Fashion is a behavioral trend employed by members of a social group because they perceive their chosen behavior to be socially suitable for the moment and situation. As a result of social influences, the fashion process performs in many areas of group life, particularly in the area of clothing and adornment. In many cases, consumers make social identity statements with what they purchase. This paper discusses fashion behavior explaining the mechanisms in society that power fashion behavior.
There are numerous mechanisms in society that can be attributed to power fashion behavior. These mechanisms include economy, lifestyle, celebrities, social peers, and many others. First, the state of the economy has a direct influence on societal fashion behavior. Currently, the economic downturn has influenced many members of society to purchase items that complement the hard economic times. It has influenced consumers to consider saving their money by shopping at cheaper or discount stores and shopping less frequently. Secondly, celebrities are significant fashion setters in society. Celebrities depict a new dream of social mobility by their creative talents. They have a great power of influence in fashion behavior in the market. This is why fashion designers provide huge endorsements to highly publicized celebrities to publicize their merchandise. Many people prefer to be identified with whatever is associated with these celebrity icons; hence adopt their fashion behavior; for instance, they mimic designs adorned by their celebrity icons. Thirdly, lifestyle is an important mechanism in society that powers fashion behavior. For example, lifestyle is heavily focused on careers, social causes, private clubs, the arts, and many others. The lifestyle of people in a society strongly influences fashion behavior. Designers and retailers need to understand societal lifestyles to be able to meet consumer requirements—these aids in developing a strong brand image that satisfies customer needs.
Fashion at the end of the 21st Century
Electronic commerce is a current trend that is evolving and shaping fashion at the end of the 21st century. The current economic downturn has seen a number of stores closing down and many companies declaring bankruptcies due to financial difficulties. This scenario has made many retailers focus on online stores, which are easier, convenient, and cheaper. Today, consumers across the world are purchasing online like shopping online has become safe and popular. Besides being convenient, electronic commerce enables organizations to save costs of running a store and employees’ cost expenses.
Electronic commerce provides consumers with the general choices in the cheapest way through the internet. It has changed, and its continued evolution has changed people’s lifestyles and shopping fashion. For instance, when it comes to fashion, countries such as the UK, Germany, and the US have high fashion shoppers, with many users reporting online buying services. Consumers in these countries are used to having items such as clothes and other accessories being delivered to their residential places. Electronic commerce has the potential of making traditional retail processes to be faster, open, and efficient. It will enhance processes such as procurements, forecasting of market demands, and inventory management. This new trend will continue to transform new opportunities for the retail industry players in order for them to promptly address the needs of consumers. In addition, electronic commerce makes shopping more individualized, efficient, and comfortable (Brannon, 22).
In conclusion, the influx of online shopping reflects the current cultural trend. Hence, retailers will anticipate an era of electronic commerce that will replace conventional shopping in the area of merchandising. Increased interest in online shopping by many consumers reflects the current culture, therefore, electronic commerce will continue to evolve and shape the 21st century.
Works Cited
Brannon, E. Fashion Forecasting: Research, Analysis and Presentation. New York: Fairchild Publications. 2001.