Ever since the coronavirus outbreak became a global pandemic, we’ve seen fashion companies and retailers laying off employees, furloughing others, and closing for an indeterminate future. Unemployment, at 32%, is higher than it’s ever been before (it was at 25% during the Great Depression). But what does this indicate for the future of fashion and retail? I don’t think any of us saw this coming; however, I have hope about the future of fashion. As a recruiter in the fashion space, I am familiar with the ups and downs of the industry. This is what I predict.
The wholesale model — in which department and specialty stores buy product from fashion brands at a wholesale price and then mark it up and sell it at retail price to the end consumer — was already broken, and now may disappear altogether. It’s challenging for both sides to make money this way because of over-distribution, markdowns, and returns. Some bigger luxury companies have taken back control of their brands by instead leasing space within the department stores and staffing their own “shop in shops” as they would their own stand-alone retail stores. Louis Vuitton, Dior, Prada and others have been doing this for many years. In this scenario, the companies own their product, employees, visuals, and they also capture the loyal department store customer — be it Saks, Bloomingdale’s, or Neiman Marcus. I see this trend continuing as Nordstrom’s new NYC store opened with numerous brand partnerships or “pop ups” including Christian Louboutin, Burberry, and Everlane. Fashion companies will continue to build relationships with other brands, stores, and partners. We see designers collaborating with (sometimes) the most unlikely of brands (like Dries Van Noten x Christian Lacroix, Fila x Chupa Chups, Museum of Ice Cream x Sephora, Ikea x Off White) and I don’t see this trend disappearing. However, more of them will do it online, and many of the players will not survive this.
Many fashion brands are shifting their strategy from being overly reliant on wholesale to instead building their own physical retail stores, growing the direct to consumer and e-commerce businesses, and focusing on brand partnerships and other alternate revenue streams such as licensing for fragrance and eyewear. Storytelling or “brand marketing” is a fast-growing and ever-more important function for brands to develop and hire into, as well. Will brick and mortar retail disappear? I don’t think so, but I believe we will see smaller shop-and-go formats across all sectors. We have seen this recently with Target stores in Manhattan. Luxury and contemporary brands will still want to have a presence in major cities, as it’s important for brand recognition, but the size and number of stores will be more carefully considered. I doubt we will see as many locations and large scale flagship stores as we do now, as it’s too risky and expensive. And we have to be prepared for another shutdown like this to happen again, because it likely will.
I predict we will see investment in more personalized, VIP client services and customization as consumers value relationships and individualized experiences. We see women entrepreneurs on Instagram like Gabriel Waller sourcing out-of-stock luxury goods for her clients all over the world. Luxury brands are investing in CRM and loyalty programs like never before. Top 1% of VIP clients at fashion brands account for millions of revenue every year. Companies will continue to nourish relationships with those top clients and much of this can happen through text, What’s App, Facetime, and Zoom. CRM, digital marketing and Artificial intelligence (AI) will be an area of growth for hiring.
We see consumers caring more about buying sustainable goods and we see companies rushing to catch up and build a strategy that adapts to changing consumer values. Every new start-up claims to have some element of sustainability to it, and a give-back mission as well. We will see this more as bigger companies expand their sustainability efforts from just the communications team to hiring someone in every area of the business who deeply understands what it means to be sustainable and how to execute that strategy. Carrie Phillips, one of the partners of BPCM a top global Communications and PR firm, is teaching companies how to build a sustainable business from the ground up and advising brands on how to incorporate sustainability into their DNA, platforms and supply chains.
This is something every company must do if they expect to survive. I anticipate recruiting more talent into sustainability-focused roles in the years to come.
In the short term, we will see brands innovating and adapting to our new reality. It’s time! Certainly we will see brands producing face masks and gloves. We already see designers and fashion brands volunteering to make PPE and hand sanitizer and donating them to hospitals but I think every household will want to buy washable gloves and masks in stylish patterns and materials immediately. I see a business opportunity.
Sales of food and essentials are skyrocketing. Smart business entrepreneurs may shift their businesses to provide more of what people need and not just what people want. This includes wellness products, CBD, immune-boosting supplements but also clothes you can wear at home that are chic, stylish, and comfortable. Will there be a shift to more casual work from home wear? Suzie Kondi is having a moment with her reboot of the velour tracksuit. The company confirms that average daily sales have doubled since February in this period. Athleisure will continue to see growth with at-home workouts. Beauty and skin care will continue to thrive, especially the clean, non toxic and sustainable brands.
I also predict more businesses emerging that teach us how to do it all ourselves (DIY). We should see more delivery and drive-through services, yes, but also experts teaching us how to do it all at home, and fashion and beauty brands producing goods to support that. We will learn how to cook, clean, exercise, style our hair, do our makeup, style our daily look.
YouTube and TikTok will continue to explode. Prada is courting teen TikTok star Charli D’Amelio with her 43.8 million followers as she attended her first Milan fashion show in February, sitting front row with fashion and beauty brand partnerships head Derek Blasberg. Similarly, Celine announced teen TikTok personality Noen Eubanks as a brand ambassador with his 10.5 million fans back in December. Fashion wants Gen Z, and is prepared to do what it takes.
Will fashion change forever? Yes. Will it die? Never.
COVID-19 has been declared a global pandemic. Go to the CDC website for the latest information on symptoms, prevention, and other resources.
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By now, in our new work-from-home lives, two types of dressers have emerged: those who still wear an outfit, and those who do not. For the latter, the question of What do I wear today? simply doesn’t exist. Instead, getting dressed consists more of picking out a matching (or not matching) loungewear set or silky pajama duo for another day of sending emails from a horizontal position on the sofa. The rest of people working from home, however, continue to devise creative ways to express themselves through clothes, be it in new, more comfortable ways or not.
We’re not here to tell you which route is the one best taken. That is for you to decide. We can, however, provide you with ample inspiration on both ends of the spectrum. From sweatsuits à la Zoë Kravitz that are just as comfortable as they are polished to dressed-up ensembles that look more appropriate for a fashion show than another day of self-isolation, the 30 looks ahead include a little bit of everything. One thing’s for sure, though, the entire lot is worth a try.
Click ahead for 30 April looks that are sure to inspire your at-home style this month (and beyond).
A big coat makes any outfit look Mary Kate & Ashley Olsen-approved.When dressing for comfort and style, you can't go wrong with ribbed, well, everything.Dresses, jeans, sweaters, oh my!A good outfit's still a good outfit even if no one is looking.This photo is proof that sweatpants can be polished.Sometimes, all it takes to stay sane during quarantine is putting on a neon dress.Well, of course, Beyoncé designed the perfect self-isolation tracksuit.Six cozy outfit ideas for the price of one (scroll on for the other five).The perfect look for your weekly trip to the local supermarket.The roomier the track pants, the better.Get us a set of these striped PJs, stat!It might not yet be sandal season outside, but indoors, it's bare toes time all the way.When in doubt, wear a tie-dye sweatsuit.Dressing for your own reflection is always valid.New boots will always make us smile.Three words: extra-slouchy pants.Indoor shoes: Yes or no?Spotted: UGG slippers.If you don't already have a tie-dye hoodie, just make one yourself.We can't be the only ones dreaming of palm trees and sandy beaches.Work(out) from home 'fits.This is a funky-sock appreciation post.Hint: If you need something to spice up your WFH look, just add a bucket hat.*Runs outside for a photo during golden hour*A stunning example of those aforementioned homemade tie-dye sweatsuits.When you can't get any real Vitamin D, just dress the part.If there's one thing we all need right now, it's cow-print loafers.Who's to say you shouldn't wear clashing prints?Overall, self-isolation isn't so bad when you've got a shoe collection like this one to keep you company.TBH, there's no shame in not getting dressed at all.
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नुसरत जहां इन दिनों लॉकडाउन के बीच घर में रोज नई-नई डिशेज बना रही हैं। वह अपने फैन्स के साथ भी इन कुकिंग विडियोज को शेयर करते हुए उन्हें भी लजीज पकवान बनाने के लिए मोटिवेट करती दिखीं। वैसे लॉकडाउन के बीच नुसरत की लेटेस्ट तस्वीर फैन्स को काफी पसंद आ रही है, और हमें तो लगता है कि फोटो में दिखाई दिए नुसरत के स्टाइल को सभी लड़कियों को कॉपी करना चाहिए। ऐक्ट्रेस और सांसद नुसरत ने अपने इंस्टाग्राम पर सेल्फी शेयर की है। इसमें वह ब्लू डेनिम जींस और उसके साथ ब्लैक स्लीवलेस टॉप विद वाइट लाइन्स पहनी दिख रही हैं। लुक को कैजुअल रखते हुए उन्होंने अपने बालों को खुला रखा और उन्हें नैचरल वेव्स में ही रहने दिया। बात करें मेकअप की तो इस सिलेब्रिटी ने नो-मेकअप लुक चुनते हुए अपने चीक्स को ब्लशर से हाईलाइट किया और आईज पर आईलाइनर व मस्कारा को यूज किया। मेकअप की हाईलाइट उनके लिप्स थे जिस पर उन्होंने मैट फिनिश रेड लिपस्टिक यूज की थी। यह पूरा लुक उन्हें बेहद फ्रेश फील दे रहा था। आप भी चाहे वर्क फ्रॉम होम कर रही हों या फिर नहीं लेकिन नुसरत के इस लुक को जरूर ट्राई कर सकती हैं। रोज-रोज पजामा-टीशर्ट में बैठने से अच्छा है कि जींस और टॉप पहना जाए, यह आपको भी यकीनन ज्यादा अच्छा फील करवाएगा। साथ ही में अचानक किसी का विडियो कॉल आ जाने या फिर मीटिंग शेड्यूल हो जाने की स्थिति में आपको तैयार होने के लिए दौड़ना नहीं पड़ेगा। अगर आप मेकअप नहीं भी करना चाहती हैं तो बीबी या सीसी क्रीम यूज कर सकती हैं। इस तरह की क्रीम न भी लगाएं तो सिर्फ काजल और कोई न्यूट टोन या मैट फिनिश की लिपस्टिक भी आपके चेहरे को फ्रेश लुक दे सकती है। यकीन मानिए लॉकडाउन की स्थिति के बीच अगर रोज आप खुद को तैयार करने में थोड़ा सा एफर्ट डालेंगी तो आपको खुद को अंदर से बहुत अच्छा फील होगा।
शाहिद कपूर की पत्नी मीरा राजपूत भले ही ऐक्ट्रेस न हों लेकिन वह किसी न किसी वजह से सुर्खियों में छाई ही रहती हैं। इनमें से एक कारण उनका फैशन भी होता है जिससे वह कभी इंप्रेस तो कफी निराश कर देती हैं। वैसे मीरा के कपड़े पहनने के तरीके में दो साल के अंदर ही काफी बदलाव देखने को मिले हैं और ऐसा हम नहीं कह रहे बल्कि यह तो उनके इंस्टाग्राम पर मौजूद तस्वीरों में दिखाई देता है। बेटी मीशा को जन्म देने के बाद मीरा ने खुद को फिर से शेप में लाने में काफी मेहनत की। जब तक वेट लॉस नहीं हुआ तब तक उन्होंने ट्रडिशनल या फिर ज्यादा घेर वाले कपड़ों को पहना। इसके साथ ही वह ऐसे टॉप्स पहनती थीं जो फिगर हगिंग न हो। इनमें वह सुंदर तो दिखती ही थीं साथ ही में उनकी ऑफ्टर प्रेग्नेंसी बेली भी छिप जाती थी। वेट लॉस के बाद मीरा अपने टोन्ड फिगर को फ्लॉन्ट करने में भी पीछे नहीं रहीं। उन्होंने ऐसे कपड़े पहनना शुरू किए जो उनके फिगर को हाईलाइट करते थे। इनमें ऐसे कुर्ते, शॉर्ट ड्रेसेस और गाउन शामिल थे जो मारी के कर्व्स पर परफेक्ट फिट बैठते थे। जब मीरा दूसरी बार प्रेग्नेंट हुईं तो इस दौरान भी उन्होंने अपना स्टाइल बरकरार रखा। उन्होंने ऐसी ड्रेसेस का सिलेक्शन शुरू कर दिया जो शोल्डर ऐंड बस्ट से फिट होती थीं और उसके बाद नीचे की ओर फ्री साइज होता था। यह उनकी प्रेग्नेंसी बेली को हाइड कर देती थीं। वैसे अपने बेबी बंप को शो करने में भी मीरा को कोई झिझक नहीं थी। उन्होंने तो कई ऐसे टॉप और ड्रेसेस भी पहनीं जो उनके बेबी बंप को स्नगल करती सी दिखती थीं। बेटे ज़ैन के होने के बाद प्रेग्नेंसी वेट को लूज करने में फिर से काफी मेहनत की। इस बार इस जर्नी के बीच में उन्होंने अपनी आउटफिट्स में ऐसे डिजाइन और कलर चुने जो स्लिम दिखाने में मदद करते हैं। इसमें ब्लैक कलर, धोती स्टाइल गाउन, साड़ी, फ्रिल टॉप्स आदि शामिल हैं। एक बार फिर से टोन्ड फिगर पाने के बाद तो मीरा ने अपने फैशन को बोल्ड टच देना भी शुरू कर दिया। उन्होंने स्पैगटी स्लीव्स ब्लाज के साथ ही शॉर्ट ड्रेसेस ऐंड स्कर्ट पहनना शुरू कर दीं। इनमें वह अपने ब्यूटीफुल फिगर को कॉन्फिडेंस के साथ फ्लॉन्ट करती दिखीं। इतना ही नहीं, इस न्यू कॉन्फिडेंट मॉम ने तो अपने स्टार हबी के साथ फोटोशूट भी करवाया और जब तस्वीरें सामने आईं तो हर कोई उनका फैन हो गया। मीरा ने इस फोटोशूट में ऐसी अदाएं दिखाई थीं जो किसी ऐक्ट्रेस या मॉडल से कम नहीं थीं। अब मीरा कपड़ों को लेकर नए एक्सपेरिमेंट भी करने लगी हैं। इसके लिए वह नई-नई डिजाइन्स की ड्रेसेस को ट्राई करती दिखती हैं। हालांकि, कभी तो यह सक्सेसफुल होता दिखता है तो कभी ट्रोलिंग की वजह बन जाता है।
