THE BEST OF INTIMA – 01/2009 - (Page 36)

Expert Trends to Shine through Economic Gloom In hard economic times like the present, it is most important to focus on the future. As in economic downturns from history we will come out of this. Staying on trend and looking for, ward for new ideas can help your business stay afloat in the meantime. There are going to be many retailers that will and are closing their doors. We should look at this as new opportunities and greater market share. Where you have losers you will always have winners. If car sales are down, car part sales are up. If the housing market is at a stand still, apatment rentals are at an all time high. The idea is to look ahead and anticipate the next trend. In the first of two articles Mercedes Gonzales of Global Purchasing Group gives our readers the trends to shine through economic gloom. Bigger Doesn’t Always Mean Better The reports and news alerts say retail sales are dropping and stores are reporting losses. This is true for some, mainly the large conglomerate retailers, such as Macy’s. The independent retailers, those who offer a personal experience for customers, however, are holding ground. The big guys are all offering the same products, at the same cut throat prices, but what they are not doing is selling it. With prices, customer service at these retailers seems to be dropping in relation. Consumers today are still spending, but the basis for purchase is different. Purchases now hold an emotional element of meaning, and this can be created with the experience customers have while shopping and with the uniqueness of the product. Generating an intimate, boutique atmosphere is the key, and it can easily be accomplished with strategic merchandising and knowing your customer. Even corporate retailers have adopted this focus; take Anthropologie for example. For the past fifteen years, the retailer owned by Urban Outfitters Inc, has won over customers—whom they refer to as “soul mates”—by disguising their corporate status as a boutique chain through the use of inventive merchandising and display and a homey atmosphere. They have made shopping in their stores an intriguing, discovery experience. Anthropologie has been doing it for over a decade; more will follow this example in the future. Wants Become Necessities This idea of creating a unique, exclusive atmosphere for shopping transfers over to product positioning as well. By limiting production and “newness” on “special” items makes them one of a kind, rare, sought after. This leads us to the next trend—creating a need where there has prior been no want. One example of this trend is the Burton “Sleeper Hoodie”. Released from the popular snowboarding brand, this product was an extension of their classic hooded sweatshirts. Featuring a built-in inflatable neck pillow in the hood, the sleeper hoodie also had a pull-down eye mask (called “light shield” by Burton), pit zips for ventilation, cuff thumb holes and an internal pocket with supplied earplugs making it IPod ready; the company boasted the product was a necessity for travelers. And consumers agreed. The Sleeper Hoodie sold out, retailing reasonably at around $80. Only a few weeks later, they could be found on eBay, selling for 3 times the price. Again this trend stems from consumers’ want for exclusivity and intimacy In the US especially . , people want the newest and the best, and they want to be the first to have it, and they will pay for it. By utilizing the technology we have available, we can create products with features unheard, even unimagined a mere five years ago. This leads us to the next big trends we will discuss for the retail world: super synthetics and cellular buying. BLOOMINGDALE’S, NEW YORK 36

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 01/2009

Cover
CONTENTS
EDITORIAL
SHOP SCOUTING WORLDWIDE - BOI’s selection from Asia to Europe
NEWER NOTABLES -Victoria’s Secret
- The Blue Corset
- Miss Lala’s Boudoir
- Harrods
- Secrets from Your Sister
- Ann Summers
BOI’S SURVEY - Weathering the storm
EXPERT - Trends to shine through economic gloom
RETAIL NEWS - Pull-In, Marlies Dekkers
FW 09/10 TRENDS - Baroque Allure
- Red Passion
- Light & Shadow
- Sweet Glamour
- Sensual Skin
TALENT - The Lake&Stars
LAUNCHING - Dietrich, Fiorucci Pin Up
- Lola Haze, Cosabella
- Parah, R Crescentini
VIEW FOR YOU
EVENT - Femmy Awards 2009, Seduction at FIT
EVENT - The 2008 Hug Awards
2008 BEST SHOP AWARDS
EXPO - Sonia Rykiel revealed
PORTRAIT - All about Jogê
- Frock Couture
THE GUEST - Elizabeth Hospodar
COVER STORY - Spotlight on Chantelle
BUSINESS NEWS
WHO’S WHO
EXCLUSIVE - Round Table
INTERVIEW - Curve takes it all
CALENDAR - Major trade fairs around the world
NETWORK EXPRESS - Network Dessous’ ten worldwide magazines
MARKET FOCUS - Russia: conquering the east
BEST SELLERS
FABRIC NEWS
FABRIC TRENDS

THE BEST OF INTIMA – 01/2009