How Consumers Are Changing the Fashion Industry for Better
The last few years have sparked enormous change within the fashion world. Up until recently, it seemed like the fashion industry defied the basic laws of supply and demand. Brands and fashion houses were in charge of dictating what was worth buying, while consumers were at their will and waiting to be told what was in season.
This image still holds true to an extent. But the era of online shopping and homegrown brands means that customers are now spoiled for choice. Fashion brands are now listening to customer demands as a way to stay competitive, which is proving to be a great thing.
Here are five customer-driven trends that are improving the fashion industry:
Rihanna’s Savage x Fenty show was one of Fashion Week’s biggest highlights, giving the annual Victoria’s Secret Fashion Show a run for its money. Unlike the latter, Rihanna and her team made sure to include women from a whole range of backgrounds and body types. Such moves allow more people to feel represented within the fashion industry, which has been known to favor a particular type of look. From aging models to men advertising makeup brands, the very aspects of diversity continue to expand.
While it can technically go under ‘diversity,’ body positivity deserves its own category as straight-sizing plays a huge role in determining what’s in and out of style. Woman Within’s take on basic dresses emphasize a more inclusive approach. Their sundresses are a great example of how a piece can be made to flatter a whole host of bodies. It proves that brands are now either extending their sizes or doing away with traditional sizing altogether. After all, a lot of women’s insecurities stem from unrealistic sizing standards, making body positivity a welcome change.
Most industries are now trying to adopt eco-friendly operations, and the fashion industry is no different. The British Fashion Council recently launched the Institute of Positive Fashion, an organization that will help create sustainable business practices for the fashion industry. Part of their work includes writing up annual reports on fashion and the environment. The organization will also team up with London Fashion Week to launch sustainable awareness events that’ll take place at the same time as LFW.
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Fast fashion may still be dominating the market, but the slow shopping revolution is now starting to bear fruit. Slow shopping is one aspect of sustainability, but like body positivity, it has grown into a movement of its own. Proponents of slow shopping urge people to buy what you need and to be mindful of your purchases. Quality over quantity is the name of the game, as practitioners encourage others to buy clothes that will last.
Lots of people prefer to dress conservatively, whether it’s for religious or personal reasons. The modest fashion industry is now a multi-billion dollar market supported by women who felt neglected by fashion’s more daring experiments. French designer Haider Ackermann is at the helm of this movement. With his garments dressing the likes of Tilda Swinton and Priyanka Chopra. If anything, modest fashion has opened up a new playground for designers and consumers to mix and match different styles, going back to fashion’s true roots of experimentation and expression.
As consumers continue to shape the fashion industry, brands end up becoming more representative of the societies we live in. These changes allow us to celebrate the beauty of our differences without feeling like there’s a certain gold standard that needs to be achieved.