April 19, 2000
Glitzy Fashion Hot, Says Study
Gap is out, Gucci is in because consumers are "pimpin' out" dressing to excess says the Zandl Group, a New York City trend research firm.
Consumers are bored with the basics and are aping entertainers such as rapper Lil' Kim and designers favored by the entertainment industry such as Donatella Versace. That means over-the-top looks including loads of diamonds, yellow gold and platinum jewelry, fake fur trim on everything from jeans to car seats and faux animal and reptile skin on shoes, jewelry and apparel.
Several trends are fueling this extravagance, says Zandl.
- Household net worth has doubled since 1993. People are feeling rich and they want to look that way. Jewelry sales increased 50% in the '90s to $15.4 billion in 1998. Diamonds, gold, leather, crocodile and designer logos or reasonable facsimiles are back.
- People are tired of suppressing sexuality and gender differences. Over the past five years, Victoria's Secret sales have increased nearly 50% to $2.6 billion in 1998. Today, sexy, revealing, gender-specific clothes have migrated to the surface.
- Nostalgia for the '80s. In a post-modern reinterpretation of recent pop culture, we are starting to "rediscover" this maligned decade. TV shows such as VH1's "Behind The Music" often profile '80s performers such as Madonna and Guns 'N Roses, consumers are "reinterpreting" gold chains, fishnet stockings and logo-intensive brands such as Louis Vuitton and Gucci.
The Zandl Group provides trend analysis and marketing direction for businesses and advertising agencies that need to reach young consumers.
- by Mark E. Dixon