Samantha Cooper – Public Relations
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2020s Vision: Looking Forward

5/4/2021

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In the January 2020 issue of Vogue, model Paloma Elsesser told the magazine, “‘There shouldn’t be this grand separation between art, culture, fashion, and politics … Not every part of fashion needs to focus on politics and reality – this isn’t CNN – but ultimately, we all have a level of responsibility.’” Saying this just weeks before art, culture, fashion and politics around the world would change forever, this sentiment is all the more relevant as we consider the 2020s and the potential it holds for progress. 

While Business of Fashion used uncertain, challenging and disruptive to describe the fashion industry in 2021, the words I hope will describe the decade are accountability and innovation. The last year has been unimaginably difficult and has exposed old and new sources of pain in our society. Organizations have been forced to engage in a degree of introspection that many had avoided in fear of what would be revealed, or worse, indifference to how their operations affected the communities around them.

​Fashion in particular has failed its fans in many ways, whether it be in lack of multivariate diversity, cultural appropriation, elitism, treatment of workers or environmental impact. As glamorous as the industry looks from the outside, it is rooted in a long series of hurtful decisions that need to be changed. It is long overdue that every facet of the industry, from designers and retailers to influencers and the media, takes responsibility for their history and creates actionable change. No one should have to feel guilty about supporting an industry that should be about pure love for art and self-expression, though its current state seems to be spreading a contradictory message.  
"The future is coming, it just hasn't landed yet." 
That being said, I don’t think all hope is lost. The innovation, creativity and passion that has come out of the pandemic is insurmountable. From Aurora James and Marco Bizzarri to Samira Nasr and Jonathan Anderson, it is so empowering to watch people not only push the boundaries of what a fashion brand can do, but also so strongly and publicly challenge the principles that the industry was built on. The work is far from done, but we are finally moving in the right direction, and that feels really good to write. 

When I asked a friend currently in the industry for her thoughts on this project, she told me, “The future is coming, it just hasn’t landed yet.” We are living in an era of uncertainty and big questions, and while it’s uncomfortable, it is okay to sit with this inconstancy as long as we are learning from the world around us. There’s no playbook or one-size-fits-all solution to work from, but committing to finding the best framework for the scale of each organization individually is how we push forward. As I said earlier, it has been a defining year to be a young person in the United States, and a fascinating one to be a fan of fashion. So, I’ll close with the hope that the next decade of fashion will live up to the generation that wants to be part of bettering it.
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2020s Vision: Influencers

5/3/2021

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In 2021, everybody wants to be an influencer. The job certainly has its perks, especially in fashion, with free clothes and exclusive brand experiences galore. But if the pandemic taught us anything, it’s to not get too comfortable. As the space becomes more and more saturated, the most valuable influencers will be the ones with identities outside of the pictures they post on social media. Since spending is limited, when a brand partners with an influencer, they want to see selling power, not just brand awareness. Influencers who understand business and the value they offer for creating sales will be best positioned for growth. 

Julie Sariñana, better known to most as @sincerelyjules, is what we call an OG. With a dozen years of experience as a blogger and over a decade building her brand, she understands what her loyal fanbase looks for in her content. So when activewear curator Bandier looked to launch its first influencer campaign post-COVID, Jules had something very unique to offer. A multi-faceted content creator, not only is Jules the subject of her posts, but she also styles, shoots and edits them. This is the definition of a win-win: Jules has the control to ensure that the pictures she produces flow with her existing brand, while Bandier gets to keep costs low. It also doesn’t hurt that her Instagram posts average around 30,000 likes each.   
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People are quick to say that influencers are the new magazines, but as “influencing” emerged as a profession, their roles have diverged. People look to editors for interviews, setting trends, elaborate editorial photoshoots and behind-the-scenes access to couture. The best influencers, however, gain their credibility from relatability. Followers look to influencers for product recommendations and style advice, making them the ideal forum to bring magazine trends to life, and connect those trends to specific items that followers can buy right away. 

To prioritize authenticity, influencers should communicate with followers and ask them what content they want to see. This gives influencers an opportunity to expand and diversify, maybe even working with brands outside of their original scope. That being said, influencers should define their aesthetic and stick to it, producing the content they are passionate about. When content is driven by actual interest, sponsorships will follow. On the brand side, companies should look to start relationships with influencers who are already posting about their products. It’s much more valuable to turn fans into partners than to turn influencers into fans. To put it simply, garnering mutually-beneficial relationships is the secret to influencer marketing success. 

Influencers are here to stay, and the more brands are able to learn about the benefits of working with them, the more people will throw their hat in the ring for the job. Once that saturation point is hit, however, the most skilled and versatile content creators will rise to the top. While they have completely changed the way we understand models and traditional celebrities, the ultimate outcome provided by influencers is a closer relationship with consumers, which is also the most important thing for brands looking to achieve sustainable growth.
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2020s Vision: Data & Analytics

5/2/2021

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Most of the time, when we talk about data and analytics in connection with social platforms or purchasing patterns, we’re talking about stolen or unethically-sold personal information and ultra-targeted advertising. While this conversation is crucially important, there are also examples of positive uses of data that benefit companies, consumers and the environment. Across industries, data is a powerful tool used to improve decision-making and long-term strategizing. When used responsibly, data gives brands the opportunity to understand the wants and needs of their target audiences in a more comprehensive way than ever before. Since fashion is so personal, data and analytics open several doors for designers, buyers and executives. 

For the last several decades, fashion was defined and led by instinct. Designers relied on their creative vision to spot trends and translate them into garments. Then, buyers relied on their gut feelings to choose which of those garments would translate into a mainstream, consumer-friendly environment. These people will always be essential in the fashion production process, but in no part of these conversations were customers ever consulted, even though they are the most important piece of this puzzle. Of course these resources haven’t existed until recently, but now that they do, it’s time to use them to their full potential. 

From a logistical perspective, as well, the use of data presents key steps toward streamlining sustainable practices. When customer sentiment is analyzed prior to the start of production, the number of samples constructed and destroyed decreases exponentially. In addition to better meeting consumer expectations and desires, data also has the ability to stop unsuccessful product lines before they start, keeping millions of garments out of landfills annually. 
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You’ve likely never heard of the brand redefining and pioneering data in Gen Z fashion, but this is what the future of fashion looks like. Meet Finesse, the information-driven, diversity-fueled gamechanger in next-gen apparel. Employing the exclusive drop model of streetwear giants like Supreme, Finesse uses trend data from around the web in tandem with AI technology to create virtually prototyped looks. Once these outfits are posted to the website, fans can log on and vote for their favorites, pre-ordering the ones they want. Those pre-order numbers inform the number of units that go into production, eliminating waste while taking advantage of the thrill that comes from scoring a limited-edition piece. This business model is genius for so many reasons, but most of all, it is beyond impressive that one brand was able to address every major value of the next generation of consumers. And that collection of ideas is only possible because of data. 

The power and potential for technology in business today is beyond what anyone could have dreamt, so in terms of the next decade, there’s no use in predicting what’s to come. All we know for sure is that data has changed the way the fashion industry interacts with and understands consumers, and that influence will only get stronger. So if you want something from your favorite fashion brand, now’s the time to ask for it.
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2020s Vision: Experiences

5/1/2021

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The 1990s and early 2000s were the golden age of fashion weeks, when tents in Bryant Park signaled the opening of a season of glamour, celebrity and the celebration of design. In the 2010s, as new technologies and opportunities emerged, the format that was once characteristic of fashion weeks around the world started to disintegrate. In 2020, in-person experiences were suddenly impossible, and as much as everyone craved that semblance of normalcy, a few things became clear. Traditional fashion shows relied on the curation of an experience that was fueled by energy used to highlight the garments. In a video format, however, while it is possible to translate that (mood), few digital shows gave proper attention to the actual pieces and the detail and hard work that went into crafting them. 

There are a lot of benefits to digital presentation. Access is democratized, and any fan of a designer can tune in to see their latest collections. Gone are the days of waiting to catch a glimpse of your favorite model or socialite leaving a show, since everyone has the same view from their couches at home. There is also a major sustainability angle here, since virtual shows eliminate the need for overseas travel and the impacts of event production. According to Ordre, attendees of fashion weeks in New York, London, Paris and Milan are responsible for 241,000 tons of carbon dioxide emissions, which is enough energy to light Times Square for 58 years. This is a massive price to pay for a few events each year, and digital presentation provides a solution. 
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That being said, consumers have been slow to accept digital shows, and engagement numbers reflect that. But since the digital format isn’t going anywhere, there are a couple ways to move forward. The biggest opportunity lies in capitalizing on the ability to share a narrative, giving fans a look into every aspect of building the collection. The Maison Margiela documentary by Nick Knight is a perfect example, as GoPro footage, Zoom interviews and text messages were combined with comments from creative director John Galliano to build a never-before-seen window into the creative process of a couture house that is notoriously mysterious. As the world shares its desire for connection, projects like these are a gift to fans of fashion who are eager to soak up every detail they can.
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The COVID-19 pandemic set off a chain of innovation across industries, pushing brands to reconnect with purpose and find unique ways to communicate that to their audiences. On standards of creativity, noteworthiness and progress, Loewe surpassed everyone’s expectations with a project that was quite the opposite of digital. To highlight the key inspirations behind the Spring Summer 2021 Men’s collection, created a tangible, sensory experience through items that were mailed to those who would have normally attended the event. The #ShowInABox contained a note from creative director Jonathan Anderson, paper lookbooks, fabric swatches and more. Through these and details about the intended set and soundtrack, not only can people imagine what it would have been like to attend, but they can also hold their own piece of it. 
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Though it doesn’t take away the pain and tragedy of 2020, it is amazing to think that some of these feats of artistry would not have happened without such a vast global reset. In the next decade, designers should continue to push the boundaries of industry traditions, creating experiences that speak to the vision of each collection in innovative ways.
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