Category: Fashion

Indigenous (or native) fashion by the name says clothing, fashion and accessories that belong to a particular region or country or are native to a specific culture. Back in the days, native clothing was in fact connected to the people of North America and that’s where the term even originated. Native American clothing is a vital part of American culture and history. Weaving, beading, and detailed work such as feathering played an integral part in Native American clothing. Native American clothing was a main factor in cultural and religious ceremonies. Intricate beadwork and feathered headdresses were also commonly worn during ceremonial displays.

Be it the Americans, African Americans or the tribal Indians, Indigenous fashion was more than just fashion to them. It represented their culture and heritage, more than anything. Indigenous designers frequently incorporate motifs and customary materials into their wearable artworks, providing a basis for creating items for the haute couture and international fashion markets. Their designs may result from techniques such as beadwork, quillwork, leather, and textile arts, such as weaving, twining, and tufting. In some cases, however, they choose not to include any materials associated with indigenous cultures.

History of Indigenous Fashion

As was custom with the Native Americans, they were very resourceful with all of the materials that were available to them, and they used the skins of deer to make clothes as well as fibrous materials. Beads and wampum (a shell) were also frequently used to adorn tribal dress. There were many different beadwork patterns that were symbolic to each tribe.

Women were primarily the seamstresses of the tribes. They would prepare the skins that would be used to make clothing. The act of making Native American clothing wasn’t a task that the women took lightly. Many of the decorations and the objects used by the women to adorn the clothing were significant symbols of stature and power. Family relationships were also honored through the art of making Native American clothing. Women would diligently work on the clothes for loved ones, and by using objects that represented the occupations of her loved ones.

While Native peoples have always produced clothing, until the twentieth century the garments they made were for personal or ceremonial use. However, forced assimilation policies throughout the nineteenth and early twentieth centuries focused on eradicating Native American culture, including religious observance, language, and other traditional practices. Later, policies such as the 1934 Indian Reorganization Act changed the strategy for education of Native peoples, encouraging them instead to reconnect with their cultures, including the creation of traditional dress.

Indigenous Australians have also influenced modern Australian dress since first contact. From possum skin cloaks and booka kangaroo capes to shell necklaces in Tasmania, Europeans have been fascinated with Indigenous materials, skills and aesthetics. They have stolen, purchased, borrowed and worn them for more than 200 years. In turn, Indigenous Australians have at times enjoyed wearing soldiers’ red jackets as battle spoils and possibly mocked the Europeans by wearing their top hats cockily in the early streets of Sydney. Traditional dress practices, along with ceremony, language and music-making, were often banned by the colonisers. Missionaries often taught western-style leatherwork to men and needlecraft to women – yet powerful hybrids of self-determined dress also emerged, expressing subversive gestures and quiet resistance.

India’s Indigenous Fashion History and Descendance

It is estimated that the Indian handloom and weaving industries employ over 5 million weavers and allied workers. Woven textiles and handlooms make up around 15% of the cloth market and 95% of the world’s hand-woven fabrics come from India. These government statistics don’t even take into account the highly unorganised embroidery industry that is almost completely run in non-descript locations all over the country. Small workshops that are mostly dilapidated structures with little to no electricity and no basic amenities. It’s easy for the word ‘sweat shops’ to immediately come to mind. The establishments are operated by well-meaning but uneducated owners who are struggling themselves to make ends meet after paying for their overheads. Resulting in no official record of their businesses and most dealings happening in cash to save on taxes.

Why are telling you all this? Mostly because these people make up the meaning of indigenous fashion in today’s day and age. India’s fashion industry is at such a stage where the very people who are redefining the handloom industry of today are the only ones who’re changing the landscape of fashion and in a good way!

Clothing in India changes depending on the different ethnicity, geography, climate, and cultural traditions of the people of each region of India. Historically, male and female clothing has evolved from simple garments like kaupina, langota, dhoti, lungi, sari, gamcha, and loincloths to cover the body into elaborate costumes not only used in daily wear, but also on festive occasions, as well as rituals and dance performances. In urban areas, western clothing is common and uniformly worn by people of all social levels. India also has a great diversity in terms of weaves, fibers, colours, and material of clothing. Sometimes, color codes are followed in clothing based on the religion and ritual concerned. The clothing in India also encompasses the wide variety of Indian embroidery, prints, handwork, embellishment, styles of wearing cloths. A wide mix of Indian traditional clothing and western styles can be seen as of today in our country.

Regional Indigenous Indian Fashion

In India, women’s clothing varies widely and is closely associated with the local culture, religion and climate. Traditional Indian clothing for women in the north and east are saris worn with choli tops; a long skirt called a lehenga or pavada worn with choli and a dupatta scarf to create an ensemble called a gagra choli; or salwar kameez suits, while many south Indian women traditionally wear sari and children wear pattu langa. Saris made out of silk are considered the most elegant. The traditional style of clothing in India varies with male or female distinctions. This is still followed in the rural areas, though is changing in the urban areas. Be it clothing, accessories, shoes, etc. they use several techniques of surface ornamentation like embroidery, weaving, beading, printing, dyeing, and many more that enhance the beauty of any product.

One such indigenous example of a brand infusing modern techniques with age-old classic virtues, Pretty Peach by Dr. Rohini who runs a handcrafted footwear, clothing and accessories online shop. Despite being a practicing otolaryngologist, head and neck surgeon, skull base surgeon, she founded Doodle Rage and Pretty Peach, both being brands launched by her in September 2019. They provide a wide range of products from keeping Indian heritage alive with their exclusive juttis with a modern twist to strappy sandals and modern clothing. Juttis (resembles the modern-day ballet flats) was first used by Indian royalty in the 16th century. Women fought battles wearing juttis, that’s how comfortable they are. At Pretty Peach, they bring you a modern twist to traditional juttis with modern, fun designs ensuring they go with every outfit (Indian and western) and occasion. Along with juttis, they also house a wide range of shoes, heels and other ranges as well. They also carry dresses, skirts, tops, pants, jackets along with handcrafted bags, clutches, jewellery that depict indigenous fashion with a modern twist.

Conclusion

After much experimentation and with help from local governments, most Indian designers have worked out that the key to making India’s indigenous sectors not only sustainable but also profitable is reinvention. Modern Indian men and women don’t want to dress like their parents and grandparents, but they don’t want to completely isolate their Indian ethnicity either. This is evident from the past decade when there has been a sudden resurgence towards being and wearing Indian albeit with a modern twist. It might seem like this was just a random change in trends but in reality, India’s stalwart fashion designers have been working hard behind molding this mind-set with their conscious and continuous efforts.

For most of fashion history, fashion has been seen as feminine and an interest for women and was for some point dismissed as unserious and inferior. Yet both femininity and masculinity are still defined and valued through appearance. Clear gender characteristics and strong opposing definitions of the sexes should belong in the past. The lines of segregation is blurrier than ever. Yet the discussion about how far men and women can push the freedom of self expression is still controversial. So where does the definition of ‘femininity’ and ‘masculinity’ even begin or end? With these perspectives in mind, this case explores further into why there is a demand for modern masculinity and how the company will turn it into a reality through sustainable practices.

Over the years, there has been a typical perception of men dressing in restrained, gender appropriate clothing styles is seen as masculine while upholding traditional male values. For instance, they could only wear between a variation of charcoal, navy and sage suits and athletic gear. However, in today, majority of men do not wear much of tailored clothing outside of those professional situations that demand it. According to a research project called ‘Refashioning Masculinity’ that was conducted in 2017, between the ages of 22 and 78, only a small amount chose navy suit and white shirt for work, while the rest preferred more colourful choices that represent their identity (Dr B. Barry, 2017). Even though work codes are still quite traditional, the demand for modern menswear outside of work is evidently high. In the past, clothing also allows men to showcase how their bodies align with the stereotypical traits of masculine like being seen tall and toned with a perfect physique. This tend to cause men to often revaluate their own clothing decisions to keep within the masculine norms and engage in unhealthy and unnecessary diets and surgical practices (Dr B. Barry, 2017). Even though there has been a shift in this way of thinking, it is still not enough. That is why fashion is the vital tool to disrupt the boundaries of masculinity and transform into something new and show that it is okay to be more feminine.

In order for menswear to evolve and move away from the mainstream perception of male identity, the creative industries are exploring different ways to portray the complexities of manhood and emphasise the softer, more sensitive and vulnerable qualities of modern masculinity. The Book of Man is an online support network that consists an extensive team of writers and experts who offers advice and inspiration to modern men (Martin, 2019). They conducted a study on masculinity called ‘Men Are On The Edge’ which revealed that 69% of men aged 25–44 in the UK feel misrepresented by brands, stating that the usual look on masculinity are no longer relevant with contemporary life (The Book of Man, Altheo, n.d). The results also showed that 52% of men feel they need to comply to stereotypes, yet 65% believe stereotypes are dangerous to society (The Book of Man, Altheo, n.d). This proves that stereotypical traits of masculinity such as strength and physical performance are out of touch with consumers and there is a cultural movement calling for these values to change.

Fashion Retail in industry Canada profile provides excellent qualitative and quantitative summary information including market size (value 2013-17, and forecast to 2022). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive brands within the market. Crucial resources for data and analysis covering the Canada fashion retail market that includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

The attire retail showcase incorporates infant apparel, baby garments and easygoing wear, fundamentals, formalwear, formalwear-event, and outerwear for men, ladies, young men and young ladies; avoids sports-explicit garments. The Canadian clothing retail industry had complete incomes of $22.6 bn in 2017, speaking to a compound yearly development rate (CAGR) of 3.2% somewhere in the range of 2013 and 2017. The women’s wear section was the business’ generally worthwhile in 2017, with all out incomes of $12.5 bn, proportionate to 55.2% of the business’ general worth. Later on, center estimated attire retail organizations are probably going to battle as the scene turns out to be progressively serious and buyers show an inclination for things which are high caliber however lower in cost.

Scope:

Spare time completing passage level examination by recognizing the size, development, significant portions, and driving parts in the clothing retail showcase in Canada. Utilize the Five Forces investigation to decide the serious power and in this way allure of the clothing retail advertise in Canada. Driving organization profiles uncover subtleties of key clothing retail advertise players’ worldwide tasks and budgetary execution. Add weight to introductions and pitches by understanding the future development possibilities of the Canada attire retail advertise with multiyear estimates

Role Product/brand: ZARA

What are the operations strategies of Zara and how these strategies are being managed effectively to make Zara a successful Brand?

Operations Management

Operations management is in regard to all operations within the organization responsible for creating goods and services that organizations pass to their customers. This includes:

• Managing Purchases
• Inventory control
• Quality control
• Storage
• Logistics and supply chain

Zara’s philosophy goes by “Give customers what they want and get it to them faster than anyone else.” To achieve this goal, Zara has developed certain operational strategies. We will be discussing about Zara’s Operations Strategy and how Zara has implemented these strategies to become world’s leading apparel company and made its founder, Amancio Ortego, the world’s second wealthiest person.

Operations Strategy

Zara employs more than 20000 people, distributed across 23 factories around La Coruna, Spain. Ortego believes in short lived fashion trends that require speedy designs and decision. Hence, Zara makes millions of its most time-and fashion –sensitive products in its own factories on its own schedule based on its own market data that are then fed into its own logistic system to quickly deliver them into its own storefronts.

• Order Qualifying Attributes of Zara : Trendy clothes with a better quality fabrics
• Order Winning Attributes of Zara : It is often said “Zara is Armani at moderate prices”, or “Banana Republic priced like Old Navy”

We will discuss about certain operational excellence performance measurements of Zara in terms of quality, cost, delivery and flexibility.

Forecasting

Zara introduces 10,000 new designs every year to a network over 1925 stores in more than 86 countries. The vast global network makes demand forecasting a challenge for Zara. They seek out to study the effects from seasonality, product life-cycle and cannibalization into a long term aggregate demand forecast.

For seasonality they study

1. Macro patterns, which are the year to year sales patterns that remain fairly consistent, such as rising sales in spring
2. Specific Events, which refers to events that have an impact on demand but shifts dates from one year to the next, such as Christmas or Diwali.

These two factors are used to forecast short and long term store demand by using regression that leverages historical demand. Majority of the sales are experienced in the first few weeks in the store and due to this when forecasting demand for replenishment purposes, it is crucial to understand: “How long the item has been in the store?”, and “How many new items are being displayed for the first time at the store on the week in question?”

Product Design

Designers send their design suggestions to factory and to distribution department by scanning a design into a computer and electronically transmit to factory computers including computers controlled cutting equipment. How do they do it?

• Zara’s designers gather information from store managers, internet, films and industry publications. Designers sift the data, quickly converting the latest look into affordable, hot fashion for the masses. It often translates a fashion trend in as little as two weeks whereas its competitors take months to do the same. It does not adapt products to a particular country’s preferences, but looks to standardize its designs for the global market.
• Designers input the designs patterns into CAD systems which automatically feed into the cutting machines in the factories ensuring the required quality of outputs and having a minimum fabrics waste.
• Zara has always been using the technology in its manufacturing plants, in the areas where there is a requirement of simplifying the complex processes.
• Zara rejects the idea of conventional spring and fall clothing collections in favor of “live collections”.

Design For Environment

Zara is also one of the rare clothing brands, which produces 100% toxic free clothing. Within the product they use:

• Ecological fabrics
• Organic cotton
• Manufacture PVC free footwear
• It is also been awarded with LEED (Leadership in Energy and Environmental Design)

Process Analysis

Zara works with the concept of offering a variety of latest trend of good quality in small quantity for a shorter period of time at lower prices, which instigates the customers to purchase what they like right away without waiting for any sort of sales. It has attained the main objective of ensuring timely delivery of products to end user at affordable prices and complete customer satisfaction. Zara applies technology in areas that speed up complex tasks, lower cycle time and reduce error. Zara stores managers carry handheld Casio computers to send online information to headquarters like selling trends, customers comments, or placing orders.

Make To Order

The firm therefore avoids building inventories in any part of its supply chain from raw materials to end user. Inventory optimization models are in place to help the firm determine how many of which items in which sizes should be delivered to stores during the twice a week shipment ensuring sores stock just what they want.

Productivity/efficiency

Zara designs around 10,000 new models every year and replenishes ranges within every one of its 650 retail stores twice per week, but in strictly limited quantities of stock. This ensures Zara’s brand promise to customers of exclusivity, and also of design freshness. It also avoids build-up of large quantities of unpopular stock.

Flexibility

Zara has a quick turnaround on fashion trends many items we see in store will not exist in next few weeks. Zara aggressively prices its products and adjusts pricing for the international market, making customers in foreign markets bear the costs of shipping products from Spain. If the product line fails to excite customers, Zara can scrap an entire production line if it is not selling. Also, they can dye collection in in new colors. Can create new fashion line in days. Even though it manufactures products as per market’s daily changing trends, it has developed a system by which it has a low manufacturing cost enabling it to provide great latest designs at lower prices to the customers.

Assembling

Assembly of different components is done at the headquarters of Zara in Spain; it has outrightly rejected the concept of cheap outsourcing. Zara has slashed the cycle time to a phenomenal two weeks. It continues to beat the competitors by introducing new designs into the stores within a week or two. While it takes a cycle of six months for other fashion brands to penetrate new designs into the market. They want customers to understand that they must buy it now because it won’t be in the shops following week. They create a climate of scarcity and opportunity. Zara undergoes Flow method in its process selection. Zara voluntarily keeps up to 85%of its plants idle in order to optimize the response to demand changes all around the world.

Facility Decision And Facility Layout

Zara presents a drastically different approach than its competitors. Instead of outsourcing its production in Asia or Eastern Europe, it decided to manufacture its products in Galicia. While lower cost production could be achieved in other regions, the faster time to market, reduced transportation costs and low exposure to changing tariffs and politics outweigh that one factor. Their Headquarter is situated in Spain, which give it a prime location for Zara to operate. They invest in prime locations. They place great care in the presentation of our storefronts. This is how they project their image. Zara’s stores command high profile slots in premier shopping venues. Its location strategy has created interesting tensions. Attractive stores both inside and out, are vital to Zara’s mystique. They want their customers to enter a beautiful store where they are offered the latest fashions. Retail specialists roam the globe, adjusting window displays, testing store ambience and rethinking presentation schemes. Their layouts are always changing.

Supply Chain Management

It has developed a fast shipment system that satisfies the existing needs. The key to Zara’s ability to establish an agile supply chain results on the following unique approaches:

• Procurement methodology: Zara‘s procurement team works on the quantity of raw materials needed to manufacture the clothes. This helps reduce waste, as they re-use fabric but not resell a piece of clothing that didn’t meet the expectation.
• Proximity of supply: Suppliers are all close to Zara factories and collaborate tightly, so Zara can order on and everyday need basis.
• Production feedback: Every day, store managers can give customer feedback to the market specialist, who then pass the information along to production and design teams. This rapid feedback loop enables a quick and agile response to the market.

Manufacturing

Zara makes millions of its most time and fashion sensitive products in its own state of the art factories on its own schedule based on its own market data that are then fed into its own logistic system to quickly deliver them to its storefronts.

The story begins in the heart of Zara’s headquarters, where its 300 person design team is leafing through trend-forecasting books and putting together mood boards for the store’s next collection. Once a design is created, it is taken to a team of pattern cutters just meters away, who put together the first prototypes. Once the prototype has been signed off, on a digitized pattern is sent to one of its factories.

The first step of the process is to set the patterns to the fabric. The pattern layout is then sent to a machine that prints a life-size copy, using the relevant information about what part of the garment each piece is. The fabric is laid out under large cutting machines, and the paper is placed on top. Both materials are held in place with a tight plastic sheet. The machine slices through the material, cutting out the individual pieces of fabric. Once they have been cut, the paper and fabric pieces are boxed up together. The paper has all the details for the factory workers to see where these pieces need to be sent next, and which part of the garment they will make. These pieces are sent to external factories to be sewn together, along with a prototype of the item so that the factories can copy the exact design. Once the item is sewn together, it returns to Zara’s headquarters. After quality check , boxes are with newly together clothing are unpacked from trucks and immediately passes through a sensor machine. The boxes are placed on a conveyor belt and stocked in groups. These can be stored for several days in the distribution center before being shipped out. The full boxes are then placed on another conveyor belt to be sent out for delivery.

Source: Mary Hanbury from Business Insider, 28 Oct, 2018

Logistics

Garments flow through Zara’s distribution center in La Coruna. In La Coruna, garments travel along 125 miles of underground rails that links its factories. Along the way, they are sorted in carousels capable of processing 45000 folded garments per hour. Zara ships more than 2.5 million items per week to its store worldwide. Custom orders reach its stores in Europe, the middle east and much of the United States in 24 hours and 48 hours for Asia and Latin America.

Inventory Management

• Zara rejects the idea of conventional spring and fall clothing collections in favor of “live collections” that are designed, manufactured and sold almost as quickly as customer’s fleeting tastes-no style lasts more than four weeks. Hence, just as their layouts their look of the inventory mix also keeps changing.
• Highly deals in just- in- time inventory process.
• Zara reaps the benefits of very efficient inventory management models that help them determine the exact quantity of items needed for every store. They ship very small batches twice a week.
• Zara‘s procurement team works on the quantity of raw materials needed to manufacture the clothes. This helps reduce waste.

Total Quality Management

• Zara’s items and its key products are sent back to factory after it is sewn together for individual quality checks.
• Pressing machines are used to flatten out the material
• Sleeves are blasted with hot air to shape the fabric and stretch the stitching
• Each item is individually ironed
• The clothing is then checked piece by piece to ensure there are no faulty stitches. Items that pass the checks are given a security tag
• If any issues are spotted in this process, the clothing is put to one side and any small faults are fixed on sewing machines.

SOURCE: Mary Hanbury from Business Insider, 28 Oct, 2020

Sustainable Operations Management

Zara is recognized as one of the most eco-friendly companies. It’s headquarter is in Spain, and is known for using solar panels and wind turbines. Zara at all it’s stores

• Save energy
• Have eco-friendly shops
• Produce less waste and recycle

Their commitment extends to all staff, they have an environmentally aware team for distribution channels. The transportation of finished goods (from the point of production to point of sale) it is termed as environmentally friendly. In transportation, they use bio-diesel.

Analysis

The only marketing tactic ever being used by Zara is displaying. Zara spends just 0.3% of sales on advertising, compared with 3-4 percent for most fashion retailers. Hence, there is no doubt, in the absence of marketing strategy it is the Operation Strategy and its efficient management that is responsible behind Zara’s success story.

It reflects that a company can still thrive without a handsome marketing budget but not without an efficient operational strategy being efficiently managed at a right place and at a right time.

Conclusion:

Zara makes millions of its most time and fashion sensitive products in its own state of the art factories on its own schedule based on its own market data that are then fed into its own logistic system to quickly deliver them to its storefronts. This includes:

• Managing Purchases
• Inventory control
• Quality control
• Storage
• Logistics and supply chain

Zara’s philosophy goes by “Give customers what they want and get it to them faster than anyone else”. To achieve this goal, Zara has developed certain operational strategies.

Hence, Zara makes millions of its most time-and fashion – sensitive products in its own factories on its own schedule based on its own market data that are then fed into its own logistic system to quickly deliver them into its own storefronts. Highly deals in just-in-time inventory process Zara reaps the benefits of very efficient inventory management models that help them determine the exact quantity of items needed for every store.

Marketing research is a crucial management tool for helping businesses to discover whether or not the product or service that they are providing is actually desired by their customer base. It is a critical component when launching a product, trying to improve the existing service or just looking to be a step ahead of competitors. It provides them with all the information they need to make a better business decision. The purpose of this report is to do exactly that: to infer what I, as a marketing manager, can, from the data available and apply it towards making our company offer the best it can with the resources available.

H&M is an apparel and accessory store founded in 1947 in Sweden known for offering the latest fashion trends. H&M specializes in taking advantage of the season’s latest looks inspired by design houses around the world and providing women, men, and children contemporary clothing styles at low prices.

• Product: H&M is a retail brand looking to provide customers with fashionable, high-quality clothing at affordable prices. They offer “fast- fashion” clothing.
• Target audience: The target customers for H&M is the youth. Even though H&M offers clothing and accessories for all ages for both men and women, their target market is women.
• Competitors: ZARA, Uniqlo, GAP, Cotton On, Abercrombie & Fitch, Forever 21, Mango etc.
• Strategies: Segmentation strategy, concentrated targeting strategy, cost leadership strategy, positioning strategy, social media marketing strategy etc. These have resulted in high entry barriers for the competitors.
• Organisational goal: leading change and encouraging innovation, having a circular, sustainable and climate positive approach, promoting inclusion and diversity both within and outside the organisation.

Marketing Environment

Peste Analysis

• Political factors: Since its expansion into different markets, being updated and aware of political changes in different countries has been prioritized. For example, H&M used to get their products made from Bangladesh due to cheap cost of production. After receiving backlash, they signed fire protection treaties and now work with factories who have proper equipment and safety measures implemented.
• Economic factors: H&M tries to keep the best prices by buying material in bulk and from markets which offer the best rates, in-house designing, and effective management system. However, to maintain competitive price strategy, they have to face economic shocks due to their market expansion. This make it hard for H&M to maintain their prices.
• Social-culture factors: H&M is one of the very few companies in the world who have 75% women in managerial roles and 50% women representation on the Board. International female labor has better wages and working conditions than those provided by most retail companies. This strategy of H&M also ensures that the women in undeveloped market are not exploited.
• Technological factors: For H&M, technology plays a big role in marketing and online shopping. To make the most profitable global expansion, H&M advertises through social media to appeal to the youth.
• Environmental factors: H&M is one of the biggest clothing retailers, so they are very careful with each action. They have to ensure that there are no environmental hazards involved in the making their products and the environment law of the country their factories are situated are followed. Since cotton is their main material, they are working towards creating a new sustainable cotton material by the end of the year.
• Legal factors: The laws in different countries can influence the business in various ways. There can be restrictions for advertising and tariffs for export and import. Like other companies, H&M has to change their marketing mix according to different markets.

SWOT Analysis

Strengths

• Leader in Global market (2nd)
• Leader in European market (1st)
• Affordable & high quality clothing
• Fast-fashion
• Throw-away fashion
• Strong presence in multiple markets (Women, Men, Kids…)
• Celebrity endorsements
• Strong social media presence
• Price does not affect quality
• Company website and blog
• E-retailing

Weaknesses

• Brand awareness of individual apparel brands sold in stores
• Brand loyalty
• Quality
• Product exclusivity
• Customer retainment
• Fit is not consistent due to variety of manufacturers and suppliers
• Customer service

Opportunities

• Promote current sustainability practices
• Increase word of mouth in both female & male audiences
• Online market including social media
• Mobile Marketing

Threats

• Strong competitors such as Zara, Mango, Forever 21.

Product Life Cycle

Services and products have an idea called the ‘product life cycle’ which is in 4 stages as: Introduction Stage, Growth Stage, Maturity Stage and Decline Stage. Because products don’t last forever, it is important for the company to stay up to date with innovations or developments to keep a consumer interested. Some items might be a sample for marketing managers to test the life cycle or to possibly forecast the products for future references or strategies effectively for the particular product. Because H&M is a clothing company across many places on the globe, they don’t have to focus so much on innovation for a completely new product. Simply, they can take one, change it around and make it better.

H&M has reached a mature point in its growth after over 70 years of being a popular retail destination: it doesn’t have much room for growth as it is already a very established company. However, they continue to offer trendy, relevant and in-style clothing and keep attempting to better their services so as not to lose their spot in the market.

Introduction

After having a close look at the case and after a thorough research into the company, I learnt that ZARA has been performing exponentially well financially and has created a unique consumer base that is loyal and keeps coming back for more. The company has a very smooth Supply Chain and Production system coupled with unique style of design and manufacturing that makes its customers coming to the stores in every two weeks to check the new designs and stock. The strength of the company is it’s decentralized decision making which serves to increase the efficiency of ZARA because decentralized decisions lead to more timely decisions. These are a few core competencies of ZARA that gives it competitive advantage over its rivals like H&M. The only area where ZARA can work and improve for better efficiency and a more successful business is its current P-O-S terminal. The major problem for the company is that it uses a P-O-S terminal that works on DOS which was discontinued by Microsoft many years ago. The terminal gives amazing solutions without any technological hiccups and solves the purpose of the company but with more and more technology coming in.

I am afraid that the P-O-S terminal will not be able to receive support from the hardware manufacturing vendors. Therefore, based on this, I would suggest in ZARA’s best interest, to move on to a newer technology like Windows operating software for more efficient supply chain management and it will also eradicate the uncertainty that the current P-O-S terminal bears. It should update it’s operating software keeping in mind its compatibility with the current P-O-S terminal and the latest terminals in the market. ZARA has allotted different people who look after their respective departments which makes its structure a bit rigid, but a little flexibility and fluidity to the company and unified communication will only enhance its business IT alignment. It is very important for ZARA to give more emphasis on communication between line and IS personnel. Using the current POS terminal might put ZARA into an uncertain situation where the software DOS might stop working and walk out of the door anytime leaving the operations at halt.

Problems

This major problem leads to many other problems because not just the IT department but all the other departments at ZARA are dependent on that particular POS terminal and software. Regular inter departmental meetings should be conducted in order to understand the needs and strategies of the departments, an IS expert must understand the needs of marketing while a marketing expert should understand the working of IS department.This will help the IS personnel in understanding the needs of the store managers, logistic managers and commercials. The company needs to concatenate its management, creative, operations and IT department so that every department knows what changes are required in the other department and how their changes will affect the working of other department. The strategies of all these departments need to be focused towards one goal in order to take ZARA forward as a brand.

The current POS terminal hampers the normal functioning of the company. The terminal requires the store manager to walk up to the sales people and ask them about the number of garments sold and counting each garment to determine the replenishment quantity.The major setback of using the POS terminals was that the store managers were not able to check inventory balances on their computer and the only way to check the availability of the stock was by consulting a handheld computer that was linked each night, this process might hamper the user experience for the store managers and might make them feel frustrated and overworked. The POS could not share the relevant important information about the stock with PDAs and did not contain useful information about the SKUs (Stock Keeping Unit). When a store manager wanted to know if a nearby store had a particular product in stock, the store manager had to call up the other store manager to ask if it was available at that store. Although the POS system was easy to roll out, the entire process was time consuming since it had small screens and styluses. The POS terminal and its peripheral like small handheld computers do not seem to be user friendly. It does not promote smooth interaction between the user and interface. Also, the company that manufactures the peripheral devices such as the handheld computer with small screens and styluses might discontinue its production since not many companies are not using terminals that support DOS. Therefore, there might not be any service centers for the peripheral and purchasing new ones might also be a problem. If a customer comes to the store manager and asks him/her to check inventory for a particular product and the store manager counts each garment, he/she might not be able to answer the customer and the customer might walk away, this will lead to ZARA loosing its customers. The software is so redundant that it will make all the more difficult for the for the IT department to troubleshoot it which will directly affect the overall functioning of the business.

Solution And Conclusion

To tackle this problem, the company could use Windows and use the same applications that it used with DOS with minor changes that integrates all the other software such as accounting software, order fulfillment, manufacturing, marketing, etc. Using Windows will allow the store managers to use new hardware like larger keyboards, monitors, headphones and microphones for better communication among stores and warehouses. The replenishment orders can be communicated easily and inventory can be checked with one click. A wireless broadband network can also be connected to the new operating software which will enable the store managers to access the inventory or stock information from anywhere in the store. It will also enable the store managers to connect to design teams, commercials and other authorities via mail and messages.

One technology that the company could adopt is RFID (Radio Frequency Identification). The software is easy to use and needs no formal training. Person with no computing knowledge can use it. Developing and installing the necessary software instruments means a massive investment and in-house effort but the cost of installation of Windows is not much as its one time license costs 140 Euros and annual maintenance fee is 30 Euros and the total cost of installation per day is 2000 Euros. Using RFID tags will enable faster scanning of the garments, the store manager will be able to keep a track of the inventory, thus, store replenishment will be faster. The RFID machines increase labor productivity. The store manager will not be required to call other store managers to check if they had a particular piece at their store, he/she will have all the information at his/her disposal with the help of RFID tags. RFID also improves the supply chain by tracking the movement of goods after manufacturing and assembly. As per my opinion, the only solution to the problem that ZARA is facing currently regarding to its P-O-S terminal is upgrading to a new operating software,Windows and the company could also consider adding RFID technology to stores . It serves all the departments of the company, i.e, marketing, supply chain and enhances customer experience. Relationship among various departments and coordination of tasks will help ZARA in aligning its Business and IT goals.

References

1. CB Insights Technology Market Intelligence. (2019, May 21). The Future of Fashion: From Design to Merchandising. How tech is reshaping the industry? https://www.cbinsights.com/research/fashion-tech-future-trends/
2. Essay Shark. (2013, May 14). Case Study Sample: Business report on ZARA. https://essayshark.com/blog/case-study-sample-business-report-on-zara/
3. ERPLY (N.D). In the Success Stories of H&M, ZARA, Ikea, and Walmart, Luck is not a key factor. https://erply.com/in-the-success-stories-of-hm-zara-ikea-and-walmart-luck-is-not-a-key-factor/
4. Rahman, N. (2019, Aug 16) How-technology-is-shaping-the-future-of-the-fashion-industry? https://medium.com/fadedmix-magazine/how-technology-is-shaping-the-future-of-the-fashion-industry-3f9465a7fd37
5. Mcafee, A., Dessain ,V., Sjoman, A. (2004). Zara: IT for Fast Fashion. Harvard Business School.

According to Erik Erikson, a German psychoanalyst heavily influenced by Sigmund Freud, adolescence is marked by the period where one undergoes a struggle to find their identity and somehow “fitting in”, while also developing a sense of morality distinguishing what’s right from wrong, as well as developing affiliations and devotions to ideals, causes and friends. For this reason, the fashion industry and models have heavily influenced younger generations and most of the time that influence didn’t have a positive impact on the mental and physical health of young adults and society as a whole.

Fashion designers have used their platforms to create new trends and clothing styles, which in turn created non-verbal signals that display one’s social stature, values and lifestyle. The fashion industry has managed to shift the way we express our emotional experiences through clothing. Models have been considered a major factor in establishing standards of beauty and trends as to what is acceptable and what isn’t across the world, and as the fashion industry itself went through a lot of changes over the years, so have the models.

Throughout the 1980’s and 1990’s, the fashion industry was blooming and the most highlighted names in the modeling business were Cindy Crawford – size 6, Naomi Campbell – size 5, Linda Evangelista – size 6, Christy Turlington – size 6, and Tatjana Patitz – size 6 all compared to the current fashion models who don’t go anywhere beyond size 4. In the past, the models were healthy, curvy and portrayed a body image that reflected a healthy diet which in turn results in a healthy mind. Today, models starve themselves to reach the ideal slim figure and develop multiple psychological issues on the way due to being criticized for being too fat if they have a BMI above 16 (which is already severely underweight). The most common issue models face is anorexia, which is an emotional disorder that is characterized by an obsessive desire to lose weight by refusing to eat. The question to be asked here is, if a model becomes obsessed with losing weight, what message is she sending to young women who look up to her as an ideal due to her fame and popularity?

Ana Carolina Reston, was a Brazilian model who died of anorexia in 2006, at the age of 21. She was criticized and referred to as ‘too fat’ in China, where she was attending a casting call, and the comment took her on a spiral downfall for anorexia, eventually dying weighing 40kg with a BMI of 14. Her diet only relied on apples and tomatoes. In the same year, Luisel Ramos, daughter of former soccer player Luis Ramos, passed away from heart failure due to anorexia and malnutrition while she was participating in a fashion show in Uruguay. She died weighing 44kg with a BMI of 14.5. It was later that year that Madrid banned models with a BMI less that 18, and subsequently Italy did the same for size zero models. In 2007, Luisel’s sister, Eliana Ramos also died of heart attack which was then believed to have been due to malnutrition.

In light of all teenagers being easily exposed to these images of their ideals on the runways due to social media and how globalized the world became due to the web, and knowing that teenagers thrive on creating cliques and circles of common interest by communicating their values non-verbally in the form of clothing and image, what exactly is it the fashion industry is delivering to the vulnerable young minds that should be focused on building skills and personalities and enriching their minds with more arts, culture, human and environmental causes? Weighing down mental development to body image and looks would be beyond shaming to how the industry is driving youngsters further away from self-development and rather putting them on the path to self-destruction.

Introduction

Fashion, a dynamic and ever-evolving art form, transcends beyond mere clothing and accessories, leaving an indelible mark on society. Its importance lies not just in aesthetics but also in its ability to reflect and shape the values, ideologies, and identities of individuals and communities. Fashion has been a potent means of self-expression, cultural representation, and an instrument of social change throughout history, inspiring revolutions in style and thought. The fusion of creativity and functionality within fashion has allowed it to adapt to the ever-changing landscapes of culture, technology, and environmental consciousness. This essay delves into the multifaceted importance of fashion, its historical evolution, and the profound influence of the fashion industry and trends on our lives.

Why is Fashion Important?

Fashion plays a pivotal role in our lives, far beyond its perceived superficiality. It enables us to communicate our identity and individuality, empowering us to express our personality, culture, and beliefs. The clothes we wear reflect our self-confidence, mood, and attitude, influencing our interactions with the world. Moreover, fashion fosters creativity, encouraging designers and consumers alike to envision innovative styles that challenge societal norms and push boundaries.

Fashion’s cultural significance is undeniable. Different regions and communities have their unique sartorial traditions, which serve as symbols of their heritage and history. By embracing cultural garments and adopting fashion elements from various cultures, we promote intercultural exchange and appreciation for diversity, creating a more inclusive society.

Furthermore, fashion has been instrumental in shaping societal perceptions and ideologies. Throughout history, clothing styles have represented social status, political affiliations, and even rebellions. From the corsets of the Victorian era to the flapper dresses of the Roaring Twenties, fashion has been a reflection of the changing roles and aspirations of women. It has also been used as a means of protest, with countercultural movements using fashion to challenge mainstream norms and advocate for social change.

History of Fashion

Fashion has an illustrious history, dating back to ancient civilizations like Egypt, Mesopotamia, and Greece. Clothing was initially designed for practicality, protection, and modesty. Over time, garments began to symbolize social status and hierarchy, with sumptuary laws regulating what people could wear based on their class and position in society.

The Renaissance era witnessed a surge in elaborate fabrics and intricate designs among the aristocracy, while more practical clothing was worn by the working classes. The industrial revolution accelerated the mass production of clothing, making fashion more accessible to the general populace. The 20th century witnessed radical changes, with fashion reflecting political and social movements such as feminism, bohemianism, and punk. The freedom of expression during this period shaped modern fashion into an ever-evolving art form that embraces a wide array of styles, from vintage revivals to futuristic designs.

Evolution of Fashion

The evolution of fashion has been marked by dynamic shifts in styles, fabrics, and aesthetics, each era reflecting its unique zeitgeist. Fashion has been heavily influenced by art, music, film, and even technological advancements. Fashion designers like Coco Chanel, Christian Dior, and Yves Saint Laurent revolutionized the industry by introducing groundbreaking silhouettes and innovative fabrics, setting new trends that continue to inspire designers to this day.

Fashion also experienced waves of minimalism, maximalism, and eclectic trends, reflecting societal values and the desire for change. The rise of sustainable and ethical fashion in recent years showcases a growing consciousness for environmental impact and social responsibility, making fashion a driver for positive change. With an increasing focus on recycling, upcycling, and slow fashion, the industry is redefining its practices to become more environmentally friendly and socially conscious.

Fashion Industry

The fashion industry is a multi-billion-dollar global phenomenon, comprising design, manufacturing, retail, and marketing. It employs millions of people and has significant economic implications worldwide. While it drives creativity and artistic expression, it is also criticized for its environmental impact, exploitative labor practices, and emphasis on consumerism.

However, the fashion industry is witnessing positive changes, with more brands and consumers embracing sustainable practices, promoting diversity and inclusivity, and prioritizing ethical supply chains. Sustainable fashion initiatives involve using eco-friendly materials, reducing waste through circular design, and supporting fair labor practices. Furthermore, the shift towards digital technology and e-commerce has opened new avenues for small designers and sustainable brands to reach a wider audience, challenging the dominance of fast fashion giants.

Fashion Trends

Fashion trends, often fleeting yet influential, reflect the collective mood and desires of society at a particular time. They are shaped by designers, celebrities, influencers, and street style, disseminating rapidly through social media and fashion publications. Trends range from specific color palettes and patterns to broader themes like gender-neutral fashion, athleisure, and sustainable style.

While trends can be exhilarating and fun, they can also perpetuate a culture of fast fashion and excessive consumerism, leading to environmental degradation and ethical issues. However, they also signify society’s evolving attitudes towards diversity, body positivity, and self-expression, highlighting fashion’s potential to challenge societal norms and celebrate individuality.

Conclusion

Fashion’s evolution from a mere necessity to an influential art form mirrors humanity’s progress through time. As we move forward, embracing sustainable and ethical practices will enable the fashion industry to thrive while contributing positively to society and the environment. By celebrating individuality, promoting inclusivity, and acknowledging the historical and cultural significance of fashion, we can harness its potential to inspire and transform, making it an enduring legacy for generations to come.

Embracing conscious fashion choices will not only elevate our personal styles but also contribute to a more compassionate and sustainable world where creativity, culture, and compassion coexist harmoniously. Let us continue to explore the boundless possibilities of fashion, using it as a force for positive change, self-expression, and collective transformation. Together, we can shape a fashion-forward future that embodies beauty, diversity, and responsible stewardship of our planet.

Throughout human history, one’s dressing style has been used for more than just covering up. People use fashion to send a message about who they are, where they come from, and what they stand for. Diana Crane (2000) holds that one of the indicators of people’s clothing is their social position in a societal structure. In the past centuries, fashion was a significant way for one to express their social status in a public setting. Depending on the era, various aspects of social identity were expressed through a certain way of dressing. Such aspects include religion, socioeconomic class, one’s occupation, as well as regional identity. The difference in clothing sends a message of the experience of being part of a certain society or holding a particular social position. Despite belonging to the same society, different social classes in a class society held different cultures.

Theories of Fashion and Social Status

American sociologist Torstein Veblen, in 1899 came up with the theory of conspicuous consumption to explain the expression of social status through fashion. The sociologist does so by highlighting three properties of fashion. The first one he says is the ability of fashion to tell the economic status of an individual. What people wear can be used to tell how wealthy they are. For example, in the contemporary world, some cloth lines such as Gucci and Versace are associated with lots of wealth due to their high pricing. Rich people tend to possess highly-priced clothes, and that way express their economic success. Secondly, Veblen points out that the functionality of one’s way of dressing also tells about their social status. For example, someone wearing an overall can easily be identified as a mechanic or someone with a handy job. On the other hand, a person dressed in a sophisticated manner to work expresses the fact that they do not do physical work to earn their living. Therefore, the less practical and functional one’s sense of style is, the higher in the social ranking they belong – the clothes of the rich as sometimes so complex that they require help putting them on. A good example of this point of view is portrayed in red-carpet events, for example, the Grammy Awards. Celebrities such as Rihanna and Cardi B appear in clothing so sophisticated that one can hardly sit or stand comfortably in it. The dressing, however, much depends on the individual’s line of work. Artists are mostly the ones who wear sophisticated clothes not just to show they can afford them, but rather to represent their art. Other professionals stick to regular clothing, despite being high in the social ranking. Thirdly, Veblen holds that the more up-to-date one’s fashion is, the higher their social status. The new fashion is likely to come highly-priced. As it becomes outdated, the style pricing lowers as the world moves to the next fashion. A person who keeps up with the fashion trend changes and never tends to wear the clothes of an already outdated trend comes out as wealthy. Fashion designs are leisure goods. A society that pays significant attention to that is most definitely the first world, with a large number of the population consisting of the elites and the wealthy who come up with the trends. Third world societies have problems more pressing than keeping up with fashion and are less likely to pay attention to it. Fashion trends, therefore, speak about the wealth of the people.

George Simmel, a German sociologist, also came up with a theory on fashion and social status. Simmel argues that fashion is a form of imitation and an attempt at social equalization, but due to its constant changes ends up differentiating the social strata. The elite and the rich come up with fashion designs and the rest of the people try to imitate them in an attempt of erasing social distinction. By the time the masses keep up, the people at the top of the social hierarchy have already discovered new styles and moved on. The distinction, therefore, remains anyway, despite the imitation efforts of the masses. The economic differences make it difficult for some people to change from one style to another as fast as the updates keep coming. Simmel also holds that people have the desire of climbing up the social ladder, and that is why they imitate the fashion styles of those in the classes above theirs. A good example is seen with hip-hop celebrities and their fans. Many of the artists live flashy lives that are admired by the masses. When celebrities wear a certain style, people tend to follow. By the time a fan collects enough money to buy the clothes or shoes he or she so with the artist, the rich celebrity has already moved on to the next newest fashion in town. Simmel also argues that demarcation plays a significant role in fashion. As the masses in the lower social classes strangle to erase the distinction established by fashion, members of the upper classes strive to remain distinct by moving to the next fashion style as soon as the previous becomes commonly worn.

The Pre-19th Century Era

Men’s and women’s dress codes before the 19th century expressed their social status, but the perception of their gender role was a principal message of the fashion designs. At the time, men and women were believed to be inherently different in terms of anatomy, intelligence, temperament, and physiology. Men were considered superior to women. Women were viewed as beings who remain childlike in body and mind throughout their lives. The gender roles of women were exclusively domestic duties, being a wife and a mother. Respectable women wore clothes, well-decorated clothes that covered almost their entire skin. Prostitutes wore sexually suggesting clothes. No clothes were defining a certain career for women, as women were mostly housewives. Women were not allowed to own property, and therefore their clothing depended on the wealth of their husbands. The social status of a woman depended on whom they were married to. Men, on the other hand, were leaders, soldiers, and occupied several other careers. Men in leadership positions upheld fashion that signified their social status, which mostly entailed heavily details expensive linens and jewelry. Soldiers wore armor that was quite heavy, signifying their strength, besides its protection purpose. The lower class, which consisted of farmers, laborers, and slaves, wore cheap linens which were often dirty, stained, and worn out. Their clothing made it easy for one to determine their social class.

The 19th and 20th Century

The nineteenth and twentieth centuries witnessed lots of social changes that also affected the fashion styles of people. The centuries saw the democratization of the women’s world, changing many aspects of their lives. The dress code of women in particular took a different path due to such changes. It began with the war against colonization, for example, the American Civil War, which saw hundreds of thousands of men leave their positions in society for the battlefields. Many of them died. Due to this occurrence, women had to fill in the positions left behind by men. Women stepped up and took over occupations that they could not be allowed to explore before the war. The job positions acquired women some power and freedom due to the financial gains and even the exposure of finally getting out of their homes. It was, however, until the 20th century that women began to experience real change. With the rise of the women’s rights movement, women did not only fight for political rights but also the freedom of dressing. For instance, the wearing of pants by women in public was not acceptable until the mid-1900s.

The relationship between fashion and social status did not just change for women but for the entire society. The two centuries also witnessed great economic development and wealth accumulation due to industrialization. Clothes became easy to produce, and therefore even those with not much wealth were able to access quality clothing. Fashion, therefore, became less effective in defining the socio-economic status of individuals in the 19th and 20th centuries. Other reasons separating the sense of fashion between different social groups, however, came up. For example, in the second half of the 20th century, major changes were witnessed in the music industry, which became highly influential. Rock, jazz, and hip-hop music was inspiring people to adopt certain fashions.

The 21st Century

In the 21st century, people are more concerned with their identity as individuals rather than an association with a certain social class. Nowadays people dress to express their lifestyle, sexual orientation, racial or ethnic background, fanaticism, for example, for soccer or a certain music genre, or support for ideologies such as environmentalism. With issues such as the rights of the LGBTQ community being on the rise, gender is no longer defined by dressing styles. Women now wear suits, trousers, and shirts that were formerly identified as men’s clothing. Men wear blouses and carry handbags. People are now more concerned about comfortability and freedom to make choices concerning one’s life, as long as they do not affect others. Even office clothes have relaxed from the strict official looks of the 1900s. People can now wear miniskirts, khaki trousers, and polo t-shirts to work. The new business culture is more concerned with the comfortability of the employees and the friendliness of the work environment than before.

While humankind mostly thought of wealth accumulation as the ultimate definition of success in the past days, the thought is changing in the contemporary world. A person wearing an uncomfortable expensive outfit will not be looked up to due to the high prices of their dress. There is an emerging new social classification in the contemporary world. It is based on the happiness of an individual, which is now considered the ultimate goal of human life. Those who have achieved happiness are considered successful. If a social hierarchy was to be established, those who have achieved total freedom would be at the top. Their clothing would therefore not be defined by prices, but rather by the comfortability and the representation of their identities and world views. Those still wearing certain clothing not by choice but rather because of oppressions such as religious and cultural bonds would be at the lowest rank of the new social hierarchy.

Despite all that, socio-economic status still continues to manifest itself in the fashion style of the people in the 21st century. Some people still purchase ridiculously pricey clothes just to be associated with the high class. On the contrary, however, some wealthy people still wear ordinary clothes, and that does not lower their social status. That means that although fashion can make one look, high class, it is not entirely what defines the social status of an individual, especially in the contemporary world. People nowadays gain respect for what they do to make the world a better place. The most honored persons in modern history are mostly those whose life achievements were humanitarian, for example, Mother Teresa, Barack Obama, Beyoncé, and the like. Although they might have worn expensive clothes, their rank at the top of the social hierarchy is based on their contribution to humanity. A concern is, however, raised when such people dress as if to undermine the rights and freedoms of others. That is now termed as low—for example, a celebrity wearing the label of a racist cloth-line owner.

Conclusion

Human history is rich in changes that have affected every aspect of human society. The fashion and social class aspects are no exemption. Over time, the factors that place one in a certain social class keep changing. The definition of high-class or low-class dressing, therefore, keeps changing as well. Social class divisions are no longer based on gender, economic status, or one’s type of occupation, nor on fashion. People who enjoy economic, cultural, and personal freedom are now considered the most successful and can therefore be ranked at the top of the new social hierarchy. Such people have the freedom to choose their clothes based on their comfort, identity, and ideologies. That is contemporary high-class dressing.

For many people, their wedding day is a long-awaited day, with many days of planning set aside for the signature, life-altering event. One major piece of a wedding is a wedding gown. In this essay, I will be talking about the evolution of the European wedding gown between the 1950s to the 2000s. I will also discuss the unique colors that describe a bride, and last but not least, the factors that determine the cost of a wedding gown.

The European wedding gown has changed every decade and during the last fifty years especially. In the 1950s, brides wore ballgowns with a small waist and a full skirt. The desired necklines at this time were high V cuts, bateau which has a wider opening at the neck, sweetheart which has an opening in the middle showing a heart, and strapless. In the 1960s, gowns changed from ballgowns to slim-fit column gowns with mutton sleeves. In the late 1960s, gowns were raised to knee length. In the 1970s, brides still wore column gowns. Long sleeves, with puffy elbows and high necklines. In the 1980s, brides forgot about dramatic sleeves and wore everything strapless. The late 1980s were closefitting with puffy sleeves. The late 1990s included a flirty silhouette, which was tightfitting with asymmetrical ruffles. In the 2000s, gowns were much lighter and were long and flowy. A-line wedding gowns became very popular. Thus, as we can see, wedding gowns have gained and lost trends for the past fifty years.

Every wedding gown has its own unique color that helps create every girl’s dream wedding gown. Although the traditional color is white, many brides decide to wear a different color that describes their personality. White describes light, innocence, purity, and virginity. Ivory has also the same meaning. Pink symbolizes innocence, a childlike personality, and a flirtatious personality. Red symbolizes infatuation, strong emotions, strength, and passion. Blue symbolizes water, calmness, and peacefulness. Also, femininity, security, and lifelong loyalty. Black resembles elegance, formality, wealth, and mystery. A simple color can determine a bride’s personality and her own way of thinking.

There are many factors that determine the cost of a wedding dress. There are twenty-six different styles of fabrics. The six most traditional wedding gown fabrics are satin, charmeuse, chiffon, organza, tulle, and lace. Depending on what a wedding gown is, its value is determined. A ball gown with lots of beading will cost more than a simple batiste wedding gown. The average cost of a wedding dress in the United States ranges from $400- $1,700. Although, you can buy a wedding gown below or above the prices. Fabrics and beading are the factors that determine the cost of a wedding gown.

Wedding gowns have evolved in fashion every decade. Just as each bride is different and unique, every wedding gown will be special in its own way.

In this world of fast fashion and consumer culture, it’s easy to be caught up in a plethora of colour and pattern and knee-high leather boots. It’s easy to give yourself over to momentary wants and “needs” and lose sight of the bigger picture, but unfortunately, the picture is this – the fashion industry is the second largest polluter in the world, just behind the oil industry. Behind your fast fashion and affordable clothing, there is a true cost. For example, according to WFF, it takes 2,700 litres of water to make just one cotton t-shirt. Think about that – one of those flimsy, pathetic shirts, printed with something like “YOLO till I die” cost the world 2,700 litres of water. If you thought that seemed bad, Ecouterre says not only are we buying 60% more clothing but also we are keeping those items for about half as long as we used to. In fact, ABC’S War on Waste confirmed: “Australians are currently disposing of 6,000 kilograms of fashion and textile waste every ten minutes.” That is why, as the fashion industry takes its colossal toll on the environment, it is more important than ever to shop sustainably and ethically.

These terms may seem like words that people throw around in order to seem important and chic, however they umbrella many aspects of the fashion industry that help create a very important transparency between retailer, consumer and the people who actually make our clothes.“ Ethical fashion represents an approach to the design, sourcing and manufacture of clothing which maximises benefits to people and communities while minimising the impact on the environment” the Ethical Fashion Forum says. It’s a “do no harm” approach to creating clothing – one that aims to counter fast fashion consumption, defend workers rights and livelihoods, address chemical use in production, minimise water use and energy consumption and so much more.

Sustainable fashion ties into the ethical. Sustainable fashion uses environmentally sustainable fibres like bamboo, hemp and organic cotton. Natural dyes are used instead of chemicals and water consumption through the process is greatly monitored. Workers are given safe, clean working environments and there is a real openness between consumer and company – from design to production, distribution and consumption. It’s time to get rid of our throw-away mentality and take a look at the steps we can make on a personal level to help stop this vicious fast-fashion cycle. By shopping sustainably, for quality over quantity we can wear our clothes for longer. We know that we’re supporting the good stuff, and in some way helping the world. We can repair, restyle and rework garments, without giving up on them first. Shop second-hand, shop small businesses, shop in the depths of our best friends wardrobe – whatever you do, look at the label, and try best to shop ethically and sustainably.