The trendmakers : behind the scenes of the global fashion industry / Jenny Lantz.

Print version record.

Includes bibliographical references and index.

Numerous tastemakers exist in and between fashion production and consumption, from designers and stylists to trend forecasters, buyers, and journalists. How and why are each of these players bound up in the creation and dispersion of trends? In what ways are consumers' relations to trends constructed by these individuals and organizations? This text explores the social significance of trends in the global fashion industry through interviews with these `fashion intermediaries', offering new insights into their influential roles in the setting and shaping of trends.

Cover; Contents; List of Images; 1 Introduction; Reflections on methodology; 2 Trend Forecasters-Fashion's "Insurance Companies"; Online trend forecasters: WGSN and Stylesight; It all began in France; Fashion, capitalism and modernity; Fashion's movements; Trend-forecasting agencies as tastemakers; Two kinds of trend-forecasting agencies; Offerings of trend-forecasting agencies: how do they claim their competence?; 3 Trend-Forecasting Agencies-Backstage Legitimacy; Inspirational or directive; Fashion capital; Confidentiality; Merely communicating or creating and influencing trends

The phenomenon of self-fulfilling prophecies4 Tastemakers-Hunt for the Incipient Taste; Tastemakers; Tastemakers at a British fashion magazine; Tastemakers at department stores; Tastemakers at newspapers; Bloggers as tastemakers; Tastemakers at Swedish fashion magazines; Tastemakers at Grazia UK; Stylists as tastemakers; Online fashion retailer as tastemaker; 5 Gender and Trends-On Variability; Femininity as volatile and capricious; The importance of being right; Fashion and trends: power and freedom; 6 Designs, Brands and Trends-To Leave a Mark; Mass-market fashion brands

Consistency and changeBrands in the mid-range segment; Designer fashion brands; The desire to be a trendmaker; Trends as organizing principle; Trends as personal growth; Retromania; Consistency versus change; Consistency versus change and gender; Fashion and economy; 7 Financialization and Trends-Trends as Fashion Risk; Fashion and capitalism; Luxury fashion and trends from the analysts' perspective; Trend services; Valuation of stocks in the luxury segment; Distinctive features of the luxury industry; Relationship to trends; The tension between consistency and change

Growth in the luxury industryMass-market fashion and trends from the stock analysts' perspective; H The risk of not taking risks; Valuation of fashion stock from the perspective of Swedish analysts; Valuation of fashion stock from the perspective of British analysts; The tension between consistency and change; Expansion and growth; 8 The BRIC Countries and Trends; India; China; Russia; Brazil; 9 Final Discussion; Trends as organizing principle; New ways to manage uncertainty; Fashion capital strikes back; The fashionization of consumer society; Trend imperialism

Trends have become low statusThe discourse of individuality; The relationship between trends and fashion; Trendification; Appendix: Contributions; Notes; Bibliography; Index

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