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PRODUCT DEVELOPMENT – PAST 3 YEARS

The leading fashion industry is considered as one of the major competitive sectors of world trade. “The UK fashion industry is estimated to be worth approximately ￡22 billion in retail sales value in 2008” (Easey, M., 2008, pg.3). The fashion sector has been experiencing an epoch of continuous and immense growth and change. This development can be monitored and administered meticulously with the application of various marketing techniques.

By definition, fashion essentially involves ‘change’ that occurs constantly, also known as a series of short term trends or fads. Fashion can be looked as a form of free speech that can also refer to other areas besides apparel - like accessories, hairstyles, jewellery, beauty, body art, popular music etc. The youth market particularly have a positive outlook towards the diversity that this growing fashion can provide as a means to experience the new and appealing things in the market. People persistently explore new and innovative ways to express themselves and marketers work to sustain with this desire.

The past three years in the teenage fashion industry has experienced a diversity in clothing trends that have ranged from the smart wear, formal wear, casual wear, rich wear, party wear and the latest fashion popular among the teenage crowd is the ‘grunge wear’. This is inspired from the 1980’s retro fashion era which didn’t remain a vogue as new and sophisticated fashion trends were developed over the years. Although, the youth, particularly the teenage crowd of the current era have brought back the retro fashion that died out many decades ago by sporting the look that has become the latest craze.

2.1   CULTURE

“Culture forms the prism through which people view products and try to make sense of their own and other people’s behaviour.” (Lecture Notes, Week 4)

Youth fashion is mostly influenced from the changing tastes and companionships of the generation where the spread of cultural ideas are usually conveyed through the supreme medium of advanced media and technology in this 21st century. In this way, teenagers all over the world connect through this channel of communication and are never left feeling isolated. Teenagers get their inspiration from fashion role models who are usually famous icons from the music and fashion worlds. These artists and bands usually are the popular trend setters making teenagers eventually follow the band-wagon. High-status consumers like celebrities, fashion houses and their related fashion designers seem to play some role in controlling directions of fash本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。