Today at work, a customer was talking about fashion and how she didn't really "get it". She made a comment about that what she sees people wearing on the street is nothing like what she sees in fashion magazines. She, like many other people, did not understand that fashion is meant to be a form of expression, it is made to inspire you; almost as if you are playing dress up, or trying on costumes. I began explaining that the fashion she sees in magazines is art and what she sees in stores is intended to be more wearable.
I thought it might help if I gave you a crash course on product life cycle in the fashion industry.
Clothing fashions are separate from the fashion industry. By the time you see a certain clothing style appear in the mass markets and department stores, it is too widely spread to be on the forefront of the fashion industry. Fashion (the industry) is about creativity, inspiration, and individuality. Mass merchants put styles out for, drum roll please... the masses. Fashion is not about the masses, it is about individual self expression and putting garments together in a way that lets the world know who you are, or at least who you are for tonight.
Fashion products have a life cycle (there is a seperate life cycle for basics) this life cycle relates time, the adopters of the fashion, and sales.
The introduction of a new style is worn by "fashion innovators" usually editors, directors, bloggers; the fashion is hard to find and in low supply, sometimes straight from designer show rooms or in exclusive boutiques. This introduction stage is special because the style has vision and meaning. At this stage fashion is art to be seen on magazine pages and to be worn by few.
Next come the early adopters. The style has been available for a little longer, making it possible for high end boutiques and department stores to stock the style. The people who adopt the style at this stage in the game are observant and interested in the fashion industry. They understand the meaning behind the style.
The longer the style has been available, the more people have access to it... hence "mass adoption". Sales for the style spike, it can be found in most chain stores. This is the stage where most people notice a new style.
"Late adopters" join in on a style once the sales have peaked, and the item can be found in discount stores and off-price retailers. In my opinion, many people who could be classified as late adopters are only such because they are hesitant to try a new style.
"Laggards" adopt styles once they hit the clearance bins and sales have begun to decline.
Our goal (at least right now) is to be early adopters; to understand fashion and what it means. We have a need to be creative and inspiring and we express that through our fashion choices.
So... the next time you see something you like but haven't seen any of your friends wear it... get it! Get and love it and bask in the glory of being an early adopter!
(I learned this from one of my college text books about trend forecasting) That was my attempt at including a reference.
