IN DETAIL: RETAIL
Radical Chic The fashion industry has been hit hard this year with the global closure of stores as the world locked down. But all is not lost for those brands who embrace this retail revolution. – By Robert Lockyer
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ith millions of consumers facing a financial squeeze and an entire fashion season effectively shut down, the COVID-19 pandemic has thrown the fashion industry, among many others, a real curveball. But with it may have come a retail revelation that investable or seasonless fashions could now become the new black. Robert Lockyer, CEO and founder of Delta Global, a luxury packaging provider to prominent brands such as Ted Baker, Coach and Tom Ford, explains why he believes the shutdown of a season has the potential to shift fashion’s focus onto tackling waste and making lines multi-seasonal, all while addressing consumers’ new needs. And he argues that, as consumers look to refine their wardrobes with quality, stylish and perhaps more ‘lounge-worthy’ lockdown garments, fashion retailers must mould more of their collections to include statement items suitable for almost any situation or season – at work, rest or play.
Building long-term relevancy Consumer behaviours and priorities have changed under lockdown. The economy is affected badly, uncertainty is all around and people need greater value for money from their clothing.
seeking a more sensible calendar that would deliver clothing to stores in the season they can be worn. It also aimed to unify brands in a bid to ensure discounting happened at the end of the season rather than in the middle. The move comes on the back of factories having been shut down by the pandemic and Spring 2020 collections sitting unsold. The Autumn collections are due to come out in September, just weeks before the normal calendar of discounting begins and retailers are naturally concerned about missing out on revenues, with savvy shoppers waiting that short while and not paying the full price. Fashion should look to solve this not only by taking a collective approach and not discounting heavily mid-season but also by developing ranges that are more inter-seasonal and artisanal, providing the customer with something that not only lasts but is also handcrafted and of high quality.
Create a statement article Consumers will naturally look to fill their wardrobes with items that are versatile across the seasons. Take Chanel’s Boy Bag, for instance. A defining element of Chanel’s collections, the bag tells the story of Coco Chanel herself using men’s underwear to make dresses and of her boyish attitude.
So, with many of their competitors discounting heavily to move last season’s goods, luxury fashion houses have to respond. Their best option, I believe, is to develop a more multi-seasonal approach and longer-lasting products that meet consumers’ new, corona-adjusted expectations.
But, in the context of multi-seasonality, available in several sizes and in classic black means the quilted bag, with its iconic clasp, is also versatile all year round. The neutral colouring offers ‘matchability’ with almost every outfit for any occasion.
Just this month, a group of influential fashion designers and retail executives from the likes of Nordstrom and Harvey Nichols signed a petition
On the part of Delta Global, we believe every piece of packaging should follow suit by being sustainable or reusable and interchangeable across the seasons.
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