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Fashion Mega Trends

Journal of PRAUDEN

NFT, Entering the Fashion Market
2021-09-23

March this year, the digital artist Beeple sold an artwork for USD 69 million, smashing the record high sale price at the online auction of Christie’s. The NFT technology applied to the work makes it anti-counterfeiting. The name NFT stands for Non-fungible Token. It is...

Digital Collections in the Era of Contactlessness
2021-04-13

As the COVID-19 pandemic prolongs, the tide in the fashion industry is changing. A notable industry-wide change is that fashion, a high-value-added sensory industry that values the experience of viewing, touching, and trying on, is shifting to the world of online. Traditional offline fashion shows...

e-Sports X Fashion Marketing

Social distancing forced by COVID-19 has favored the growth of a certain market: e-sports. Consumable without spatial limitations and connectable to others online, e-sports are considered a fresh alternative to offline leisure activities. Keeping pace with them, global fashion brands have launched marketing campaigns in...

Virtual Shopping Encounters the Fashion

Advances in digital technologies lead to the increase of online shopping. Fashion brands are rushing to develop various online shopping platforms to help consumers purchase items more easily, while enjoying unique experiences. Such trend is particularly noteworthy as it provides a viable alternative to offline...

All-Weather Transform Jackets

Climate change has fuzzified borders between seasons, making daily weather conditions even more unpredictable. In response to sudden changes in weather conditions, all-weather transform jackets are on the spotlight. A transform jacket refers to a jacket that is transformable or can be worn different ways in...

It Ain’t be Unisex. Say Gender-neutral.
2019-12-26

Fashion has long been gender-oriented as clothing designs, colors and sizes have been determined by gender. While people in the past dare not to wear cross-sexually, the new wave in fashion now have girls wear their boyfriends’ – that’s what gender-neutral fashion means.   Gender-neutral? Where gender is...

Enjoying Everything at Home
2019-08-21

The homebody era has commenced with the number of 1-member families increasing, the 52-hour workweek taking hold, and people using the time they spend at home to enjoy leisure and consumption. Homebody enjoys spending time and relaxing at home, which is a cozy and comfortable...

‘Functional Fashion’ to Cope with Climate Change

In December 2018 at the United Nations Climate Change Conference held in Katowice, Poland, the Fashion Industry Charter for Climate Action was established.  A total of forty-three companies, including H&M Group, Inditex, Target, Adidas, and Burberry joined the charter. The goal of the charter is to...