Who decides that the color this season is â€œmint greenâ€ or that denim jackets are â€œback?â€ Of course, thereâ€™s top-down fashion, where couture houses and runway shows set a trend that trickles down through the rest of the industry. Then thereâ€™s bottom-up - where street photographers hunt down grassroots ways that people are wearing clothes, which then comes to influence popular fashion.
But these two methods are for the relatively cutting-edge. For the mass market, for retailers, designers, and marketers working in major clothing chains, thereâ€™s a middle path to determine whatâ€™s â€œin.â€ And often times, it is through a company called WGSN.
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