Redirect: to direct (something) to a new place or purpose.
The traditional scheme of fashion as we know it is crumbling. Department stores are closing faster than new stores are resurrecting. Since 2015, the retail giant, Macy’s, has closed over 120 stores in an effort to cut $300 million in expenses.
Then, after 20 years of redefining retail with its conceptual brick and mortar layout, Colette closed its doors in July 2017. As wholesale dwindles and retail stores close, brands are rushing to play catch-up with their customer’s needs.
In the meantime, as the fashion industry bears the weight of this shakeup, a redirect is necessary. Wholesale must fall in order to give birth to the digital age. While traditional marketing struggles to capture the attention span of savvy Millennials and Generation Z, influencers are quickly diving in to lay their claim on this new market share.
This shakeup has even affected the seemingly untouchable tech giants. Technology magnates like Facebook and Amazon are shifting their mission to effectively capture influencers while creating a platform that customers want to be a part of. Now more than ever, the consumer wields the power. The power to be socially aware. The power to flaunt their purchasing power. The power to hold brands accountable in the digital age.
For far too long, consumers have played by fashion’s rules.
This ends now. With F303, it’s Fashion. Redirected.
In July 2018, the students of Global Fashion Media will be releasing F303: Fashion. Redirected. Stay tuned.