The recession has given us all a fashion rethink. been well pointed out that the downturn in the economy has to a great extent affected the fashion industry. Although downturns in the economy come and go, this current one we’re in is going to have a lasting impact on how we see fashion. We are living in a very practical period these days. It wasn’t so long ago that decadance and frivolity were part and parcel of the fashion industry – there was no such thing as too outrageous or too pricy. – you could only be charged with being too lacklustre. Now though the labels and fashion catwalks are getting bad publicity. And now that everybody’s aware of globalisation, even affordable brands are copping criticism for using sweatshops to manufacture their garments! What’s happened? Why are people turning against brands ?

First of all, fashion is very much thriving and forever will be. In point of fact, looking on the internet there is strong rivalry between online store retail merchants (e.g. searching for evening bags) – a sign there is still strong demand and supply. What’s long gone is the now traditional way we considered fashion – of being dictated to by the established fashion labels. Actually, fashion has always looked at our lifestyles rather than the other way around, and nowadays many matters are stopping us buying from big labels. For a start, young people are now very much more conscious of globalization, and showing off your clothing labels makes you look narcissistic and uncaring in many peer groups nowadays. Secondly, we’re skint! Style has always been seen as something of a luxury, not a necessity. In a recession, luxury items are the first to be forgotten on the store shelves. Lastly, individuals express themselves a lot more individually nowadays -we don’t need to be told how to act or what to wear, there’s no big “clan” to assimilate or fit in to, and fashion demands that sort of herd-like thinking to trade in numbers.

What is the future for the fashion industry? As ever, they must adapt to survive – create a larger range of clothing lines to cater to more corners of the marketplace. If you’re a boutique store selling unique fashion lines at a cheap price, you have a strong business model in spite of the depressing economic days we are experiencing. These days, people are shuffling their styles, buying from marketplaces and more personal, affordable fashion stores.