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Fashion & Trends, Style

Inclusiveness & Fashion’s Rebound

By Sofia Celeste 10 October 2018

MILAN, ITALY - The Italian fashion and luxury sector this year has returned to its pre-Lehman Brothers growth levels. Over a decade ago, fashion’s momentum was fuelled by emerging markets and the nouveau riche of China and Russia, but today, a hoodie-donning Generation Z and a smart-phone-crazed twenty something set known as millennials are responsible for the sector’s rebound. And that is mostly because luxury brands finally figured out how to make them feel included.

Researches at integrated marketing firm PMX, an agency that performs marketing research and analytics for leading brands, said that millennials and a broader millennial mindset continue to dominate the high-end sector. The demographic continues to bolster street wear’s dominance in the luxury world, as key search words like “hoodie” and “sweatshirt” reign supreme among the most common search terms in fashion and retail.

“This year, has been one of not only physical change, seen in the progressive designs, styles and representations of luxury fashion today, but also a deeper cultural shift happening inside even the most traditional luxury houses,” the writer of “Luxury brands online 2018” said in a PMX report released earlier this month.

To maintain a connection with the powerful Gen Z and Millennial demographic, PMX added that the sector is embracing a “new kind of inclusive that emphasises not only the brand, but also the individual consumer” rather than its traditional “ultra-exclusive” methods.

Virgil Abloh, Craig Green and J.W. Anderson — all designers who have showcased at Pitti Immagine Uomo over the past few seasons - have been pinpointed as key figures powering this movement. Abloh the creative mind behind the Off White label is not only the first African American to be appointed as a creative director of French luxury label Louis Vuitton, but he is also a fixture in the milieu that surrounds African American rapper and fashion designer Kanye West. Abloh, also a Chicago native, is also expected to further forge a deep connection with the African American community, street culture enthusiasts and high-end luxury products, that up until now were nearly unattainable for a large part of Abloh’s social media followers.

Another aspect defining the industry’s trajectory is, of course, certain brands’ ability to satisty a social media-crazed generation’s desire to be perpetually updated and surprised, as seen with Gucci under the direction of Alessandro Michele, as well as Moncler’s Genius project, an initiative that involves collaborations and limited-edition capsule collections designed by several top creative directors like Pierpaolo Piccioli and Simone Rocha. Even though the retail price of up-market totes and down feather ensembles continue rise exponentially, brands like Moncler and Gucci have been successful in embracing young consumers through social media and satiating their hunger for updates, surprises and cameo celebrity appearances via social media ad campaigns.

Due to this and more, the nation’s fashion industry which includes textiles, clothing, leather goods and footwear, rose 2.9 percent in the second quarter of 2018, and Italy’s fashion chamber predicts that sales will rise 2.8 percent year on year to reach 66.7 billion euros in total sales for 2018.

The global market for personal luxury goods was estimated to be worth $307 billion in 2017, said a report by Bain & Company. The sector is expected to reach $446 billion by 2025.

 

 

 

 

Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

MILAN, ITALY - The Italian fashion and luxury sector this year has returned to its pre-Lehman Brothers growth levels. Over a decade ago, fashion’s momentum was fuelled by emerging markets and the nouveau riche of China and Russia, but today, a hoodie-donning Generation Z and a smart-phone-crazed twenty something set known as millennials are responsible for the sector’s rebound. And that is mostly because luxury brands finally figured out how to make them feel included.

Researches at integrated marketing firm PMX, an agency that performs marketing research and analytics for leading brands, said that millennials and a broader millennial mindset continue to dominate the high-end sector. The demographic continues to bolster street wear’s dominance in the luxury world, as key search words like “hoodie” and “sweatshirt” reign supreme among the most common search terms in fashion and retail.

“This year, has been one of not only physical change, seen in the progressive designs, styles and representations of luxury fashion today, but also a deeper cultural shift happening inside even the most traditional luxury houses,” the writer of “Luxury brands online 2018” said in a PMX report released earlier this month.

To maintain a connection with the powerful Gen Z and Millennial demographic, PMX added that the sector is embracing a “new kind of inclusive that emphasises not only the brand, but also the individual consumer” rather than its traditional “ultra-exclusive” methods.

Virgil Abloh, Craig Green and J.W. Anderson — all designers who have showcased at Pitti Immagine Uomo over the past few seasons - have been pinpointed as key figures powering this movement. Abloh the creative mind behind the Off White label is not only the first African American to be appointed as a creative director of French luxury label Louis Vuitton, but he is also a fixture in the milieu that surrounds African American rapper and fashion designer Kanye West. Abloh, also a Chicago native, is also expected to further forge a deep connection with the African American community, street culture enthusiasts and high-end luxury products, that up until now were nearly unattainable for a large part of Abloh’s social media followers.

Another aspect defining the industry’s trajectory is, of course, certain brands’ ability to satisty a social media-crazed generation’s desire to be perpetually updated and surprised, as seen with Gucci under the direction of Alessandro Michele, as well as Moncler’s Genius project, an initiative that involves collaborations and limited-edition capsule collections designed by several top creative directors like Pierpaolo Piccioli and Simone Rocha. Even though the retail price of up-market totes and down feather ensembles continue rise exponentially, brands like Moncler and Gucci have been successful in embracing young consumers through social media and satiating their hunger for updates, surprises and cameo celebrity appearances via social media ad campaigns.

Due to this and more, the nation’s fashion industry which includes textiles, clothing, leather goods and footwear, rose 2.9 percent in the second quarter of 2018, and Italy’s fashion chamber predicts that sales will rise 2.8 percent year on year to reach 66.7 billion euros in total sales for 2018.

The global market for personal luxury goods was estimated to be worth $307 billion in 2017, said a report by Bain & Company. The sector is expected to reach $446 billion by 2025.

 

 

 

 

Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

 

 

 

 

 

 

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