032 WHAT'S THE STORY RETHINK
Examples…?
Jeans are basically seen as the model pupil of globalisation. They were the first clothing item to globalise an image. They have always been the key look of counterculture, an icon of youth, and a symbol of freedom. This clear positioning was distinct and extremely successful over decades. It was a real no-brainer! However, when the globalisation and (media) digitalisation turned jeans into a borderless mass product, they were transformed into a stereotype. The tattooed rock & roll youthfulness became a hollow pose and jeans became a logistics business. Several people have since tried unsuccessfully to find a new, credible positioning in our (consumer) world. The same applies to the digitalised communication and consumer behaviour of the image-relevant, young target group and the surge of vertically integrated companies. The latter was only made possible by globalisation. And so, in order to shorten this causal train of thought, the Bread & Butter is ultimately also a victim of globalisation.
The End of the World An opinion piece by Stephan Huber
“I
t’s the end of the world as we know it!” Many of us probably sang along to the chorus of this R.E.M. song - which dates back to 1987 (!!!), would you believe it - without really thinking about what it actually means. In the current situation, quite a few of us might remember it. The radical change that we are experiencing on all levels of society - and therefore also within our own personal, individual sphere - has really taken on a new dimension. What takes our breath away is not change itself. After all, our planet has been a “world in progress” for 4.5 billion years. The breathtaking element is the speed in which this change is taking place. It has led to a widespread feeling that change can no longer be influenced, but merely “happens”, uncontrollably. The driving forces behind the radical change are “digitalisation” and “globalisation”. This isn’t criticism or judgement, but merely a conclusion of fact. Every current debate, every challenge, and every change - be it large or small - can be traced back to these two key factors. Rapid scientific progress, the VW scandal, Netflix, TTIP, the financial crisis, Snowden, the German export successes, changing consumer behaviour, and even the extremely stupid discussion why war refugees own - and use - smart phones are but a few examples. All of it can be traced back to globalisation and digitalisation. The fashion world is particularly affected by these acceleration forces. This is challenging and potentially scary, but always highly exciting. The direct mirror function of social, sociological, and cultural trends and changes was - and still is - what I perceive to be the most fascinating aspect of this industry.
415 style in progress
Or:
For a very long time, one of most important cultural roles of fashion retailers was to make the scent of fashionable sophistication and flair of international metropolises perceptible. Their duty was to bring a little Paris, Milan, and New York to cities like Regensburg or Wels. They communicated the images, stories, and know-how. After all, this glittering world was not only far away in a physical sense back then. Today, we carry this world around with us in our pockets and no longer merely travel to all these mythical - or possibly slightly demystified - locations of yearning by placing a finger on a map.
What I’m Trying to Say:
Our industry is currently experiencing an epochal period of change. This process of change will continue, mainly driven by - yes, I know I am repeating myself - digitalisation and globalisation. Much of this process is indeed uncharted territory! This forces us to check positions and to, ultimately, question absolutely everything. As I said, this is challenging and potentially scary, but always highly exciting. To quote Angela Merkel, there is, above all, no alternative. Maybe this is where we should remember the whole chorus of the aforementioned R.E.M. song: “It’s the end of the world as we know it… and I feel fine…”
