Category
Lifestyle
Assisted Choices
Trend cluster
Category
Responsive
Industry
The luxury fashion industry switches to virtual platforms in light of COVID-19.
5.7
Trend score
Trend
What is the Responsive Industry trend?
Responsive Industry: The merging of the luxury fashion industry with the digital space has taken place in the last few years, but now it's being ramped up as brands are forced to find new and unique ways to present their products. These reinterpreted virtual runways and lookbooks aim to mitigate COVID-19's impact on the fashion industry.
Insight
The consumer insight behind the Responsive Industry trend
As people face unprecedented disruptions to their finances and normal routines, industries associated with luxury are not exactly top-of-mind for most. However, the chances of disregard for luxury products and services decrease when brands within this space are able to pare down and become more accessible to customers--whether that's in messaging or in cost. Though consumers are currently dealing with enormous loss, the escapism that luxury brands can provide still holds value.
Trend themes
Themes within the Responsive Industry trend
Three behaviours holding the trend together01
Virtual Fashion Shows
As social distancing practices become more commonplace, luxury fashion brands are exploring virtual runway shows and lookbooks as a way to showcase their latest collections.
02
At-Home Fashion Campaigns
With the closure of studio spaces due to social distancing protocols, fashion retailers are showcasing their latest designs in more relaxed and personal spaces, such as the models' homes.
03
Virtual Fashion in Games
As more people are spending time indoors, video games such as The Sims are providing an outlet for fashion creativity through virtual streetwear options from luxury brands.
Industry implications
What the Responsive Industry trend means for industry
Where the trend changes the playbookFor
Fashion
The luxury fashion industry is exploring new ways to showcase their collections in light of social distancing practices, including virtual runway shows and at-home photoshoots.
For
Gaming
As people spend more time at home, video game companies are offering new features and content, such as virtual fashion options and events in games.
For
Technology
The merging of luxury fashion with technology continues to be a growing trend, as brands explore new ways to incorporate digital experiences into the customer journey.
Workshop question
How is your brand providing value to customers amidst uncertainty?
Trend signals
Trend signals for Responsive Industry
Trend score 5.7 out of 10, from popularity 85%, activity 78%, freshness 9%.
Popularity85%
Activity78%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Responsive Industry trend
4 featured examples from Mar 20 to Apr 15, 2020CategoryPop Culture
Quarantine Fashion Photoshoots
Bella Hadid's Vogue Italia Shoot Was Captured Via FaceTime
The fashion industry can leverage remote photoshoots and virtual collaborations to adapt to the changing landscape.
CategoryFashion
At-Home Fashion Campaigns
Zara's Latest Campaign Shows Models in Their Own Homes
Fashion retailers have the opportunity to adapt to current circumstances and connect with customers through at-home campaigns and virtual shopping experiences.
CategoryLifestyle
Streetwear-Wearing Virtual Characters
The Sims Invites Fashion Expression with Streetwear Options
Disruptive innovation opportunity: Integrate virtual fashion partnerships and collaborations within gaming platforms to offer unique and customizable fashion experiences for playe…
CategoryFashion
Avatar-Modeled Fashion Shows
Anaïs Jourden's Digital Fashion Show Features Avatars and Humans
The fashion industry can explore avatar-modeled fashion shows as a disruptive innovation to adapt to changing circumstances and reach global audiences.
