There's a big change of climate in the fashion industry right now, and we are becoming more and more digital and affected by the world globally.
The world as we see it now is very unstable, turbulent and polarising. Political conflicts and economic crises are everywhere. The fashion and luxury market is an emotionally driven market, which means it's in risk with all the fear in the world at the moment.
However, we can't just stop because of it.
As the world is becoming more unstable, the fashion industry is going digital. Physical stores and printed magazines will soon be history, some say.
We love magazines, and the editors believe that the future of content is online. The big publishing houses are talking about “resource sharing". Which means sharing content and staff across multiple titels. The printed magazines are becoming lighter, and more expensive. However, the fashion supplements like T: The New York Times Style Magazine, WSJ at The Wall Street Journal, and How To Spend It at The Financial Times which are advertisement heavy are becoming more and more important with beautiful editorials and interesting interviews. Which in a way is fantastic because fashion will then affect a broader audience.
The physical stores are more about a full experience nowadays, like The Apartment by Mouche. We want to invite you to a Mouche world, not only clothes, but a lifestyle.
Fashion stores in Soho, New York are closing down every week because no one is shopping anymore, people shop online, it's more convenient and open 24/7. No people, and no cramped fitting rooms. To try on the clothes we buy in the comfort of our own home is priceless.
China, who targets $5.7 Trillion in E-Commerce by 2020 is the leading country when it comes to online shopping. Which absolutely says something about the world.
The world of e-commerce is a wonderful window for new, independent and young designers. Instead of spending money on opening up a store they can easily create their own store online and start advertising and sell right away, targeting the millennial consumers who are more used to shopping online.
With all the tools we have online, it's easy to create custom content for specific consumers and make them feel selected, as well as getting direct feedback. Online, we can know what the costumers want right now, and give it to them right away. Instant gratification.
The climate is for sure changing, and we keep asking ourselves, where is fashion going?
Picture, style du monde