Carla B. Butler

Fashion refers to a style that is prevalent at any given time. Ralph Lauren stated, “I don’t design clothes. I design dreams.” Fashion is full of imagination and hope of the new custom and style for tomorrow. Consumers literally dream of wearing the latest Coco Chanel or Versace ensemble, and portray an image of absolute wonder. It is so interesting how everyday individuals become so entangled in the web of fashion trends and traditions that designers have so rightfully established.

How do fashions from big fashion designers like Lauren gain such mass appeal?

I was walking in the mall at Phipps Plaza in Buckhead, GA, and I was astonished at the beautiful displays found in BeBe, Nordstrom’s, Neiman Marcus and Versace. I was overwhelmed by the great appeal of the ensembles. I asked myself, who is responsible for this? Only after a few seconds of reflection, a light bulb shined brightly in my mind and my answer was…..Fashion Marketers. Fashion Marketers conduct tedious research to help increase a consumer’s interest in fashion trends. These individuals work in retail and wholesale outlets, and focus primarily on promoting fashion. Fashion Marketers conduct research that allows them to understand what consumers desire to purchase and are attracted to most. Such information allows the marketers to further generate consumer interests in new styles and products.

Fashion Marketers are always in the “know” and must endorse the right products at all times. These individuals connect consumers with the world of fashion, and spur individuals to live trendy lives. Fashion Marketers assist Fashion Designers with intriguing consumers through their products. Fashion Marketers create fantasies for selling products through visual marketing campaigns and smart advertising ideas that may appeal to consumers. Consumers desire to portray a specific image that urges them to feel trendy and classy. This desire is what provokes Fashion Marketers to have fashion wake us up every morning.

What fashions speak to you and why?

Photograph Credit:
Sabrina Segal