The fashion industry has long been controversial about its definition of female body, female self-esteem and gender equality.

       Shoppers around the world are still outdated and harsh size restrictions when buying their apparel. Obviously unreasonable in an age of rapid change in consumer attitudes, clever retailers need to be aware of consumer sentiment and take advantage of the change.

Fashion's "spark of the stars"

        In recent years, both Michelle Obama and Adele have appeared on the cover of the American Vogue magazine, all of which show the increasing influence of women.

        Edward Eninful, the new editor of the British "Vogue" magazine, is also abandoning the original narrow-mindedness of the world view, more inclusive and diversified.

        Designers are acting, interpretation of the true suit of women's clothing.

        At New York Fashion Week 2016, J. Crew, Tracy Reese and Christian Siriano brought a major highlight to the fashion show - apparel, not models, presented to ordinary people from all walks of life.


        By the end of 2017, the French fashion houses LVMH and Kering announced the worldwide ban on ultra-thin models.

        These changes were unthinkable just a few years ago, but the retail industry still has a lot of limitations in terms of garment size and style.

Limitations still exist

       People vary in size, from pear-shaped to inverted-triangle, while fashion design is still performed in line with the industry's "one-size-fits-all" and "mass" builds, which are not suitable for consumers who do not meet these criteria qualified.

        The fashion industry is going through a digital revolution, and the way consumers shop and find clothes is changing.

       A large number of consumers online shopping clothing, can not find their own clothes, resulting in a large number of returns. Data show that the UK 2/3 for size 8 (China's 160 yards) consumers can not buy fit clothes. According to the survey, the British women have the lowest self-satisfaction, only 20% of the women are satisfied with their looks and body shape.

        In order to seize the market, the fashion industry to give up the outdated size definition, to focus on people's body differences. Retailers need to know how to use the data to truly understand the size and shape of their clothes and to react to and anticipate market needs. Using advanced technology such as computer visualization, retailers and fashion houses can fashion the fashion and give customers greater confidence to buy products while ensuring higher customer satisfaction.

Use user-generated content

        Personalization is the future of fashion. Retailers have made great success with user-generated content. In 2009, Burberry's 'art of the trench' event brought high-end products to the public and invited the public to upload a buyer's show, bringing the company 50% sales growth with their Facebook fans The exponential growth.

        Recently, JW Anderson launched its spring / summer advertising campaign under the slogan "Your picture / Our future", encouraging consumers to upload buyers' shows.

        Fashion Week should make innovations in the size and style of clothing before consumers "throw away" them and really serve as a guide to future trends for consumers.


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