Fashion by Inertia of Motion – A Long Trail to Follow



Curiousness in following aspirations drives fashion, which is a catalyst for driving the markets and ensuring juvenility in consumers. And here we stand in the mid of shopping malls and bazaar, displaying antediluvial merchandises till eternity.  The charisma becomes murkier with replicas hung around us.

Dynamism in Fashion Retail will not only help in providing momentum in the shopping experience to the consumers but will also help in providing a stronger magnitude to the retailers. There is a need to overcome the inertia in current fashion cycle. The fashion cycle is relatively obsolete with growing consumers’ aspirations.

The ‘turtle phenomenon’ in the current retail segment should be accelerated.  As a well-known fact, which states that ‘velocity is directly proportional to momentum’, so does it implies to the fashion.  Constant change is a requirement, which is a challenge to them, and it was aptly sought by one of the biggest fashion retailer in this industry, i.e. “Zara”. The revolutionary concept not only provides a quick changeover in merchandises, but also poses a question to other retailers. The benchmark set by them is still unachievable by their counterparts.

At this point of time, it would not be wrong to state that –“Fashion is motion”, so if one is selling motion, one should have quick responsiveness towards it.

It is a biggest challenge to the retailers of modern world to drive this alacritous segment in tandem. The market is ready for the change, but still there is a long trail to follow.

Design in Apparel Retail- Philosophy of Laggards

It was a simple question asked in my market research to a consumer, shopping inside a mall-“What made you buy this T-shirt”.  Response was enough to elucidate the labyrinth of the domestic brand’s sense of design. The prints and designs sought by him in the international brand aspired him to purchase the replica of it.

This psychology is well capitalised in the retail segment for planning their design ranges. The ‘philosophy of Laggards’ ,  which can be stated in a more articulated way as to copy the trends which were forecasted season’s before on the international forum and could be made available for the mass.

Sometimes it is both surprising and shocking to ask ourselves- What does design mean to retail? Is it an aim to copy the most feasible designs available in market?  Till now, what can be perceived in market is an affirmation to it. The demise of design starts from here and passes to the consumer till eternity.

This practice of ‘cut, copy and paste’, has found its roots in the consumer world, which seems to be burgeoning, especially in the developing nations. The brands which come to the market are practitioners of it, and continue to demean the sense of creativity and design in apparel segment.

Is there a way out? , in order to make consumers fashionable and trendy and not laggards of this society.