How do global brands determine current fashion and trends?


The fashion industry is a huge machine where the appearance of the clothes of the world's biggest brands is not only dreamed up by creative fashion designers, but is also consciously determined by taking into account complex trend forecasting processes and meticulous studies. These forecasts often take into account not only consumer tastes, but also the psychological effects of global social, political, and economic events on people. But how exactly does this work in reality, and why can we find almost the same styles in the offerings of completely different brands?

Fashion forecasts: the key to a uniform style

Big fashion brands don't just work based on inspiration... They also rely on the invaluable data of trend research companies, such as the justly famous WGSN or Pantone, which closely monitor current social, political and cultural events in the world and predict the trends, key colors, cuts, materials and themes of the next season.

At first glance, it is completely shocking that the current social, economic, and global political situation directly influences how we dress and how we would like to present ourselves to the world.

Global issues such as climate change, economic crises or social movements (e.g. sustainability, diversity) have a direct impact on the clothes we wear. These themes also appear in fashion, for example in the form of “natural” colors, minimalist style or recycled materials. Due to the following of forecasts, the offerings of major brands are becoming increasingly similar to each other. In a given season, we find the same silhouettes, colors and themes almost everywhere.

Why might this be a problem?

1. Lack of uniqueness: According to forecasts, uniformed clothes will dominate the market, which significantly reduces the manifestation of uniqueness in clothing. Thanks to the effective marketing policy of global brands, it is increasingly difficult to find unique pieces that differ from the offerings of big brands. Moreover, most people sometimes receive those who are unwilling to follow current trends with bewilderment.

2. Overproduction: Global brands often produce huge quantities of clothes with a shorter life cycle, which means they are more likely to end up in landfills at the end of the season. This wasteful practice unfortunately consumes a lot of unnecessary resources, while relying on cheap labor and environmental pollution. Conscious shopping can also be key to curbing overproduction.

3. Limiting creativity: Design is becoming more data-driven than a result of true artistic self-expression. Global brands are now preferring safe, predictable outfits in the hope of huge sales, which means that designers have less and less opportunity to experiment and come up with new things. This not only comes at the expense of uniqueness, but sometimes results in a uniformed and unimaginative fashion offering. However, smaller independent brands are still able to give space to authentic and creative self-expression.

4. The globalization effect of fashion forecasts

These studies consistently ignore the stylistic characteristics of local cultures and individuals, leading to an increasingly homogenized style of dress across the globe. This is particularly problematic in countries where craftsmanship and traditional forms of dress have disappeared and international trends dominate.

5. The price of predictability

These forecasts often lead to production starting too early for the collection to hit stores in time. However, if trends don’t catch on due to a sudden global change (e.g. the Covid pandemic), huge amounts of excess inventory are created, ultimately leading to incredible waste. Trend forecasts can accurately serve fast fashion desires, where the goal is to make the latest trends available as cheaply as possible.

6. Manipulated customer demands

The fashion industry doesn't always simply predict, but rather manipulates, consumer demand. When brands create collections in the same shape and color scheme, this becomes a natural guiding "current" trend for consumers, and they feel less compelled to deviate from it.

7. Timeless style fading into the background

Constantly changing trends completely overshadow the aesthetics of timeless clothing. These forecasts always generate very short-term fashion waves, which often do not meet sustainability criteria.

How to maintain your own uniqueness?

1. Buy from small brands and local designers

The aesthetics of small, independent brands are often much more authentic, as they don't rely on the studies of large trend-forecasting companies.

• Uniqueness: Pieces designed by such brands can be truly special, and you won't meet every other person in the same outfit.

• Sustainability: Many small brands produce their products in small quantities in an environmentally conscious manner.

2. Support recycled or vintage fashion

Buying second-hand clothes is not only sustainable, but it also guarantees that you'll get pieces that will make you stand out from the crowd.

3. Be conscious in your purchases

• Ask yourself: Do you really need this piece, or are you just trying to fit a passing trend?

• Look for timeless designs: Timeless styles offer a much more durable alternative to following seasonal trends.

4. Follow your own style, not trends

Dare to experiment and create your own aesthetic instead of following trends dictated by big brands.

The fashion of the future: uniqueness and sustainability

Instead of the uniformed trends of the mass fashion world, more and more people are turning to authentic, sustainable solutions. If you want to make a difference, choose brands whose history, values, and products are in line with your own values.

Discover the offerings of my webshop, where sustainability and uniqueness meet! Let's make the world of fashion more colorful and sustainable together.