\nThis time of crisis has provided a unique opportunity for creatives to
\nreflect on the structure of the industry in ways not seen before.
\nCritically examining current practices and long-held ethea is informing new
\nand better working methods of thriving and surviving in the ‘new normal’
\nlandscape. <\/p>\n
Trendstop invites FashionUnited readers to explore the significant
\npost-coronavirus initiatives potentially reshaping the future of the
\nfashion industry.\n<\/p>\n
\nOne key area of discussion among designers is that the fashion calendar, in
\nits current guise, doesn’t reflect the real-time market, season or consumer
\nshopping habits. Staging fashion shows closer to product delivery times
\nbuilds interest and excitement levels among consumers and prevents
\nfast-fashion brands from flooding the market with cheaper copies ahead of
\ntime. Echoing real-world seasons would lead to more appropriate products
\ndeliveries that resonate with consumers wants and needs at that moment in
\ntime.<\/p>\n
\nPre-pandemic, many brands and houses were already beginning to explore
\nco-ed shows as an alternative to staging separate men’s and women’s events.
\nNow this idea gains traction as designers look to condense the runway
\ncalendar with less time and resources taken up staging multiple shows for
\nmultiple collections. This approach also aligns the industry to reflect the
\nnon-gendered mindset that is influencing both designers and consumers.<\/p>\n
\nIntroducing more real-world scenarios and time frames to the calendar would
\nincrease full-price selling opportunities by reducing the need for
\ndiscounting. It also addresses concerns surrounding future industry
\nsustainability. Combined events and the digital initiatives being trialled
\nby major Fashion Weeks, cut the amount of time, money and energy that is
\ncurrently being spent on global travel across all fashion sectors from
\ndesigners and brands, to press and buyers.<\/p>\n
FashionUnited readers can get free access to Trendstop’s SS20 Early
\nConcept Theme, The Enhanced Essentialist. Simply click the banner to
\nreceive your free report.<\/p>\n
\nTrendstop.com is one of the world’s leading trend forecasting agencies for
\nfashion and creative professionals, renowned for its insightful trend
\nanalysis and forecasts. Clients include H&M, Primark, Forever 21, Zalando,
\nGeox, Evisu, Hugo Boss, L’Oreal and MTV.<\/p>\n
Images courtesy of Trendstop<\/p>\n<\/p>\n