Fashion Snoops: Lifestyle

Yes, the economy is tough and retailers and suppliers are complaining. This of course is coupled with the consumer's decline in disposable income. As a result, consumers are being more cautious about what they buy and are seeing a shift to 'lasting value' as a key criterion when purchasing. This shift is not only because of the recession, it may also be because of the shifts in weather we've experienced.

Lifestyle Bytes:

Timeless Style

Our seasons are not as predictable as they were and retailers who stick to their old delivery dates loose precious impulse purchase dollars. Consumers do not want sweaters in August but they might be more inclined to purchase a transitional item that is climate appropriate and save the heavy sweater purchase for when it is really needed. So there are actually 2 shifts that we must be aware of: Timelessness and Seasonlessness. For the frugal fashion consumer, disposable fashion is no longer 'trend right' and the notion of disposable fashion is being replaced by collections that will last longer and be worn more. Couple that trend with a consumer who is buying what they need when they need it and you see new retail and design concepts begin to emerge to resolve these tandem issues. Retailers are being forced to reinvent ship dates and delivery strategies to comply with regional weather realities while other retailers are offering new brands that speak to this new shopper. Every magazine from Lucky to Redbook is showing consumers how to wear their Summer favorites right through Fall while retailers such as Zara and Forever 21 have begun to offer lightweight, sleeveless, silky and summer silhouettes, well past the traditional July shift to Fall, that can later be layered for wear right through the Winter season. H&M went a step further and developed a new retail concept called COS that caters to a consumer that values classicism and sees its longevity as a trendy and cost effective alternative. Designers such as Carol Christian are creating 50% cotton 50% wool suits and only releasing one collection per year. Her innovative fabrics and classic cuts answer to a seasonless call but also allow for creative layering and inherent value. Perhaps the most recognized high-end designer that has been on this trend for some time is Azzedine Alaïa, who carries over collections each season without having sales and delivers new stock when the time feels right. Although a bit far fetched, each item is perfectly crafted and cut, which makes for impressive "investment" pieces. On a more mainstream approach, Uniqulo offers many of the same styles all year around with color updates. Another thing the Japanese retailer is onto is unisex designs, which add to wearability and market reach. American Apparel is a similar example which always has a permanent collection that is updated by color or detail. More and more customers will start getting creative with seasonless clothing while at the same time reaching for merchandise that fits an immediate need.

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