To start to talk about fashion management we Have to start with this exact question: What is Fashion? And according to My Course in University first we should ask about any definitions of Fashion from famous ppl who have been involved into this sophisticated marvellous world.
Seneca, philosopher said: “We live not according to a reason, but according to fashion”
That brings us to first definition: Fashion is a Desire.
“Theres never a new fashion but its old”, – said english poet Geoffrey Chaucer (14th century).
So, second definition states that Fashion is Past and Future.
Oscar Wilde, poet, novelist, critic (19th century) states: “Fashion is a form of ugliness so intolerable, that we have to alter it every six months”
This quote reveals something that determines any changes, that come on following period Spring/Summer and Autumn/Winter in Fashion industry nowadays. The definition is: Fashion is a Planned obsolence. Planned seasonality gives life to trends and its a huge opportunity for companies in fashion to show this trends/changes during fashion shows. And its an artificial way to raise their profits.
Coco Chanel, French Fashion designer: “Fashion is not something, that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening” (19-20th century)
Here comes the next definition: In a business logic, Fashion applies to a different sectors and product categories, as for increasing sales and increasing equity.
“Fashion fades, Style is eternal”, – famous phrase of French fashion designer Yves Saint Laurent
Fashion is a challenge between Trend and Style. Theres always some kind of a tricky game, during it, companies tend to win on selling Trends, for customer its not always that great. If theres a Win for a trend (a short -term tendency, strongly related to a season), customer risks to become a fashion victim. And Style, thats something that lasts across seasons, defines personality, way of life and unique features. For companies its an important signature, that stays no matter what, strongly revealing the identity of Brand. For a customers, its a great skill to have their own personal style. The main task is to be able to adapt and filter The Trend through The Style.
“Fashion is like a fruit, you couldnt eat it a day before and you cant it it a day after, its just about today”, – Alber Elbaz, Israeli fashion designer (20 century)
He spotted that Fashion is about relevance and being contemporary.
Also, Fashion is a dream and inspiration. The most sophisticated determination for me comes from phrase of American fashion designer Ralph Lauren (20 century):
“I dont design clothes. I design dreams”
As he brings his ideas, dreams to life each season with a hard process of work and challenges, he gets rewarded it through Fashion. Ralph Lauren In His Own Words