Fashion trends amongst South African generation Y / Natasha de Klerk

Fashion is indicative of everything in the world, from economic status to social changes. It is a visual representation of history, unfolding right before our eyes. As a portrayal of significant change, with a discernible sign of distinction, fashion is a complex and dynamic multi-faceted phenomenon, encompassing both material objects and non-material symbolic dynamics and underpinnings. The fashion industry is an essential contributor to both the global and South African economies. Despite the size and ongoing growth of the fashion industry, fashion role players such as designers, brand marketers and retailers face significant challenges, including intense competition and continuous changes in consumers’ preferences and behaviour. Paramount to success in the fashion industry is the ability of fashion role players to predict and react swiftly to emerging trends. Throughout modern history the youth of each generation have played an important and conspicuous role in the initiation and diffusion of these new fashion trends, making them a salient target segment in the fashion industry. Today’s youth, categorised as Generation Y (individuals born between 1986 and 2005), are of particular interest to the fashion industry given the size of this segment and their significant and growing spending power. Individuals categorised as Generation Y are known to have strong conspicuous status consumption tendencies and for being fixated with style. As with previous generations of youths, Generation Y members are at the forefront of driving social change and are considered as trendsetters by the fashion industry. Moreover, Generation Y individuals are recognised as having a significant influence on their parents and other generations’ consumption behaviour. Taken together, Generation Y can therefore be viewed as an important segment in the current and future fashion market