To support my first post about Zeitgeist I will use an example of Sports. After a sports event, during the press conference players from both teams will be interviewed and asked questions about the games. However, this is after they have showered and cleaned up and put on their outfits. Millions of people see these professional idols of theirs wearing rich and very high quality clothing or it may be sweatpants and a hoodie. Either or, the fascination with the individual player will cause their fans to want to copy their clothing and even ways of living such as eating or entertainment activities or playing the sport the professional plays. These athletes like Tom Brady and Lebron James have such a huge influence on society through clothing but through accessories as well like head phones and music they listen to. The public jumps on these opportunities during personal interviews and press conferences to become more like their idols through these categories. It doesn’t even need to be American professionals. Neymar, Lionel Messi, and Cristiano Ronaldo, all amazing professional soccer players overseas get imitated with the cleats they wear and the music they listen to by American all around the country. Its the fixation with the superstar that causes these actions that correspond to the Zeitgeist map under more than one category. These figures are also copied with hairstyles, facial hair and attitude as well as clothing.
There is so much in this article that is relevant to our discussion, that it could be –and probably will be– assigned reading before long. Major points are the references to the H&M and ZARA business-models and the acknowledgement of the speed of the present day Internet-driven market. No “forecasting,” just reflexivity and responsiveness. Not that that is news, but here we begin to see what may be a long-term effect of the technology. Pretty soon we won’t even be saying “fast fashion” I suspect. This will just be what it is. (The way no one talks about the Internet as “new media” any more. Maybe we’ll start talking about “slow fashion” to differentiate.)
I also found the emphasis on the collaborations interesting, especially noting the celebrities and the spectacular nature of some of those those involved.
But please just whistle past this kind of marketing-speak (from NIKE CEO): “One of the things that we recognize, certainly in the women’s business, is that there is no performance without style.” (Yeah, yeah, whatever.)