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#8 Fashion Trends and Expectations For 2021


The fashion journey has gone through a lot of transformation in recent years. 2020 was a challenging year especially with the pandemic changing the way fashion businesses operate. Many have been forced to re-evaluate and adjust to ensure survival. With 2020 in our rear mirror, it’s time to get ready and embrace fresh trends and expectations for the year ahead. Below are some expectations that fashion brands can look forward to as we welcome in the Year of the Ox:


2021 will see spectacular growth in e-commerce. The internet will continue to fuel the growth in fashion retail with social media platforms taking a considerable chunk in retail marketing. Global fashion brands will be able to penetrate deeply and quickly to untouched consumer segments. Businesses will have the opportunity to attract the attention of the web savvy population and dominate across several market sectors.


The lifestyle of consumers will heavily dictate the fashion trends for the coming year. This is the year when sustainability will be set into gear. As the younger generation grows its disposable income, there will be a demand for apparel that is more related to wellness, outdoor living and are sustainably produced. Apparel that looks sporty, practical and stylish such as those at Canada Goose will have a wide assortment of choice and will continue to be one of the fastest-growing categories in the apparel market.


The New Year will see social media become the new storefront. Influencers will be the new marketing managers for various brands creating links from different platforms such as Instagram, Twitter and Pinterest to retail different products. Instagram to be specific, has been every fashion brands darling. Big fashion brands are expected to also hop onto this trend in an attempt to capture this new and youthful culture by making their products easy to discover and shop.


The most significant trend to be observed for the coming year would be shrinkage in production time. Previously brands showcased their products on the catwalk with pieces becoming available for the following season. 2021 will force designers to adapt to a quick turnaround to ensure items are readily available in smaller quantities in no time, no longer conforming to the traditional seasons.


Customer engagement will continue to be a priority in every fashion business. Extensive research will produce new ways of engaging with customers in a way that encourages feedback and convenience. Engagement will intuitively seek to understand the consumer’s preferences and behaviours.


Exhibitions and pop-ups have always been a powerful marketing tool. They provide a platform for businesses to promote their products to new clients and customers. Businesses will come up with clever and creative ways of showcasing their merchandise, that will offer them the opportunity to meet potential and existing customers.


The designer fashion market has always been divided into two; those consumers that want the latest designer looks for a small fraction of the price or those that have no issue in breaking the bank for high-fashion items. This coming year, designers will attempt to close the gap by offering items across a range of price points. Look out for diffusion lines, collaborations and affordable staples in amongst the main collections.


2021 will see an end to second-hand stigma. Resale, especially in luxury items, is set to grow while the dramatic increase in the Chinese second-hand market fully embraces pre-loved items while boosting the circular economy.

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