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Many aspects of the way people dress today are influenced by global fashion trends.
How has global fashion become such a strong influence on people’s lives?
Do you think this is a positive or negative development?
People’s dressing style is directly affected by the trends introduced by global fashion designers, who adopt aggressive marketing approaches through social media. While this trend can offer variety and affordability to consumers, I believe it is detrimental for local manufacturers in the long term.
Social media has become an inevitable part of people’s lives in recent years, and its very high penetration rate has created an opportunity for large international fashion brands to reach even the most remote corners of the world. As a result, their potential customer base grows exponentially.
From a consumer perspective, global fashion trends provide a variety of styles at competitive prices, allowing them to make more informed decisions. For example, Zara’s Instagram channel represents the most updated designs by the most famous fashion influencers at prices that are very aligned with the style provided. It is therefore unsurprising that this brand is popular among consumers, who benefit from the variety of choices at comparable prices.
However, gigantic brands that benefit from economies of scale and large volumes of advertising investment are unlikely to be beaten by the local producers of clothes. Observed globally, they are not capable of maintaining their businesses, so most of them may struggle to remain financially viable. In the longer term, many local people are exposed to lay-offs, influencing macroeconomic factors such as the unemployment rate.
In conclusion, while people enjoy their dressing style designed by multinational fashion designers at competitive prices, they will suffer from severe economic circumstances brought about by this shift in their tastes.