Tracking the Changing Fashion Trends With the Current Consumer Consciousness

Fashion is a reflection of person's changing attitude and values. A personal style statement can become fashion when it is seen and adopted by others. The style should be appealing to be imitated by other public. On the other hand trend is referred to the particular set of product preferences within a consumer group. People generally follow fashion trends due to lack of confidence, interest, hesitation or lack of time to try out something new.

Features of Fashion

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• Fashion is not based on price
• Fashion is changing everyday
• Particular style becomes fashion when it is accepted by majority
• Sales promotions doesn't have a direct impact in popularizing any sort of fashion
• All fashions ends in excess

Tracking the Changing Fashion Trends With the Current Consumer Consciousness

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The vision of company founder Adolf Dassler has long become reality, and his corporate philosophy the guiding principle for successor generations. The idea was as simple as it was brilliant. Adi Dassler’s aim was to provide every athlete with the best possible equipment. It all began in 1920, when Adi Dassler made his first shoes using the few materials available after the First World War.

The adidas name dates back to 1948, deriving from the first two syllables of Adi Dassler’s first and last name. One year later, Adi Dassler registered the Three Stripes as a trademark. After a period spanning almost 70 years, the Dassler Family withdrew from the company in 1989, and the enterprise was transformed into a corporation ("Aktiengesellschaft"). French-born Robert Louis-Dreyfus was Chairman of the Executive Board from April 1993 to March 2001. It was he who initiated adidas’ flotation on the stock market in November 1995. adidas--a name that stands for competence in all sectors of sport around the globe. Today, the adidas product range extends from shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf.

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Based on these features a number of theories have been formulated explaining how fashion is adopted in a social environment. Some of the theories are:

1. Trickle -Down theory or Downward-flow theory
2. Trickle - Up theory or Upward -Flow theory
3. Trickle -Across theory or Horizontal - Flow theory

Understanding the changing Consumer Fashion Trends

Most fashion designers observed that customers mostly grave for unique colors and style. Choosing a particular theme has also become important. Through unique color combination they try to express their creativity and individuality. But in this economic unstable situation they are now looking for more comforting colors. Innovative textures, pattern, prints and draping style are also preferred by the customer.

To flatten the skin tone and to lift the spirit they look for vibrant colors. Color adds depth and spark to the individual personality. Now customers have become more conscious about their look. They now visit shopping malls on regular interval or check visit different fashion website to check out the new arrivals. They look for quality product at the lowest price. If something attracts their attention and satisfies their need they don't hesitate to spend some extra money.

Designers have also responded to the changing preferences of the customers by creating eye-catching unique dressing materials. After studying the consumer behavior thoroughly they also predict the fashion forecasting that exposes the fashion for the future. Based on this they design their new collection to delight the customers.

Tracking the Changing Fashion Trends With the Current Consumer Consciousness