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b. key marketing trends (P
key marketing trends
The fashion industry is perpetually invaded by cyclical, ephemeral trends that dictate what will and won’t be in style.
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Whilst some would rather buy minimalist pieces that are timeless other like to surf on the wave trend. According to BoF 2020, the luxury sector ‘will primarily be shaped by the acceleration of existing trends along four main vectors: China, consolidation, channels and conscience’. (Erwan Rambourg,2020)
An increasing number of luxury brands are looking into switching online by implementing themselves onto retail platforms like Farfetch or Ssense and have most of their sales coming from e-commerce. Flagship stores would thus only be physical entities to add value to the brand identity, image and history.
Still, this is a highly debatable trend as many experts believe that this is only a temporary adaptation to a situation of crisis: ‘luxury demand and social distancing are virtually
incompatible’ (Erwan Rambourg, 2020).
‘inclusive exclusivity’
