The changes in the lingerie market are not to everyone’s liking. Confronted with an ever-growing number of start-ups and e-commerce of relatively small companies, big established brands see their market position weakening. Purpose driven newcomers focus on diversity and inclusion, and communicate and often sell directly to the consumers. Innovation of sizing systems and sustainable material use is also driven by newcomers.
“The intimates industry has a very exciting future with new generations appreciating knowledge, authenticity and clear information about sustainability. In bra design, above all of it, will be a question of the better product with an extended lifecycle and diverse individual ‘comfort’ values …”
Pantone has chosen blue as the colour for 2020 to rebuild, rethink, revalue and re-appropriate trust in human qualities to restore our world. We start the new year with an explosion of activities concentrated on a multi-disciplinary dialogue with the totality of the lingerie column. For a complete programme, click on the ‘Download Schedule’ button below, and for the VIP Conference invitation, please click ‘Download Invitation’.
It is hardly a new trend: but responsible consumerism is supposed to go mainstream. If that means that buying-to-possess is waning, one just has to walk down New York’s Madison Avenue to see the devastating effects of these new mindsets. Consumers are seeking brands that help them to make better, more responsible choices that offer ’experiences’ rather than stuff. The experience ‘fix’ I am personally looking for is generosity, the feeling that brands or retailers really care, and that the service, their display and the goods are engaging.
The recent Interfilière Shanghai fair showed the first signs that the global Bodyfashion trade is coming to its senses. No longer a place of hectic trade in low prices and big volumes, but a search for novelty that suits the changing world. Our Forum prototype fashion show was a sum-up of how wearable lasting comfort is the biggest focus for 2020, seen as the tipping point year for dramatic change. Most of the innovation is ‘more than the eye can see’.