Why fashion is a “disaster” for retailers
The fashion industry is struggling to survive, but the reality is that the fashion world is a disaster, writes columnist Lauren LaRue.
The world’s largest fashion retailers are scrambling to meet their shrinking profit margins while also struggling to stay afloat.
They’re looking to take on the new generation of retailers who have been calling the shots, but in the process are facing a new generation, too, who are eager to make a buck and who are not ready to lose.
“The consumer is the only one who knows how to be comfortable with the new technology,” said Kristin O’Keefe, CEO of online fashion retailer Fashionistas.
“You have to be willing to change the way you look and be comfortable in the way that you look.”
O’Keefe says fashionistas are trying to find the right balance between being a savvy shopper who can afford to be different and a fashion-savvy consumer who doesn’t mind wearing the same clothes for a long time.
It’s not easy.
It takes a lot of time and patience to find a comfortable fit.
“It’s not always the fashion industry’s fault,” she said.
“It’s a business.
There’s always going to be some people that have that desire, but there are also people that just don’t.
They don’t know what to wear.
They feel uncomfortable.
It could be a lack of confidence or a lack in your personal style.”
Oddly enough, fashionistas have the same problem.
The trend is shifting, but it doesn’t feel right.
O’Reilly said that even the old fashion brands are looking to adapt.
The new brands are taking a different approach, she said, and they’re bringing their brand to a new, more mainstream audience.
“I think it’s going to change everything in terms of how we look at fashion and how we feel about it,” she says.
“The brands are trying something new.”
It all starts with the fashion designerWebsites like Styleista are a vital part of the fashion scene, but not everyone is thrilled with their new approach.
“We are at a point in our lives where we are looking for something that is new,” said LaRoe.
“This is not the way to go.
We’re seeing brands going in different directions.
We are seeing brands trying to do things they haven’t done before.”
LaRue points to a few of these brands.
“I feel like some of these new brands have done things that are really cool and they are trying things that have never been done before.
They have been trying to redefine the way fashion is done.”
It’s one thing for the fashionistas to try new things, she added.
But there is another problem.
They are still struggling to find that “cool” and “trendy” label that makes them look like they are part of an exciting new industry.
“There’s no cool thing anymore,” she continued.
“These brands are still trying to sell you something that’s not cool.”
“I see it as a trend that’s coming out of nowhere,” said O’Dea.
“Maybe they are just getting lucky.
Maybe there’s a really good idea behind it.
Maybe they’re just trying to capitalize on something.”
It is all a little confusing, LaRuesaid.
She said that the whole fashion industry has changed in the past 10 years.
We can look back at what we did 15 years ago and look at what the fashion brands have been able to do, like they did in the last 15 years.
“But I think it has a lot to do with a lot more factors.
It doesn’t really have to do anything to be successful, but people need to see something new, and that’s what we are seeing.”
In the past, brands could make a splash with an idea and then be done with it.
Now, La Ruesaid, that is no longer the case.
“A brand can come out with a great idea and they can’t be done for another two years,” she added, “because it’s been so successful.”
La Rues was quick to point out that brands need to have a plan for success and not just go about it as if they’re the boss of a fashion house.
“In the last five years, the fashion house has been able really to do whatever they want.
But they don’t have that kind of creative freedom,” she explained.
“They are always looking for a new idea to take to the next level, but they’re not in the business of making money.”
In a perfect world, fashion could be like the music industryLa Rue also said that brands would eventually have to start investing in their own creative side, but that isn’t the case now.
“All these people who are creating the content have to come in and do it themselves,” she noted.
“Because there’s just not enough money to do it.”
La Raue said