ZARA, that’s the big fashion retailer that makes fashion addicts feel like in heaven.
Why? Because they have beautiful chic designs, light fabrics and shapes, relatively high quality clothes, and this particular “atmosphere” for little money.
But ever thought of how Zara decides what is trendy and to sell in their shops? Why do they sell shirts and trousers in nude colors and floral prints in their stores this season?
Some people claim that they simply copy designs of big brands like MiuMiu or Balmain. And there is lots of evidence out there in the internet. Bloggers such as Fashistanbuller, Cyril Foiret from trendland.com or Jessie from lesmads.de have great examples of Zara’s copycat activities. In response, Zara comments that they only get inspiration from the great fashion labels, which surely is nothing wrong to do. The easiest answer they can give is certainly that they follow the TREND. But who decides what is trendy and what not?
Looking for a clear answer is really hard. Everybody seems to have a different answer to this question. Just to give some examples, here is a video from blogger JudyPink from clairebriston.com:
And some more opinions from several online platforms:
“Everyday cool people on the streets and at schools start trends. Fashion designers copy these trends and act like they invented them.”
“Designers, whatever they put out in their shows trickles down to everyone one else. First, people like celebrity’s and rich people get to wear the clothes cause they are given to them or they purchase them. “
“I think it’s dictated by a group of homosexual men,who get together every season to decide what’s hip and who will be the new ‘it’ girl. These men work for the most well known fashion magazines. “
“Fashion trends come from the runway. Editors from fashion magazines usually have front row seats and they base their photo layouts on what they see on the runway. Then those ideas are printed in the various magazines for the general public”
“Anna Wintour.(She is the editor in chief of Vogue magazine. The boss in the movie “The devil wears prada”is supposed to be her.)”
“”Fashion trends” is another way for designers and manufacturers to say “let’s come up with something different AGAIN so they’ll go buy more clothes and we can make even more money.””
Having all this in mind, it is for sure not easy to distinguish who copies and who creates designs, since everybody follows a certain fashion trends. In fact, it seems that even the big brands who claim that Zara is copying are nothing than copy machines themselves as is is put forward by platform users.
And like the word “trend” itself indicates, it only suggests a general tendency or direction that fashion designers follow along. Consequently, nobody can claim that this or that shape or print is his or her own.
There is no doubt that fashion lives from copying, reinventing and changing past trends,since that’s the way new “trends” are born. The question here is, whether it is morally okay for them to do so…