Editing Fashion (section)

== Fashion trends ==
{{main|Fashion trend}}
{{Category see also|LABEL=See|Fashion by decade}}
[[File:Audrey Hepburn figure at Madame Tussauds London.jpg|thumb|upright|[[Audrey Hepburn]] Known for her timeless elegance, Hepburn’s style, particularly her role in [[Breakfast at Tiffany's (film)|Breakfast at Tiffany]]’s, popularized the chic, minimalist look and iconic black dress.]]

A fashion trend signifies a specific look or expression that is spread across a population at a specific time and place. A trend is considered a more [[Ephemerality|ephemeral]] look, not defined by the seasons when collections are released by the fashion industry. A trend can thus emerge from [[street style]], across cultures, and from [[influencers]] and other [[Celebrity|celebrities]].

Fashion trends are influenced by several factors, including cinema, celebrities, climate, creative explorations, innovations, designs, political, economic, social, and technological. Examining these factors is called a [[PEST analysis]]. Fashion forecasters can use this information to help determine the growth or decline of a particular trend.

[[File:Marilyn Monroe photo pose Seven Year Itch.jpg|thumb|left|200px|alt=Monroe is posing for photographers, wearing a white halterneck dress, which hem is blown up by air from a subway grate on which she is standing.|[[Marilyn Monroe]] glamorous and curvaceous style, especially her white dress in [[The Seven Year Itch]], became a symbol of femininity and classic Hollywood glamour.]]

People's minds as well as their perceptions and consciousness are constantly changing. Fads are inherently social, are constantly evolving in a contradiction between the old and the new, and are in a sense easily influenced by those around them, and therefore also begin to imitate constantly.<ref>{{Cite journal |date=2014-09-30 |title=Inside front cover |url=http://dx.doi.org/10.1039/c4py90069c |journal=Polym. Chem. |volume=5 |issue=21 |pages=6112 |doi=10.1039/c4py90069c |issn=1759-9954}}</ref>

[[File:Lady Diana Madame Tussauds.jpg|thumb|upright|[[Diana, Princess of Wales|Princess Diana]] popularized casual [[chic]] styles, including oversized [[sweaters]] and [[biker shorts]].]]

Continuing on from the [[maximalist]] and 1980s influences of the [[2020s in fashion#General trends|early 2020s]], vibrant coloured clothing had made a comeback for women in America, France, China, Korea, and Ukraine<ref>{{cite web |date=2023-02-24 |title="Resistance Is in Our Blood": 5 Ukrainian Designers Reflect on Their New Reality a Year on From the Russian Invasion |url=https://www.vogue.com/slideshow/5-ukrainian-designers-reflect-on-their-new-reality-a-year-on-from-the-russian-invasion |url-status=live |archive-url=https://web.archive.org/web/20230407215614/https://www.vogue.com/slideshow/5-ukrainian-designers-reflect-on-their-new-reality-a-year-on-from-the-russian-invasion |archive-date=2023-04-07 |website=[[Vogue (magazine)|Vogue]]}}</ref> by the spring of 2023.<ref>{{cite web |date=2022-09-01 |title=How 'dopamine dressing' became TikTok's latest happiness hack |url=https://nypost.com/2022/08/31/how-dopamine-dressing-became-tiktoks-latest-happiness-hack/ |url-status=live |archive-url=https://web.archive.org/web/20230526160625/https://nypost.com/2022/08/31/how-dopamine-dressing-became-tiktoks-latest-happiness-hack/ |archive-date=2023-05-26 |website=[[New York Post]]}}</ref> This style, sometimes referred to as "[[dopamine]] dressing", featured long skirts and belted [[maxi dress]]es with thigh splits, lots of gold and pearl jewelry, oversized striped [[cardigan sweater]]s, multicoloured silk skirts with [[seashell]] or floral print, strappy sandals, pants with a contrasting stripe down the leg, [[ugg boot]]s,<ref>{{cite web |date=2023-03-28 |title=How the Ugg Boot Became Fashion's Hottest New Shoe—Again |url=https://www.vogue.com/article/ugg-boots-trend-fashion-comeback |url-status=live |archive-url=https://web.archive.org/web/20230529032231/https://www.vogue.com/article/ugg-boots-trend-fashion-comeback |archive-date=2023-05-29 |website=[[Vogue (magazine)|Vogue]]}}</ref> floral print [[maxi skirt]]s, Y2K inspired [[platform shoes]], chunky red [[rain boot]]s,<ref>{{cite web |date=2023-02-16 |title=Why Is Everyone Wearing These Cartoonish Red Boots? |url=https://www.vogue.com/article/everyone-is-wearing-mschf-big-red-boots |url-status=live |archive-url=https://web.archive.org/web/20230728082335/https://www.vogue.com/article/everyone-is-wearing-mschf-big-red-boots |archive-date=2023-07-28 |website=[[Vogue (magazine)|Vogue]]}}</ref> shimmery [[jumpsuit]]s,<ref>{{cite web |date=2023-04-02 |title=Anya Taylor-Joy Showed Up In Character to the Super Mario Premiere |url=https://www.vogue.com/article/anya-taylor-joy-princess-peach-super-mario-premiere |url-status=live |archive-url=https://web.archive.org/web/20230628232231/https://www.vogue.com/article/anya-taylor-joy-princess-peach-super-mario-premiere |archive-date=2023-06-28 |website=[[Vogue (magazine)|Vogue]]}}</ref> knitted dresses, leather [[pilot]] jackets with faux fur collars,<ref>{{cite web |date=2023-03-25 |title=Uniform Dressing Ruled at Tokyo and Seoul Fashion Week |url=https://www.vogue.com/article/uniform-dressing-ruled-at-tokyo-and-seoul-fashion-week |url-status=live |archive-url=https://web.archive.org/web/20230609011115/https://www.vogue.com/article/uniform-dressing-ruled-at-tokyo-and-seoul-fashion-week |archive-date=2023-06-09 |website=[[Vogue (magazine)|Vogue]]}}</ref> skirts with bold contrasting vertical stripes, [[trouser suit]]s with [[bootcut]] legs, jeans with glittery heart or star-shaped details, chunky white or black sandals, and [[zebra]] print [[tote bag]]s.<ref>{{Cite web |date=2022-06-09 |title='Dopamine dressing' is taking over Pinterest — here's what it means |url=https://www.today.com/style/dopamine-dressing-rcna32740 |access-date=2023-08-25 |website=TODAY.com |language=en}}</ref><ref>{{cite web |date=2023-03-23 |title=The Best Street Style Photos From the Fall 2023 Shows in Shanghai |url=https://www.vogue.com/slideshow/the-best-street-style-photos-from-the-fall-2023-shows-in-shanghai |url-status=live |archive-url=https://web.archive.org/web/20230728091554/https://www.vogue.com/slideshow/the-best-street-style-photos-from-the-fall-2023-shows-in-shanghai |archive-date=2023-07-28 |website=[[Vogue (magazine)|Vogue]]}}</ref>

Big, oversized garments were often made from translucent materials and featured cutouts intended to expose the wearer's bare shoulder, thigh, or [[midriff]], such as [[Hip hugger|low-cut waists on the pants]] or tops with strappy necklines intended to be worn [[braless]].<ref>{{Cite magazine |date=2022-01-10 |title=Should we all be dopamine dressing? |url=https://www.harpersbazaar.com/uk/fashion/a36286827/dopamine-dressing/ |access-date=2023-08-25 |magazine=Harper's BAZAAR |language=en-GB}}</ref> Desirable colours included neon green, [[watermelon]] green, [[coral pink]], orange, [[salmon pink]], [[magenta]], [[gold (color)|gold]], [[Electric blue (colour)|electric blue]], [[Aquamarine (colour)|aquamarine]], [[cyan]], [[turquoise (color)|turquoise]], and [[royal blue]].<ref>{{Cite web |last= |first= |date=2022-01-17 |title=How To Embrace Dopamine Dressing This Summer |url=https://www.vogue.co.uk/fashion/article/dopamine-dressing |access-date=2023-08-25 |website=British Vogue |language=en-GB}}</ref><ref>{{Cite web |last= |first= |date=2022-10-14 |title=The ultimate fashion trends to know for Spring-Summer 2023 |url=https://www.vogue.fr/fashion/galerie/spring-summer-2023-fashion-trends |access-date=2023-08-25 |website=Vogue France |language=fr-FR}}</ref>

In 2023, the predominant colors in the United States, Britain, and France were red, white, and blue. As in the [[1970s fashion|mid to late 1970s]], [[Western shirt]]s with [[pearl snap]]s in denim or bright [[madras plaid]] made a comeback, and sometimes featured contrasting yokes  and cuffs with intricate embroidery.<ref>{{Cite web |last=Yardeni |first=Yoni |date=2023-08-08 |title=The Best Men's Western Shirts To Channel Your Inner Cowboy |url=https://hiconsumption.com/style/best-western-shirts/ |access-date=2023-08-25 |website=HiConsumption |language=en-US}}</ref><ref>{{Cite web |last= |first= |date=2022-08-03 |title=14 Rootin', Tootin' Western Shirts to Buck the Other Button-Ups in Your Stable |url=https://www.gq.com/gallery/western-shirts-for-men |access-date=2023-08-25 |website=GQ |language=en-US}}</ref> [[Moccasin]]s, [[stonewash]] denim [[waistcoat]]s with decorative fringes, preppy loafers, [[navy blue]] suits and [[sportcoat]]s, [[straight leg jeans]] instead of the [[skinny jeans]] fashionable from the [[2000s fashion|late 2000s until the early 2020s]],<ref>{{Cite web |last=Cheong |first=Charissa |title=Now that Gen Z has pronounced the death of skinny jeans, men are flocking to TikTok to show off what they're wearing instead |url=https://www.insider.com/men-throwing-away-skinny-jeans-showcasing-new-looks-tiktok-2023-5 |access-date=2023-08-25 |website=Insider |language=en-US}}</ref> [[stetson]]s, white [[baseball jersey]]s with bold red or blue [[pinstripe]]s, striped blue [[necktie]]s, [[Baggy pants|baggy white pants]], [[Union Jack]] motifs, [[flared jeans]], and [[duster coat]]s as worn in the ''[[Yellowstone (American TV series)|Yellowstone]]'' TV series,<ref>[https://www.vogue.fr/fashion/article/mens-fashion-trends-spring-summer-2023 Vogue France]</ref> as well as [[preppy]] style [[college]] [[sweater]]s, retro blue and white striped [[football shirt]]s,<ref>{{Cite web |last=Nudelman |first=Geoff |title=Best Men's Soccer Style 2021 |url=https://www.askmen.com/style/fashion_trends/best-soccer-style.html |access-date=2023-08-25 |website=AskMen |language=en-us}}</ref> [[chelsea boot]]s with [[cowboy boot]] styling, two-button blazers with red and blue boating stripes, V-neck [[sweater vest]]s, [[royal blue]] [[baseball jacket]]s with white sleeves, Howler Brothers [[gilet]]s,<ref>{{Cite news |last=Averill |first=Graham |date=2023-03-01 |title=Best Western Wear to Live Out Your 'Yellowstone' Fantasies |url=https://www.mensjournal.com/style/best-western-wear-to-live-out-your-yellowstone-fantasies |access-date=2023-08-25 |website=Men's Journal |language=en}}</ref> shirts and suits worn open to expose the chest,<ref>{{Cite web |last=Aktar |first=Alev |date=2023-06-12 |title=Men put their spin on naked dressing trend: 'Freedom' |url=https://nypost.com/2023/06/12/men-put-their-spin-on-naked-dressing-trend-freedom/ |access-date=2023-06-13 |website=New York Post |language=en-US}}</ref> and boxy leather [[reefer jacket]]s were popular on both sides of the Atlantic.<ref>{{Cite web |last= |first= |date=2022-07-28 |title=The big GQ guide to Spring/Summer 2023 menswear trends |url=https://www.gq-magazine.co.uk/fashion/article/spring-summer-2023-trends-menswear |access-date=2023-08-25 |website=British GQ |language=en-GB}}</ref><ref>{{Cite web |title=Funny t-shirts |url=https://www.0stees.com/ |access-date=2023-08-25 |website=0sTees.com {{!}} Funny T-shirt, Movie T-shirt, TV Shirt & Video Game Tees |language=en-US}}</ref><ref>{{Cite web |date=2023-04-04 |title=The 'Yellowstone' series is a hit, and so is western wear. Here's how to dress the part |url=https://www.themanual.com/fashion/best-western-wear-for-men/ |access-date=2023-08-25 |website=The Manual |language=en}}</ref>

=== Social influences ===
{{Further|Music and fashion}}
[[File:Britney_Spears_'Piece_of_Me'_-_Las_Vegas_IMG_6668_(27479839046).jpg|thumb|upright|Celebrities such as [[Britney Spears]] have popularized the concept of wearing [[underwear as outerwear]].]]

Fashion is inherently a [[social phenomenon]]. A person cannot have a fashion by oneself, but for something to be defined as fashion, there needs to be dissemination and followers. This dissemination can take several forms; from the top-down ("trickle-down") to bottom-up ("bubble up/trickle-up"), or transversally across cultures and through viral memes and media ("trickle-across").

Fashion relates to the social and cultural context of an environment. According to Matika,<ref>{{Cite web|url=http://www.sundaynews.co.zw/does-pop-culture-influence-fashion/|title=Does pop culture influence fashion?|website=www.sundaynews.co.zw|date=11 October 2015 |access-date=2016-03-07}}</ref> "Elements of popular culture become fused when a person's trend is associated with a preference for a genre of music […] like music, news, or literature, fashion has been fused into everyday lives." Fashion is not only seen as purely aesthetic; fashion is also a medium for people to create an overall effect and express their opinions and overall art.

[[File:Gaga_vax_at_Madame_Tussauds_London.jpg|thumb|left|[[Lady Gaga]] is known for her boundary-pushing fashion, like the iconic meat dress, making her a controversial yet influential figure in both fashion and music.]]

This mirrors what performers frequently accomplish through music videos. In the music video 'Formation' by [[Beyoncé]], according to Carlos,<ref>{{Cite web|url=http://www.vogue.com/13396069/beyonce-music-video-givenchy-gucci-miu-miu/|title=The Fashion in Beyoncé's New Video Is as Powerful as Its Politics|last=Carlos|first=Marjon|website=Vogue|date=6 February 2016|access-date=2016-03-07|archive-date=2016-12-21|archive-url=https://web.archive.org/web/20161221194141/http://www.vogue.com/13396069/beyonce-music-video-givenchy-gucci-miu-miu/|url-status=dead}}</ref>
The annual or seasonal runway show is a reflection of fashion trends and a designer's inspirations. For designers like [[Vivienne Westwood]], runway shows are a platform for her voice on politics and current events. For her AW15 menswear show, according to Water,<ref name="Dazed">{{Cite web|url=http://www.dazeddigital.com/fashion/article/24335/1/vivienne-westwood-s-top-ten-political-moments|title=Vivienne Westwood's top ten political moments|last=Dazed|website=Dazed|date=8 April 2015|access-date=2016-03-07}}</ref> "where models with severely bruised faces channeled eco-warriors on a mission to save the planet." Another recent example is a staged feminist protest march for Chanel's SS15 show, rioting models chanting words of empowerment using signs like "Feminist but feminine" and "Ladies first." According to Water,<ref name="Dazed" /> "The show tapped into Chanel's long history of championing female independence: founder Coco Chanel was a trailblazer for liberating the female body in the post-WWI era, introducing silhouettes that countered the restrictive corsets then in favour."

The annual [[Met Gala]] ceremony in [[Manhattan]] is the premier venue where fashion designers and their creations are celebrated. [[Social media]] is also a place where fashion is presented most often. Some influencers are paid huge amounts of money to promote a product or clothing item, where the business hopes many viewers will buy the product off the back of the advertisement. Instagram is the most popular platform for advertising, but Facebook, Snapchat, Twitter and other platforms are also used.<ref>{{Cite journal|last=Wetzler|first=Tiahn|date=2020|title=Social media influencer marketing|journal=Adjust}}</ref> In New York, the [[List of LGBT people from New York City#Fashion|LGBT fashion design community]] contributes very significantly to promulgating fashion trends, and [[List of LGBT people from New York City#Drag|drag celebrities]] have developed a profound influence upon [[New York Fashion Week]].<ref name=DragQueensNewYorkFashionWeek>{{cite web|url=https://www.thecut.com/2022/09/nyfw-spring-2023-drag-queens-symone-aquaria-ct-hedden-fashion.html|title=Drag Queens Are the New VIPs of Fashion Week|first=Tyler|last=McCall|publisher=The CUT, [[New York magazine]]|date=September 15, 2022|accessdate=September 19, 2022}}</ref>

=== Marketing ===

====Market research====
[[File:Pelz-Verkaufsstand in Tallinn, Estland.jpg|thumb|upright=1.15|right|Fur fashion for sale in [[Tallinn]], [[Estonia]]]]
Consumers of different groups have varying needs and demands. Factors taken into consideration when analyzing consumers' needs include key demographics.<ref>{{Cite web|url=http://smallbusiness.chron.com/consumer-needs-marketing-997.html|title=Consumer Needs & Marketing|website=smallbusiness.chron.com|access-date=2016-05-30 |last1=Milano |first1=Steve }}</ref>
To understand consumers' needs and predict fashion trends, fashion companies have to do [[market research]]<ref>{{Cite web|url=https://strategyn.com/customer-needs/|title=Strategyn|website=Strategyn|date=30 October 2012 |access-date=2016-05-30}}</ref> There are two research methods: primary and secondary.<ref name="Consumer Research Methods">{{Cite web|url=http://www.consumerpsychologist.com/cb_Research_Methods.html|title=Consumer Research Methods|website=www.consumerpsychologist.com|access-date=2016-05-30}}</ref> Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups. Primary research often focuses on large sample sizes to determine customer's motivations to shop.<ref name="Parker 158–175">{{Cite journal|last1=Parker|first1=Christopher J.|last2=Wenyu|first2=Lu|date=2019-05-13|title=What influences Chinese fashion retail? Shopping motivations, demographics and spending|url=https://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2017-0093/full/html|journal=Journal of Fashion Marketing and Management|language=en|volume=23|issue=2|pages=158–175|doi=10.1108/JFMM-09-2017-0093|s2cid=170031856|issn=1361-2026}}</ref>

[[File:Gigi_Hadid_Stuart_Weitzman.jpg|thumb|left|[[Gigi Hadid]] in a campaign for Stuart Weitzman in 2017]]
The benefits of primary research are specific information about a fashion brand's consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. Negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.<ref name="Consumer Research Methods" /> Observation can really help a company gain insight on what a consumer truly wants. There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed. For example, observing the public by taking street style photos of people, the consumer did not get dressed in the morning knowing that would have their photo taken necessarily. They just wear what they would normally wear. Through observation patterns can be seen, helping trend forecasters know what their target market needs and wants.

Knowing the needs of consumers will increase fashion companies' sales and profits. Through research and studying the consumers' lives the needs of the customer can be obtained and help fashion brands know what trends the consumers are ready for.

====Symbolic consumption====
Consumption is driven not only by need, the symbolic meaning for consumers is also a factor. Consumers engaging in symbolic consumption may develop a sense of self over an extended period of time as various objects are collected as part of the process of establishing their identity and, when the symbolic meaning is shared in a social group, to communicate their identity to others. For teenagers, consumption plays a role in distinguishing the child self from the adult. Researchers have found that the fashion choices of teenagers are used for self-expression and also to recognize other teens who wear similar clothes. The symbolic association of clothing items can link individuals' personality and interests, with music as a prominent factor influencing fashion decisions.<ref>{{cite journal |last1=Piacentini |first1=Maria |title=Symbolic consumption in teenagers' clothing choices |journal=Journal of Consumer Behaviour |year=2004 |volume=3 |issue=3 |pages=251–262|doi=10.1002/cb.138 }}</ref>

=== Political influences ===
[[File:Juliana Awada and Melania Trump walk along the Colonnade of the White House, April 2017 (cropped).jpg|upright|thumb|[[Melania Trump]] with Argentine first lady [[Juliana Awada]] in 2017]]

Political figures have played a central role in the development of fashion, at least since the time of French king [[Louis XIV]]. For example, First Lady [[Jacqueline Kennedy Onassis|Jacqueline Kennedy]] was a fashion icon of the early 1960s. Wearing Chanel suits, structural Givenchy shift dresses, and soft color Cassini coats with large buttons, she inspired trends of both elegant formal dressing and classic feminine style.<ref>{{Cite book|last=Rissman|first=Rebecca|url=https://books.google.com/books?id=5J3PDAAAQBAJ&q=First+Lady+Jacqueline+Kennedy+was+a+fashionable+icon+of+the+early+1960s&pg=PA52|title=Women in Fashion|date=2016-08-15|publisher=ABDO|isbn=9781680774856}}</ref>

Cultural upheavals have also had an impact on fashion trends. For example, during the 1960s, the U.S. economy was robust, the divorce rate was increasing, and the government approved the [[combined oral contraceptive pill|birth control pill]]. These factors inspired the younger generation to rebel against entrenched social norms. The civil rights movement, a struggle for social justice and equal opportunity for Blacks, and the women's liberation movement, seeking equal rights and opportunities and greater personal freedom for women, were in full bloom. In 1964, the leg-baring mini-skirt was introduced and became a white-hot trend. Fashion designers then began to experiment with the shapes of garments: loose sleeveless dresses, micro-minis, flared skirts, and trumpet sleeves. Fluorescent colors, print patterns, bell-bottom jeans, fringed vests, and skirts became ''de rigueur'' outfits of the 1960s.<ref>{{Cite web|title=Political & Economic Factors That Influenced Fashion in the 1960s {{!}} The Classroom {{!}} Synonym|url=http://classroom.synonym.com/political-economic-factors-influenced-fashion-1960s-12014.html|access-date=2016-05-30|website=classroom.synonym.com}}</ref>

Concern and protest over U.S. involvement in the failing Vietnam War also influenced fashion. Camouflage patterns in military clothing, developed to help military personnel be less visible to enemy forces, seeped into streetwear designs in the 1960s. Camouflage trends have disappeared and resurfaced several times since then, appearing in high fashion iterations in the 1990s.<ref>{{Cite web|title=Home : Berg Fashion Library|url=http://www.bergfashionlibrary.com|access-date=2016-03-10|website=www.bergfashionlibrary.com}}</ref> Designers such as Valentino, Dior, and Dolce & Gabbana combined camouflage into their runway and ready-to-wear collections. Today, variations of camouflage, including pastel shades, in every article of clothing or accessory, continue to enjoy popularity.

=== Technology influences ===
[[File:Crystal Couture Fashion Show & Sale (32801142162).jpg|thumb|upright|A [[See-through clothing|see-through]] top worn along with [[pasties]] by a model at a [[fashion show]] in US, 2017. Such [[fashion trend]]s get popularised through media.]]
Today, technology plays a sizable role in society, and technological influences are correspondingly increasing within the realm of fashion. [[Wearable technology]] has become incorporated; for example, clothing constructed with solar panels that charge devices and [[E-textiles|smart fabrics]] that enhance wearer comfort by changing color or texture based on environmental changes.<ref>{{Cite web|last=Spears|first=Brian|title=Top 6 Tech Trends in the Fashion Industry|url=http://apparel.edgl.com/news/Top-6-Tech-Trends-in-the-Fashion-Industry94135|access-date=2016-03-10|website=apparel.edgl.com}}</ref> [[3D printing]] technology has influenced designers such as [[Iris van Herpen]] and [[Kimberly Ovitz]]. As the technology evolves, 3D printers will become more accessible to designers and eventually, consumers — these could potentially reshape design and production in the fashion industry entirely.

Internet technology, enabling the far reaches of online retailers and social media platforms, has created previously unimaginable ways for trends to be identified, marketed, and sold immediately.<ref>{{cite journal|last1=Parker|first1=Christopher J.|last2=Wang|first2=Huchen|year=2016|title=Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement|url=https://www.research.manchester.ac.uk/portal/en/publications/examining-hedonic-and-utilitarian-motivations-for-mcommerce-fashion-retail-app-engagement(98defb8e-c227-43b1-824b-9f8b55b61cca).html|journal=Journal of Fashion Marketing and Management|volume=20|issue=4|pages=487–506|doi=10.1108/JFMM-02-2016-0015}}</ref> Trend-setting styles are easily displayed and communicated online to attract customers. Posts on Instagram or Facebook can quickly increase awareness about new trends in fashion, which subsequently may create high demand for specific items or brands,<ref>{{Cite web|title=The Impact of Technology on Fashion Today|url=http://www.thinkrunway.com/2013/09/the-impact-of-technology-on-fashion.html|url-status=dead|archive-url=https://web.archive.org/web/20160310132948/http://www.thinkrunway.com/2013/09/the-impact-of-technology-on-fashion.html|archive-date=2016-03-10|access-date=2016-03-10|website=Site Name}}</ref> new "buy now button" technology can link these styles with direct sales.

[[Machine vision]] technology has been developed to track how fashions spread through society. The industry can now see the direct correlation on how fashion shows influence street-chic outfits. Effects such as these can now be quantified and provide valuable feedback to fashion houses, designers, and consumers regarding trends.<ref>{{Cite web|title=How Machine Vision Is About to Change the Fashion World|url=https://www.technologyreview.com/s/541091/how-machine-vision-is-about-to-change-the-fashion-world/|access-date=2016-03-10|website=MIT Technology Review}}</ref>