It is often considered to be fun, frothy and frivolous. The obsession of the young, those with disposable income, wanting the newest trends as quickly as possible. Yes, fashion often gets a bad press from those who consider clothes to be a functional necessity rather than an obsessive passion. Those who indulge, and indeed love fashion can be labelled shallow, but, in reality, there is so much more to fashion than simply getting a ‘look’.
The Fashion Industry is one of the crowning glories of the British Economy, with London Fashion Week now firmly entrenched amongst the most important in the fashion calendar. It has been estimated that more than 105,000 visitors attended the shows and off schedule events at last years Autumn Fashion week in London, and this, in turn generated an estimated 269million in revenue, making it second only behind New York in terms of profit. This is no mean feat in challenging times. Tie this in with the respect and veneration that some of our greatest fashion exports are held, the likes of Vivienne Westwood, Victoria Beckham, Giles Deacon and Marchesa are all British born talent, with Osman, Alice Temperley and Molly Goddard all generating excitement (and A list fans) as their products are displayed on red carpets all around the world. Clearly the fashion industry is more than fun and frivolous.
But as the fashion industry grows, the nature of the selling of High Street Fashion changes. We are seeing more pop up shops and collectives, as shop fittings for temporary stores become more affordable and portable, meaning they can be moved from place to place as small businesses move around.
Fashion is also becoming much more universal in terms of entrepreneurship and business. As the High Street continues to struggle, more and more individuals and independents are starting small businesses and online stores that offer something different from the general High Street fare. Ebay and Etsy stores are becoming increasingly popular, selling a range of fashion products from independent designs to trendy imports that tap into the market. It is becoming far easier to make online stores look attractive and professional, using acrylic display units for jewellery and accessories in order to market your products is now an effective way to add sales.
Plus size stores that avoid the usual cliches of tents and butterflies are also a new and attractive business idea, with the added help that companies like TNT, who consider fashion to be important, giving lots of sound advice on issues like packing your items for delivery, transporting items safely, and even hosting your own fashion show, all important ways of getting your own small business out there onto the fashion radar.
Whether you look at fashion from a designer point of view, or from the point of view of an etsy store holder taking their first tentative steps into the industry, it is clear that far from being frivolous, fashion truly is big business. All this, and fabulously stylish too.