Is the fashion industry focused on sales and not the consumer? - the Fashion Spot
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Join Date: Jan 2018
Location: Nottingham
Gender: homme
Posts: 5
Is the fashion industry focused on sales and not the consumer?
Dear all,

I am interested on create interesting topics of discussion. I would really appreciate your input on my threads. So...

Being a relatively young industry, the fashion one is closely related with customer satisfaction and social change.
In today's world, Brands of all market levels focus their efforts on product release and not the consumer, ending up with an outdated retailing format which does not cater for the new wave of fluid customer. At the same time, people do not seem to follow the fashion industry as much as they use to due to the lack of creativity from diluted fast fashion collections adopted from the runways.

I would like to know your opinion about the actual fashion industry and the issues related with the connection between fashion brands and final consumers. Please give your opinion and expand the topic as much as you can.

Would you agree that brands need to put more effort on creativity and customer connection?
What do you think about today's creativity from collections on runways?
Do you think the fashion industry is too fast?
Does the costumer want a deeper connection and experience from clothes & brands?

Thank you for your opinions.

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Lola701's Avatar
Join Date: Oct 2014
Location: france
Gender: femme
Posts: 3,260
Interesting topic.
For me, it's because fashion is too much focused on consumer which result on sales that there is a lack of creativity. I wouldn't say a lack of creativity but a shift on creativity.

What changed was the crisis 10 years ago. Before 2008, fashion experienced great expansions, boutiques opening, good sales. The magazines were doing fairly good with good budgets to support the projects. Designers were the most important value of that time because customers were willing to follow their ideas, to have fun with fashion and it was also a different customer who was more educated about fashion.

The crisis changed everything. Big brands started to focus on their "DNA" which means "doing what we are known for" and in terms of products, it is quite pragmatic. Collections became safer, simpler but it was a welcome idea at the time.
Big brands were pushing their best sellers: Chanel released a new N5 product, prices of their classic bags started to raise, tweed jackets became even more important than before. Hermes changed their creative director for a more low-key one. Dior pushed the Lady Dior harder. Prada was doing great collections but only black items and nylon were available in the stores.

Independent designers started to reproduce archives pieces, some went out of business. Even iconic designers like Margiela decided to leave the fashion industry. Magazines tried their hardest to reconnect with readers...

The real paradox was social media and new technologies. It was seen as an opportunity to communicate. So brands used that to either promote lines, do educational videos on how garnments were made and everything and the story-telling became even more important. The problem was that independent designers didn't have the budget to do that.

Suddenly, London became the place to go because creativity became the antidote to the crisis. But London is a bubble and a lot of those mad ideas weren't relevant from a business point of view.

To cut things short, what we have today is a result of what contribute to the crisis 10 years ago. The real difference is the shift of Power. 20 years ago when the business world became crazy about fashion, designers had the power. Today, post-crisis, the suits have the power because the suits follow the customers. Before, customers were dictated things by designers and magazines. A part from some designers, this is almost finished.

Why Hedi Slimane is such a good seller? Because he is only doing a designer version of what people wears in their everyday life. The same for Michele!

Balenciaga became profitable in 2006/2007, YSl around the same time. Today, a designer wouldn't have that much time to develop a brand or an aesthetic. And what about Alexander McQueen?

The problem today is that the "goal" consumer is the millenial. That's why Renzo Rosso doesn't mind destroying a brand like Marni. Marni was doing well but it was an intellectual brand...

Yes, the fashion industry is going too fast but we have to change our perspectives because ultimately, it's not going to change anytime soon.

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