Some high end designers such as Burberry have adopted the ‘see now buy now’ strategy where customers can buy straight off the runway, this could make it harder for Zara to produce on demand product.
Increase of social media and its influence makes trends more unpredictable as trends can spread much faster. This also means brands have less of an influence on trend and social media stars have more.
Increase in social media also puts more pressure on brands to project the right image, if they get any kind of controversy (In 2014 Zara released a boys top that customers thought was very similar to a Nazi death camp uniform, it quickly went viral and Zara received a lot of backlash and pulled the item from stores) it could cause the brand to lose customers and damage their reputation.
Customers are more influenced when it comes to how ethical brands are, they are more interested in where their clothes come from and what conditions they’re made.
Keeping fit and eating healthy is a growing lifestyle trend and has grown to a $3.72 trillion industry. This may encourage brands to bring out their own workout clothing range (Zara have done this recently).
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