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#FASHION SHOW

Fashion has always been an art form that breaks boundaries. The most successful designers are continually pushing the limits of their art form, asking “Why?” and then swiftly creating clothes before anyone can even answer. It makes sense, then, as we are thick in New York’s heralded Fashion Week, we’re seeing a reexamination of not only trends, but also the format in which those trends are presented. More and more, designers are abandoning the traditional fashion show and ushering in innovative ways to send their collections into the world.

This year, American sportswear designer Derek Lam gracefully bowed out of the traditional tent setting, opting instead for an intimate, invite-only luncheon at The Pool Room of the Four Seasons. While his equestrian-inspired pieces were still the main course, the niche fashion insiders in attendance were treated to a luxurious yet relaxed experience, meant to mimic Lam’s brand and clothes themselves.

Another notable example is fashion powerhouse Diane Von Furstenberg’s recent departure from the traditional girls-all-in-a-row setup. Instead, she opts to open the doors of her meatpacking district headquarters for an immersive fashion show experience, where models mingle as guests come and go as they please. Stacey Bendet, the designer behind Alice and Olivia, has long considered theatrical vignettes a more impactful way of presenting her collections. This year’s intimate, collegiate-inspired installation leaned heavily on the idea of educating the public on equal rights while simultaneously impressing everyone with her designs.

Perhaps the most innovative fashion shows this year happened somewhere completely unexpected – in the hands of everyone with a smartphone. A complete departure from the norm, designers turned the popular app Instagram into their own personal runway. Designer Lela Rose hand selected a group of fashion influencers to “debut” her collection on their personal Instagram pages. Kanye West took a similar approach with his notorious brand Yeezy, revealing his Season 6 Collection via hashtag in a series of posts from starlets, models, and socialites, all clad in his clothing.

The reason behind this departure from the time-worn fashion show is quite simple: the Internet has cut out the middle man between creator and consumer. In an age where anyone with a phone is a model and attention spans are shockingly short, standing out in the world of fashion is more difficult and more necessary than ever before. Whether that’s done through creating a profoundly intimate viewing experience or one that’s as accessible as tapping a hashtag, stale traditions have no place in our viral universe, meaning fashion presentations now have to be as fresh as the fashion itself.

online store

ONLINE STORES VS. PHYSICAL STORES – ENEMIES OR ALLIES?

Since the advent of the Internet, it has revolutionized fashion, industry, and the way people shop. It has changed everything from where people spend money to their standards for buying products. Another enormous effect it’s had is to inversely affect the number of online stores versus brick and mortar stores. Now is the time to make plans for how to grow in a market that is constantly changing and evolving.

shopping online

More and more people are shopping online, and as a result, there’s an inverse relationship between digital and physical stores. As the former grows, the latter shrinks. What does this mean for the fashion industry and for designers? Many things. It means retailers must consider the advantages of having online stores only: there is no store front to maintain and fewer concerns about loss and liability. These are attractive options for anyone who may be considering starting up, as it can save money to sell products online. The stores that adopt an omnichannel strategy empower customers to shop however and whenever they choose.

Thanks to e-commerce, customers no longer have to put as much effort into shopping. Gone are the days when they had to select a store, travel to it, sift through products by hand, make purchases, and then bring their selections home. Now, they can see your entire catalog with a click and make their choices quickly and easily. This benefits both customers and retailers, streamlining the process on both ends.

ecommerce

Social media is now a part of people’s day to day lives, which makes it a part of their shopping experience as well. The most obvious way it contributes is that if a person with clout declares their love of a brand or product on social media, people will see it and consider buying it. Also, thanks to “social proofing,” people now feel like once they’ve shared their new outfit on social media, it cannot be worn again. This has led to two important shifts: people are buying more clothing, but they are spending less on it.

Social Media

Whether just starting up or preparing a new business model, these changes in the market and how consumers interact with it are paramount to coming out on top.