What Influences the Fashion Trends?

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What Influences the Fashion Trends?

Introduction

Every generation has their own style; something that sets them apart from the previous generations. So why does our generation choose to wear the clothing that they do? Of course we don't want to dress like our parents, but there are other factors involved in developing the style of a generation.

Marketing, advertising, and the media all try to influence the way our generation dresses. Their reasons are mainly profit based. We also make our clothing choices based on the Functionality of the garment. Consumers of our generation often look at the comfort, durability, and adaptability of a piece before purchasing. History has had a great influence on the look of most clothing worn today. Clothes reminiscent of the past are often known as "retro" which has become one of the signature styles of Generation Y. Clothing also helps us to express ourselves. Youth often choose clothing to reflect their unique personality. These factors are explained further below.

Branded as Consumers

Marketing is a very influential factor. Generation Y is the most targeted group of people today. The fashion trends of the day are pushed onto kids through the media. Through television, magazines, movies, and teen idols, today's youth are told what to wear to be "cool".

As Generation Y, we are 63 million members strong and spend more than a billion dollars annually (Marketsource). With such spending power it is easy to see why companies choose us as their target market. We have grown up in a "'consumption culture" are "taught that (we) will be satisfied if we purchase products to fill our wants and desires" (Youth in the Third Millennium). Perhaps this need to buy things is only a progression ...

... middle of paper ...

...ecky. Fashion en Mas. Marketing to Teenage Girls. Brandweek

http://findarticles.com/cf_0/mOBDW/n34_v39/21083559/print.jhtml (21 Mar.2001)

Kim, Justin. Skaters spark new style outside their turf.

http://www.thelowell/apr28‑97/page24/skaters.html (21 Mar. 2001)

Mendes, Valerie and Amy de la Haye. 20th Century Fashion. London:

Thames & Hudson Ltd, 1999.

Nunn, Joan. Fashion in Costume 1200‑2000. Chicago: New Amsterdam Books, 2000.

Steele, Valerie. Fifty Years of Fashion. London: Yale UP, 1997.

Tunbridge, Abigail, and Julie Nasra. Consumer Tricks of the Trade. Yomag

http://www.yomag.net/ezine/4.htm (4 Apr. 2001)

"Youth Subcultures and the Commitment Level Model".

http://www.youth.co.za/model/subcult1/htm (20 Mar. 2001)

"Youth in the Third Millennium". A Research Project: Part 2.

http://www.youth.co.za/model/youth3mb.htm (18 Mar. 2001)

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