Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know their customers' needs before developing solutions. Steve Jobs said, "You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it".
(in clothing: = latest style) → Mode f; (back) in fashion → (wieder) modern; it’s the/all the fashion → es ist Mode/große Mode; to come into/go out of fashion → in Mode/aus der Mode kommen; a man of fashion → ein modischer Herr; the Paris fashions → die Pariser Mode; she always wears the latest fashions → sie ist immer nach der neuesten Mode gekleidet; fashions in women’s clothes → die Damenmode; to set a fashion → eine Mode aufbringen; the fashion world → die Welt der Mode
fashion, style, and fad mean the way that up-to-date people do things. fashion is used of any custom (as a way of dressing or behaving) that is widely accepted at any one time or place. It was once the fashion for everyone to wear hats. style may suggest a fashion that is approved of by people with taste. The house was decorated in the latest style. fad is used for something that is very popular and often only for a short time. Beach tennis may be just a fad.