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Fashion weeks turn more consumer-focused: Launchmetrics

Feb '20
Pic: Shutterstock
Pic: Shutterstock
Over the years, fashion weeks have become a more consumer-focused event and in response, the British Fashion Council opened a selection of London Fashion Week shows to the general public last season, according to the third annual report titled ‘Data on the Runway’ by Launchmetrics, a brand performance cloud for the fashion, luxury and beauty industries.

On a global scale, brands supported a progressively diverse line-up and varied front row in aims to captivate a broader audience. In New York, the Council of Fashion Designers of America (CFDA) took action, issuing an open letter calling brands to ‘promote diversity and inclusion, on and off the runway’.

In an attempt to provide a clean edit representative of what the city has to offer and please international editors, New York reduced the length of its season to offer a more valuable and condensed schedule, which paid off.

The fashion industry sees the expansion towards emerging markets such as BRIC economies as a potential ‘lifesaver’ in the face of the predicted slowdown that Europe and the United States expects, Paris-headquartered Launchmetrics said in a press release citing the document.

While digitalization is becoming fully-integrated by most, the global economic changes and evolution of values from an increasingly committed society are impacting more than just the fashion week agenda, and are influencing the strategic direction of many brands.

Nevertheless, 2019 was a year of progress as the industry charged forward to remain relevant and connected, the report said.

The aspirations of a new generation of consumers—millennials and gen Z—which demand greater consciousness in terms of sustainability, diversity and inclusion from the brands that target them, Launchmetrics added.

Fibre2Fashion News Desk (DS)

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