Friday 14 June 2013

Why Fashion Seasons Have Become Unfashionable

It used to be easy for fashion retailers. There were basically two fashion seasons in a year (summer and winter) and Australia was about a season behind the trends in other parts of the world. Then along came technology and a new customer attitude that changed the game.

It is no longer appropriate for retailers to simply buy or copy European designs six months after they have been released overseas. Consumers can now buy online at the time fashions are introduced no matter where in the world that might be. Australian consumers are unlikely to buy long winter coats in the heat of our summer but they have a lot more flexibility in the crossover periods. In addition clothing has become more universal with many items being made in styles and materials that can be worn all year round.

The end result is that Australian retailers are now stocking both summer and winter fashions all year and being competititive means keeping up with the very latest, not just last season’s latest.