What Influences Fashion?
Every generation has their own style; something that sets them apart from the previous generations. Marketing, advertising, and the media all try to influence the way we dress. This is mainly profit based. We also make our clothing choices based on the functionality of the clothing item. Consumers of our generation look for comfort, durability, and adaptability of an item before purchasing it.
History also has had a great influence on the look of most of the clothing that we wear today. Clothes similar to those of the past are often referred to as "retro" which has become one of the signature styles of this generation. Clothing also helps humans to express themselves. Young people often choose clothing that will reflect their own unique personality. These are just some of the factors.
Marketing is another very influential factor. Young people in this generation are the most targeted group. Fashion trends are pushed onto kids through the media. Through television, magazines, movies, and teen idols, today's youth are told what to wear to be "cool". With today's spending power becoming higher and higher, it is easy to see why companies use youth as their target market.
In today's generation the youth is growing up in a "consumption culture" are "taught that (we) will be satisfied if we purchase products to fill our wants and desires". Maybe this need to buy things is only a progression after the 80's decade of self-indulgence. Or it may be a reaction to the simplicity of life in the 60's, our grandparents generation. Whatever the reason is, we are a generation that loves to shop. The youth of today are also extremely brand loyal.
According to the America's research group, the use of brand names is the second most effective advertising method when targeting teens. Only the giveaways of products like CDs and posters of popular brand names surpass this. Brand names serve as status symbols. To have Hilfiger or FUBU showing on your clothing is to be recognized as "cool". And, while sporting these brand names, we are also endorsing that brand.
What better then to have everyday kids advertising for your company? Unfortunately, due to global youth marketing, teens tend to dress mostly the same. With a large portion of our generation looking the same, a good way for individuals to stand out is through you choice of clothing. While 50% of teens are buying only brand names, what is the other 50% buying? Breaking away from brand names, a current fashion trend is the rise of "retro".
History plays a large role in today's fashion trends. Many styles we like today are repetitions of the past. "Retro" is clothing influenced by styles from throughout our history.
Here's something interesting have you seen the movie: "The Stepford Wives"? Well, it's currently influencing fashion. The remake of the 1975 film starring Nicole Kidman is helping to set the trend of feminity in women's fashion. Fragile looking vintage earrings, necklaces and look great and can be bought cheaply at Accessorize, Kookai, and Miss Selfridge. Just one of the examples of how the media will influence fashion. Almost everything can influence human trend. What influences you?