Prabal Gurung and Cynthia Rowley have joined a long list of brand founders turning to both physical retail and an emerging retail model to get closer to customers. Shopping malls, in their traditional form, are out; in their place are lifestyle centers and concept shops.
As building a bond with customers becomes increasingly important, fashion retailers are working harder to welcome shoppers into their worlds. Opening physical stores with a home-y feel is trending as a go-to strategy for brands across categories.
Pop-ups had their time. Now, brands are realizing the energy and investment they require aren’t worth it, considering — by definition — they’re short-lived. Many are opting for permanent storefronts instead, while others are finding Plan B in a new wave of retailers making it easier to test the brick-and-mortar waters.
Like everything else in retail, fashion trade shows are being forced to transform in the name of relevance. In recent years, attendance at these shows has been down, thanks to more brands ramping up their direct-to-consumer businesses or trading up for individual showrooms.
Make it Instagrammable, and they will come. Saks Fifth Avenue’s theory for its New York Fashion Week Spring 2019 presence — a West Village townhouse outfitted with a DJ booth, a mirror tunnel and rooms designed to hype Saks’ top fall trends (the Wild Wild West room, for one, is decorated with cacti, and styles including Givenchy cowboy boots hang from lassos) — wasn’t uncommon, but it was a safe bet. Posting images to show off events attended and inspire FOMO among followers has become a common objective of NYFW attendees. Consider the start of every runway show: It’s lights out, phones up.
Timed with the anniversary, taking place this month, the activewear brand is refreshing its signature "manifesto," a group of words and phrases reflecting the brand’s core values, which are popularly displayed in every store location. It's also featured on the brand’s iconic “shopper,” a shopping bag often reused as a tote.
To create product scarcity and ignite excitement among customers, fashion brands are increasingly adopting the streetwear-synonymous drop model. Regularly releasing limited-edition styles according to a seemingly random, versus seasonal, calendar is keeping shoppers engaged. For many brands, it’s the new norm. Rothy’s, the 3-year-old direct-to-consumer footwear brand, has made limited production and pop-up online releases [...]
Growing a fashion brand entered on sustainability is tricky — after all, the world’s overabundance of clothes is a problem. Cary Vaughan and Jenna Wilson, founders of 9-year-old women’s fashion brand Ace & Jig, have cracked the code. They’ve held true to an original, core tenet of “thoughtful purchasing eliminates wasteful purchasing,” and they’re set to pass $5 million in sales this year. Web sales are up 37 percent since January.
Each quarter, the Glossy team explores key themes and topics from the rapidly evolving beauty and fashion industries and breaks them down for you. In this report, we looked at the changing face of retail and the top five trends shaping the industry.
After years of veering between direct-to-consumer and wholesale, brands are trying to simply do both.
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