Top Ten Influences on Close To Season
There's no doubt that the two-season fashion cycle is quickly becoming a thing of the past. Here is our list of the top 10 influences on fast fashion. Read 'em fast before they change!
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Topshop
The Balenciaga of the high street, Topshop is a destination for designers and buyers all over the world. The Oxford Circus branch has probably kick-started more trends per square foot that any other fast-fashion company. With new branches opening in Tokyo and New York and an e-commerce website giving access to anyone with broadband and a credit card, world domination beckons.
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High street designer diffusion ranges
Diffusion lines give everyday people the chance to wear exclusive merchandise at a tenth of the price as well as helping designers to raise brand awareness and boost profits. Successful lines included Stella McCartney and Karl Lagerfeld, both for H&M, and Giles Deacon for New Look.
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Vintage
Now a valid and desirable resource for any designer, vintage no longer holds the stigma of "second-hand". The question now becomes: "when does ‘last season' become ‘vintage'?"
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Celebrity
It appears that customers will fight tooth and nail, even camp out overnight for ownership of anything touched by the hand of fashion's new god, Celebrity. Savvy marketeers know that a paparazzi shot of Mischa, Sienna or Kate sporting their freebie-du-jour is a must have part of every marketing campaign.
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Celebrity-designed ranges
H&M launched the trend with Kylie and Madonna, Mango followed up with up Penelope Cruz and New Look with Lily Allen. Now every brand has to have its own celebrity-designed collection. Why? As we said, celebrity means money these days. Queen of the ranges? Kate Moss's collection for Topshop natch.
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Street shots
Inspiration is on the back of every passing stranger. As teens around the world know, the city centre is your catwalk and every day is a chance to work it.
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Runway heroes
The power players who never come off the inspiration list: Gucci, marc by Marc Jacobs, Stella McCartney, Luella, DKNY. Respect.
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Turkish manufacturing
As speed-to-market rivals price as a sourcing issue, Turkey has become the perfect solution for European brands. Whilst the bulk of retail manufacturing may still come from the Far East, Turkey's useful proximity to Europe enables the country to offer instant factory-to-store product updates to satisfy even the fastest of fast-fashion retailers.
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Shopping addiction
From high to low, every magazine, newspaper, celebrity TV show, e-tailer, fashion blog and cable TV special offers a trend fix at our fingertips. Our lust for newness increases as fast as our attention span diminishes. With fierce market competition driving disposable pricing and 24-hour internet availability, our shopping addiction shows no sign of abating. But as the global economy cools will fashion slow down too?
