fashion trend

This is also from Mitel.

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Figure 12: Attitude to clothing with obvious display of brand name, by age, September 2005

"How much do you agree with the statement?"
Base: 1,093 women aged 18 and older


Q. I won't buy clothes that display a brand name too obviously, such as on the front of a shirt
All 18-24 25-34 35-44 45-54 55-64 65+
% % % % % % %

Strongly agree 26 20 21 16 30 31 36
Somewhat agree 22 27 17 23 19 24 23
Total agree 48 47 38 39 49 55 59

Source: Harris Poll Online/Datascension/Mintel

Women between the ages of 18 and 24 are significantly less likely than their older counterparts to be turned off by obvious displays of a brand name. Among this group, a clothing brand choice is a method of self-expression and, therefore, wearing that name is more acceptable. Also, it should be mentioned, those 18-24 are less likely to have the restraints of an office dress code.
While brand name is clearly key among fashion-conscious, young, female shoppers, showing a unique style is also of great importance to many. The following Figure shows the results, by age, to Mintel survey questions which asked female respondents:

"Which of the following statements best describes your approach to clothing styles?"
"I seek out and wear clothing that I feel makes me stand out from others."
"I step out from the crowd occasionally, but usually I try not to make a statement."
"My clothing is never a way that I make a statement."

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Figure 13: Approaches toward clothing styles, by age, September 2005
Base: 1,211 women aged 18 and older


All 18-24 25-34 35-44 45-54 55-64 65+
% % % % % % %

My clothing is never a way 43 27 29 45 49 43 55
that I make a statement

Step out from the crowd 41 44 53 39 35 42 35
but try not to make a statement

Wear clothing that makes me 17 29 18 16 15 15 11
stand out from others

Source: Harris Poll Online/Datascension/Mintel

Nearly three in ten respondents between the ages of 18 and 24 say they wear clothes that provide the means to 'stand out,' 12 percentage points higher than average. From magazines and the Internet to trunk shows and email forwards, there are numerous opportunities to find, review and buy unique styles. Lucky Magazine, a women's magazines about clothes and beauty shopping, had a circulation of more than 1 million in August 2005. The subscriber-based Daily Candy emails feature clothes, footwear, accessory and restaurant recommendations from around the world.

In the 1980s and 1990s, the fashion goal was to get pieces no one else had. Today, the fashion elite pride themselves on getting pieces no one else has seen.