Changing Trend Influencers

Changing Trend Influencers

Those who influence trends, and the way they influence them, are constantly changing. While many fashion trends still ” slip ” from traditional influencers to other demographics, it’s equally possible that fashion trends are created by consumers themselves, ultimately affecting high fashion ( a ” bottom-up ” trend ) . Here, we’ll explore how trends can spread from traditional or new influencers to the rest of the market.

Fashion trends don’t come out of nowhere. They come from multiple ideas and messages and are driven and developed by key influencers like fashion professionals or pop culture icons. These can affect a trend’s life cycle and its audience.
Trickle-down theory

Affluent, well-connected ” elite ” consumers shop for the latest products, and their glamorous, aspirational lifestyles encourage lower-status consumers to follow their lead with cheaper mainstream products. In order to maintain elite status, wealthy consumers differentiate themselves by buying trendy fashions that poor consumers cannot yet afford ( but will eventually imitate ) . In this way, trends adopted by consumers at the top of the social order trickle down to different levels of the market, affecting the way consumers at the bottom of society dress

Bubble-up theory

Designers and fashion influencers are also inspired by niche groups, niche styles, and subcultures and help them push their aesthetics to the masses – from underground to mainstream to runway. This view is also known as the ” Trickle-up theory ” . It argues that those ” at the bottom ” influence those ” at the top ” . For many years, the study of subcultures and niche groups has been a common way for designers to find inspiration. In 1966, Yves Saint Laurent’s Rive Gauche collection was inspired by the escapist style of the Left Bank in Paris. influence became one of its most famous series. Other designers also draw inspiration from the non-mainstream world, such as club culture, underground music scene, indigenous tribes, youth subcultures, and extreme sports.

Mass adoption of subcultures or style tribes rarely works commercially, but forecasters can spot these in niche media and artists, as well as style elements ( clothing, styling, accessories, brands ) adopted by young people or on the street The growing influence of groups. As a clothing supplier, it is necessary to keep abreast of market trends

Trickle-across theory

Diffusion theory suggests that trends are synchronized at all levels of the market, rather than top-down or bottom-up over time. Diffusion trends occur when a trend can apply to multiple price points and different types of consumption. A recent example is the pale pink winter coat from 2013 / 2014 , which was a staple on the runway but also has a place in designer, mid-market, and fast fashion, meaning that no matter what consumers What’s the budget, they can all be purchased. Mainstream retailers create their own versions based on key designer pieces, which has become more acceptable since the 1930s, and with it, the percolating type trend has become more common.

New ecosystem

While the ” trickle-down ” theory, the boiling theory, and the percolation theory are still common, it is now more difficult to determine where trends are going. The democratization of fashion and online media means that a trend can start in the mid-market and spread to the high and low end, or from subcultures directly into luxury brands without reaching the mainstream. Mainstream fashion trends are less dominant now than in past decades, and consumers are less willing to adopt a single style ( such as the “ brown is the new black ” slogan ) as they used to be. Therefore, the development process of trends is not always clear, and certain trends may only exist at one level of the market, while other trends will arrive at different social levels at different times, making various trends more like an ecological system, not a simple flowchart.

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