Looking at the Luxury world, where everythings is excellence oriented, is not difficult to realize that it is facing a period of big changes.
Many different trends lead, with their own role, the Luxury environment generating confusion and at the same time creating new paths and opportunities for future challenges.
A new calendar is going to replace partially the traditional one. The “Luxury Institution” is probably trying to get closer and closer to its customers and the See now-Buy now approach, which is having a wide and spread approval among brands which belong to the fashion field in the premium and luxury levels, can be considered the proof.
The trend which has been launched by Burberry and shared by other brands such as Michael Kors, Tom Ford, Tommy Hilfiger and Brioni with its new creative director Justin O’Shea, has became a huge issue to face, which could change the logic behind the “luxury experience” and the traditional organisation of the supplay chain.
Prada, Alexander Wang, on the other hand, have preferred to catch the new wave in a partial way. They launched for the FW-17 small capsule or just few pieces , part of their main collections, talking not about ready to wear, but ready to live, available just in the most important flagship stores all over the world. Artistic directors such as Arnaud Vaillant and Sebastien Meyer defined it “a common sense decision”.
Another significant new will affect the traditional calendar, Gucci’s creative director Alessandro Michele, beginning in 2017, will present one unified collection on the runway each season, he wants to integrate women’s and men’s fashion shows.
Alessandro Michele said in a statement
“It seems only natural to me to present my men’s and women’s collections together. It is the way I see the world today”.
Gucci has been followed by Bottega Veneta and Marras in the decision to merge woman’s and man’s collections in the same catwalk.
How can these trends be defined now that they are drivers into the Luxury market?
Can they be considered as the natural effect of the fast-evolving approach which has always characterized the fashion field? Or is more about a way to escape the difficulties that the Luxury field is experiencing?