SARAH GRAHAM UN_FOLD Submission / 6006FD ____________________________________ Can Fashion Still Shock? & The New In-Store Experience
Can
Fashion
Still
30%
With 30% of the world’s population being active social media users, consumers are increasingly turning to online platforms to voice their opinions. But are we publishing our thoughts too quickly without considering the consequences? Posting online significantly broadens the horizons of the audience you can reach. Additionally with peer influence looking to what other people think may unintentionally impact others opinions as a result. With access to information at your fingertips finding something to pick at has become a modern pastime to some. We seem to be more engrossed in the negative side of the news, but is there a shelf life to the subject? As quickly as bad press comes up it goes again. We forget all about it and move on to the next story to pick at. Within fashion it seems that we are most offended by the exposure of the human body, and more so with nudity. With advertisements sparking hundreds of complaints, where is the line between seductively promoting a brand and offending the viewer?
Shock?
Being targeted with negative attitudes online is a frequent problem fashion industry has to face. However the likes of Gucci and Tom Ford and high street store American Apparel continue to use sex for their image direction and platform on provocative marketing to cause a stir today. Conceivably in the marketers eyes any press is good press as long as it is dealt with appropriately. Nevertheless we wouldn’t criticise an artist’s concept behind a painting so why are designers’ being forced to unnecessarily respond back on social media releasing statements to defend their creative vision? Is it that we getting too self-involved that we personally feel offended that we feel entitled to a public apology? Or are we becoming harder to shock these days but easier to offend? Now if you haven’t noticed already, take another look at the imagery on the oppisite page. Did you realise it was actually a female chest?
Are THE VIEWER
Perhaps it depends on the individuals’ social norms to why we view nudity differently. As one may see it as a form of art, whereas another could find it as an inappropriate and cheap way to get noticed. Reviewing Calvin Klein’s innovative advertising in his 1982 underwear campaign, as an example. Printed largely on billboards in New York displayed a well-built ‘statuesque’ male in just his briefs which caused controversy of portraying a male as a sex symbol. But then there are Ancient Greek Statues highlighting the beauty of the naked body displayed in art galleries of which millions go to appreciate. So what is the difference? It is as if a statue can represent more power and pureness than the real thing.
SEX
you offended now you know?
- Sarah Graham
Is this the step forward needed to improve the dreaded fitting room experience? Fitting rooms are becoming an enjoyable experience. Surely not, right?
the store and get a boost of caffeine after the whole depressing experience.
improvements could help companies cut costs by reducing the rate of returns.
So picture this, you go in, there’s probably a tissue on the floor or make up stains splattered on the wall, first thing that comes to mind is “who on earth has been in this fitting room before me?!” Surrounded by mirrors you’re seeing angles you’ve never seen before and particularly don’t want to see. The lights are so intense that they’re showing every lump, bump and blemish on the face that you now have to do a full on to do list for when you get home that consists of plucking your eyebrows, doing a face mask and starting that diet once again.
So what could be done to avoid this regular occurrence we all seem to face? With 33% of British people interested in virtual assistance, perhaps a digital fitting room with on screen help options could be the solution? With 61% of consumers exploring retailers’ websites before purchasing items and a vast 71% of U.S. consumers preferring to purchase an item in the physical store, even if the same items were available online.
These new technologies are proving the need for something more with the in-store experience so by making it exciting and convenient as possible retailers could encourage consumers to shop in-store and try on clothes.
Now you’re getting to the next stage (round 2) the actual purpose of being in the fitting room, trying on clothes. You take off your jumper that makes your hair go static and now you’ve got make up stains around the collar. Great. Then to top things off of course you have those annoying lace up shoes on, this is an event in itself. Now you have to start trying on that new perfect gem of a dress you think you’ve found, that turns out to not be so perfect after 5 minutes of wrestling in the most unflattering way to get it on and an extra 10 minutes to get it off! You then start to evaluate the last 15 minutes of your life, worrying if the sales assistant is thinking, “what is she doing in there?” and “why is she taking so long?” With all that wasted energy you cant wait to leave
Blurring the lines between digital and physical, we are in luck. Ralph Lauren has acted upon the digital demand of consumers today keeping in mind people may still want to try things on. In their flagship store in Manhattan a smart mirror has been introduced to their fitting rooms which allows you to change the lighting, request other sizes and complete your payment while you are trying other things on. Nordstrom on the other hand has noticed the lack of personal touch with click & collect and taking it that one step further. Introducing “Reserve & Try In Store” feature to its app this allows you to reserve up to 10 items on your smartphone, select your closest store with a personalised fitting room with your reserved pieces, allowing consumers to touch, feel and try on items before buying them. Additionally, these
- Sarah Graham
THE NEW IN-STORE EXPERIENCE