As Men’s Fashion week (london) came to a close we share our observations on this and the digital world via 2 platforms.
First the digital world.
Technology is going through a bit of a love hate relationship within fashion and retail currently. It adds so much which reaches a global audience within seconds. It assists designers with innovative creativity. Retailers have been able to service consumers so much quicker and consumers able to access goods through digital channels at the touch of a couple of buttons. As we see the closure of so many retailers, a lot of blame has been apportioned to the fast acting digital shopper, mobile sales and brexit of course.
The majority of this is true, but I would also say in some cases, if not most, poor management from the top are not acting quicker to bring themselves in line with current fashion in retail business trends.
Stagnant business models, archaic strategies and potential arrogance has led to some of the world’s much loved brands to fall so far behind the competition that they are forced to close stores. With the high loss of staff jobs the high streets across the country feel like the land that time forgot.
- Why have boardrooms let such disasters happen?
- Why are they not in touch with their customer?
- Why have we seen so much failure on the British high street, following on from such disasters in the US, with well know brands suffering the same fate?
It’s not paying external teams millions to come up with a new brand vision, ad campaigns etc, it’s not rolling out more stores than you can handle and it’s not discounting or creating an online presence that is already out of date and hoping for the best.
So what is the answer???
Sorry, you’ll have to get in touch and I’ll have to charge you for that insider knowledge.
Of course, I’m joking (but seriously get in contact).
I believe it’s putting your trust in a creative team that’s passionate, motivated, determined and driven, who can deliver great messaging, great products and can create a desire to succeed. We still desire, dream and wish we were something, somewhere or someone else. Where has the fun gone in fashion. Well, the fun is still there, its retail process and core business where the fun gets lost. Boards, Chairpersons or CEOs you have to believe in your creative team, work together to build strategies based on short term, mid term and long term plans. Change doesn’t just happen overnight. We all know that, so why don’t we truly understand it. I know what your thinking, shareholders!!! Well we have to be clear to them too from the outset.
Creativity is different all over the world and it’s what sets us all apart whether it’s traditionally or digitally. We need to embrace the creative again to help restore much needed fun back into retail. There are a number of brands doing this so well. All working together for a common goal - to create an experience for the consumer, to create that desire, that need, that reason to purchase. To share their hard earned currency, euro, dollar, bitcoin whatever it maybe. Give them a reason to be part of the experience not just offer a discount.
We’ve done that already!!!
Inspire, be inspired, create, be creative, be you!
London Fashion Week has given us some incredible moments of creativity that really show what London in particular has always been know for we just hope these new designers are given the platform to grow and are not suffocated by business and the forced to grow to quickly. Creativity and Business must work together in the same way the digital physical retail space must.
I call this retailibrium!
For part_2 London Fashion Week Men’s and brief overview click on the link below.