Fashion buyer and Fashion Factory School teacher Anna Yakimova talks about how consumers are changing and what brands are ready to offer
Do you know what's in fashion right now? What will we be wearing in a month? To win the competition, brands produce many things and generate a new product almost every week. In this race, it is difficult in principle to choose, let alone evaluate the degree of fashion. Of course, there are major seasonal trends. They are dictated by the leading fashion (Khadi in the global fashion )houses, cultures, and lifestyles. But there are also global trends. They come to us not from fashion shows but from the whole mass of events. After all, fashion is one of the most critical indicators of history; like a litmus test, it reflects any societal changes.
Selling emotions
The market of things is saturated, and it is more and more challenging to evoke real live emotions from the purchase. Therefore, now we are offered not just a new dress but also the opportunity to customize it. Previously, this was only used by luxury brands. Now it is easy to find in the middle segment. Nike, for example, has long allowed its customers to design their own sneakers. And the Moscow studio Customize Me will enable you to compose and color the inscription on a T-shirt, sweatshirt, or hoodie. Even Farfetch now can select a product and customize it.
Brands create a particular atmosphere in their stores. They sell not only things but also moods and a sense of belonging to a specific group of customers. And we are happy to buy it and will continue to do so.
Use of modern technologies
Virtual fitting rooms and influencers, 3D printed clothes, and much more are already a reality. In 10 years, no one will pay attention to this, but today it is an additional source of interest from buyers, so many brands will involve new technologies in their concepts. This will entail some features of the cut and the materials used. Consumers will be divided into two camps: someone will want to immerse themselves in the "living world." They will choose nude and primary colors, natural fabrics, and simple multifunctional things. In contrast, others will be happy to plunge into technology and begin to wear clothes in bright, complex colors, futuristic cuts, and stuff with an abundance of decorative elements.
Eco-friendly production, new fabrics
Sustainability is not just a trend. Today it is a global development direction for any industry. Here we are waiting for organic fabrics made from recycled synthetic and natural materials. This will continue to be relevant and will continue to be accompanied by active growth and development. We will continue to buy sneakers made from recycled plastic from Adidas and Nike, love orange pomace "silk" ( Orange Fiber fabric ), and be proud that the Russian brand NNedre makes very beautiful sweatshirts from the ocean debris.
Top comments (1)
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