Fashion is as dynamic as technology. So the designers need to keep up with the challenges and new trends in order to be on top of the game, says Sunjey Aggarwal
Fashion has been a hotbed for innovation — from the invention of the sewing machine to the rise of e-commerce. like tech, fashion is forward-looking and cyclical. It’s also a huge industry. But at the same time it is a challenging profession, and most designers learn early on in their careers that there are two ways to do it. Some choose to take the entrepreneurial route and launch their own brand, electing to deal with the challenges of production, marketing, and e-Commerce.
The latter limits the creativity and autonomy of the designer even though it shields them from all the hustles of running a company. However, new trends have emerged that have combined these two approaches to entering the fashion design world. Keeping up with fashion isn’t always a breeze. Something may be in style one day and it’s out the next. It’s also confusing to pick up on trends since fashion is personal and what’s “in trend” is really all about how you style it — anything can be in trend if you pull it off well. There are a few trends that every designer who is planning to take the entrepreneur route should know. One should have an idea whether everyone is wearing skinny jeans or not. Knowing what’s in trend will let you know what the public is buying and what designers are creating.
listen and practice the art of networking: You can learn something from everybody, from the people in your office to those you meet at industry events. Talk to everyone and listen to what they have to say. The fashion industry may seem huge but it's actually pretty small—you never know who you could meet.
Empowerment of designers: The increase of online users that is being experienced every day gives designers an opportunity to gain from e-Commerce, however, it does not eliminate the challenges that are part and parcel of launching a new company. Some of these challenges include production and marketing. A designer can come up with a stunning design for clothes or shoes but they can’t monetise it if they do not have the money to open a manufacturing firm that will produce the products.
Millennial prefer to buy designer products: Millennial have a robust consumer behaviour compared to the older generation. They have a taste for specialty products and also have a great influence on how fashion companies are behaving in the market. A designer who intends to succeed in today’s market should take advantage of this trend and target this segment of the population.
Teenagers have a trendy consumer behaviour as compared to elder generation as well. They have different taste and have great influence on how fashion companies are behaving in the market. A designer who wants to succeed in the long run should take advantage of this segment of the population too. Teenagers are the key segment when it comes to trendy wear.
They like to wear clothes which are comfortable, new and want a product that should be entirely different. As a fashion designer one should know about the demand of the teenagers and should know their mindset when it comes to designing clothes.
Social Commerce: In this modern age of information, social media is crucial for any brand. There are many who buy accessories and clothing due to social media influence. Posting content on social media and or having an influential figure review your designs online is not enough; people want to hear the story behind the product. As an entrepreneur, you should capitalise on this phenomenon and share your story with your target audience because it will help them connect with your brand and buy it.
Understanding texture, colour, and fabric: Design requires a good sense of texture, colour, and fabric. For example, you’ll need to know whether a garment would work best in silk chiffon or another fabric. You’ll also need to know which combination of colours will be most flattering. It is these details that make a design stand out.
The writer is founder-CEO, International School of Design