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How can you identify the key drivers of a fashion trend?

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Fashion trends are constantly changing and evolving, influenced by various factors such as culture, technology, media, and consumer behavior. As a fashion designer, you need to be able to identify the key drivers of a fashion trend, so that you can create relevant and appealing collections that meet the needs and preferences of your target market. In this article, we will show you how to analyze the sources, stages, and directions of a fashion trend, and how to apply this knowledge to your own design process.

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Que Shebley

Founder & CEO at Shebley Group LLC | Creative Director at Que Shebley Luxury Brand

1 Sources of a trend

A trend can originate from different sources, such as art, music, politics, social movements, celebrities, influencers, or events. These sources can inspire, challenge, or reflect the mood and values of a certain group of people, who then adopt or adapt the trend to express their identity and style. To identify the sources of a trend, you need to do some research and observe what is happening in the world, what people are talking about, and what they are wearing. You can use tools such as magazines, blogs, social media, or trend forecasting services to help you gather and analyze this information.

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Que Shebley

Founder & CEO at Shebley Group LLC | Creative Director at Que Shebley Luxury Brand
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In today’s fast-paced fashion world, identifying trends is increasingly about recognizing micro trends. These niche, highly personalized styles are becoming the new norm, reflecting the growing demand for fast bespoke fashion. Just as Shebley Group blends tradition with modern technology to offer unique, custom experiences, designers must adapt to these micro trends. They represent individualized expressions of style, driven by the same cultural, technological, and social influences as broader trends. Observing these micro trends requires a more granular approach, focusing on the unique and specific preferences of smaller, more defined audience segments.

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Antwain Mitchell

Designer, Fashion Blogger, Stylist
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I agree, in todays world you have to look at new generations, also most love a trend that isn't to expensive. Today fast fashion has taken over so you really have to see what's in from day to day.

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2 Stages of a trend

A trend can go through different stages, from emergence to decline, depending on how widely and quickly it is adopted by the masses. The stages of a trend are usually classified as innovation, emulation, mass acceptance, saturation, and decline. To identify the stages of a trend, you need to track its diffusion and popularity among different segments of the market, such as innovators, early adopters, early majority, late majority, and laggards. You can use tools such as surveys, sales data, or online analytics to help you measure and evaluate this data.

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Que Shebley

Founder & CEO at Shebley Group LLC | Creative Director at Que Shebley Luxury Brand
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I partially agree but i think the real question needs to be, How can we leverage modern technology and data analytics to accurately track the lifecycle of a micro trend, from its innovative inception to its eventual decline, ensuring that our designs not only capture the current cultural zeitgeist but also anticipate the evolving needs and desires of our niche customer segments?

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3 Directions of a trend

A trend can have different directions, from upward to downward, depending on how it moves from one segment of the market to another. The directions of a trend are usually categorized as trickle-down, trickle-up, trickle-across, or hybrid. To identify the directions of a trend, you need to understand the relationships and influences between different segments of the market, such as high-end, low-end, mainstream, niche, or subculture. You can use tools such as maps, charts, or diagrams to help you visualize and explain this information.

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Que Shebley

Founder & CEO at Shebley Group LLC | Creative Director at Que Shebley Luxury Brand
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In our fast-evolving fashion landscape, understanding a trend’s direction is crucial. At Shebley Group, we focus on a hybrid approach, recognizing that trends can emerge from any segment – high-end, mainstream, or subcultures. We utilize modern tools, such as analytical maps and data-driven charts, even micro trends of our bespoke options, to track these movements. This approach allows us to create designs that not only resonate with diverse market segments but also foster a connection across them, reflecting our commitment to inclusivity and innovation in luxury fashion.

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4 Application to design

Once you have identified the key drivers of a fashion trend, you can use this knowledge to inform and inspire your own design process. You can decide whether to follow, adapt, or create a trend, depending on your brand identity, vision, and goals. You can also use this knowledge to anticipate and respond to the changing needs and preferences of your target market, and to communicate your design concept and story effectively. You can use tools such as mood boards, sketches, samples, or prototypes to help you develop and present your design ideas.

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Que Shebley

Founder & CEO at Shebley Group LLC | Creative Director at Que Shebley Luxury Brand
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While understanding the key drivers of fashion trends is valuable, relying solely on traditional processes like mood boards and sketches is becoming outdated in our rapidly changing industry. At Shebley Group, we believe in pushing the boundaries beyond these conventional methods. We focus on innovative, tech-driven solutions to directly engage with our customers, gaining real-time insights into their unique needs and preferences. This approach allows us to not just follow or adapt to trends, but to create personalized, micro-catered fashion experiences that truly resonate with our customers' individual styles and desires.

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5 Benefits of trend analysis

Trend analysis is a valuable skill for any fashion designer, as it can help you create more relevant and appealing collections that stand out in the competitive market. It can also provide insight into the consumer behavior and psychology of your target market, enhance your creativity and innovation by exploring new ideas and possibilities, align your design strategy with your brand identity and vision, increase your sales and profitability by meeting the demand and expectations of your customers, and build your reputation and credibility as a fashion expert and leader.

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6 Challenges of trend analysis

Trend analysis can pose some risks and difficulties for a fashion designer. Over-reliance on trend forecasting services can limit originality and differentiation, and predicting the future can lead to inaccurate forecasts. Additionally, keeping up with the fast pace and frequency of trend changes can compromise quality and sustainability. Furthermore, confusion or contradiction between different sources, stages, or directions of trends can make it hard to choose or combine them. Lastly, ethical or legal issues such as plagiarism, copyright infringement, or cultural appropriation may arise.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you identify the key drivers of a fashion trend?

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1 Sources of a trend

2 Stages of a trend

3 Directions of a trend

4 Application to design

5 Benefits of trend analysis

6 Challenges of trend analysis

7 Here’s what else to consider

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