Fashion is to do with change:
Fashion essentially involves change, defined as a succession of short-term trends or patterns. From this point of view, there may be fashions in almost all human activities, from medical treatments to popular music. For the purposes of this book however, the concept of fashion will to take care of clothing and related products and services identifies some broad categories of clothing with their main situations of use, but this list is by no means exhaustive. Fashion merchants should have a broad vision of their field - fashion it is not just clothing. The competitive spirit of the fashion industry revolves around seasonality.
The industry has a direct interest in the development of new products for the customer to the detriment of the existing elements: this process is known as planned obsolescence. Planned obsolescence is not fined to the fashion industry, it occurs in several other manufacturing sectors such as electronics or automotive. While the concept of planned obsolescence can be criticized by several prospects, many customers appreciate the continual change products and services. Unfortunately, the rate and direction of change are generally slower and less predictable than the fashion industry would wish.
Fashion is about creating:
For the change that is intrinsic to fashion to take place, the the industry must continually create new products. Used in a different sense,the term fashion means to build, mold or make. Fashion, therefore, also involves a strong creative and design component. Design competence is essential and can be seen in all products of made embroidered suit on a cardigan. The level of the design can vary considerably from a basic element such as a T-shirt to artistic creations of Coco Chanel, Christian Dior, Yves St Laurent or, in more recent times. For some fashion design clothing can be considered as an art in its own right, even if a more sustained notion in countries such as France and Italy in Great Britain. The majority of clothing sold does not fall into this category, but the inspiration for the design of many of these clothes can come from works of art.
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