As I embarked on my rebranding for Lumilla with a collection launch last year, many people asked me about my chosen timing and strategy to weather the predicted downturn due to the pandemic. My response was that, instead of seeing it as a barrier, I felt there were lots of exciting new ways fashion brands could leverage opportunities. The pandemic made me stop to reflect and reinvent to better meet my customers’ current needs.
The scale of the crisis has forever changed the fashion industry and the typical collection launch format we used to see around Fashion Week. Online fashion is here to stay, and it will become even more accessible as companies shift focus and create more innovative ways to design customized, virtual experiences that will take over some of the in-person showroom shopping norms.
I am hopeful we will see innovative ways of creating and presenting fashion, from interesting cross-genre fashion collaborations to increased customization. We should be responding and reacting to what customers want rather than telling them what they will need six months from now. Seasonal capsules and collection deliveries will definitely evolve, as will the way in which the industry reports on trends.
We can also expect to see a shift in how men and women pick their style. This will involve a move toward makeovers, where people will be more inclined to hire stylists, consultants and trial clothing subscription services. We’ll see more self-expression and empowered looks as statement pieces and unique styles are mixed with high- and low-priced products. It will be an era of experimentation as people seek to push boundaries and break from confinement and stereotypical dressing. There will be less High Street blanket buying and more pick-and-mix shopping with thrift, vintage and second-hand weaved in as people become more cost- and environmentally-conscious.
In regards to reusing and renewing, I would like to see less waste and over-manufacturing as brands become better at producing for people’s needs and wants. I hope to see monthly drops — rather than seasonal collections — that are reflective of current lifestyle needs. I am inspired by all the brands that are trying to do better by using less, becoming more environmentally responsible and finding new ways to package, ship and sample.
As for how the pandemic changed what my clients wear, chic comfort and accessories are here to stay, but we will be eager to dress up again. My new collection speaks to people’s current desires to have functional wear but also to make a statement and feel empowered.
From an operational standpoint, COVID-19 has changed the way I do business. I am now 100% e-commerce and will be for a while, so I had to create a new and exciting online presence. We are changing our strategy to be more disruptive and think outside the box in our sales approach.
We have also updated our social media feed to create a more powerful web presence. We need to let people know why they need to buy a bag or accessory without being able to see it in person. At Lumilla, we are putting much more effort into connecting with our customer base and followers on social media through V.I.P. communications.
For my previous collection and campaign, I really pushed myself and went outside my comfort zone on many levels. Time will tell if that worked or not, but I have learned that to grow as a designer, you can’t stay inside your comfort zone. My key learning is that I can create a brand identity without having to replicate the same overall feel every time I release something new.
As for resilience tips and insights I can offer other designers, it is ok to adjust and pivot. Be comfortable with change. It is frustrating if you have a plan and you have to scratch it and go in a different direction, but nothing is ever guaranteed or constant. And when things get tough, you have to find a new way of doing business and see the upside in change instead of letting it deter you.
My advice to other start-up designers is to always listen and learn from friends, family members and colleagues that may have been in similar situations or who have been able to adjust in creative and profitable ways. Change is ultimately a good thing, so it is always best to embrace it.
Finally, don’t be too hard on yourself. None of us asked to have our business shifted upside down, so allow yourself to make mistakes, and learn from them. All you can do is your best, and if it doesn’t work, it will be your effort that defines you, not just the outcome of your business alone. Character is shown in times of trial, and if you always put a positive foot forward, success will find you.
Lulu Eschelman is the founder and CEO of Lumilla LLC (shoplumilla.com). She can be reached at ljeschelman@gmail.com.
