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Fashion Observed


Trend observations with a sociological eye from afar...

by Darryl S. Warren  

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Generational Considerations

Some people think that fashion is merely about making clothes, with the designer arbitrarily pulling up ideas and throwing them together into a collection to sell to the public. How wrong those people are! Rather, there is a lot of thought and consideration not only into the execution of concepts but the consideration of investment potential and how relevance translates into sustained profit through validation of loyalty. The person who buys Armani, for example, knows that their item will have a long shelf life and thus secures a loyal fan base who looks for well-made stylish investments that will help the wearer succeed in conveying the level of measured success they wish to convey.

Fashion also takes very seriously into consideration their target audience and more established labels look at the audience as something to help grow with. In fact, designers are expected to decide their target market form the onset well before considering things such as design style because it is a business and one needs to ensure one isn’t aiming for an oversaturated market which may hamper growth potential…or even survival.

Part of this equation is studying the habits of one’s target market. For many, this may fall into generational boundaries and looking at fashion, one can see how the thirst for diversifying one’s audience fits well with the hybrid of retro influences incorporated into design. There is a lot of research that goes into studying various generational habits, and some of this information gleamed recently may help understand why certain retro styles are being embraced these days.

The American Psychological Association conducted a study not too long ago and found that the Millennial generation was more likely to be focused on "money, image and fame." What was interesting was how similar this perspective was to the Boomer generation and how this manifested in the 70s, an era dubbed the “Me” generation. The quest for profit fueled by lack earlier in the decade spurred a more materialistic bent that fashion reflected in design. It is fascinating to see fashion tap into the nostalgia factor that is inherent with the later generations along with the earlier who are currently seeking an antidote to the soulless and isolating immediacy of tech. Both generations are driven by similar needs and both feeling similar sentiments, with all this tapping into the mood of an era satisfying these needs.

The site run by New Media And Marketing also found Boomers were outspending the Millennials; that fact is not lost on a designer looking to maximize profit.

Contrast this with what is branded the post-Millennials, those born after year 2000. MTV Insights, already fortunate to have unparalleled access to developing generations, found an interesting difference between the two sets of Millennials. Millennials carried a lot of optimism behind their perspective, something mirrored in the carefree 70s. Post-Millennials, though, had a more pragmatic attitude programmed in by gen-X parents, as opposed to the more idealistic boomers. Without the boost of an economic boom and the reality concerning college costs and the reduced viability of a degree guaranteeing employment (much less success), post-Millennials carry a darker pessimism more harmonious with gen-Xers and hence find more identity with the edgier 80s.

Studies are finding more similarities than differences within generations, and consequentially more recent retro influences are finding continued favor in the markets. The younger generations are supporting more recent choices connecting themselves with existing generations that naturally gravitate to more familiar styles. That the long-standing fear of the future has also supported inhabiting retro fashion represents a continued insecurity for the future and a shared desire for a simpler time, even if the simplicity is more of legend than of reality. Recently, Fast Company indicated the move towards more authenticity with retro experiences on the rise. This, after years of fascination through subcultures (see Aug 26, 2011 “And Now Back To Our Regularly Scheduled Subculture”).

Will it continue? That remains to be seen. We do have to move forward and technology is not going to get out of the way. While Fast Company is featuring stories such as how the personal touch and humanist approaches are gaining traction, there is increasing interest for tech in clothing and more people looking for it. And the luxury market was reported recently by Hudson Walker as looking to incorporate Google glass into its media networks. I guess it depends who you relate to; the future could be bright and shiny or dire and dreary. At least we have inspiration from either mindsets available. Let’s see how the spring/summer collections respond; those are soon to be presented.

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