Fashion Futures UFP 505

F U T U R E S F U T U R E S FASHION

CONTENTS CONTENTS

COST OF LIVING

FUTURE THEMES

ONLINE MARKETPLACE

RE - USE

CIRCULAR

DIVERSITY AND INCLUSIVITY

LGBTQ

DISABILITY

THE COST OF LIVING

The global pandemic has left a lasting impact on many nations, including China, where hundreds of millions of people continue to be subject to lockdown restrictions The invasion of Ukraine by Russia has also had a significant effect on the world economy and poses a risk of regional and international instability Societies all throughout the world are being affected by these changes. Many consumers are being forced to choose between feeding their family, heating their houses, or maintaining their vehicles because of increased expenses These decisions are impacting businesses, which are already under pressure from rising overhead costs and are also being negatively impacted by customers who are making fewer purchases.

To manage their finances better, consumers are changing the way they purchase. Many consumers are switching between brands, frequently selecting private label goods, and visiting various retailers to locate the lowest costs available In the interest of maintaining demand, brands must make challenging pricing decisions

“Aroundthreequarters(72%)canseethatthegapbetweenthe richestandpoorestpeopleintheircountriesiswidening”

Figureoneshows"Percentageofyoungpeoplewhoareworried aboutaspectsoftheirlivesbyfinancialsituation"

WARC COM, 2022

THE COST OF LIVING

It also finds that uncertainty about the future is felt among young people across the economic spectrum:

Just 41% of young people believe others like them will ever be able to buy their own home, and only 51% think they will ever earn enough to support a family. 41% think young people like them will not be able to live independently without support from family or friends. And 51% think young people like them will not be able to retire and live comfortably when the time comes.”

According to Deloitte's most recent Gen Z and Millennial Research, (Figure 2 & 3) the cost of living has doubled all other concerns for Gen Z and millennials in the UK In comparison to last year's data, this replaced climate change as the top concern, with 31% of Gen Zers and 38% of millennials expressing concern about it.

According to a survey exposing "huge" income differences during the cost-of-living crisis, disabled persons in the UK are far more likely to struggle with the cost of living crisis.

“The thinktank said there was a chasm between the underlying disposable incomes of people with a disability (£19,397 a year) and the non-disabled population (£27,792), according to analysis of official figures and a YouGov survey of just under 8,000 working-age adults, more than 2,000 of whom reported a long-term illness or disability.”

THEGUARDIAN.COM, 2023

THE COST OF LIVING

“Those who have disabilities are unfairly impacted by price increases since they frequently face higher living expenditures and frequent barriers to full economic participation, notably employment. Benefits are of limited help because they cannot keep up with living expenses. Spending on essentials such as heating, insurance, equipment, transport, food, and therapies is higher for people with disabilities and their families. When paying for both one's own travel and that of a caretaker, or when choosing to travel by train or taxi rather than by bus due to accessibility concerns, basic expenses like travel become more expensive”

When compared to the general population shown on figure 4, people who have disabilities are up to a third more likely to live in low-income families, where their percentage is less than a tenth of that of the richest households

Figure 5, shows type of transport per person tkes split by age

SCHMOCKER ET AL

This analysis will demonstrate how the most recent consumer trends, technologies, innovations and media developments are influencing the industry's future and highlight how fashion is influenced by the constant need to predict future trends.

FUTURE THEMES

The last 24 months have presented the global fashion industry and market with numerous challenges, but they have also pushed the commercial adoption of numerous new technologies and innovations, creating new consumer segments and marketing opportunities for brands and retailers. The question is explored in this chapter as it relates to the revolutionary transformation that is taking place on the global market as brands and merchants scramble to respond.

ONLINE MARKETPLACE

For the majority of the businesses examined in this figure 1, a large share of online shoppers used smartphones rather than desktops to complete their e-commerce transactions during the COVID-19 epidemic. Given that many consumers were physically inactive during the epidemic, the fact that people turned even more to their mobile devices to complete such purchases is causing issues of how much this gadget has grown to be the centre of the consumer's world and commerce activities.

The digital consumer journey- A website or application that enables buying from a number of sources is known as an online marketplace. The owner of the marketplace is not in the business of owning any inventory; instead, they are in the business of introducing users to other people's inventory and allowing purchases. An example of an internet marketplace is eBay, which offers everything to everyone.

FIGURE 1

ONLINE MARKETPLACE

It's interesting to see that baby boomers are breaking the digital divide in some areas. In reality, there is little difference in the percentage of baby boomers that use digital compared to their younger ones in more technologically advanced areas like travel. Fashion service , one of the industries that had been slower to adopt a digital transformation before the epidemic started and brought customers online, continues to have the greatest difference. This is shown on Figure 2

Considering who is influencing the shifts to digital platforms, the apparel sector adopted the general trends seen in all the sectors examined in this analysis, Figure 3. In general, Generation Z led the move at the purchase stage, while baby boomers supported the digital revolution at the research stage.

One of the biggest difficulties in selling these products online continues to be ensuring proper fit. Developments in technology have made it simpler for companies and stores to match apparel more accurately to customers of various shapes and sizes, including by using virtual reality or 3D capabilities to visualise an in-person fitting session.

ccording to the Digital Consumer Survey, Figure

4. About 30% of connected consumers worldwide cited the option to virtually try on things as a crucial online feature. Consumers from emerging markets and millennials express this sentiment the most.

WARC COM, 2020

FIGURE 2

WARC COM, 2020

FIGURE 3

ONLINE MARKETPLACE

virtual fitting technique owned by SenseMi is designed. The UAE-based start-up offers three offerings, including online correct size suggestions, virtual dressing experiences in retail stores, and virtual dressing experiences online.

Their ViuBox Mirrors are zero-touch, virtual try-on solutions for clothing businesses when used in a retail setting.

With such technology, changing clothes is as easy as a finger swipe. Customers can take selfies to share with friends and family while trying on various looks or colours.

The days of divided consumer transactions and interactions are a thing of the past thanks to the growth of the digital economy.

“In the digital world, brands have to use the latest consumer information to create relevant experiences that are consistent both online and offline,” said Alvaro del Pozo, vice-president of international marketing at Adobe.

Most importantly, brands must provide real value to the customer while respecting their privacy and preferences,” del Pozo told the virtual audience at the Adobe Summit: The Digital Experience Conference.”WARC COM, 2022

WARC COM, 2020

Consumer journeys are complicated in the digital era. Throughout their purchasing process, consumers change channels frequently, making the difference between offline and online channels. Customers can become alarmed by unpredictable, broken, and unreliable experiences and may decide to stop using a brand. Brands must now focus on providing customers with a seamless, organised experience.

“A study by Arm Treasure Data and Forbes Insight shows:

74% of consumers are likely to buy from a company based entirely on their experience regardless of the price or product;

65% of customers would become long-term customers of a brand that provides a positive experience throughout the entire customer journey.”

Personalization, which helps in creating long-lasting relationships with consumers, is at the core of experiences for consumers that are unmatched.

hese figures highlight how crucial it is for business owners and marketers to tailor the customer experience. An organisation may compete in today's busy market by perfecting personalization and earning the trust from customers.

Brands that give customers complete control have a massive effect on how consumers view brands since experiencing a brand's core is considerably more exciting than learning about it.

WARC COM, 2022

“According to Adobe’s Trust research study, 69% of consumers see personalised experiences as an important aspect in helping them rebuild trust in a brand. “

WARC.COM, 2022

ONLINE MARKETPLACE

n example of this would be, the world's top denim brand Levi's® came up with the clever idea of encouraging its target market to produce their very own version of the "We Are Original" advertisements in order to properly connect with millennials. The Levi's® advertisements, down to the theme song and the model, were now real representations of the personality of the youth.

Coming from millennials themselves, the advertisemen ts had a much deeper message, and the wave of uniqueness spread through social groups more quickly than it would have with a normal advertising effort.

WARC COM, 2022

ONLINE MARKETPLACE

Another example of this would be the Xiaohongshu social commerce platform now offers access to WeChat's mini-programs, a tool that many global fashion, beauty, and luxury brands already use as part of their direct-to-consumer e-commerce operations in China.

Luxury labels like Louis Vuitton, Gucci, Celine, Saint Laurent, and Givenchy have official Xiaohongshu profiles that followers can now click through to immediately to the WeChat mini-programs for those brands to make purchases and make payments. The action introduces the start of a change in China's social media landscape, which has long been viewed by different closed ecosystems, to one that is more open and collaborative. Additionally, it helps in streamlining the connection of internet retail platforms for luxury goods.

"Xiaohongshu now has more than 300 million users, according to third party data. More than 95 percent of the active users are young people under the age of 34, and more than 90 percent are female living in China’s top-tier cities. The platform has become one of the most important destinations for fashion lovers to research and discover different styles and trends."

BOF COM, 2021

The ideal way to lower trash is to "reduce, reuse, and recycle," which was taught in school. But somewhere down the line, we focused our attention to the final "R": recycling. It is easier to throw something in the trash (even if it is a different colour) than to resist the need to buy something new or to make the effort to reuse. But, recycling is now becoming more popular as a result of the environmental problem finally becoming frontpage news. It turns out that not everything we carefully place in the green bin is recycled;

In the beauty business, refillable, reusable products have long been the subject of so many sustainability issues. But, for many years, the makeup and skin care products that were offered in these forms weren't always the kinds that you'd link with a high-end beauty routine or want to happily display on yourself. The luxury beauty market has now switched over completely to refillable products.

RE - USE STRATEGY

"only around 9% of the worlds plastic scrap actually ends up being recycled".

DAZEDIGITAL COM, 2020

How much longer brands can get away with selling non-refillable beauty products and how consumers can protect our choice to buy less expensive single-use makup products over only at first more expensive refillables? Consumers use up a fancy lip balm, leaving its plastic container only fit for recycling. With the release of Icon, 10 new, creamy, semi-matte lipstick bullets that click in and out of a metallic hexagonal case,

Rihanna has expanded her commitment to refillable beauty which is a large portion of her Fenty skin line already uses a snap-in refill pod system. They cost £28 for a full lipstick and £18 for each additional refill.

“Fenty Beauty, a renowned cosmetics brand launched by Rihanna, introduced Fenty Icon Refillable Lipstick in February 2022. The company also unveiled a chic refillable case in matte black two weeks after the launch. The sustainable, ecofriendly refillable lipstick packages were launched in a rose gold color. The lipsticks are available in a wide range of classic nude hues and bold reds. Their soft matte formula is infused with vitamins C and E, as well as hyaluronic acid for long-lasting and comfortable wear.”

BEAUTYPACKAGING.COM, 2022

RE - USE STRATEGY

nother example of this would be, Thierry Mugler.

Thierry Mugler is the first name that springs to mind when you think of refillable perfumes. Since 1992, the designer brand has been a leader in the sustainable perfume industry by providing clients with in-store refills of its lasting scents. The 100ml refil bottles of Mugler's Angel, Alien Angel Nova, and Alien Goddess eau de parfums are at the forefront o refillable fragrances and allows you to buy a bigger amount of fragrance at a better price (up to 20 per better). Or you can enter the closest store and refill your bottle at a Mugler Source Fragrance Fountain, saving up to 37 percent.

“Alien is a talisman capable of revealing the light and creative force of every woman. A powerful floral scent of Jasmine linked to woody and amber notes. Offered in its Refill Bottle, Alien Eau de Parfum allows you to refill your talisman bottle once it is empty.”

“MUGLER was born refillable in 1992.

Thanks to the MUGLER Fountain and MUGLER Refills, you can refill your precious bottle anywhere, in store or at home.”

MUGLER CO UK, 2023

MUGLER.CO.UK, 2023

MUGLER.CO.UK, 2023

CIRCULAR

The "take-make-waste" framework is replaced by the circular "close-theloop" model, which calls for each garment to be produced sustainably and to have a responsible usage and end-of-life.

We should create, consume, and waste less. The fashion business is one of the major issues, although the trend towards second-hand markets is growing due to a new generation of consumers and changing attitudes among all consumers.

“The fashion resale market is growing steadily and is expected to keep going throughout the coming decade, but the path to a consistent, and profitable growth looks harder than ever.”

WARC COM, 2022

An example of sustainability is, L'Oréal expanded in 2021 as the industry leader in personal care and beauty thanks to its wide portfolio of brands and quick expansion in the skin care industry, especially in its Active Cosmetics business.

The brand 's recent products show a strong sustainability focus, with ingredients visibility, water-efficient goods, and packaging that is recycled, recyclable, and refillable. This is in line with consumers' growing ecoand ethical consciousness. Its Armani scent is L'Oréal's first carbon-neutral fragrance and contains recyclable refill packaging in the luxury market.

Figure 1.

“The future of beauty packaging will centre on blending sustainability with desirability and rely on innovative industry partnerships and advances in material science, lifecycle analysis and smart product design”

ith trends in the perfumes category focusing on sustainable packaging and ingredients, sustainability has kept on growing within the industry.

Figure 2 shows, My Way by Armani, the first carbon-neutral fragrance from L'Oréal, is part of the company's continuing efforts to further change its positioning to better fit with consumer expectations.

“In terms of ingredients, L’Oréal has collaborated with its ingredients suppliers to create a fragrance disclosure model to inform its consumers of ingredients used in its products. Starting the initiative in the US with three brands, Atelier Cologne, Garnier and Yves Saint Laurent, L’Oréal aims to expand the model across its entire portfolio of brands and products to be more transparent and build trust with its users.”

WARC COM, 2022

Consumers are determined into the development and adoption of circular fashion. Customers are observing circularity approaching on supply chains, manufacturing, and at the final stage after a consumer has done with an item because of growing demand and support for more sustainable approaches. There are more and more possibilities and options for the materials that make up our clothes, and beauty products rather than having them go directly into landfills, thanks to more retailers offering recycling programmes and local governments looking into textile recycling.

Another example of circular fashion brands is “ASOS partnered with Centre for Sustainable Fashion (CSF) to develop a bespoke educational programme.

One of the top online fashion retailers in the world, ASOS, has announced the release of its first circular collection, which includes styles that are on-trend and fashion-forward for both clothing and accessories. All items in the collection were created and designed using circularity principles that are at the forefront of the industry, without giving up quality or value. During the progress of the collection, CSF and ASOS partnered the guide to everything circular for ASOS. The manual builds on the teaching programme by providing in-depth, useful advice and hands-on toolkits that make it possible to use the lessons, difficulties, and possibilities from the circular collection across all ASOS product teams.

LONDON, September 28, 2020

“Since then, ASOS has created and launched an educational programme with the Centre for Sustainable Fashion at London College of Fashion, UAL, which has since been rolled out to all ASOS designers. ASOS is also a participant in the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which drives collaboration between industry leaders and other key stakeholders to create a textiles economy fit for the 21st century.”

DIVERSITY AND INCLUSIVITY

Throughout the past several years, there have been some big developments in the fashion industry. It has been encouraging for businesses and brands to become more inclusive in their messaging, marketing, and product efforts. Diversity and inclusivity have a strong business reason, because they make better, more original decisions and make more money. Businesses won't profit from the many benefits of diversity of ideas without teams at the very top that represent different genders, ethnic minority backgrounds, and life experiences. Furthermore, Diversity and Inclusivity is a crucial part of connecting with today's consumers who look out for businesses that share their beliefs.

“our research finds that urgent change is still needed. Data from more than 100 fashion businesses in Europe shows that our industry’s leadership is still far from reflecting the communities it serves. Moreover, driving up representation and creating an inclusive culture are not nearly high enough on the industry’s agenda. “

Fashion companies do not give Diversity and Inclusivity enough priority.

The difficulty we now face in the fashion industry is that inclusion and diversity appear to be a big deal. It means that when the diversity "box" appears to be checked, it is falsely thought that the person also values inclusivity, although this is not the case. Because of this, diversity should be viewed as the first half of the objective and inclusivity as the second, with a clear understanding of why the other is not possible without the other.

“Only half (51%) have coordinated D&I strategies, few have specific targets for representation of minority groups, and even fewer have specific budgets allocated for D&I. “

“Diversity should be seen as the first half of the goal, and inclusivity the second”

(harpersbazar.com)

While gender in advertising offers a variety of marketing options, it is closely linked to ideas of masculinity, femininity, and sexuality and has the power to cause emotional reactions either good or negative from various consumers.

There are many reasons for why businesses might use LGBTQ images in their advertising. To show their support for the LGBTQ community or to capture the interest and arousal of the target audience.

Our society has always been deeply built with clothing and fashion. They serve as a foundation for self-identity in addition to providing protection from weather and other natural elements.

“Despite that, recent years have seen marketing practitioners and scholars increasingly consider the role of lesbian, gay, bisexual, transgender, and queer (LGBTQ) imagery in advertising. This has been driven somewhat by an emerging level of discontent within the LGBTQ community regarding their underrepresentation in mainstream media.” (Warc.com)

“In terms of heterosexual attitudes to homosexuality, there appears to be a form of “homo-gender bias,” whereby gay men are perceived in a more negative way than gay women.” (Warc.com)

Imagery like this has been proven to be well received by LGBTQ consumers, however, there are disadvantages, especially for straight audiences. It has been stated that some heterosexual groups are not always accepting of homosexuality in general, gay males.

“Prior research (Oakenfull and Greenlee, 2004), however, has suggested that if a brand is to include LGBTQ imagery in its advertising, the focus needs to be “lesbian, lesbian, lesbian.” (warc.com)

The definition of gender-neutral clothing, often known as non-binary clothing, is still up in the air. However, discussing its foundation is quite simple. The development of gender-neutral clothing aims to free modern society from the restrictions and issues of gender labels. Therefore, the fashion world has been completely taken away by the beauty of the rising idea of gender-neutral clothing.

“Essentially, gender-neutral clothing lines are not restricted to the category of conventional “menswear” and “womenswear”. Rather, the objective behind this clothing is to mitigate the association between skirts and women, pants and men, and so on. “ (fashinza.com)

The following benefits of wearing gender-neutral clothing are presented to consumers:

Provides a Variety of Clothing:

The clothes are available in a range of patterns and prints. It can be worn equally by men and women. Both men and women can wear the tshirts, which come in a variety of colours , designs, and patterns.

“You no longer need to conform to the norms of society and wear the same type of tailored clothes. You can now wear apparel without worrying about male or femalecentric colours and patterns.”

(fashinza.com)

Celebrates Individuality:

The fashion industry started presenting their businesses as gender-neutral as soon as the rights of trans and non-binary individuals began to be acknowledged.

The gender-neutral clothing lines have blurred the divide between masculine and feminine.A large percentage of the consumer market belongs to Generation Z.

“through such type of clothing, brands offer a safe and supportive space for non-binary and trans people to shop their hearts out without stressing about societal norms. “

(fashinza.com)

Gender-neutral clothing can be a future-focused trend, and people are already welcoming it easily and with open arms.

“around 38% of the Gen Z population agrees that gender is not the defining ground of an individual. With these statistics in place, the fashion industry is altering its ideas to serve this fundamental part of society.”

(fashinza.com)

One of the examples of fashion brand supporting the LGBTQ community would be H&M.

“H&M’s launches the “Beyond the Rainbow” campaign on June 1, 2021 in support of the LGBTQIA+ community and Pride. With the interactive campaign H&M continues to stand by the LGBTQIA+ community, telling individual stories from the other side of the rainbow and encouraging people to share their own personal stories through our newly developed web app.” (about.hm.com)

Customers can use the online app to share their own Pride experiences on social media and access the campaign's stories by scanning any rainbow flag. They can also add Instagram effects. The goal of the campaign is to encourage people to share their own experiences and to promote the basic values of diversity, equality, and transparency that are at the heart of Pride. Sharing stories about love and hate, growing, and coming out, discovering genuine love no matter who you are or where you are, and celebrating everyone's right to be themselves are all told. The cast includes individuals of various ages, genders, and sexual orientations.

“Rihanna's Savage X Fenty is launching its brand-new Pride collection with a number of LGTBQ+ stars looking fierce and sensual!” (out.com)

are seen in this "Savage X Pride" advertisement.

Savage X Fenty collaborated with groups like GLAAD and For the Gworls during Pride Month to highlight the outstanding work they do to support the LGBTQIA+ community. The LGBTQ+ community has long been a priority for Savage X Fenty, which has included a few LGBTQ+ models in previous advertisements, collections, and events. The company's "Savage X Pride" advertisement last year, 2022. Demonstrated yet another effort to spotlight LGBTQ+ models that looked hot, strong, and fierce while celebrating diversity.

Plastique Tiara, a Drag Race contestant, Tomas Matos, Honey Balenciaga, Nikki Garza, Shaheem Anderson, Xoai Phan, Lilli Johnson, and Armiel Chandler are a few of the celebrities who

DISABILITY

Although there seems to be more diversity in the fashion business, there is still a lack of absence in the representation for those with disabilities.

"The priority for design for disability has traditionally been to enable while attracting as little attention as possible" (Design Meets Disability, 2009).

"Fashion idealises the 'perfect' human form" (mindlessmag.com, 2021).

This is largely silent on issues of diversity and disability. Better interaction for people with disabilities in the fashion industry is important since fashion is not just for the able-bodied; anyone can appreciate it.

We apply colour, gender, sexual orientation, age, size, and religion, but rarely to one's abilities, despite fashion's rousing cry for inclusivity. At Fashion Week, we hardly ever see disabled people in the audience or on the runway. We don't take into consideration their potential relevance to the shows and collections. And we don't see any disabled people during Fashion Week because the shows and collections don't speak to them.

Clothing businesses are motivated to create adapted designs that have the potential to empower people who have disabilities as consumers show an increased preference for brands that help them feel confident in their clothing. It looks like fashion brands have finally realised this.

“The global market for adaptive clothing is expected to increase from $278.9 billion in 2017 to nearly $400 billion by 2026.* “ (edited.com, 2020)

Market leader: Tommy Hillfiger , announced the official launch of its Adaptive collection for Spring 2021, a the latest range of clothes made to make dressing easier for people with disabilities, both adults and children. "Redefining the preppy aesthetic through a modern mix of court sports and coastal prep styles" was the stated goal of the season's collection. The collection's flexible items have been designed to serve as everyday essentials, work-from-home basics, and comfort wear. They include adjustments that encourage flexibility of movement with simple closures, seated-wear options, and fits for prosthetics.

DISABILITY

DIGITAL FASHION

Digital fashion is virtual clothing that is designed in 3D with both our digital avatars and real people in mind. Digital clothing is created on 3D computer software to be worn by your online avatars or shaped onto your body via virtual reality, instead of physical fabric and textiles.

Digital fashion is a useful way for you to show off your sense of style online aside from gaming and dressing up virtual avatars. You can put the garment on and wear it using virtual reality and AI.

Digital fashion brandA new online design studio from 'The Fabricant' allows users to create unique virtual clothes to buy, sell, and wear in the metaverse. The platform, known as The Fabricant Studio, was created to enable anyone, anywhere in the globe, to engage in virtual fashion design.

True to its tagline, "Always Digital, never physical'. the brand creates digital fashion and fashion experiences by operating at the centre of fashion and technology. The website provides their clothes to consumers in free-file-drops for them to use on 3D programmes like CLO3D and Marvellous Designer, aside from the occasional sale and auctions.

Their most recent direction, a partnership with WOW (World of Women), aimed to make Web3.0 more stylish and varied. You can both purchase from a special selection of NFTs made by women and collaborate with them. Also, the portal now sells a range of goods, including elaborate digital headpieces and celebrity partnerships.

Businesses in the fashion industry have to be aware to any potential shifts affecting consumer behaviour and reasons for purchases. The metaverse offers fashion firms the chance to experiment with new technologies and build meaningful relationships with their customers beyond the reach of current features by detailing the basic market forces and consumer motivations. The gaming industry's metaverse fashion sector has recently grown to include non-fungible tokens (NFTs), digital-only brands, and metaverse fashion events.

With metaverse experiences becoming an increasingly popular opportunity, digital avatars and digital-only fashion brands are expanding, giving rise to exciting new possibilities in the world of fashion.

DIGITAL FASHION

Through the use of metaverse fashion, consumers can express themselves in the most creative way possible in online games, social media profile pictures, and other digital environments. Users can separate themselves from or connect with others in the metaverse through fashion to feel a sense of belonging. They can display their individuality and express their unique personalities by wearing a certain clothing or accessory. With the rise in popularity of gaming, the metaverse fashion market has experienced amazing growth in recent years. The most fashionable outfits and accessories have cost billions of dollars to dress up avatars.

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