Economics of Color

There is no denying that the economy is in a downward spiral and it may take years for it to recover despite President Barack Obama’s best efforts. With the Dow fluctuating on a daily basis, it’s no wonder that retail shops are empty; people are severely cutting back on luxury purchases, including apparel. One need only look at the Mercedes-Benz Fashion Week back in the fall of 2008 as proof that designers are aware of this trend: Vera Wang went without a tent and Calvin Klein scrapped his infamous after party. As we approach Spring, we will begin to see color as more important than design.

“The economy certainly does influence color, though I think in a different way than past years,” said designer and owner of Salvationware in Seattle, WA, Jmi. “This time around, when Spring 09 was in the works, designers were trying to offer some kind of glimmer of hope and cheeriness for the future - a renewal for Spring. I am not sure however, that they anticipated things being as bad as we're approaching the actual season itself.” Jmi sees this is making a big impact on whether or not consumers will continue buying trendy colors and designs and believes they will begin sticking with more what is necessary and lasting.

While earth tones are creeping back by way of muted browns, plum, orange and yellow one of this season’s hottest trends is the return of extremely loud color, “One bright color that pops, worn with white or black, seems to be a big trend for spring. Think 80's: bright yellow, pink or blue, even some fluorescent colors,” said Jmi. “I honestly didn't imagine them returning.”

Another trend we are seeing is a return of plaids and florals – sometimes being mixed together for some unique and daring combinations. “All of the outfits seem to have one eye-catching twist- sometimes it is the color used, but I see it also with the sheen of the fabric, or a metallic luster,” said Jmi.

Save your black linen jackets and silk skirts from last season as black still seems to be a staple for this Spring. Neutrals seem more predominant than usual- especially a nude, tan or beige.
Two other color trends which are making a statement are polar opposites. The Casual color trend serves the metropolitan woman as concrete city colors are showing up in glassy blues and unnatural pinks. The Classic color trend suits the suburban women with shades of coral blue and sandy reds.

Michelle Obama's influence on fashion is refreshing as she is showing how to be classy and chic without spending a million bucks to do so. “Women will take note of that, and thrift will supersede trend, but they can stay stylish and contemporary nonetheless, by keeping an eye on what is current, though perhaps just dipping a toe in the water, rather than jumping in head first!” said Jmi. “Michelle Obama's head to toe lemongrass for example, will probably not be something you really see on the street, but it was highly appropriate for both the occasion, and her style!” A more universal example of that trend for the casual wearer might be a pretty blouse, or even a cute hat, paired with more neutral colors for the rest of the outfit.

For those consumers hit by the recession, it is recommended to simply buy the more trendy colored accessories from "fast fashion" retailers, since it is not such an investment. Meanwhile shoppers should buy a nicer staple piece from the department or specialty store to pair with your existing Spring wardrobe.

As the economy improves, styles will again become more dramatic for all you fashionista’s. But for now, ride out the storm, hold onto your hat and spend your fashion dollars wisely.

As appeared in Vestiture Magazine Spring 2009

Tony Engelhart