SAPICA: Global Fashion Trends 2018

New patterns will shape the fashion industry this 2018, with very specific trends in colors, silhouettes and designs. In a more global aspect, trends also determine how the market will work and consumer habits within the fashion industry. Thus, the main themes are global economy, the consumer and changes in the fashion system.

For the past five years, this industry has had ups and downs. However, those brands that have managed to innovate with their marketing strategies or direct to consumer models are the ones that have been successful, thanks to the fact that they have clearly seen the needs of their customers. Here are seven global trends.

The micro-influencer

Today your product is not enough, the way in which you communicate it to your market is very important. Now you need something that validates your brand and product, something that is like vitamin, an influencer is needed that authentically transmits the essence of your brand and thus makes itself known in a positive way. Experiences today speak more than an inert product in a store, brands invest large amounts of money in offering experiences; there is an influencer for each market, it is time for you to go looking for it, but keep this in mind, for a small brand, think small, that's why micro-influencer turns out to give better engagement and are more accessible to everyone.

Moving markets

Market groups are constantly changing and in a few years they will be so diverse that they will surprise. In China, for example, trends point to the men power, because they are increasingly interest in fashion. Also, the increase in migration is generating new consumption profiles, as in the case of Hispanic Americans, who by 2020 will triple the purchasing power in the United States. You need to see everything that happens around you, what happens around the profile of your market, in order to identify new opportunities where your brand can enter.

Sustainability

Around the world, consumers are becoming aware of the environment, and expect ecological objects, produced using sustainable methods or materials, that conserve natural reserves, reduce gas emissions, and assume a social commitment and fair treatment with producers and employees.

In many countries, laws require companies that have sustainable products. On the other hand, unfortunately many consumers are not willing to pay more for these items.

One of the pioneers was the designer Stella McCartney, who stopped using leather on her shoes and bags, a commitment to sustainability is considered to have good style in the fashion industry.

Digitization

At present, young consumers use different digital platforms to stay informed of trends, in addition to seeking experience exchanges or comparing prices. For them, social networks also have an important role, since more than 35% of consumers say they trust their recommendations. For example, Adidas incorporated interactive mirrors in its stores, where customers take a picture with their looks and share it on social networks. This gives them instant tracking, even before making the purchase.

The fashion system

From the hand of the online movement, many fashion companies are experiencing changes in their traffic. Consequently, they seek to reduce operating costs, re-evaluate shopping experiences and innovate to attract customers, which is causing brands to focus on direct to consumer models.
Trend process has been shortened, the same calendar by season is no longer followed. Immediacy is prioritized and the speed of implementation needs to be improved. Influencers, social networks, fashion shows and fashion fairs take on greater importance. "Think fast, earn more."

The obsession with cell phones

The obsession with the cell phone has grown by giant steps. The transactions will be made through the mobile phone, thanks to various payment solutions that have been made accessible globally. Consumers expect companies to add this to their shopping experience, just as Amazon did with its super market in which you choose what you want, take it and leave, without having to line up, without having to do more than wait for your purchase receipt arrives, which is automatically generated through your cell phone.

Customization

Personalization is the way in which brands are handling the competition, maintaining the same channel and customer loyalty. This translates into a different experience, which will become the most important for the consumer, since he appreciates authenticity and individuality.
For their part, brands will appreciate data and recommendations, as well as the engagement with the consumer who seeks to personalize their products. In this sense, the brand essence is its added value. The personal data that companies collect, allow them to offer products that make life easier for the consumer, keep it entertaining and at the same time make them save money. Thus, purchase customization can increase sales ranges, making it three times faster than other brands.