Fashion Marketing: Contemporary Issues, Second edition - Pr School

The making and marketing of a trend 307
US workforce – so we can look to these sectors to throw up the next big trends
(Popcorn and Marigold, 2000).
We also know that biogenetics, biotechnology, our concerns about global
warming and our planet’s increased lack of water are increasingly occupying
our thought processes – which can only have a knock-on effect in what we
wear or how we wear it. Take the colour blue for instance, in, out, in, out, but
over the next 5 years, as water becomes an issue between the have and the
have nots, the depletion of the ozone layer a more strident reality, blue is certainly
the colour most likely to dominate not just the sense and sensibilities of
fashion designers, but designers and architects everywhere.
Blue is also about spirituality, poetry (other words being picked up in
chatrooms), the sky and the sea, but also in its darker shades, about science
(electricity), mystery and some would say evil – biotechnology, genetic
modification. So blue then would be a safe colour to choose as the most dominant
colour of the next decade – just like beige was the colour of the 1990s
(minimalism, softness) and black the key colour of the power-suited 1980s.
How do we know? The greater indicators are there, but also smaller, quieter
ones on the cultural periphery. It is only a matter of seeking them out – not
guessing them out – a case of applying science to the requirements of futurology,
along with instinct, intuition and a broader appreciation of things
from other aspects of our cultural roots besides fashion. Fashion, after all, is a
reflective medium not a proactive one.
References
Benson, R. (1998). Flexi living. Viewpoint, (6), 77.
Gladwell, M. (2000a). The Tipping Point. London: Little Brown.
Gladwell, M. (2000b). Interview by Martin Raymond. Viewpoint, (8), 36, 37.
Gleick, J. (1999). Faster; The Acceleration of Just About Everything. London: Little
Brown.
Godin, S. (2000a). Unleashing the Ideavirus. Published from www.ideavirus.com
Godin, S. (2000b). Interviewed by Tim Adams. Culture section, The Observer, 6
November, 4.
Klein, N. (2000) No Logo. London: Flamingo/HarperCollins.
Kreitzman, L. (1999) The 24 Hour Society. London: Profile.
Pillot de Chenecey (2000). Captain Crikey, interview by Martin Raymond.
Viewpoint, (8), 61.
Popcorn, F. and Marigold, L. (2000). Evolution: The Eight Truths of Marketing
to Women. London: HarperCollins Business.
Underhill, P. (1999). Why We Buy, The Science of Shopping. London: Orion
Business Books.
Viewpoint (1999). New social categories for measuring lifestyles against. (8).
Viewpoint (2000). The limelight generation, October 2000.