Asian fashion trends.

A January 1, 2007 posting on the stylebubble.typepad.com website begins with this quotation from the well known designer Coco Chanel. "Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening."

What follows is a brief summary of one fashion editor's view of developing Asian fashion trends-subjective (as opposed to objective statistical analysis) but nonetheless based on expert opinion.

The editor remarks that the trends she observes in Hong Kong markets are the seeds of what develops elsewhere in the fashion world-her example being London. Most of the trends she observes have the ability to transcend markets, but some of them are essentially local and bound to stay that way.

Among the most prevalent of such trends is the looseness of fit of many of the garments the editor saw. She speculated that such looseness, referred to as 'volume', has to do with the fact that Asian women are more slight of stature than their western counterparts.

Some of these 'loose' garments, however, are stylish enough to cross international boundaries. But the idea of 'looseness' as a way of dressing overall is likely to remain in Asia.

The editor, reviewing one "sack-like dress" reported that from what she sees on the streets it "is pretty much a permanent fixture."

The 'loose' style also translated into a 'volume' look in 'pouffy' skirts. This is seen repeatedly on the street and in the stores.

In terms of style icons, animal prints proliferate in Asia, but, again these prints are adopted only selectively internationally. This has to do with another specific phenomenon local to Asia. And it has to do with the self image many Asian women have of themselves. The editor identifies this as a "Peter Pan syndrome." And she defines it in marketing terms this way. The image refers to, "looking like a cute girl is preferable to [a] sophisticated woman."

In terms of colors, red is prominent in Asia. This trend is derived from China where the color red is considered lucky. The editor also speculated that the appearance of the color red in fashion shows contributed to its popularity.

The trend toward layering is catching on in the west, but in Asia layering "is just a routine." And in leather goods, patent leather is popular, "in all the colors of the rainbow."

CONSUMER MARKET INSIGHTS: