The Fashion Paradox: Deciphering the Relationship between Consumer Behaviour and Evolving Marketing Trends

Abstract

This research explores the intricate and evolving paradigm of fashion marketing, propelled by changing consumer behaviour. It critically examines the dichotomy in which fashion trends morph in response to consumer desires, yet inversely stimulate consumers' buying behaviour through innovative marketing strategies. Through a comprehensive analysis of global fashion trends, consumer demographic profiling, social media impact, and case studies of dominant clothing brands, the study deepens the understanding of this mutual dependency while offering suggestions for successful fashion marketing in an environmentally and socially conscious era of consumers. The key focus lies on sustainable consumerism, fast vs. slow fashion debates, traditional vs. digital marketing paradigm shifts, and the paradoxical influence of these factors on both consumers and industry players.