Courtesy Jacquemus
FASHION FUTURES
Berta Andres (UFP505)
(Pinterest, 2021)
CONTENT
01 THE NEW NORMAL 02 THE PULSE OF FASHION 03 FUTURE INNOVATION 04 DIVENSITY & INCLUSIVITY 05 CHANGE MAKERS
THE NEW NORMAL
(Pinterest, 2021) The economic impact caused by the pandemic affected all kind of business. The retail industry had to create new ways of doing business, to thrive in the new world of retailing. (EDITED, 2020)
Arrivals dropped to a two-year low, 23% less than 2020.
The category with the most sell out activity during this year, was pyjama sets, according to the lookdown situation, consumers were looking for cosy dressing. (EDITED, 2020)
“Even with New Year’s celebrations confined to homes, bodycon dresses saw an increase in sell out activity YoY. Consumer appetite to dress up again is growing and loungewear alternatives postpandemic will be particularly sought after in this region, which is first to enter Lockdown 3.0.” (Edited, 2020)
(EDITED, 2020)
According to this chart we can tell that the average product discount is 30% and that 50% of the people buy discounted products rather than the non discounted new collection
A
. fter the covid 19 pandemic, consumers were looking for a healthier lifestyle, for a new routine of self-care. During
lockdown everyone was waiting to be allowed to get outside their houses, to perform outdoor activities or any kind of sports, either to lose the weight gained or to keep exercising. People mindset changed completely, consumers started making decisions to change their daily
H E A L T H Y
routine to a better one, such as eating better, exercising more, taking care of the planet, and many other changes. As a result of all of this mental health improved exponentially, life is seen with a new perspective, giving more importance to little facts that didn't have any importance before. Many Brands launched campaigns to engage consumers to keep being active and having this powerful and healthy mindset.
L I V I N G O N
Future outlook - “Consumers who have had to abandon the gym will
-
-
stay away even after lockdown as financial worries hit home Those who have gained weight in lockdown will want to get active but safety concerns about exercising with strangers in an indoor environment will persist so the in-home exercise trend will continue Some will also choose to exercise outdoors now as it’s safer compared to the gym Interest in mental health will continue as consumers understand the importance and the benefits of selfcare and prioritise these over material possessions”
T H E R I S E
(emotionallogic, 2020) (emotionallogic, 2020)
H E A L T H Y
HEALTHY LIVING ON THE RISE
L I V I N G O N
HEALTH UNDEFINED T “An awareness of wellbeing is at the forefront of consumers’ minds, but a playbook doesn’t exist. Brands have a responsibility and an opportunity to set new rules.” (emotionallogic, 2020)
(Pinterest, 2021)
H E
R “Consumers are in search of a I wellbeing S experience” E (emotionallogic, 2020)
ACTIVE INTELLIGENCE Women’s Gym Tribes
(Liveholos, 2020)
The Conscious Yoginis This workout is focused on burning bad vibes and not worrying about calories. This type of exercise I based on self-care and meditation. Follows the idea of a healthy mind gives a healthy body.
(WGSN, 2020) (WGSN, 2020)
#Healthism This movement embraces limitation and imperfections. This new approach to a healthier lifestyle is more realistic for any type of person, no matter your age, your gender or your ability, and the most important fact is that this type of activity brings together fun and
(WGSN, 2020)
North face
is one of the brands, providing a new way of
thinking about health, through their designs and their marketing campaigns.
(WGSN, 2020)
The future of retail “The apparel industry is undergoing exponential change, which the COVID-19 crisis will only accelerate through store closures and increased unemployment.” (Deloittedigital, 2020)
(Deloittedigital, 2020)
According to this graph by Deloitte digital “The emerging competition includes marketplaces, such as Amazon and Alibaba, that are using transactional data to launch competitive products; alternative commerce models like subscription services, apparel rentals, and re-commerce (used-clothing sales); wholesalers going directly to consumers; overseas retailers; and pure internet players. Apparel industry players around the globe can expect to be attacked by these same forces ( figure 1).” (Deloittedigital, 2020). We can tell that the fashion industry has expanded, by using new online platforms, where their exponential increase is growing much
(Deloittedigital, 2020)
Nevertheless, online purchases are increasing very fast, according to figure 2, 16% are impulse purchases and 59% were made by consumers browsing online, and 22% were
According to figure 3 brazil is the county with the highest proportions of purchase made online and India is the country with the higher expectations of online purchase in 2030.
Each scenario will make changes in specific functions within the industry. In the following figure we see four different scenarios in each of them we find (Deloittedigital, 2020)
the main facts followed from each scenario. We can tell that product customization will emerge and at the same time the creation of alternative commerce models will grow exponentially (Deloittedigital, 2020)
(Pinterest, 2021)
The pulse of fashion (Global Fashion Agenda 2020)
In 2020, the fashion industry had the time to rethink how clothes are made and how much their product is affecting the environment. Besides the challenges faced during this year, consumer concerns about sustainable fashion have only increased during the pandemic, environmental efforts are persistent in the industry at all time. Fashion has been affecting the environment for many years, the industry has a huge impact, in fact, according to the website sustain your style “The fashion industry is the second-largest polluter in the world, just after the oil industry.”(Sustain your style, 2020)
However there are many solutions to solve this problem. Fast fashion brands involved, fast designs and fast production, based on the idea of prioritizing quantity before the quality Before the pandemic hit, consumers were spending in the fashion business without thinking about the planet, nowadays the industry is giving consumers many options to change their way of purchasing to give them the opportunity of becoming conscious buyers. considering methods of circularity.
(fashionforgood 2020)
(fashionforgood 2020)
(fashionforgood 2020)
RECOMMERCE “The recovery and resale of garments previously sold by original retailer”
Profitable in all Markets
(fashionforgood 2020)
(fashionforgood 2020)
GUCCI / THE REAL REAL - A few years ago luxury brands, were not involved with the resale market, and Gucci was one of them. Nowadays it can be proved that the resale market is exponentially growing, due to this fact many luxury brands started making efforts to become circular brands. According to Vogue, “The RealReal currently has more than 17 million users, and the resale market as a whole is expected to grow to $64 billion by 2025. (It’s currently valued at $28 billion.) There’s also the fact that one of the world’s most-wanted fashion brands is partnering with The RealReal in a big way.” (VOGUE, 2020) Gucci and the Real Real work together within a multi-prong partnership, elevating the concept of secondhand fashion and promoting it as a more sustainable way to shop.
RENTAL “One off rental of garment for a short term period, with no option for purchase”
For a possitive margin markets levels should aim for:
(fashionforgood 2020)
(fashionforgood 2020)
RENT THE RUNWAY - Rent the Runway is a company that specialized in renting clothes for specific occasions. The renting platform allows saving time and money. Renting allows consumers to explore different styles, discover designers, and try new things from the largest designer rental closet with no need to purchase. This type of business has a sustainable footprint, based on its circular economy business model.
SUBSCRIPTION “Monthly fee paid for access to 4 garments that can be exchanged by the consumer, at any time, with an option to purchase at a reduced price” (fashionforgood 2020)
Nike follows the subscription box model
(fashionforgood 2020)
NIKE Nike launched a new subscription service for kids sneakers, called “Adventure club”. Created to help parents reduce trips to the store with their children, in exchange for a regular fee and consistent brand loyalty. The brand's subscription box will include a sizing chart to help parents measure their children’s feet. According to the business of fashion “With three tiers of subscription – $20, $30 or $50 a month – Nike Adventure Club is aimed at 2-year to 10year olds and effectively gives subscribers a new pair of Nike sneakers that cost about $50 or more once a month, once every two months or once every three.” (business of fashion, 2021)
FUTURE INNOVATION Online shopping has made a great impact, shoppers prefer purchasing through online platforms.
Nowadays the future innovation is
“Shoppers are choosing online platforms To help consumers make decisions from the multitude of choices, brands can leverage on new technology such as data analysis and artificial intelligence to incorporate with retail shopping and commerce.” (Mintel,2021)
quizzes, and more, is what
focused on how to get the attention of the consumer to engage with the brand. Such as AR technologies, artificial intelligence, online nowadays creates the connection consumer with the retailer.
(PWC, 2021)
According to the graph, we can tell that fashion clothing and footwear are the most shopped online product in the past six months.
(PWC, 2021)
Stepping into the Future “Chinese female shoe brand, Belle, has presented its Spring/Summer 2021 Fashion Show in an entirely computer-generated. Combining technology with art, fashion and creative innovation, by livestreaming” (Mintel, 2021)
Livestream is being used by many retailers to show their new collections in real-time, all around the world. With no need of travelling or being in contact with people.
Amazon Hair (Mintel, 2021)
“Amazon has opened a hair salon at London's Spitalfields Market which offers a high-tech experience following the launch of its professional beauty section.include AR mirrors that can show customers what they would look like with different styles.” (Mintel,2021)
70%
33%
60% “Chinese consumers aged 18-25 agree that consumers can learn, entertain or shop in an intelligent virtual reality” (Mintel, 2021)
“UK adults agree that experiences are more important to them than material possessions” (Mintel, 2021)
“UK adults agree that they like to be amongst the first to try new technologies” (Mintel, 2021)
The hair salon started using AR mirrors to show customers how different hair styles, would look on them. Many other brands are using this new technology called AR, to increase customer experience. Such as makeup brands and fashion brands.
(Mintel, 2021)
Nike Lives Local
17%
“Nike has opened its fourth locally focused Nike Live retail location in its own hometown, Eugene, Oregon.” (Mintel,2021)
As a future innovation brands will build stores based on going analysis about the community, by asking questions and making quizzes to consumers. From all the data collected the retailer will build a store based on all the data collected, perfect for their target market of each specific community.
Virtual Events 1,000 Brands such as john lewis are using digital technology to provide activities, information and products that provide consumers with new experiences that they will be craving more than ever.” (Mintel,2021)
“In-store shoppers say that their favorite in-store retail experiences are those that make them feel like they're part of a community”(Mintel, 2021)
(Mintel, 2021)
48%
“UK consumers would feel uncomfortable trying on clothing/ footwear in-store due to COVID-19” (Mintel, 2021)
For example brands like Gucci created a marketing strategy based on a large range of virtual content, that creates commerce and increases sales by entertaining their customers and getting their attention through online platforms. Gucci s app enables the user to wear online exclusive shoes much like a face filter so they can take pictures or videos to be shared online. The brand also created AR versions of its entire real-life sneaker collection so that shoppers can virtually try it on within the brand's app.
(WWD,2020)
FUTURE CONSUMER Future innovation is about consumers journey, and how to engage them throughout technology. Nowadays customers are looking for new engagement experiences and entertainment, this is provided to them by a mix of content and marketing. There are four consumer profiles, based on how they feel and behave. All have in common the need to feel excited to achieve the type of engagement they are looking for, and technology has a big role.
(WGSN, 2020)
Consumer profiles The key profile groups set to disrupt the industry and drive sales in 2023
Consumer sentiments The key behavioural drivers set to impact consumer mindsets in 2023
THE PREDICTORS
TIME PERCEPTION
THE NEW ROMANTICS
NUMBNESS
THE IMPOSSSIBLES
HOPE
THE CONDUCTORS
CAUTIOUS MOTIVATION
Consumer sentiments
TIME PERCEPTION
HOPE
“Pandemic-induced uncertainty has altered
“The belief that things will get better, and that
our grasp of time, changing memories and
individuals can play an important role in
giving rise to a renewed focus on an idealised
driving this change, is inspiring consumers to
past” (WGSN, 2021)
focus on what a renewed world will look like”(WGSN, 2021)
(WGSN, 2020)
NUMBNESS
(WGSN, 2020)
CAUTIOUS MOTIVATION
“Deep-rooted emotional turmoil throughout
“The ever-changing nature of the pandemic
2020 has given rise to unique coping
throws up glimmers of normality, only for
mechanisms. Consumers are looking for any
them to dissipate. Consumers are growing
way to deal with a ringing feeling of
weary of having their plans altered, and are
numbness” (WGSN, 2021)
adopting more cautious approaches to returning to normality”(WGSN, 2021)
(WGSN, 2020)
(WGSN, 2020)
Consumer porfiles
THE IMPOSSSIBLES
THE PREDICTORS “A warped sense of time, emotional fatigue and economic uncertainty have taken a toll on this cohort. The Predictors desire stability, security and can only deal with optimal
institutional and governmental assistance, this cohort looks to use technology and their peer groups to create a future where anything is possible” (WGSN, 2021)
interference” (WGSN, 2021)
ENGAGEMENT STATEGIES
ENGAGEMENT STATEGIES
-
“Fuelled by the anger of 2020 and lack of
-
The future of auro refill Subscriptions Power of the pre-order Seamless savings
Transcultural products Alchemy activism Elevate the essential economy DTC meets DTI
(WGSN, 2020)
(WGSN, 2020)
THE NEW ROMANTICS
THE CONDUCTORS
“Pandemic-induced uncertainty has altered
“Multi-dimensional, multi-talented and always
our grasp of time, changing memories and
multi-tasking, The Conductors are taking on
giving rise to a renewed focus on an idealised
new challenges and demanding new
past” (WGSN, 2021)
experiences” (WGSN, 2021)
ENGAGEMENT STATEGIES
ENGAGEMENT STATEGIES
- Ritual rapture - Psychedelic solutions - Emotional hygiene
-
(WGSN, 2020)
Metaverse markets Enable virtual gifts E-teractive commerce On-the-road retailing
(WGSN, 2020)
Thoughts Future innovation
(WGSN, 2020)
.Many retailers had to close their doors and many people lost their jobs. Despite the challenging situation, we faced due to the pandemic situation, a huge potential strategy has been found, to react to the changing needs of the market, invest in new technology in the future. According to edited “Using data is no longer a choice, but a necessity to keep up with consumer trends, new players in the industry and inevitable changes to the retail landscape.” (Edited, 2021) There are 5 key areas retailers need to invest in to thrive in a post-covid world. 1. Online Innovation “From reimagining retail spaces to online innovation, fashion retailers were quick to experiment with new ways to reach and interact with their consumers during lockdown with their e-comm presence.” (edited, 2021) 2. Reimagined Retail Spaces “Physical retail, as we know it, will change. Ahead of retailers reopening in major markets, what are key trends to be aware of?” (edited, 2021) 3. A.I. and Analytics “When imagining the store of the future, magic mirrors or robotic sales assistants may have come to mind. While there have been new advancements in these areas, they are still yet to integrate fully within the retail landscape at the start of 2020.” (edited, 2021) 4. Market Data and Intelligence “Every company looks at data. But if it’s only internal data, then it’s only half the story.” (edited, 2021) 5. Communication and Transparency “From the retail apocalypse to the effects of a worldwide pandemic, retail is facing its fair share of challenges. It's more important than ever to get product and pricing right and know what your consumers are buying and how they are reacting.” (edited, 2021)
Diversity & Inclusivity
“Diversity is beeing invited to the party, inclusion is beeing asked to dance” -Verna Myers-
(WGSN, 2020)
Diversity: Inclusion:
The mix of something (difference within a group of people). Gender, Sexuality, Disability, race… Different identities feeling and or being valued within the industry.
CHARLIE DOUGLAS The Dr Martens marketing assistant Charlie Douglas, during the guest speaker lecture gave his opinion about diversity and inclusivity. Charlie agreed that diversity and inclusivity are very important with in the brand and that in the company campaigns these key aspects are always present.
“Diversity and inclusivity is a big thing at Dr. Martens” (Charlie Douglas2021)
“Is a big thing for us to make sure that our audience can relate to a contributer or a character hero with in a campoain” (Charlie Douglas2021)
“They have to have a hole system supporting woman is that is their voice, what they are trying to get across” (Ellen Pope 2021)
“Will improve brands reputation and loyalty” (Ellen Pope 2021)
Ellen Pope The territory executive at just eat, Ellen Pope, gave her point of view about diversity and exclusivity. New generations are based on embracing who they are and are very important to have brands where to consume and feel respected, supported and valued. Her concern about the industry was that many brands are giving an image on the outside based on values but internally they are not build up by those values.
“Daze social media is about how everyoneelse would like to show themselfs on social media” (Chester Mckee 2021)
Chester Mckee The territory executive at just eat, Ellen Pope, gave her point of view about diversity and exclusivity. New generations are based on embracing who they are and is very important to have brands where to consume and feel respected, supported and valued. Her concern about the industry was that many brands are giving an image on the outside based on values but internally they are not build up by those values.
“It hasn ’t been as good as it could be ” (Chester Mckee 2021)
“Diversity and inclusivity is a key messsage nowadays in marketing” (Chester Mckee 2021)
To me diversity and inclusivity mean respect and equality, being able to feel valued within society and be proud of each difference that makes us special. Based on customer demand, there is a need for gender fluid clothing beyond pride, within the market. Unisex clothing is a growing market based on diversity and inclusivity, where already brands are catering to it. In my point of view, genders would have to exist or implemented by society. Many notable retailers have launched genderless collections. Nevertheless, besides all the new campaigns launched by brands based on gender-fluid clothing, there are still retailers not separating gender-neutral from gender-fluid, according to edited “Retailers don’t always separate gender-neutral from gender-fluid, pitching shapeless and oversized garments as gender-inclusive, which according to Wren Sanders, ‘overlooks trans people who wear skirts and suits to affirm their identities.’ With the increasing awareness of and sensitivity to the experiences of the trans and gender non-conforming (trans&gnc) communities, this is another area of the fashion industry that needs improvement.” (edited, 2021) this statement proofs that this incredibly important subject Has never been as good as it could be, even though nowadays the industry is putting a big effort to send this key message to the world.
(WGSN, 2020)
CHANGE MAKERS
(WGSN, 2020)
Nowadays brands are taking action in worldwide movements, such are woman empowerment, black lives matters, public health issues, LGTBQ+ community and more. Business is changing their narrative as well as their way of promotion. The industry is not focused on product anymore, the product is no longer lead by brands, but brands are lead by consumers. Nowadays exclusive products are based on doing something very meaningful for all communities, such as partnering with artists, worldwide causes, communities and many others. brands are beyond product, they take action in supporting consumers and transparency.
DR MARTENS “Our spring-summer campaign is fronted by a group of diverse individuals who all stand for something because at Dr Martens we don’t just make shoes, we’re born out of innovation, creativity and a sprinkling of punk attitude. Whether in their career, a unique viewpoint or the art they create we want to showcase the authentic, everyday lives of the fascinating folk who wear Dr Martens.” Dr Martens are unique with no competitors, based on the quality of its products and its designs, but more important is how their focus is on consumer and not on the product. The brand is committed to society and all the communities. Their campaigns are inspired by communities trying to be diverse and inclusive. Dr Martens did a campaign based on its new footwear for women’s industrial range, who told us:
(womanthology, 2018)
(womanthology, 2018) (womanthology, 2018)
Missguided The mass-market fashion brand Missguided, with a business model of fast fashion, has focused its products on its consumers, based on woman communities inspired by a body positivity movement. The brand decided to not photoshop its models for this campaign, called make your mark, creating a connection between its customers and the brand. "We're on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and do not strive for what the world perceives as perfection. Because f--- perfection, it doesn't exist,”
In conclusion, the brand defends that perfection is within the imperfections of each person.
(Insider, 2017)
(Insider, 2017)
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