2010s: The Evolution of Style Online
The 2010s have brought us the evolution of the “fashion star”. Fashion bloggers have become mainstream. On the one hand, suddenly fashion is in the hands of the people, producing a larger variety of styles, reviews, and opinions than ever before. On the other hand, those being watched are naturally encouraged to try harder and harder to stand out from the crowd. “Peacocking” became a menswear term in the early part of the decade for “trying too hard”, although men have generally become more confortable with subtle, tasteful styling.
This period also marked the widespread acceptance of online shopping. Style enthusiasts from all over the world now have access to more brands than ever, from the convenience of their homes. The internet also allowed for more start-up brands than ever, marketed using social media and funded with online resources like kick-starter. In a way, we’re starting to see the re-surgence of the small brand, fueled by the power of the internet and the desire for consumers to have something limited and exclusive. The best part is, middle men are getting cut-out every day. Department stores, who’s business is marking-up goods that have already been marked-up by the wholesaler, are losing their stranglehold on the market as designers now have a scalable solution to sell their products directly to their consumers.
credit: Dan Trepanier
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