Did the buyer change?

Bet on emotion, an important element to connect with buyers of different generations.

The market is constantly evolving: buyers' interests change from decade to decade, motivations shift from one side to the other, as do trends. Yes, all industries undergo an inevitable metamorphosis that forces entrepreneurs to stay up to date.

The same is true for fashion. Even more rapid changes. Being a creative sector, fashion faces aesthetic issues year after year and also - for some years now - the emergence of a new generation that questions more sustainable processes and demonstrates smarter shopping.

In this sense, the international fashion industry is in one of the most challenging stages: understanding that its buyer is changing.

To this end, we invite those who lead a fashion venture or have a consolidated firm (in the field of design, marketing or mass production) to pay attention to relevant points.

These include:

Quality is not a plus, it is an obligation. Years ago, the good condition of the garments was presumed as a selling tool. Today, no one expects to find quality as a plus, it is an intrinsic value that cannot be questioned.

Durability is important. Less fleeting and more intelligent purchases not only respond to the question of achieving a sustainable reality, but also to the interest in extending the life of a product, not only during the period of the user who bought it but also the possibilities that come after: donating it, reusing it or taking advantage of its properties to create something new.

Origin and process, two questions. Yes, today there are buyers or distributors who will make purchasing decisions based on important information, from knowing where and how the garment, accessory or footwear in question was created.

Emotion, the eternal common thread

The consumer or your end customer may have changed the way they understand the market, as well as the way they wear a garment. However, there is one element that unites both producers and designers, with wholesalers, collectors or fashion lovers.

That common thread is emotion. Touching the consumer's sensitive fibers will always be an added value that fashion firms can use to their advantage. We are talking, in other words, about telling stories around a product.

How to do it? Well, designs inspired by particular themes, creative collaborations, emotional campaigns, impactful audiovisual material and much more.

The emotion does not change, on the contrary, it adds to the discourse of fashion firms and complements their processes that -without a doubt- today have to pay attention to a world that demands fair trade, fair competition and a more ecological reality.