The history of fashion dates to the 17th century. French designers described fashion using beauty models. By the 19th century, few designers lead the fashion world. Quality and expensive garments were displayed by high income earners. The latest designs were exposed at civic events and weddings.
The elites controlled the operations of fashion designers. By 1987, fabric designers realized the decline in the control of trending garments. Women from different social class gained access in the clothing industry.
Trending clothes became a majority vote rather that a designer’s view. Women’s clothing industry lost huge revenue when fashion designers made short skirts no one purchased. The power to decide the best garment resides with the consumers.
An era in the fashion world ended with the death of Martha Phillips. She controlled women fashion industry since 1930. The rich and elegant women took turns to view simple dresses that ordinarily may not pass the fashion test of the majority. Martha’s garments dominated fashion world until death.
Martha’s retailers such as Conture de Paris could not convince customers with other quality designers. The end to Martha’s collections opened the door of modern fashion design.
Fashion designers changed the orientation with four major considerations. The consideration includes consumer values on fashion, women trooped into the fashion industry, women changed dressing patterns and designers lost grip on trending garments.
The article summarizes the life of top designers and the challenges of the fashion industry. Top in the list of fashion designers is Calvin Klein. His ascension in fashion world began with the fall in fashion garments. Consumers wanted to wear dresses rather than cages.
Dresses allow you to walk the streets while cages disrupt your looks and posture. The simple idea turned the fortunes of Calvin Klein to a fashion brand name. By 2000, women fashion designers changed the design patterns. Designers used market segmentation to win customers.
Garment tailors like Ralph Lauren utilized the opportunity to build an empire. Women looked for better designs among many. Fashion merchandizers profited from the confusion. Retailers stocked garments from many designers to satisfy customers.
The author summarized women’s clothing industry with 5 marketing strategies. Fashion marketing policy dictates consumer preference over designer pattern. Fashion specialists changed the pattern of design using majority votes and consumer perception.
Merchants in clothing industry used social media, the Internet, fashion blog, promotions, fashion shows and adverts to sell products. The business operations of the organization affected the brand name. For example, Ralph Lauren used social media to sell clothes in 2009.
The sale was estimated at 3 billion dollars. The cost of production and media advertisements limits many designers from the clothing industry. New entrants socialized with the target market through Facebook, Twitter, What’s app and TV series. The trend in the industry commands a positive nod from business marketers.
A designer can induce the choice of the customer when certain marketing strategies are employed. Target oriented production, sell without the social media.
The idea can be harnessed by new entrants in women’s clothing. Technology remains an important factor in the choice of garment. Fashion designers must seek ways to amaze and satisfy customers.