NJAL’s Megan Logue applies a wide-angle lens on the notion of newness and nowness and what it all means for the fashion industry. From the future of bricks-and-mortar retailing to the concept of fashion week to changes in consumer behaviour and even the rise of sustainable fashion – how will today’s emerging technologies change the tectonics of fashion as we know it?
Newness has become the lifeblood of fashion. In the last year, it has become the crux of every conversation about the industry – from the relentless pace of the annual fashion calendar to the resultant burnout of designers. Even the spectacle of fashion week itself has been called into question as Diane Von Furstenberg; chairman of the Council of Fashion Designers of America (CFDA) recently announced their plans to become more ‘consumer facing.’ Ultimately meaning that the seasons will be realigned so that the collection you see on the runway will be available to buy immediately. Within weeks of this announcement, a handful of brands including Burberry, Tom Ford and Tommy Hilfiger have announced similar plans. This looming new chapter for fashion week is an attempt to quench customers’ thirst for ‘newness,’ (when exactly did that become a word?), by capitalising on the excitement and buzz that fashion week creates, by giving customers the power to purchase instantly, instead of tantalising and ultimately frustrating them with a seemingly interminable, six-month delay to actually shop the collections.
Full article: https://www.notjustalabel.com/editorial/what-will-the-future-of-fashion-actually-look-like?utm_source=NOT+JUST+A+LABEL+|+Main+List&utm_campaign=cb0864ae32-Fashion_Tech4_1_2016&utm_medium=email&utm_term=0_d474dc2dae-cb0864ae32-6432109