WHAT'S THE STORY
The Future – Who?
INDIVIDUALISATION AS OPPORTUNITY?
Given that increasingly fewer customers are willing to buy the same thing, both retailers and brands are sitting on full warehouses. The magic formula to solve the problem is individualisation. How much individuality can fashion tolerate? What happens when it gives the customer a say? Text: Stefanie Buchacher. Illustrations: Claudia Meitert@Caroline Seidler
UNCONSCIOUSLY INVOLVE CUSTOMERS
Sophia Bitter, CMO of Airfield “For me, fashion is no longer about the exclusive ownership of beautiful clothing, but about the individual experience with the garment and the added value it conveys. The customer is increasingly eager to move away from mass-produced goods and uniform looks towards special qualities, new silhouettes, and background stories. In our world, where the customer is confronted with speed, unpredictability, and loneliness, the need for individuality and attentive customer service in fashion is gaining momentum – beyond the established sales behaviour. In the course of sophisticated incentive programmes, it makes sense to unconsciously involve the customer in the development process.”
FASHION BEYOND TRENDS
Pien Stieglitz, CEO and Creative Director of Stieglitz “How much individuality can fashion tolerate? Our principle at Stieglitz is: Be yourself, show yourself! Stand by yourself and express your personality through your choice of clothes. Stieglitz strives to be as unique and independent as the great women who wear the label. We believe in ourselves and tread our own path, far away from fast fashion trends. Our designs are resistant to hypes, can be combined beyond collections, and can be worn over several seasons. This, in turn, makes the collection sustainable. We are constantly striving to improve by responding to our customers, their wishes and needs. Which designs and prints do they like best? Which fabrics? With each collection, we strive to become better and more sustainable.”
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style in progress
