The fall runway is saying more about consumers than about fashion trends. According to a recent article on CNBC, shoppers are looking for fashion-forward styles, a drastic change from the basic pieces and wardrobe staples that dominated retailer inventories during the recession.
This is yet another sign that the economy is getting better. As things improve, fashion designers are focusing more on new and unique trends instead of basics, which consumers ultimately chose based on price. Now that the economy is getting better and people have more money to spend, shoppers are looking for stores that offer something more extravagant.
Retailers are looking to the runway to cater to this post-recession customer. Stores are taking fashion risks in hopes that the unique styles entice consumers to pay full price, yet stores are still strategic about the type of inventory on their shelves and how much they buy. Fashion retail must remain seasonless because customers still want versatile pieces that can be worn year-round.
To keep the flow of new styles and fresh inventory, retailers are using technology to attract the post-recession customer. Websites are providing customers with product availability in store, tablets are being used by salespeople to show customers the latest looks and handheld devices have the ability to scan product barcodes to find additional colors or sizes in stock.
Source: CNBC, March 2012
