Posted by Melanie Bender on March 30 at 12:00 AM
Almost every industry and business is finding new ways to adapt to the changing economic climate... or at least, what we think are new ways.
For clues on how we may get through this turndown, many have been looking back to the Great Depression and noticing surprising parallels.
New York Times fashion writer Lynn Yaeger wondered what kind of advice the high-end fashion magazines were giving their readers during the Great Depression. So she plowed through some old issues of Vogue and Harper’s Bazaar for some timely style hints for the economically-challenged.
With articles ranging from "Looking great on no money" to "How to mix cheaper things into your wardrobe", and advice like "To be thrifty is clever... the crime is to look it," 21st century Vogue-addicts, Elle-aholics and Harpers-aphiliacs (of which I am proud to include myself) will recognize striking similarities to the topics we're seeing now.
Trying economic times are especially tricky for high-end fashion magazines, who are confronted with the conflict of advertisers pushing luxury goods while readers budgets' are thinking more bargain bin. Editors must be sensitive to the yen of their target audience - and can't tell people to buy things that don't make sense for current times - while at the same time facing the risk of disenchanting high-end advertisers who end up comprising the vast majority of any magazine's income.
So as consumer focus shifts from the next "It" bag to making their next credit card payment, we will see a waning fashion fixation? Yaeger says, not exactly: the average Joe's (or rather Jane's) lust for really expensive things may go away for the time being, but interest in fashion will remain.
So what exactly are fashion brands doing to adapt to a shifting economy - and consumer budgets? Stay tuned as our
DMD Lab designers
Alkemie and
Larsen Gray give an inside look at what they're doing to adapt to the changing times!
Topics: advertising, fashion, media SHARE: 
3 Comments so far...
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