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Fashion – Progression in Recession
As the recession of the last decade deepened and the consumer-led economic revolution finally took off, even the wealthiest of the most glamorous and fashionistas should be checking their bank statements regularly these days. The fact is that the world’s high street sales figures have shown a significant decline over the last year or so, and they don’t seem to be slowing down either. The gravity of the economic recession has begun.
Retailers are worried, consumers are wary, heavily funded corporate brands are slashing their prices and their advertising budgets in a futile attempt to stave off the exodus of big shareholders. Amidst the chaos, and currently at the bottom of the “whose” pile, a whole new generation of creative designers are stepping up to the mark, and chomping at the bit for a taste of success.
Ironically long periods of profit and gain can be detrimental to any industry, creatively speaking. The more money an idea makes, the less inclined a designer is to branch out and experiment with something new. History shows how important the artistic community contributes to economic revitalization. No matter how low the dollar is or how high the price of oil is, it does not lose its value and it can be said that it is the value of originality.
I spent my youth in the eighties and in my late teens and early twenties, myself and almost everyone I knew stretched their meager student budgets by scouring charity shops for bargains. Mixing and matching styles from different eras, and sometimes, with a few minor changes, we were ready for another night. I was “green” before most people heard of “global warming” and I didn’t even know it. What has been described as “eco-friendly” can easily be described now thrifty At that time Moreover, making the most of the resources around you is essential for many parts of the world. For those in abundance, there are lessons to be learned from the Third World, the past and even the logical leaps that new designers will make in the next few years.
T-shirt designers are a great example of fashion designers who can “buck the trend” and ride the economic beast at the worst of times. T-shirt design is one of the most competitive, if not the most The In one of the most competitive industries in fashion, the reasons are plain and simple for all to see.
cost. Cost of materials, cost of labor, cost of production, design, advertising. This makes it attractive, and more importantly, a financially viable entry point into the industry for any aspiring fashion designer. For less than a thousand dollars, someone with an eye for a second-hand bargain could easily set up their own studio tomorrow. The point is that anyone who thinks they can design a t-shirt, (they may or may not), on a small budget, can take on the world of fashion.
This may seem a bit far-fetched, however you just have to look at the number of t-shirts for sale on any of the popular t-shirt printing sites these days. Millions, yes literally millions of designs on offer to the public. It must be said that many of them are terrible, although society, and more precisely the Internet, has worked out the best way to choose new designer gurus of their style and taste.
Popularity. In the eighties you would exchange tips with friends, read magazines, copy a piece you saw someone wearing on the street, hence the name “street fashion”. It’s the same today, although the process has sped up significantly, with the right taste in clothes, an avid fashion shopper, let alone a designer, can become famous in a matter of weeks.
If social media is manna from heaven as far as the fashion consumer is concerned, it is slowly turning into a nightmare for high street brands. Freedom of choice is an enjoyable experience for any consumer, but for those obsessed with style, it is an essential part of the experience. While major brands have gained their reputation over generations, new and relatively unknown designers will begin to compete in a matter of years.
Comparing the fashion and music industries for a moment, both are intensely marketed on the basis of public opinion, before being recognized by the established and most respected “experts” in the industry. Yet the last few years have sent shivers down the spine of every corporate music executive around the world. Why? Because public opinion, without the filter of statistical surveys and glossy marketing campaigns, is starting to run riot. The Arctic Monkeys are an example of a band that was made famous by “the people”, not the music industry, not A&R people, not advertising agencies, and not even the DJs of many local radio stations around the world. It took only a few lakh friends.
If people like something, they tell their friends, and they tell theirs and so on. The difference now is that it is immediate, and on a large scale. A popular fashion blogger may have thousands of friends and colleagues in their network, if they like something, you can bet your bottom dollar that a few hundred will buy it in the near future. These “style renegades”, living outside the traditional circle of influence, but within its reckoning when it comes to being at the forefront of “what’s hot” are the publishers of fashion magazines. If they can’t make them work they should discredit them. It is common practice for disreputable companies to spam blogs and forums, attack their competitors and praise their own products. Of course it will be common practice for all brands to use subversive tactics to undermine their own commercial enemies. A sign that the creative pot is running dry and those at the top of the chain may soon be up for the chop.
Corporations have a hard time changing their image, they are slow and lumbering beasts. As a freelance designer is relatively leaner and lighter, they will take more risks, both creatively and financially. They are very willing to offer highly personalized service, because in reality they will not be able to match the major brands on price for now. With the rising costs of oil, cotton, shipping, electricity, and many other essential resources for any large business to operate, it won’t be long before an independent producer is able to compete on price (in some respects). At least the local market.
Fashion, design, and art in general will always excel within an economic downturn. It’s human nature to make the most of what you have, when that’s all you have, the less comfortable life is, the more you have to rely on your wits to survive. If one has an advantage in one’s sector, an economic slowdown, recession is the best time to take a little “market inspiration” risk. Instilling a mindset of boredom and indifference is ironically much easier than persuading one of ambition and security. If people think they are successful or want to be, they tend to imitate the habits of rich and successful people. When rich and successful people start having problems of their own, it’s time to look in the mirror, and turn that mirror around the world. No one will escape the recession, although it will be fascinating to see those who survive and thrive in the fashion market. Stars will be born, they will only have to wait for an official welcome, while global corporate brands tend to their wounds and their pride for a while.
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