How Modern-Day Consumers are Setting the Pace for the Fashion Industry

Discover how the rules of the fashion game have changed for merchandisers.

The new consumer is deciding on the biggest trends in fashion and speeding up the pace of production for fashion companies. Merchandisers play a key role in helping their companies keep up.

Gone are the days when fashion magazines and companies dictated trends. The consumer is now king – and he or she decides on what’s in and out from one season to the next, thanks to the emergence of social media and digital technology. A new fashion hierarchy has been established. Consumers are now leading the production line. 

This new fashion paradigm is going to affect the way merchandisers work.

Read our latest e-guide to find more about:

  • The new fashion consumer
  • How the rules of fashion have changed
  • Why fashion companies should acknowledge the new consumer
  • How these new rules will affect the collection development process for merchandisers

Please fill out the form below to download our e-guide.


The New Rules of Fashion In 1983, when Hermès chief executive Jean Louis Dumas found himself sitting next to celebrity Jane Birkin on a flight from Paris to London, he listened to her woes of not being able to find a leather weekend bag that could contain all her belongings.

The famous Hermès Birkin bag was thus born , becoming a status symbol worldwide.

 Fast-forward three decades later.
 In February 2017, South Korean eyewear brand Gentlemonster collaborated with Aimee Song, a famous American fashion blogger, to create a capsule sunglasses collection.

Later that year, Chiara Ferragni, an Italian style influencer, signed on with luxury brand Tod’s to create a top-selling shoe collection.