The Democratization of Fashion

How Fashion Brands Play With The Street Style Trend

Long gone are the days when fashion was exclusively served to just the aristocrats and fine individuals up the social level. Nowadays, it is for all. It is democratic, comfortable, high heels in Chanel have been replaced with casual sneakers, glamour replaced with self-expression.

With a steep rise in the middle class consumers and their deeper consideration of self-expression, the demand and affordability factor has grown triple than ever before. To keep up with such a demand for different individuals in the society, brands had to buck up. Luxury brands, who were otherwise loosing market share and a big section of the customer-base to the suddenly emerging fast-fashion brands, had to come up with more accessible diffusion lines. At the same time, fast-fashion brands have been joining hands with premium designers to give the product more desirability, thereby, creating a win-win for both parties. And they do.

Another interesting fact is the celebrity endorsement across all segment brands. The desirability of the audience to look like or be inspired from their favorite celeb, and then the celebs in return endorsing the brands, has certainly impacted fashion's demand-supply chain to a great extent. Brands' communication strategies also took a u-turn and all glamour, bespoke high-end has now been replaced with athleisure and sporty looking ads and models.

In this research, Fashionbi team has dug deep via many case studies into the very aspect of democratization of fashion and brands' overlapping in terms of products, styles, communication, ambassadors and all that. Read on for all such inside scoops.


  1. Introduction
    1. Factors Affecting Fashion Democratization
      1. Fashion Business Today
        1. Marketing Strategies in Fashion Business
          1. Overlapping of Product Traits
            1. Overlapping of Fashion Campaigns
              1. Bubble Up Effect in Fashion
                Related Marketing Research