Thinking about the future and the fashion industry is still uncertain at this time. Most especially with the growing cases of people who are positive to COVID 19. We think about the future in a variety of ways. The future is unknown, and so has a certain mystique about it. The uncertainty of the unknown can be disconcerting, but it can also be exciting, full of opportunity and possibility. It brings us to a point that we no longer know what will happen next. It is scary but at the same time, it pushes us to go beyond our imagination.
Thinking about the short and long term is different. Looking at Fashion, short term thinking is suitable for Fast Fashion, whereas long term thinking is more suitable when buying an investment piece. In our current society, we have become more short term focused, emails get a reply in a matter of minutes, instead of sending a letter by post, and waiting days to hear back.
To be honest, I think that with the influence of social media, tiktokers, and influencers fashion has become more accessible but at the same time, it has lost its spark of exclusivity.
Therese days seeing tiktokers and influencers who probably don’t even know what fashion is, being invited, sponsored and getting paid to fashion weeks, fashion shows, private parties, and showrooms of big agencies instead of people who have worked and studied to enter the fashion world make me confused.
It makes no sense at all when it comes to ROI and Media impact for brands because most of them don’t have an idea of how the whole fashion ecosystem works.
They don’t even make an effort to build a relationship wherein this city was built through connections and relationships. Perhaps there is an opportunity during this time while we are on our Zoom meetings and House party sessions with the people in the industry.
Everything has to change and it will all start when the PR’s, Agencies, Brands, and Designers will work hand in hand on creating new ways and new strategies to make the industry-exclusive and yet closer to the consumers. How we will make this happen? We will only achieve it if we will start looking at quality influencers, tiktokers, content creators, and raw talent that has real influence and flawless body of work.
I also get the opinion of my friend who is a well known Fashion Buyer based in USA, Lauren Kulchinsky Levinson.
I asked her about her thoughts about the Future of E-Commerce
“We can not say we want to be a sustainable industry and continue to promote and grow e-commerce businesses. The footprint from the boxing to the shipping on a plane then a truck to the home then 50 percent of the time having to be shipped back is not “sustainable “ or “ environmental “ the best way forward for the environment is for people to shop local businesses. Brick and mortar businesses truly have a wonderful opportunity for growth if they can figure out who and what they want to be.”
Her thoughts about the Future of Brick and Mortar
I believe in the future of brick and mortar.
The key is a well-edited, passionate, curation with a small staff who specializes in client’s needs and has product training. Everyone who walks in your shop should feel that they are in good trusted hands and that what they are spending their money on isn’t going to be over in 2 months or on sale in 2 weeks. I believe that a brick and mortar should never look overstocked or cluttered every piece should be loved and chosen for a reason.
“The word curation has been used for years and the store should be. It should be obvious what you are about from your product to your soap in your bathroom to the music you play.
The store needs to be a world.”
The speed in which the fashion has been pumped out changed over and poorly displayed in not just the big department stores has led to a lot of the downfall of many businesses.
How can a “world be created “ created and understood if it’s so transient and if it is not taken seriously enough to even hold its value on its tag price for more than a month?
No one wants to see 10 of the same dress on a rack they want to feel like what they are looking for searching for seeking out to spend their money on is special.
Trunk shows have become so overdone they have become boring and poorly managed they were originally meant to create exciting experiences for clients to actually become a collector of a brand they are now just used to place orders that may or may not arrive. Most of the time a client does not even get to meet the designer. No one wants to meet a brand rep.
Friends and family discounts… Everyone in the world is friends and family now and they are overdone.
Point systems are another form of discount they are not the way either, it is a vicious circle these discounting methods and the clients know it. You are just better off rewarding a loyal client with specializing In what they are looking for and giving them the best experience possible if that includes a personal friend of the business price it would obviously be well deserved.
Brick and mortar stores who have a solid storyline and try not to be everything to everyone and provide outstanding customer service will continue to succeed.
At the end of the day people who shop want to feel good, look good and know what they are purchasing suits them they want to know that they are being taken care of fairly and are important to the business that they have chosen to trust and support.
Changing how we think about the impact not just for us but for future generations too, feels like the right thing to do.