Barf!
I’m going to start this off with a school of thought that is all too familiar with my business savvy folks. We’re living in a buyer’s market. Brands need to unload. They produce big product due to the whiny nature of consumerism, but on many fronts the consumer still isn’t purchasing. Post-recession life has tainted our buying ability. You know there’s a huge problem when The Gap is closing stores and facing financial issues. As plain as they maybe, you never thought the classic khaki chino would ever go out of style. Now when we spend, we look at our purchases for a greater return. A simple black pair of pants won’t do, it must be embellished with studs and leather. Oh and if there is no coupon, then I’m not buying. Why is the fashion industry faced with this problem?
With there being exceptions, a few true die-hard fashion lovers still exist and they’ll spend their last dime on a pair of pumps. I’m not one of them. This is only the case because I see something lacking. There is a great disconnect between advertising and the consumer. Something isn’t working. As a brand the best way to create influence to insure product is being sold is through campaigns and propaganda.
In turn, this issue falls on the shoulders of editors, writers, stylists and bloggers. My question to you is it all too much? There use to be a time when you flipped through a magazine to read about your favorite celeb’s Montana ranch or a retrospect highlighting the long career of your favorite designer– but now it seems those normal stories are being replaced with “Buy this, Wear that” editorials. The trends are overtaking the classics. Don’t get me wrong, it’s fun to be trendy at time, but is this the only thing worth selling?
Let me know your thoughts. Are you over trends being dictated to you?
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