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16 Jul 2020

What does seasonless fashion mean for retail?

What does seasonless fashion mean for retail?

Seasonless fashion is not “new news”. The idea of ditching seasonality in the fashion industry has been around for a few years now and has often gone hand in hand with the rising trend for sustainability. But, with Gucci debuting their seasonless collection at March’s London Fashion Week, it looks like those conversations are starting to turn into actions. With that in mind, we thought we’d take a look at seasonless fashion, what it is and what it means for your business moving forward.

What is seasonless fashion?

Also known as trans-seasonal, seasonless fashion does away with the idea of an ongoing cycle of spring/ summer and autumn/ winter lines. Instead, seasonless fashion is focused on slowing down the fashion consumption cycle, providing core pieces that transcend the traditional seasonal collections.

Why now?

Gucci’s contribution to the conversation marks an important milestone for the seasonless fashion movement, but according to a survey conducted by Retail Week and Salesforce, around 94% of UK retailers believe that the shift to seasonless fashion started in 2016, as the call for a slower, more sustainable fashion industry has gradually grown louder. In other words, this is, in many ways, another spoke on the sustainability wheel and has been around for longer than we might think.

How will this affect your buying cycle?

The real question though, is how this affects retailers moving forwards. If fashion goes seasonless, how will this affect your operations and your buying process? Here are just a few of the things to bear in mind:

Bringing the supply chain closer to home

According to Retail Week and Salesforce’s report, the number one consideration for retailers has been bringing their supply chains closer to home, and sourcing products made in Britain. This is not just a sustainability consideration, though. Instead, retailers want the reassurance of quality goods and quick turnaround times; two things that are much easier to control with a supply chain close to home.

Clearance sales could become a thing of the past

We’re not saying promotions will be gone altogether. But seasonal clearance sales will be rendered unnecessary if stock can stand the test of time. The need to clear winter stock to make way for summer products will no longer be a concern for retailers who stock capsule collections with statement pieces, rather than clear winter or summer ranges.

Investing in quality

Standing the test of time is one of the key threads running throughout the seasonless fashion movement, so investing in quality stock will need to be a consideration as it gains momentum. Pieces that are seasonless stock for you, will be multi seasonal essentials for your customers, so they’ll be looking for pieces that will last. Timeless design, basic pieces and excellent manufacture will be key.

Getting to know your customers better

Forget the sustainability angle for a minute and there is a much more business-savvy reason to adopting seasonless styles. Having a more static stock rotation will allow you to really delve into what it is your customers are buying: what shapes do they like; are there any clear winners when it comes to colour; what is their preferred price point. All of these things will help you to cater directly to your customers needs, so that when they do need to invest in their next piece, you’ll be their first port of call.

Have you adopted a seasonless approach yet? Let us know how it’s working for you and your customers by emailing us or letting us know on social media.

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