For the coming winter season there are no well defined trends. The label should seek more and more, to affirm their own stories and specificity.
The eye of buyers is constantly moving, always ready to discover new brands and talents, to observe the latest trends and find out when the trends are not there. Male ones, in fact, for the next 2016-17 autumn / winter, are not well defined. And, just this lack of common-factor, it seems the predominant phenomenon. During Pitti Immagine 89 , which jumped out of the industry professionals is that "compared to other years, this season there is a real thread that is common to most brand - told Pambianco Magazine Maurizio Purified , co founder of the boutique Antonia and creative director of Excelsior - . What is happening, however, is the tendency of each brand to establish itself with its own style and its own identity, beyond the dictates of fashion. " A strategy that many companies are starting to implement: the trends are no longer an incontrovertible law which must serve as proof of having a response from the public. It seems, more than anything else, that today the success is achieved by giving voice to the intrinsic characteristics of a brand and enhancing them. Also Rosy Biffi , owner of the eponymous group, has the same idea: "It is impossible to list all the trends for the coming winter season: it is a too wide range which, however, will give way to each brand to compose a personal collection and in line with its own identity, without distorting it. You notice, beyond the trend, the return of fundamental values such as quality, comfort and style. "
The fashion, is nothing new, it is in constant ferment. Change is a constant and today, in the era of social networks, is on the agenda. The landscape is constantly changing and to keep up you need to be constantly updated. In the future, what will make the difference will be the creative idea. "It is increasingly clear - he told Pambianco Magazine Vinicio Ravagnani , owner of the concept store Vinicio - as the idea and the fact today accounts who has something to say. In recent years there have been huge phenomenon in fashion, and only because behind a mark there was a concept. " Purified is on the same wavelength: "The trend in the future will be to create a great expectation around a special event to make sure that this will translate into strong sales. This fact is already happening with the capsule collection: for example, we have seen the public unrest, and the subsequent results, the Yeezy Boost Adidas Originals designed by Kanye West . In the future, even the same buyers will cooperate with the jaws to create successful capsules ". According to Mario Dell'Oglio , president of the Italian Chamber of Fashion Buyers , you're going to outline two records: "On the one hand there will be products with an innovative style, on the other models that are design and good workmanship, in addition to bringing in the Serbian ideas. " And with respect to the future of professional buyers, open different scenarios. Purified going to outline for you
Letizia Redaelli
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