The Evolution of Fashion Retailers
One of the areas which suffered a substantial technological leap during the recent years has been information in all its forms. Digital media in particular, experienced ground breaking advances which pushed the boundaries of once more traditional business sectors. Fashion, as a leading industry in innovation and responding to market demands, was one who underwent massive alterations when faced with an outdated business model, restricted by physical and spatial limitations and a local clientele.
Suddenly, shops are given the opportunity to reach a worldwide audience through an online component, making their traditional approach not entirely obsolete but merely a small portion of a universe of possibilities. Within this new market, competition happens on a global scale which led retailers to push themselves to the point where they are currently offering much more than just garments. Nowadays, shops are selling us a concept: they’re shaping a specific aesthetic and universe around them to draw target consumers and make them resonate with their offerings.
Think about it, most online shopping websites give you the whole package: editorials, styling, blog, interviews, music, videos, you name it. They’re more reminiscent of a magazine than an actual shop and that’s exactly what makes us come back for more. At some point we develop a special connection to that particular universe whose content hits a common ground, ultimately leading to a sense of identification. So much so, that they even open their backstage doors, allowing us to catch a glimpse of the whole process, from runways and showrooms up to the selling stage. With so much going on, there’s no telling where they’re headed but I for one, can’t wait to see…
1 - Très Bien staff @ the Our Legacy Office; 2 - Buying A.P.C. for SS12
1 - Por Vocação @ Paul Smith showroom; 2 - @ Boglioli showroom