Stylus Fashion stresses on creativity in fashion industry

05 Sep '14

3 min read

More than 200 fashion professionals from Topshop, Anya Hindmarch, River Island, ASOS and Ted Baker gathered for the launch of Stylus Fashion, a new fashion innovation advisory service that aims to re-introduce creativity to the fashion industry and tackle issues related to the current lack of market choice for brands looking for trend services.

The inaugural event witnessed several presentations and talks, conducted by the advisory firm’s executives and the London-based advertising agency Bartle Bogle Hegarty founder Sir John Hegarty, on topics ranging from creativity and future fashion trends to the latest issues affecting the fashion sector.

While addressing the gathering, the advertising mogul and guest speaker of the event, Hegarty, stressed on a bolder approach to creativity in fashion. He said, “So much fashion now is just meaningless imitation. The danger for the fashion industry is that it follows, it doesn’t innovate. We have a world where people are afraid to be different.”

“You have to be different – you may not be right, but at least people will listen to you. ‘Different’ has value: it’s about having ideas that hopefully people haven’t seen before, and being fearless enough to believe that your idea is powerful, that it is able to embrace people and draw them in,” he added.

Marc Worth, the British entrepreneur and owner of Stylus Fashion, also emphasized on the lack of creativity in the industry, “Shoppers complain that everything on the high street looks the same, but is it any wonder? Instead of looking for inspiration, brands are relying on templates, and because everyone uses the same templates, there’s no competitive edge. Ultimately, a lack of creativity damages the bottom line.”

Stylus Fashion’s head of trends Ruth Chapple stressed on the ability to anticipate future trends and the customer’s buying psyche in order to stay ahead in the clothing business, “Fashion consumers are behaving differently, and fashion brands need to anticipate how these changes will affect their own business models.”

Bradley Quinn, the head of Fashion Futures at Stylus, talked about the crucial role played by technology in the industry, “The impact of technology for fashion brands is huge. As technology is rapidly changing everything from the retail experience to the way garments are designed and manufactured, we look at the latest disruptive technologies and assess their true impact on the world of fashion.”

Owned by the Stylus Media Group, Stylus Fashion is aimed at companies looking to learn from other industries and revolutionise the way they work, the products they create and the way they engage with their customers. The strictly invitation-based service will be capped at a limited membership of 100 designers, retailers and brands.

Stylus Media Group is a global innovation research and advisory firm that caters to over 20 industries, including automotive, fashion and beauty, electronics, home and industrial design, media and technology, hospitality, architecture and advertising. (PB)

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