它被许多研究者和经济专家认为,时尚产业可能在可持续发展中发挥重要作用通过其全球经济和社会的重要性。李维·施特劳斯公司公布的一份报告表明,全球所产生的总收入配件、服装和奢侈品市场在2008年是1334.1万亿美元(李维斯Strauss & Co . 2010)。它表明它有一个产生充足的经济机会的巨大潜力在创造就业机会方面,利润生成和促进工业化。然而,此后该行业迅速改变了由于竞争激烈,利润率也逐渐减少,吞没了经济危机。在新兴的场景中,两个当代时尚潮流可以认定为一个稳定的司机在未来四到五年左右。
时尚界的第一个趋势表明对改变消费者的行为转变,这是显而易见的,他们的生活方式。在日本,传家宝布已成为一种新的时尚潮流,人们喜欢衣服来自父母和祖父母。在发展中国家像巴西、招摇的衣服或布在愤怒的重用。甚至大多数发达国家的人民像美国和英国,转向时尚物品,与最小或没有生产环境损害(李维斯Strauss & Co . 2010)。世界各地的零售商在这个行业应该通过他们的商业活动,如促进可持续的生活方式使用环保袋,礼品盒等等的重用。
It has been argued by many of the researcher and economic experts that fashion industry may play a vital role in sustainable development through its economic and social importance across the globe. A report published by Levi Strauss and Co. indicates that the total revenue generated by global accessories, apparel and luxury goods market was $1,334.1 billion in 2008 (Levis Strauss & Co. 2010). It indicates that it has a huge potential of generate ample of economic opportunities in terms of job creation, profit generation and promotion of industrialisation. However, since then the industry has changed rapidly due to fierce competition, ever-decreasing profit margin, engulfed economic crisis. In the emerging scenario, two contemporary fashion trends can be identified as a stable driver in years ahead for around four to five years.
Two Contemporary Fashion Marketing Trend
It is evident from an analysis of recent fashion trends that consumers are somehow indicating towards following contemporary trends:
- Slow is Beautiful and
The first trend of fashion industry indicates towards change in behavioural shift of consumers and this is evident in their lifestyle. In Japan, heirloom cloths have emerged as a new fashion trend and people are preferring cloths from parent and grandparents. In developing nations like Brazil, ostentatious clothing or reuse of cloths are in rage. Even the people of the most developed nations like the USA and UK, are shifting to the fashion items, which have been manufactured with least or no environmental damages (Levis Strauss & Co. 2010). Retailers around the world in this industry are supposed to promote sustainable lifestyle through their business activities like use of environmental friendly carry bags, reuse of gift boxes and so on.