“Will I ever wear my Manolo heels again?”
To take a line from HBO’s “And Just Like That…” fashion and our industry are under a microscope. How we dress and decisions made regarding material selection, construction and production all tie into consumers’ current attention on sustainability, technology and what I perceive as their desires for deeper knowledge about the products themselves that they purchase. Fashion has always been synonymous with glamour, but the issues we are now facing in the industry are less than glamorous.
Sustainability
There was a time in fashion when we thought of sustainability within the context of a garment, shoe or accessory being timeless so that it could remain in one’s wardrobe for years to come. Now, we find ourselves having deeper conversations addressing the ramifications on how we choose to create sustainable products. For example, we have discovered new methods for tanning hides, dying fabrics and disposal, which has enabled our industry to find meaningful advances in becoming more eco-friendly, along with ensuring that the goods we sell are made in safe, clean and compliant factories. Change is uncomfortable, but considering the size of our industry, it is encouraging to see we are embracing the need to be better stewards for our planet and our future — and yes, this comes with new laws and increased costs.
Yet, there is still confusion as to what sustainability actually means. Many believe it means recycling, while others understand that sustainability is also a consideration of the number of natural resources used and the waste created by the industry. Once again, we turn our eyes to the craftsmen and craftswomen, who we will likely rely upon for their infinite artistic and
hand crafting trade knowledge to help us repair and reuse our fashion investments, be that shoes, handbags or apparel.
Acquiring Customers in 2022
Cultivating customers today is a far more robust endeavor than ever before. The internet D2C, as well as its use for B2B virtual communications, allows us to reach far more people faster and more efficiently. Yes, touching and feeling a product along with personal interaction actually enhances the circular economy, and in turn, validates the importance of all outlets for communicating company and product values. Not to mention, this also streamlines experiential factors for both the consumer and the manufacturer.
If you are not familiar with Leap, a company which offers an innovative way for brands to approach brick and mortar, now might be the time to google them. This company’s business model enables brands to have a retail presence without the customary obligation for a lease! Leap is just another new tool in a business’ toolbox for reaching customers and marketing our brands in a fresh, new way.
On the design front, there are also some amazing computer programs out now which not only allow for design but also allows for fabric sourcing and sizing, as well as direct communication between users and factories. I do not think these tools will ultimately replace travel to factories, but rather, they may just make those trips more productive and perhaps less frequent, thus cutting down on expenses.
Just about every company today is reviewing its product and market strategies. I applaud Cosmopolitan for its new strategic approach as a fashion publication. Yes, it is in digital, but it is also revaluing its approach to print: it will produce fewer issues and will be challenging the quality of content in the publication in order to raise the perceived value of the “book.” Think visually appealing coffee table art books. I look forward to seeing what it does as we are all looking to create greater value and appreciation for our products.
Fashion is defined as style, culture, customs, trends and a manner of behavior, and perhaps we need to add that it is an expression of life, lifestyle and aspiration. While my Manolos are resting, I have embraced the style of dressing for living my life in comfort, a category that has made its way to the forefront of being fashionable now.
Looking Ahead
I recently went to my first live trade event in almost two years. Having face time with attendees in person allowed for deeper conversations surrounding fashion and what’s coming next. There was much chatter around apparel and footwear sales in Texas, and vendors and retailers alike both confirmed that women are shopping for glamour. In Texas, they’re dressing up for dinners and backyard parties. As we all look forward, hopefully in the coming months we will see a “normalization” of our daily lives as we emerge from COVID jail. The pot of gold at the end of the rainbow seems to show the pendulum swinging back to dressing up with a new found appreciation for glamour and taste.
So, I guess my Manolos will not be on vacation for much longer.
As president of footwear for Informa Markets, Leslie Gallin developed the FN Platform, the footwear shows at Magic. Gallin scouts the world’s best new designers and trends, providing unparalleled business insights and access into the world of footwear and beyond. Gallin is a board member of Footwear Distributors/Representatives of America, American Apparel and Footwear Associate, Two Ten-Footwear Charity and From Fashion with Love.org, among others, and has held positions at World Shoe Association, Geoffrey Benne, Escada, Louis Feraud and Pauline Tigere. She has been featured in Footwear Plus, Footwear News, O The Oprah Magazine, Vegas, Fox’s Good Day LA, Extra TV and more. missfashion@cs.com
Leslie Gallin
LKG Consulting
missfashion@cs.com
