Blink and Gone Is the Bling

A New York Times Fashion & Style piece this week witnesses a trend toward basics. Since clothing fashions can both reflect and influence broader fashions in consumer thinking, analyze what this trend means for you, retailer, in fulfilling the expectations of your shoppers.
     On the runway models are less noisy prints and fewer fringes. Bling has disappeared seemingly in a blink. What’s come to the foreground are sturdy fabrics, intricate seaming, and tailored fit.
     Designer/retailer Jil Sander told the NYT she prefers the term “purity” to “minimalism” in describing the trend. “Minimalism” implies a dearth of attention to detail, but the emerging fashion is permeated with concern with getting all the details right. When the gewgaws are gone, it’s much harder to hide any sloppiness.
     There are more clear lines in the wardrobe items, but still many instances of rounded touches. Consumer psychology research indicates this is a good decision, since women shoppers prefer to have some curves and alcoves in the shopping experience.
     Lucky Brand stores presaged the purity trend last year. In early 2010, sales per square foot at Lucky Brand stores equaled $380. The goal of a 2012 store revamp was to raise this to $600 by early 2015. Fueling the profitability drive is simplification for shoppers of both genders via store redesign.

• Whatever fashions are shown in the display window outside the store are stocked close to the front door for easy pickings. 
• Whole outfits are displayed together for shoppers who question their eye-eye coordination. 
• Upper shelves inside the store are used for display rather than for holding merchandise. This cuts down on the need to stretch the body while stretching the budget. 

     Achieving simplicity for the shopper requires complex attention to details for Lucky Brand store management and staff. Instructions are contained in an inch-thick manual. Further, purity does not mean depriving the shopper of special touches. Although whole outfits are displayed together, the shopper can easily mix and match. And employees at the cash/wrap sheathe purchases in tissue paper before placing them in the shopping bag.
     Oh, yes. The design of the shopping bag was simplified, too.
     Purity in shopping is defined differently for different consumers. Lucky Brand learned that women prefer to have jeans displayed on hangers for easier imagination of the look on the body, while men want jeans stacked on shelves for more quickly locating the suitable size and cut.

Click below for more: 
Simplify the Shopping