse consumers' interest again.

He stressed that the lack of innovation has become the norm in the luxury goods industry, so any decision made by the brand is defensive. This undoubtedly disappointed the industry.

The conservative concerns of luxury brands to business factors are also reflected in the increasingly frequent hiring of KOL. These KOL can make use of their influence to easily create explosions and reduce the risk of their own creativity.

Luxury brands such as Burberry, Dior and Jaeger Le Coulter watch are competing to promote their products by engaging stars such as Wu Yifan, Lu Han, Angelababy and Papi sauce.

Dior announced this year that Angelababy and Zhao Liying become brand ambassadors. Michael Kors has taken away the queen Yang Mi, who has many fans in social media.

Some analysts believe that now the logic of creating explosive money has become a key trend of replication, +KOL brings goods, and its own creativity has been neglected.

It is worth noting that with the development of algorithms and mathematical models, trend prediction gradually develops from qualitative social survey to data driven quantitative research.

As a result, more and more new Internet trend forecasting institutions are beginning to emerge from the traditional WGSN.

In fashion KOL Alexa Chung for the British version of VOGUE documentary Future The of Fashion, she interviewed the director of WGSN and some Internet trend forecasting start-ups, the latter's team is often not large, but with excellent precision algorithm in the industry to play an increasing influence.

The UK's digital driven Forecast Ltd Editd and New York's Snoops are among the best.

Data driven relevance computation is becoming the core of future trend prediction.

Internet trend prediction agencies draw a trend conclusion through data grasping and mathematical model analysis, which is different from traditional trend prediction, and the new trend prediction is less affected by the personal bias of forecasters.

The simplest way of analysis is to continuously detect the search volume of different keywords, such as "hole jeans", which is more complex, such as calculating the correlation between two variables, so that it is possible to draw a conclusion similar to "18-25 year old consumers will be more and more interested in street style".

But as big data play a more and more important role in fashion brands and e-commerce, consumers think that big data makes shopping a surprise.

For consumers who constantly pursue individualization, today's trend prediction has fallen into a conservative cycle, and the same trend is no longer able to meet the needs of consumers, but seemingly constantly updated products actually repeat the past.

If there is no real creative output, the accuracy of trend prediction data analysis will be of no help.

You know, the fundamental attraction of fashion is to provide freshness.

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