POV: SIGN OF THE TIMES
RETHINKING FASHION, FROM CO-ED SHOWS TO SALES
Rarely has the fashion system undergone such a seismic shift and radical change, one that requires tinkering with tried-and-true formulas that have defined the industry for decades. The consequences of adapting to this digitally-obsessed and highly-competitive era are designers increasingly pressured to churn out collections, seasons that have lost their relevance, the see-now-buy-now offering gaining momentum and more and more designers opting for co-ed shows. In this light, we believe that the fashion industry needs to rethink a few key points to continue thriving and stirring that unique can’t-live-without sensation linked to the pure indulgence of buying a great new IT bag, hot dress or die-for heels.
Both multi and mono brand stores should respect the official kick off of sales season instead of privately wooing customers for pre-sales via mailing lists and special invites ahead of time. Besides being unfair and damaging the market, it dampens the thrill of looking for that great seasonal bargain with day-one sprint to find the perfect bargain. We long for the bee-lines outside the stores…
Stores should avoid in-season sales mixed in with full-price pre-collections that have just arrived in store because they create confusion in the customer’s mind. And the web shouldn’t serve as a tool with which to drive presales as it’s less controllable. This approach ultimately backfires on the customer and ruins the market for everyone.
Fashion shows require big investments for fashion houses and lots of time for retailers attending them. And, for the most part, they are boring. So co-ed shows are a great solution as they unify costs and raise visibility, offering a single vision for men and women. One world as seen and interpreted by the designer.