Fashion brands are trying to be woke, techy, and affordable all at once
A report reveals how fashion brands are scrambling to meet the demands of a more discerning, research-heavy consumer.
The story
A report finds that 53% of consumers prioritize 'quality for the price,' and that fashion brands must balance cultural relevance, AI, and traditional values to succeed.
Source: wwd.com
Our reading
More than half of consumers say ‘quality for the price’ is their top concern, which is just a fancy way of saying they don’t want to feel like fools. But if they’re also spending more on wellness, maybe they’re trying to justify the money they’re wasting on clothes by pretending they’re improving their lives.
It’s strange that brands are trying to be culturally relevant while also fearing AI. Like, if you’re not careful, you’ll end up with a brand that’s so woke it can’t sell anything, or so techy it can’t connect with anyone.
The report says 91% of people research before buying, which is just a long way of saying they’re trying to avoid regret. But if they’re using AI to do it, maybe they’re just looking for a way to feel like they made a smart choice, even if it’s still a bad one.
