Free People turns out to be listening to consumers loud and clear.
The retailer, adored in its twenties for its bohemian and sexy atmosphere, has nailed customers’ existing temperament: comfort, without sacrificing the kaleidoscope of patterns, textures and layers for which it is known.
While some companies re-opened Monday in some states, others said painters painted from home indefinitely and that corporations had permanently closed their physical offices. With a new wave of COVID-19 infections coming, according to experts, and weeks of divided presidential elections, it’s no wonder consumers need peace of mind.
Free People’s newest catalog includes a handful of dresses, adding a lunch and a maxi cashmere and fluid – the retailer’s stock. The coats come with the Honeypie Teddy Jacket, which bears his name, a bear hug from a simulation leather bed and an Irresistible Teddy maxi cardigan A long fur-trimmed patchwork caravan coat looks like a Navajo blanket, and the Perry hooded cowgirl jacket covered in artificial fur.
An All Business board shows a style dressed in a white shirt, black vest and wide jeans, while the canopy features a loose Natalie midi dress that dresses over Dylan’s thermal jumpsuit, which looks like thermal underwear. Oversized robes abound, such as the LCO style, worn in cowboy boots and nothing else, for those Zoom meetings.
On the other hand, it is said that Ann Taylor did not get the memo. A predominance of costumes, a luxurious suede dress with puff sleeves, and a beaded and sequin embellished necklace attest to the disconnect with consumers, as does the retailer’s concept of staying home: a tiger print viscose and polyester sweater and a matching pencil skirt and the many tops that would fit the workplace had the COVID-19 pandemic not replaced the consumer lifestyle.
Nordstrom Inc. also turned out to have done the right thing and is looking to raise the bar for a cloakroom, adding the official COVID-19 dress code of tracksuits, which gives the informal business trend a frankly showy look.
Most likely, the worst nightmare in the fashion and retail industry spreads in real time: in quarantine, consumers disguised themselves because they had nowhere to go. and discrete styles because they have to, but because they need it.
“We have been traveling for some time [towards] America’s precariousness in general,” said Pete Nordstrom, president and CEO of Nordstrom Inc. ‘ brand, referring to the corporate reducing its stock in the first quarter by more than 25%, given the uncertainty about the duration of the closures of transitority stores.
“It’s not unexpected that we think this is an expanded scenario right now,” added Erik Nordstrom, CEO. “We have rotated to have more than one informal [assortment]. The good news for us is that our product offering is broad and allows us wonderful flexibility.
“We’re getting a lot of very transparent signals about what’s applicable and meaningful to our consumers right now,” he added. “In terms of transparent signals, we see that we have great functionality in things like sportswear and homewear, and that gives us a lot of confidence as to what will be at this time of year.
Nordstrom’s highly-expected birthday sale, which ended on August 30, featured discounts on new fall products such as motorcycles and denim jackets and sneakers, while its stylist services, promoted on the retailer’s website, included miniature photographs of suits under the titles. at home, running from home, casual days, workout look and circle time of relatives.
Nordstrom is missing the trend for sublime dresses, which is counterintuitive.
“We’ve noticed a greater interest in casual clothing, but also in home products, luxury cosmetics and designer accessories, as our consumers spend more time at home,” said Justin Berkowitz, male fashion director at Bloomingdale’s. “We pay attention to our consumers and have adjusted our purchases to reflect the evolution of their lifestyle. “
Berkowitz said that in addition to buying casual clothing and Bloomingale consumers also bought luxury pieces such as shoes, wallets and skin care.
For the holidays and spring 2021, designers focus on a softer fit, softer materials, touch and a sumptuous and unbiased color palette that elevates casual styles.
“Vince has mastered the skill of comfort, and Ermenegildo Zegna is a key home that seeks to convert lifestyles with a technique considered towards softer haute couture, luxury sportswear and a fashionable design aesthetic.
“We’ve also noticed that consumers nest and show voluntary interest in categories of homes like luxury textiles, kitchen electronics and kitchen utensils,” Berkowitz said, adding, “Consumers can buy a designer tracksuit and finish navigating furniture and household items. such as Matouk, Frette, Nespresso, All-Clad and Bernardaud. “
Demand for high-value investment clothing and accessories increased, particularly the COVID-19 crisis at The Real Real luxury store, according to the online page. Customers are quite attracted to discreet and “stealth” luxury – a diamond hidden in an alliance, a delicious cashmere, whose crease and softness are known only to the user – and adopt streetwear from high-end brands, according to The Real RealArray’s 2020 resale report
Consumers, who may not have enough comfort in the spring, while asking to be watered by casual clothing, which rises by 194%, hoodies, 78% and sweaters, 36%, bring the comfortable and welcoming trend to the office. , dinners, appointments and more.
Luxury resale experienced a 4. 9 times higher demand for underrated handbags than the statement; 2. 4 times more demand for luxury clothing for sober men compared to fashionable clothing, and 1. 8 times more demand for low value-added jewelry compared to fashion jewelry.
The relevance of fashion has dropped because of the COVID-19 pandemic, but does that mean you will never have to get dressed again?
“In the face of economic uncertainty, buyers are turning to the safest bets on luxury: investment pieces. They spend on everlasting styles of wonderful price with a durable resale price. Knowing that they can entrust them with long-term the maximum of this investment or wear vintage parts in the coming decades,” said Sasha Skoda, women’s manager at The Real Real.
“Speaking to stores in the U. S. , the acting categories were informal and comfortable. Relaxed clothes, denim shorts and casual summer dresses were the artists, as well as swimsuits and sportswear for home workouts. The shoes had to do with slippers and easy to wear. put styles,” said Colleen Sherin, coterie’s president at Informa Markets, Fashion.
“Coterie designers have focused on comfortable and casual clothing, focusing their efforts on those categories and capitalizing on the FMH (work from home) movement. Zoom Tops (since many of us are now noticed from waist to waist), fairly simple dresses, shorts and casual pants at the waist and comfortable shoes to wear were and continue to be the most productive performances,” Sherin added.
In addition to designer cashmere tracksuits and adding novelties such as embroidery and other crafting to items, designers and stores should create clothing to increase costs when possible.
“Casual doesn’t mean cheap, ” said Sherin. ” The category can start with basic cotton T-shirts and fleece tracksuit pants, but expands upwards in terms of value and fabrications, employing Brunello Cucinelli as an example of a luxurious and comfortable lifestyle. There are also inventions underway in terms of more high-tech manufacturers with antiviral/antibacterial properties. “
Sarah Easley, founder and CEO of MaisonMarche, said it is true that casual clothing and accessories charges would possibly be lower than those of other categories of women, such as positions and evening clothes, but “we inspire our consumers to buy less, more things, which means precious fabrics. “Pretty silk sweater and cashmere charge more, but you end up dressed in those pieces over and over again, so the investment is valuable.
“Yes, of course, I think consumers will have to dress again,” Easley said. “I think the wedding season and spring break will be very glamorous and fun. In the meantime, we teach our consumers how to use portions during the day. “and night, to travel and home, so that there is nothing left alone in the closet. “
What will it take for consumers to be inclined towards fashion or fear of comfort and casual styles will continue in the long run?
“I don’t think the preference for convenience and informal and informal styles will dissipate,” Nordstrom said. “However, there will be a time when the customer will receive the dress back, when other people will have to do it to get it. explicit emotions of optimism and hope for the future. As more and more people return to the workplace and allow more occasions in person, we will see a movement to get the dress.
The store said it has seen fewer returns in categories like sportswear. “It is transparent that many consumers are buying groceries online that they have not done long before COVID. Average unit value is down, but turnout is encouraging, ”said Erik Nordstrom. “We are reaching the road services. We expect an improvement in gross margin at this time of year. “
Home and athletics are fashionable, does Nordstrom think it will be a fashion uptick?
“There is no doubt that the pandemic has particularly replaced categories through calls,” Nordstrom said. “We are pleased not only with the overall relief on the investor dollar, but also with the place where the dollars are invested. We invest in categories. ” In what we sell, we have a housing business that is developing well and there are many categories that we have been able to adjust to our investment.
“We have the opportunity to expand the offer with digital, and this allows us to be opportunistic. It is the very concept of being applicable to the consumer in matters of precariousness and well-being. The fact that we are open to purchase and in a smart inventory position
“We have planned the margins for change on the anniversary, we expect a given change and date, we are expecting a sequential improvement. How we can flex the curve and trend we’ve been living with in the last few months. “
“It’s a year when everything we did in the afterlife listened, and as we work with the right length of our stock and try to find applicable categories, precariousness trends have become widespread. There were so many transparent signs about the Smart Functionality of brands We sell at a higher rate than ever before and we get transparent signals from consumers about brands and categories, giving us greater confidence in how we can magnify the house and beauty.
I have been a journalist for 30 years, as editor-in-chief of W magazine, and for 17 years, as editor-in-chief at WWD, retail and real estate.
I have been a journalist for 30 years, as editor-in-chief of W magazine, and for 17 years, covering retail and genuine real estate as editor-in-chief at WWD. I write about luxury boutiques, independent stores, branches, massive chains and local virtual brands, and the strength that redefines the way we shop – Amazon. I announced the news and interviewed the CEOs of primary stores and REIT, and looked under the surface to notice and analyze the complexities of achieving business at COVID -19 era. After months of quarantine, consumer purchasing behavior has changed; They now depend more on Amazon than ever before. Retailers will want to leverage the creativity of their organizations to survive, while addressing key issues such as sustainability, diversity, and inclusion.