One of the effects of the globalisation of the economy is the strong shift witnessed by the international market towards new consumer habits, as well as the emergence of a new type of consumer, one who has a flexible approach to the traditional idea of fashion, who is very interested in the latest trends and who changes opinion rapidly, always seeking the latest styles at a reasonable price, with a view to renewing his/her wardrobe each season.
This new consumer profile and the presence of reasonably-priced fashion items on the market has led to a new phenomenon world-wide known as "the democratisation of fashion". In this respect, all kinds of consumers are able to dress in the latest trends of the moment and at little cost.
As far as the Spanish market is concerned, the democratisation of fashion has also become a reality. A Spanish chain of fashion stores with an international network of outlets helped to change the concept of fashion as a long-lasting good some years ago, transforming it into something ephemeral, something that expires each season.
Since then, both Spain and other countries have witnessed a proliferation of inter-seasonal fashion outlets, which are characterised by rapid turnover and low prices and seek to cater for the strong demand for fashion items of this kind.
Another interesting and highly fashionable consumer trend grants accessories - fashion jewellery, bags, shoes, etc - considerable importance within the overall fashion style and look. According to the experts, the right choice of accessories ensures the success of a dress or outfit, in the same way as the wrong choice can easily ruin them.
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