Boutiques Outperforming the Fashion Brands
The downturn in the economy has given us all a fashion rethink. It’s been well pointed out that the recession has heavily impacted the fashion industry. Although downturns in the economy come and go, this current one we’re experiencing is going to have a lasting effect on what we think of fashion. We are living in a very pragmatic age these days. Prior to these practical times, we revelled in the decadance of fashion – nothing was really too extreme or too expensive – you only worried about being accused of being too lacklustre. Now though the labels and fashion catwalks are receiving a bad press. And now that everybody’s aware of globalisation, even dirt cheap fashion brands are getting bad publicity for using sweatshops to make their items! What’s happened? Why is it that people turning against fashion labels ?
First of all, fashion ain’t dead. In fact, looking on the web there is ample rivalry between online store traders (e.g. looking for wholesale pashminas and shawls) – a signal there is still strong demand and supply. It’s the old way we considered that is expiring – of being dictated to by the established brands. Actually, fashion has always looked at our lifestyles rather than the other way around, and today many matters are stopping us buying from big fashion brands. First Off, young people are now much more conscious of globalization, and showing off your fashion labels can give the impression you are egotistical and uncaring in many peer groups today. Second, it’s the economy, stupid! Style has always been seen as something of a luxury, not an essential. In a recession, luxury items get hit the worst. Finally, people define themselves a lot more individually nowadays – groups of friends are a lot more tightly knit, the era of huge TV show ratings are through, and fashion needs that kind of herd-like thinking to sell in numbers.
What is the future for fashion labels? Like ever, they need to change to exist – create a wider range of fashion lines to cater to more niches of the marketplace. If you’re a boutique shop offering individual fashion lines at a decent price, you have a strong business model in spite of the dreary economic days we are experiencing. These days, people are fusing their styles, purchasing from markets and more personal, low-priced fashion stores.
