Fashions are changing very fast in the UK and it is essential for any business to keep pace with these changes in order to be successful. However, it can be difficult for businesses to predict the fashion trends accurately as they are subjective in nature. The good news is that the author, Nicola Perricone, has applied her vast knowledge in marketing, research and study to come up with a comprehensive guide on UK Fashion Trends. Fashion Trends: Research and forecasting to provide an easy-to-follow guideline on how to apply statistical methodologies to uncover the trends, with detailed case studies to show how each method is applied and how it applies to the UK fashion industry.
This new edition includes an updated case study of the trend of the year, revealing how each specific trend differs from the rest and how it affected the UK Fashion Industry. The main focus of this chapter was to look at some of the factors that influenced the fashion trends including access to materials, fashion design styles and the social media influence. This chapter highlights five key terms, namely, ‘access’, ‘style’, ‘geared-up’ and ‘trendsetters’. Each of these key terms was defined and explained with an illustrative example to illustrate their meaning. The next chapter covers the topics of fashion design styles, which includes the four main trends currently dominating the industry.
The final chapter looks at the consumer’s psychology regarding fashion and how consumers make buying decisions, which forms the basis of this final chapter. The main theme of this chapter is how consumers search for information online before they visit a shop, so we discussed SEO (search engine optimization) strategies, the importance of buying online and why consumers prefer to shop at ‘offline shops’. Finally we discussed cheap online shopping sites as a substitute to mainstream brands aat shops.