Fashion itself Changes: Oscar Wilde once remarked on fashion in the following terms “fashion is a form of ugliness so intolerable that we have to alter it every six months.”
Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening. Fashion like a clear, still pond, reflects. It reflects a way of life. A fashion does not just happen, without a reason. It is a response to many things: a feeling, an event, an era, a crisis, an action, an enthusiasm. Fashion reflects the current, the now. This is what makes it an ever changing, captivating facet of our life.
Changes in fashion are a direct reflection of life styles. This phenomenon of fashion as reflection is a mirror of social change, economic success or failure, political strife or its absence, technological advancement, psychological implications and current events. The reflection is called fashion. People change jobs, houses, spouses, hair coloring, make-up, facial features and automobiles. We live with change. If fashion reflects our life, then by virtue of changes in our way of life our clothing, too, is going to change. Everyday is different, people change their clothes when they can't change their life.
The constantly changing cycles of our life style contribute to a greater dissemination of fashion. Estelle Hamburger a fashion consultant said all of which are profoundly changing clothes that serve, express and enhance life. No longer is a look, but a language that is what clothes now all about. Our way of life is constantly changing and so are we. If socio-economic and political vibrations of a decade or era are similar to another, the earlier era’s clothes may seem right for the later time. Affluent periods lend themselves to one style of clothing and depression reflects another. The symbol of remembrance of a time gone by may resurface and become fashion once again.
Recent Researches: Fashions changes, but change is always the fashion— Fashions come and go at a surprisingly steady rate, new research suggests, driven by a small minority of innovators amidst a majority of people copying each other.
The new research, published in the academic journal Evolution and Human Behaviour, shows how random copying, with occasional innovation, leads our collective tastes to change consistently and at a predictable rate. Because the copying is random, however, it cannot be predicted exactly which new fashions will replace the old ones.
"It's like American Idol," said Dr Alex Bentley, a Lecturer in the Anthropology Department at Durham University. "We can predict the steady production of new winners from programme to programme, but the randomness means we can't forecast the particular winners themselves."
The research adds further weight to previous work by researchers, which challenged beliefs that our fashion choices are independent, rational decisions, showing that we are generally copycats when it comes to popular culture. New ideas can become highly popular by random copying alone, and be replaced over time as the next generation of innovations are copied.
The researchers say innovation is what actually drives fashion change -- the more innovators per capita, the faster the turnover. "Innovators are the cool ones who 'pump' new fashions into our world," Dr Bentley explains. "Most are ignored, but some get copied." Viral marketing professionals grasp this, says Dr Bentley, as they identify a tiny minority of true innovators among a vast majority of copiers.
The trick is, say the researchers, is to find the innovator with the next big hit. Celebrities, for example, get copied much more than random copying would predict. Dr Bentley said: "David Beckham in the early 2000s was an innovator with his haircuts but it's change itself that is actually in demand, more or less regardless of content. Madonna knows this --staying on top for two decades by changing her image constantly."
Random copying, however, does not lead to a 'rational' collective decision, which is fine for fashions, but undesirable for public policy, say the researchers. In most situations, such as voting or investing, it is best for society if people make their own rational informed choices. "When political agendas are constantly changing, it's a sign that politicians are copying each other rather than thinking for themselves," Dr Bentley said.
Fashion Brings Change: Fashion does not occur in a vacuum nor does fashion change occur by itself. It is the result of many social, political, economical and environmental factors. Each change in fashion brings change in all of the above mentioned factors.
Sometimes the change caused as a result of fashion is so rapid that we can easily discern it, otherwise fashion brings a slow change in our cultural, societal, and moral values. Fashion has power to revolutionalize the world.
Changes in Society: Fashion brings changes in the life style and living conditions whether inside the house or outside. With the influx of technology, in the late 20th and 21st century, new techniques and procedures in textile industry and fashion industry have evolved. People today are more comfort-prone than they were before.
Changes in Culture: Changes that fashion bring in our culture are very gradual and slow. Culture of any region in the world cannot change in a fortnight. Nobody is willing to accept such change in their culture. Some ten years back pardah was thought to be an important part of our culture and religion but today it has no longer remained even in the country sides and the rural areas due to fashion.
Changes in Economic Pattern: By comparing, the purchasing pattern, buying behavior and consumption of fashion products of consumers previously and now we can find the difference in their spending on fashion. The purpose of clothing today is not only to fulfil the necessity of being covered and modest but it must have to be comfortable and it should be luxurious too.
Changes in Moral Values and Ethics: What was thought to be immodest and immoral previously is now called as fashion. The appeal of fashion is so strong that it is causing a lot of moral changes in our society.
Some great books on fashion marketing
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