Fashion is a business that’s always changing. New channels and markets offer growth opportunities, but they also pose challenges.
The words clothing and apparel are synonymous — they refer to the duds people wear to cover their bodies. But there are slight nuances in the meaning of each term.
Definition
Fashion is a style or trend that reflects a particular time, culture, and social class. It includes clothing, accessories, hairstyles, and makeup as well as the attitudes and values expressed by these items.
The fashion industry encompasses four levels: the production of raw materials, principally fiber and textiles but also leather and fur; the design of apparel by designers, manufacturers, and contractors; retail sales; and various forms of advertising and promotion.
The internet has accelerated the pace of fashion, with e-commerce brands such as Asos, Shein and Fashion Nova able to capitalize on fast-changing trends and viral sensations. This has created a fashion industry life-cycle that is arguably both faster and less sustainable than the past.
History
Before the 20th century, most clothing was hand-made for individuals, but by the beginning of the Industrial Revolution, new technologies allowed garments to be mass-produced in standard sizes and sold in department stores. In this industry, designers became celebrities and clothing was worn with high status, as evidenced by Coco Chanel’s sleek styles and Alix Gress’ sculptural elegance.
Today, the fashion industry is highly globalized. Garments are designed in one country, manufactured in another, and sold in a third. The industry’s darker side includes exploitation of garment workers and environmental damage. Fashion can also spark social change, as demonstrated by the sexy shirts worn by women’s liberation activists in the 1970’s.
Trends
Trends in fashion and apparel are driven by a variety of factors, including social media influencers, online shopping and streetwear styles. Fashion brands are also looking to sustainability, incorporating recycled materials and closing-loop manufacturing processes.
In 2030, digital fashion is growing, with companies such as DressX and The Fabricant offering garments that can be worn through augmented reality (AR). Other brands are integrating smart mirrors into their shop floors, using solutions like YourFit to reflect customers’ cultural, racial and sizing preferences and enable virtual try-ons without getting undressed.
Direct-to-consumer (DTC) e-commerce is another fashion trend, with brands bypassing traditional retail channels to sell directly to customers. This allows them to maintain a closer relationship with consumers, improve customer experience and gain valuable data.
Styles
Fashion leaders are facing a host of challenges and opportunities in 2023. On one hand, evolving channels, emerging markets, and groundbreaking research provide growth potential. On the other, global uncertainty and risk mitigation will require new skills from executives.
A grunge style is a casual and edgy style that usually involves a lot of layering and oversize silhouette. This type of clothing includes t-shirts featuring band logos or names, ripped jeans or leggings, and leather jackets.
Academia fashion is a style that shows off the stereotypical impression of nerds or geeks. This style usually features tweed fabrics, neutral plaids and knits. There is also a dark academia fashion that uses moodier colors and has a gothic influence.
Fabrics
The fashion industry relies on a wide range of materials to produce clothing. Fabrics used for garments include natural fibers such as cotton, wool, and silk; semi-synthetic textiles like rayon; and synthetic or manmade fabrics.
The type of fibre used depends on the application of the garment. For example, a t-shirt needs to be made from a breathable fabric that absorbs moisture. For this reason, many of these t-shirts are made from polyester.
A sustainable clothing industry requires transparency around the production of garments, including their negative environmental and societal impacts. This involves establishing a system where the price of clothing includes all these costs, so they can be traced throughout the supply chain and lifecycle.
Manufacturing
The manufacturing process involves a number of steps, including pattern making and garment costing. It also includes the creation of prototypes and sourcing raw materials. These stages are essential to a successful production run.
Once the patterns are created, the fabric is graded to make different sizes of clothing. This step is necessary to ensure that the clothing fits properly and looks good on individuals.
Garments are then packaged, tagged, and sized according to customer specifications. They are then shipped to client distribution centers or directly to retail stores. Streamlining operations can help reduce lead times, but these efforts must be accompanied by rigorous quality controls.