This time of crisis has provided a unique opportunity for creatives to
reflect on the structure of the industry in ways not seen before.
Critically examining current practices and long-held ethea is informing new
and better working methods of thriving and surviving in the ‘new normal’
landscape.
Trendstop invites FashionUnited readers to explore the significant
post-coronavirus initiatives potentially reshaping the future of the
fashion industry.
Reflecting The Real World
One key area of discussion among designers is that the fashion calendar, in
its current guise, doesn’t reflect the real-time market, season or consumer
shopping habits. Staging fashion shows closer to product delivery times
builds interest and excitement levels among consumers and prevents
fast-fashion brands from flooding the market with cheaper copies ahead of
time. Echoing real-world seasons would lead to more appropriate products
deliveries that resonate with consumers wants and needs at that moment in
time.
Co-opting The Co-ed
Pre-pandemic, many brands and houses were already beginning to explore
co-ed shows as an alternative to staging separate men’s and women’s events.
Now this idea gains traction as designers look to condense the runway
calendar with less time and resources taken up staging multiple shows for
multiple collections. This approach also aligns the industry to reflect the
non-gendered mindset that is influencing both designers and consumers.
Sustainable Strategies
Introducing more real-world scenarios and time frames to the calendar would
increase full-price selling opportunities by reducing the need for
discounting. It also addresses concerns surrounding future industry
sustainability. Combined events and the digital initiatives being trialled
by major Fashion Weeks, cut the amount of time, money and energy that is
currently being spent on global travel across all fashion sectors from
designers and brands, to press and buyers.
Exclusive Offer
FashionUnited readers can get free access to Trendstop’s SS20 Early
Concept Theme, The Enhanced Essentialist. Simply click the banner to
receive your free report.
Trendstop.com is one of the world’s leading trend forecasting agencies for
fashion and creative professionals, renowned for its insightful trend
analysis and forecasts. Clients include H&M, Primark, Forever 21, Zalando,
Geox, Evisu, Hugo Boss, L’Oreal and MTV.
Images courtesy of Trendstop
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