Introduction
The fashion industry is a complex sphere characterized by the complex relations between customers and companies. The subjectivity of the ideas of style and beauty provides manufacturers and designers with space for creativity and embodiment of their ideas. They often introduce new designs, forms, colors, and fabrics to trigger public interest. However, because of the changeable nature of the sector, trends popular in this season can be forgotten in the next one. It complicates the companies’ work as they have to forecast the evolution of a certain idea, its popularity levels, and its lifespan. The so-called fads, trends, and classics affect the industry and most fashion brands. The significance of these notions will be analyzed using companies Hood By Air (HBA) and Lululemon Guru as the research background.
Background
Forecasting of certain companies’ evolution is a complex issue as it demands consideration of multiple factors affecting their work. For the fashion industry, the ability to support the interest in a product or idea is one of the success factors. For instance, there is a concept of fad, or short living trend existing nor more than one season, or even less than a month (“Ad, Trend or Classic”). In most cases, fads can help to attract the attention of the larger population; however, they are often not worth efforts (“Ad, Trend or Classic”). The trend is another central concept stating for an idea or vision fashionable for years or even decades (“Ad, Trend or Classic”). Trends are potent enough to impact the market, buyers, and other companies, but they can be complex to analyze. Finally, classic pieces can exist for decades, and even centuries, they are not affected by time and always remain popular (“Ad, Trend or Classic”). Companies using them can hope for successful evolution and the ability to move forward.
Hood By Air Analysis
Hood By Air is one of the outstanding streetwear brands today. It was launched in 2006 as an attempt to create an entirely new brand for the young generation. Shayne Oliver correctly realized the growing influence of streets and their unique lifestyles (Hughes). For this reason, he wanted to change the existing vision of fashion and shift priorities from glamorous pieces to urban styles and features. For this reason, he created a new aggressive style combining the culture of black communities, ghettos, and things elements that were previously disregarded by high fashion (Glazek). The clothes acquired an unusual visual appeal, decorations, and combinations of different elements. The first collections included trousers with multiple pleats and silk-screened T-shirts, meaning that they were both challenging and accessible for the target population (Glazek). This unusual approach to style preconditioned the success of the company.
Several reasons can explain the fast rise of HBA’s popularity. For instance, according to Seto, a particular trend’s success can be forecasted by analyzing the existing socio-cultural conditions and communities’ states. The period of HBA’s growth coincided with the radical change in the attitude to street fashion and black culture in general. Additionally, the constant search for new ideas created the basis for successful entry into the market. Oliver successfully occupied the niche of clothes representing the real street culture, as against many other designers who were disengaged from communities living in ghettos (Hughes). Emphasizing the transitions between dressed and undressed and formalizing awkward styles, Oliver created the visual appeal which became popular among the young generation tired from traditional fashion brands (Glazek). It also became the central HBA’s success factor empowering its positions in the fashion industry.
Analyzing HBA and forecasting its future, several aspects should be mentioned. According to Glazek, the brand created a unique luxury streetwear category that impacted the development of fashion. The last decade was characterized by the strong HBA’s influence on other brands, their approaches to design, merchandising, casting, and shows. In other words, the decision to appeal to aggressive street fashion and make it the part of the industry promoted a new trend. HBA’s first collection and style was not a fad, as it managed to survive and become a force shaping the market. In such a way, according to Hughes and the definition of trend, the company managed to benefit from introducing and utilizing the popular trend. Because of the brand’s nature and its focus on actual and topical styles and preferences, its clothes cannot transform into classical pieces.
Today, HBA remains one of the popular brands; however, there is a stable reduction in the level of public interest. In 2017, Oliver made a pause because of the lack of new ideas and the need to refresh the vision. In 2020, the return of the brand was announced as an attempt to use similar trends and reacquire its popularity (Hughes). Thus, it cannot achieve previous levels because of other trends’ dominance influencing the market (Gordon). It means that the company’s future remains vague, and in 10 years, it can completely change its image and focus. This feature is peculiar to all groups using particular trends and solutions popular at the moment. It can help to generate income and stable interest; however, in time, there is a need for new solutions and ideas to remain popular.
Lululemon Athletica Analysis
Lululemon Athletica is a world-known athletic apparel seller with its headquarters in Vancouver. The company was founded in 1998 as the retailer of yoga pants and yoga clothes (Lululemon Atlhetica Inc. 4). Chip Wilson, the founder of the brand, managed to realize women’s needs and create an offering that would meet their requirements to convenience, comfort, and visual appeal (Wallace). With only one shop opened in 2000, the company managed to evolve and acquire new clients. Lululemon continued working in the given sphere and designing new sportswear and apparel, along with the fabric to satisfy clients globally (Wallace). Wallace states that in 2007, the brand earned $350 million in sales in 113 stores, which evidenced the success of the project and its ability to meet the existing clients’ demands.
One of the central reasons for the brand’s popularity was its ability to create the trend demanded by women at that time. Chip Wilson says that his awkwardness with women transformed him into a keen observer who tried to guess their desires (Wallace). Attending a yoga class, he noticed that most females wanted convenient, well-fitting, athletic clothing designed for them and satisfying their needs (Wallace). Using an expensive stretch fabric, he created yoga tights tested by his yoga teacher. The positive feedback resulted in launching a new line focused on producing such clothes and selling them mostly to women (Wallace). The success was also explained by the fact that it made them look attractive, emphasizing their shapes and being not sheer (Wallace). Moreover, as against other clothes, they were convenient and tight enough to go in for sports and enjoy it (Wallace). Chip Wilson managed to occupy the existing niche and succeed from it.
Forecasting the company’s future, it is possible to consider several factors. First, the brand faced some scandals triggered by the inappropriate behavior of its founder and the poor quality of fabrics used in some clothes (Wallace). It resulted in the deterioration of Lululemon’s image and a decrease in its price. However, it is also vital to mention that the brand managed to create a fashion trend that has been popular for decades and remains influential (Lululemon Atlhetica Inc. 7). Yoga pants and athletic apparels manufactured by the company remain demanded by women and men globally as they are an integral part of training. The company also shaped the fashion industry and the market as other manufacturers had to struggle with it and create similar responses to use the trend and generate revenue.
At the same time, the products designed by Lululemon Athletica have the chance to transform into classical pieces. The fact is that Chip Wilson managed to focus on an integral element of people’s lives. Sport has always been topical, and today, with the shift of priorities towards healthy lifestyles, it is possible to predict the growth in its importance. It means that women will always need clothes to do their exercises (Morris). In such a way, combining the traditional desire for beauty and convenience, the brand can create the classic that will remain popular during the next several decades and guarantee stable and high income for the company.
Comparison
Comparing two fashion brands, HBA and Lululemon Athletica, several critical differences impacting their future should be mentioned. The first brand evolved using the popularity of street fashion and styles popular at a particular moment. Combining visions of black communities and aggressive features, Oliver created a new trend that had been topical for a decade and changed the world of fashion. However, today it is not so popular, and the future of HBA is complicated. Lululemon Athletica managed to focus on one of the integral people’s needs and provide them with sports apparel and clothes. It is possible to predict the transformation of these goods into classical ones, meaning that the brand can continue its evolution and generate revenues from exploiting the need for convenient and good-looking clothes.
Conclusion
Altogether, the fashion industry is a highly competitive environment characterized by the emergence and disappearance of multiple ideas and trends. For this reason, companies such as HBA and Lululemon Athletica should consider the popularity of particular ideas when planning their actions and selecting strategies for further evolution. HBA created the concept of aggressive street fashion, which became a trend for a decade; however, now it loses its popularity. Lululemon, on the contrary, focused on meeting clients’ demands and establishing classic pieces that would always be popular among customers. Forecasting both companies’ future, it is vital to consider social and cultural factors as they play a critical role in the fashion industry’s functioning. Thus, it is possible to conclude that the correct vision of existing trends is vital for the growth of companies working in the fashion industry and their survival.
Works Cited
“Ad, Trend or Classic: What’s the Difference?”Mark Schneider, 2020, Web.
Glazek, Christopher. “Hood By Air’s Radically Aggressive Streetwear.”The New Yorker, 2016, Web.
Gordon, Grace. “Understanding the (Surprisingly Short) Life Cycle of a Fashion Trend.”Flair, 2017, Web.
Hughes, Aria. “How Hood By Air Changed Fashion in the 2010s.”Complex, 2019, Web.
Lululemon Atlhetica Inc. “Annual Report.” Lululemon, 2019, Web.
Morris, Lucy. “Experts Reveal: How to Spot a Trend (Before Everyone Else).”Grazia, 2017, Web.
Seto, Fern. “How Does Trend Forecasting Really Work?”Highsnobiety, Web.
Wallace, Amy. “Chip Wilson, Lululemon Guru, Is Moving On.”The New York Times Magazine, 2015, Web.