Social media makes us aware of these trends, but doesn’t make these trends accessible. Either we don’t know who made them, or if we do, we can’t afford them. In the age of Instagram, celebrities and influencers shape our fashion preferences more than ever, yet our ability as consumers to actually purchase the desired clothes hasn’t changed. In many other aspects of their lives (food, transportation, content), they have come to expect personalized experiences on-demand – fashion should be no different. They don’t need a Forever 21 or a Zara to predict trends weeks out and to manufacture clothes that may just sit on the rack untouched until the promotional sales cycle hits. Zara, of course, changed all of this by using data to accurately predict trends and by developing a highly responsive supply chain with frequent turnover of product in a short period of time, thus creating the all-important “now or never” moment for the consumer.īut now, thanks to the constant inspiration from celebrities and influencers, we’re in a world where Millennials and Gen Z’ers know exactly what they want. But where could I find it? Could I even afford it?īack then, we were accustomed to four fashion seasons per year, all of which required six months of lead time and offered little flexibility. That dress that Marissa wore to prom on The O.C.? I needed that. While I knew how to get my hands on those Juicy Couture tracksuits, not everything was that easy. Back in the early 2000s, I remember tearing through the pages of Teen Vogue to check out the latest in celebrity fashion.
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