May 18, 2020

The Future of Luxury Fashion: Discuss

Posted by Catherine Kallon

Back in September, Jennifer Lopez broke the internet for the second time when she graced the runway for Versace’s Spring 2020 show wearing a redux of her 2000 Grammy Awards gown which built the internet…or Google Images at the very least.

I was reminded of this moment while casually browsing NET-A-PORTER where her Versace cut-out chiffon gown dropped on their virtual shelves.

You may say, “who’s buy a £6,960 dress right now?”

Well the dress is almost sold out, so there are some people.

My friend who is a senior executive in a luxury brand told me that as restrictions are lifting, he is getting calls from clients who are buying, or setting up appointments to buy.

The luxury market did take a hint, but things are slowing changing.

WWD reported that Hermès broke a record with 2.7 million dollars of sales at its second-largest flagship store in Guangzhou the day the store reopened after the COVID-19 pandemic.

LVMH just reported a 50-percent rise in sales of its top brands in Mainland China during April, so its probable this rise will take place as other market open for business.

When it comes to luxury brands, I’m wondering what the future will be in terms of presentations. What the format will be?

Will it revert back to salon style presentations which are beamed around the world?

Will runway shows still take place but on a much smaller scale?

Will invitees be limited to their own markets only? Excluding the likes of Anna Wintour for example.

We’ve already seen that an ad campaign can be shot via FaceTime. So is going digital the way forward?

What ever the answer is, are you ready for the start of a new era?

I have so many questions. Things like this keep me up at night.

What are your thoughts?


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