The year of 2019 will be an uneasy year for the fashion industry, with continuing events from pre-existing or new premise in 2018. Asian Promised Land, the second largest fashion group in the world, in the last three months of 2018, Cartier’s sales were particularly strong in Paris while going well in the rest of the world.
As can be seen in the last few years, fashion catwalks have changed a lot with the appearance of transgender models. Women’s costumes look stronger with colors, designs as well as materials. In contrast, men’s fashion is somewhat softer, not to mention the services or cosmetics for men also flourished. The launch of the first non-sex fashion retailer Phluid Project in Manhattan, New York is considered to bring a new shopping experience when male or female customers can find a product for themselves.
Popular fashion brands like Zara or Uniqlo also regularly introduce non-sex collections to break the barrier of dress. It can be said that this will be the fashion and retail trends of the future and will be the revolution since Jean Paul Gaultier displayed both men and women in the same boutique since the 80s.
For nearly 10 years, fashion has always reversed history to create a trend and certainly in 2019, this will be no exception. According to Google data, users tend to look for classic brands like Versace, Dior, Givenchy, Alexander McQueen or fashion in the 1980s, 1990s, 2000s, Harajuku styles, etc.
It is possible to explain this trend by being psychologically safe and focusing on core fashion brands. Brands no longer want to break the limits like the 1980s and 1990s because such a fashion is not practical and unprofitable, especially in the current competitive landscape. What they are selling is the pride of brand value built in the past by expensive marketing campaigns, including the hire of a representative face and a renowned creative director.