With the advance of technologies, some retail shops had started using virtual fitting rooms. Consumers are able to mix and match their outfit like they are in the actual retail store just by having a web-cam. The fiber that produced through 3D printings are ultra fine as compared to cotton therefore it will allow consumers to be specific of the exact dimensions of the products ordered. Pop-up stores also became popular for online shops as it promotes the brand to engage with their customers. In this digital era, millennials prefers to shop online rather than purchasing from a brick and mortar store because it is more convenient for them.
Gender Neutral fashion
Brands has started to blur the lines of women’s and men’s wear by creating genderless garments. Gender field in fashion existed in the 90s but it became more prominent recently. Consumers start going for genderless fashion as it doesn’t define their sex and allows them to dress without limitation or stereotypes. Brands like ZARA is starting to abandon their tradition of gender labels
The importance of sustainable fashion is shown during the Sustainable Fashion Week – an occasion that happens worldwide where fashion designers and garment companies help raise awareness on sustainability. Sustainable fashion is becoming more recognized with the help of multiple brands reviving the market as well as celebrities like Emma Watson who often features her eco-friendly fashion looks. Millennials also have a strong awareness for sustainability, environmental responsibility and giving back to the community hence is more supportive of brands that does sustainable fashion. However, some brands make use of sustainability to promote their brand. Brands such as H has 90% of their products mass produced and only 10% that does sustainable fashion to make people purchase but in actual fact it does not help the environment at all.
Collaborations have been a strategy to improve a retail business however it has been oversaturated in the recent years as many brands are trying to duplicate the triumph by Target and H. Their triumph was more towards capturing consumers attention through social media and getting more customers to enter their stores. The main point of collaborations today are not to meet consumer’s needs but to make use of model-influencer as a marketing strategy and pull customers into getting the collection. This results in retailers obtaining collaborations just for the sake of replicating the success of one partnership with another instead of coming up with a collection through collaborations to meet consumer needs.
‘See now buy now’
Along the years, designers became creative with their fashion shows to enhance the theme of their collection. Most of the fashion show will follow the trend of see-now-buy-now where the designs seen on the runway will be available for purchase the minute the show ends, rather than waiting for months for the garments to be ready for purchase. This fashion trend allows designers to connect with the consumers. I would say that this is a way for haute couture designers to do business before mass market starts adapting their design and sell it at a cheaper price.