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How the Fashion Industry Works | An Understanding of the Business of Fashion | Fashion Talks | Silvina Gaiero | YouTubeToText
YouTube Transcript: How the Fashion Industry Works | An Understanding of the Business of Fashion | Fashion Talks
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Core Theme
The fashion industry is a complex, global ecosystem encompassing design, manufacturing, marketing, and retail, driven by creativity, consumer demand, and cultural influences, with trends evolving through distinct life cycles influenced by various sources and accelerated by modern technology and fast fashion.
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foreign [Music]
and in today's video we're going to talk
a little bit about how the fashion
industry Works obviously this is going
to be a very reduced version of the
whole process because it will be
impossible to put it everything in great
detail in a single video but I wanted
this video to you know give you like a
picture of what the fashion industry is
and how it works and basically because I
love speaking about this topic so
basically fashion is not just clothes
it's an art form it's a form of
self-expression that speaks volumes
without words but it's not confined only
to the wrong ways it's weaved into our
daily lives and from the streets to
social media fashion influencers and
trendsetters shape our visions and our
perception of style fashion allows us to
push boundaries and defy the status quo
and it's about creating something new
something that resonates with people on
a deeper level and the fashion industry
it's a global Force driving economy and
influencing cultures around the world so
it's a intricate network of creativity
and Innovation and craftsmanship so the
fashion industry is a Global Network of
businesses and professionals involved in
the design production marketing and
distribution of clothes accessories and
other related products it encompasses a
wide range of stages players and
processes from turn focusing and design
to manufacturing retail and media the
industry is driven by creative
expression consumer demand and cultural
influences so here's a little bit more
detailed explanation on how the industry
works first of all we have the design
and development stage or area whatever
you want to call it so the process
begins with the ideation and design of
the pieces designers and creative teams
bring forth fresh fashion designs
drawing inspiration from Trends culture
and their personal artistic Vision the
creative process involves sketching and
using digital tools to visualize ideas
that will later on become patterns
prototypes and samples fabric selection
color palette embellishment and other
details that will be incorporated into
the design will be carefully selected in
this stage ultimately their Innovative
designs work as the foundation for the
production process leading to the
creation of garments accessories and
collections that capture the essence of
the Contemporary Trends and also the
brand stage number two is manufacturing
and production so once these designs are
finalized and the samples are correct
and everything is good to go
manufacturers and factories will produce
in bulk all of the pieces according to
the designers specifications this
production process also includes
sourcing all of the global raw materials
that you will need to produce that piece
whether it's like Fabrics trims buttons
slippers and all of that followed by
cutting sewing quality control and
finishing details like adding labels and
packaging the aim is to bring the
designs to life on a larger scale
ensuring timely and efficient production
of high quality pieces as I said this is
a very reduced and simplified story
about all of this we can literally do an
entire in depth video about each stage
and it wouldn't be enough okay step
three is supply chain and Logistics the
fashion supply chain is a complex
process that involves sourcing raw
materials and transporting them to
factories for production so like I said
maybe calling all of these stages is not
the correct word or maybe we should use
areas because they are all
interconnected and sometimes they even
occur at the same time so it's not like
you're going to production and then you
go into the supply chain stage they all
happen interconnectedly and roughly at
the same time so yeah going back to the
supply chain and Logistics area Finnish
garments are then distributed through
suppliers wholesalers agents and
retailers ear wires are very efficient
Supply Chain management to ensure that
all of this happens very seamlessly the
keys identify and reliable partners that
will offer you know the right services
and materials at the right cost and high
quality so that you can ensure that the
product will reach the final cost summer
at the end seamlessly okay area number
four is marketing and branding so this
is personally my favorite area where I
feel most comfortable maybe you were
able to tell you know from all of the
videos that I did talking about fashion
brands but okay so in this competitive
fashion industry brands need marketing
strategies to you know bring awareness
and make all of those products that
they're selling become attractive and
desired desireable desireable so this
marketing strategy is made Encompass
advertising campaigns social media
influencer or celebrity collaborations
fashion shows and PR a key aspect of
success lies in establishing a strong
brand identity by crafting a unique
positioning values and a visual identity
by the way if you're new to my channel I
actually have a video talking about
brand stylistic identity so if you want
to check it out I will leave it up here
so this distinctiveness allows Brands to
stand out in the fashion industry and
also effectively reach their target
audience with a combination of different
tactics like advertising social media PR
fashion shows and influencers among many
other techniques okay area number five
is retail and sales so fashion products
can be sold through diverse retail
channels you have the brick and mortar
stores you have online retailers you
have boutiques and you have department
stores retailers purchase items from
brands or wholesalers they curate
collections they set prices they manage
inventory and they take care of customer
service sales strategies like promotions
and marketing are key to drive consumer
demand retailers operate on physical
stores e-commerce platforms or a
combination of both allowing the
customer to explore and purchase their
own products so managing the inventory
is super important to ensure that the
product is available to purchase but
there are also other interesting retail
techniques like for example limited
edition collaborations that add
uniqueness and an appeal to the
offerings stage number six is consumer
Trends and demand consumer preferences
have a significant efficient impact on
the fashion industry fashion brands are
retailers actively track market trends
to meet consumers needs effectively they
invest in Trend forecasting and market
research analyzing consumer behavior and
monitoring fashion shows to stay ahead
of the evolving Trends and evolving
Innovations and the global influences
cultural social and economic factors
also play a pivotal role in shaping
consumer demands so it becomes essential
for Brands to align their product
offerings to that by closely following
these factors fashion companies can stay
ahead of the future consumer demands and
adapt to the ever-evolving industry but
we will talk about Trends a little bit
more later on so stage or area number
seven is fashion weeks or trade shows
fashion weeks trade shows and Industry
events are essential for you know
designers and Brands to pitch their
products and their collections to buyers
press and influencers these events not
only facilitate networking and media
coverage but also create valuable
business opportunity communities for
people in the fashion industry by
holding these events in major fashion
capitals of the world Brands and
designers can pitch and promote their
products to you know potential buyers
and Industry insiders ultimately driving
Innovation and the growth of the
industry stage number eight is
sustainability and ethical practices the
fashion industry is progressively
prioritizing sustainability ethics and
social responsibility key measures
involve adopting eco-friendly materials
promoting fairy label practices and
supporting ethical Supply chains these
initiatives are geared towards creating
a more environmentally friendly and also
socially conscious fashion ecosystem
truth be told this is a very slow
process at least for me you know this is
my personal opinion and for many you
know the advancements made in you know
this topic are not enough and rightly so
but also at the same time I personally
think that a step on the right direction
is where the no Step at all and we
should all as a society both consumers
and Industry insiders industry workers
and the industries themselves the
companies themselves should you know do
our best inform ourselves be conscious
and continue with our sustainable
practices that is the best thing that we
all can do as a society okay area number
nine is fashion media and Publications
fashion media Outlets including
magazines influencers and websites play
a big role in the fashion industry by
promoting Trends designers and Brands
they provide extensive coverage of
fashion shows share valuables styling
tips publish editorials and conduct
interviews with the industry insiders
influencing and shaping the world of
fashion for consumers and other
enthusiasts alike through their
extensive reach and influence these
platforms are key drivers in showcasing
and popularizing the latest fashion
trends creating a dynamic and
interconnected ecosystem between Brands
designers and the fashion conscious
audience number 10 is licensing and
collaboration fashion brands often
engaged in licensing agreement to expand
their products offering Beyond clothing
for example including accessories
fragrances leather goods home decor and
so many more collaborations with other
designers Brands and celebrities are
also very common enabling Mutual
exposure and also allowing them to tap
into different market segments and
number 11 is innovation and Technology
the fashion industry wholeheartedly
Embraces Innovation and technology in
different areas incorporating design
softwares digital manufacturing
e-commerce platforms and both virtual
and augmented reality experiences these
advancements have revolutionized the way
in which fashion is created marketed and
experienced enhancing the industry's
efficiency creativity and customer
experience but it's important to know
that the fashion Industries are very
Dynamic and fast-paced industry or
business that evolves with cultural
shifts technology advancements and
changing in consumer behavior and
although we have talked about the whole
process it may and will vary between
Brands markets and Industry segments
okay so now that we have mapped out the
fashion pipeline very summarized let's
talk about Trends and what's their life
cycle so we talked about this in my
fashion versus Style video but Trends
are basically the prevailing Styles or
the signs that gain acceptance and
popularity in a specific period often
initially within the fashion industry
and then among the general public they
might just last a season or even less
than that called The Fad or they may you
know stay relevant throughout time and
become a classic Trends typically
originate from different sources like
designers influencers celebrity cultural
movements and even the street style
these sources have a significant impact
in the direction of fashion and they
influence the taste and the preferences
of the consumers Trends in the past were
generally envisioned like three years
before the collection entered the store
and they were generated by a consensus
in the fashion pipeline going from Trend
forecasters to fashion designer tactile
manufacturers fashion editors retailers
Etc nowadays social media has also given
a voice to influencers bloggers and
normal people in the streets to have a
say on scouting and creating new trends
instead of a trickle down process from
the textile and fashion industry and
designers to the streets we see a bottom
up process from the streets to the
runways where designers are taking
inspiration from the streets to
incorporate into their collections but
there's also a trickle across phenomenon
which is when a trend spreads throughout
different socioeconomic backgrounds at
the same time meaning that fashion
nowadays is not only reserved for the
rich and wealthy but rather that
practically everyone has access to it
after resourcing of inspiration and the
creation of new trends it begins what is
called the fashion trends life cycle so
let's break it down into a few stages
the first stage is the introduction the
fashion trend begins when it's
introduced to the public this can happen
through Runway shows fashion weeks Red
Carpet Events and even social media
media then stage number two is adoption
once the trend is introduced early
adopters which could include fashion
forward individuals influencers
celebrity start incorporating those
Trends into their personal style their
influence helps popularize the trend and
generate interest among a wider audience
then stage number three is mainstream
acceptance as the trend gains momentum
it starts to reach a broader audience it
becomes more accessible through Mass
Market retailers and fast fashion brands
and online platforms make it easier for
consumers to adopt a trend into their
personal wardrobes fashion magazines
blogs and social media platforms also
contribute to the popularization of the
trend you know make it more visible even
further stage number four is the peak of
the trend at this stage it's when it's
reached the peak of popularity it
becomes widely recognized and adopted by
so many people from different
demographics it's prominently featured
in stores and fashion advertisements and
basically you see them everywhere at
this point the market may become
saturated with different interpretations
and variations of that Trend stage
number five is saturation and decline as
the trend becomes oversaturated and
starts losing its novelty people start
losing their interest at this point
practically people are over it and they
are looking for the next Trend which is
probably already out fashion forward
individuals designers and Industry
insiders are probably already adopting a
new trend and stage number six is obso
lens and Revival basically at this point
the trend is dead but fashion trends
often experience cycles of obso lens and
Revival that is the key to Trends Trends
come up and they come down and they come
up and they come down some Trends May
Disappear Completely only to revive a
few years or decades later with a more
modern twist this revival may be driven
by Nostalgia designers reinterpretation
or cultural influences it's important to
know that the duration of each stage in
the life cycle of the trend may vary so
significantly for different Trends
sometimes may rise and fall very quickly
only like the span of a few weeks or a
few months while others have a more
prolonged presence the fashion industry
is constantly evolving emerging and
fading away new trends all the time this
way ensuring a continuous cycle of
innovation and creativity but in the
whole Trend life cycle fashion seasons
are super important because they have
historically been the stepping stone of
the creation of new Trends fashion
Seasons basically divide the year into
specific periods in which designers and
Brands release new collections the
fashion industry operates on a cyclical
calendar divided into four main Seasons
number one is spring summer obviously
the season represents the warmer months
and typically begins with the fashion
shows and collections being presented in
September October with the collections
hitting the stores in February March
obviously this is based on the seasonal
calendar of the northern hemisphere then
number two is fall winter fall winter
obviously showcases pieces for the
colder months and are showcased during
fashion shows typically in February
March with the collections hitting the
stores around August or September number
three is their Resort or Cruise
collections these are also known as the
pre-spring or pre-summer collections
they are designed for individuals that
want stylish options for Vacations or as
Resort Wear and these collections are
released between the main Seasons often
around November or December and number
four is pre-fall this collections bridge
the gap between spring summer and fall
winter seasons they are introduced
during the summer months typically
during July or August and they typically
consist of transitional pieces to
transition from Summer to fall in
addition to these main season they are
also smaller collections or capsule
collections that are released throughout
the year fashion seasons are both
significant for designers and consumers
for designers the seasonal calendar
provides a structure to the whole
process of Designing production and
Manufacturing as well as showcasing
their Collections and for consumers the
seasons create a sense of anticipation
and Novelty and it allows them to stay
current with the latest trends but to
finish off this video with the rise of
fast fashion and online shopping the
traditional fashion season structure has
become more fluid and faster than in
previous years Brands May release new
collections more frequently and
customers have access to a wider range
of styles throughout the year in the
past you only had two collections every
year Spring Summer and Autumn winter now
with the rise of fast fashion you may
even have new pieces coming every week
or every two weeks nevertheless the
concept of fashion season remains as a
very important aspect of the industry
so I hope you enjoyed today's video let
me know down in the comments section
what do you think about this topic
lastly don't forget to like subscribe
and turn on the notifications down below
and as always I will leave the links in
the description box of all of my social
media so you can go check them out I
hope you have an incredible rest of your
day I will see you in my next video ciao [Music]
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