The younger population loves owing products that are ethical, and which can be customized, reconstructed. The outbreak of coronavirus pandemic has also led to the rise in the upcycling, DIY, and reselling of clothes. The fashion designers earlier got worried, but by tapping into the creative energies of a new generation, brands can build a new kind of customer relationship with potential for the long term.
DIY Spurs in the fashion Market Amid Lockdown
The fashion industry may be temporarily shuttered in the ongoing Covid-19 pandemic, but many young consumers are keeping busy by making and selling their clothes. Therefore, high-end brands, like Alexander McQueen, Dior, and Ganni, have pivoted their usual marketing in favor of Instagram tutorials or challenges aimed at inspiring consumers to embroider, sketch, or style home shoots. And some fashion houses, including A-Cold-Wall and Dickies, are going a further and selling deadstock fabric or branded hardware to establish a connection with a burgeoning audience that, in lockdown, is looking for hobbies.
Here are some of the factors that are driving the fashion industry during economic slowdown:
- Hyperconnected with the World
Today’s generation is deeply connected with the world, and hence, their needs can’t be met by the traditional fashion cycle. With the inception of DIY clothing, generation Z gets a chance to wear something they can be donned a couple of times. Besides, Dominic Rose, chief operating officer of social selling platform Depop, notes that “[With DIY clothing] they can wear something a couple of times, sell it, use the money to buy something else, customise it. You have got those two forces acting in parallel.“
Under lockdown, Depop is producing, upcycling, and selling more than ever. The apparel industry witnessed a 40 percent increase in listings and 65 percent uptick in sales for March compared with the same period in 2019, with traffic on the app up 74 percent. Irish creator Daniel Walters (@sadsac) is one of Depop’s highest sellers, restructuring vintage garments to feature his cartoon patches and motifs. “In this generation there are lots of people like myself who are just creatives that see potential in the second-hand items and potential in themselves as artists.”
- Collaborate with Shared Resources
The fashion brands can go beyond online tutorials, and get involved in the offering serious and practical resources for DIY fashion. The opinion is second by Ben Harms, head of insights and strategy at youth creative agency Archrival. While talking to the Vogue Business, he was quoted saying, “How much product are we all sitting on right now? We can take some of this stuff and empower a movement of young people.“
As an early adopter in the luxury sphere, contemporary menswear brand A-Cold-Wall is allowing consumers to make their own A-Cold-Wall clothes with its Service Point 1 initiative. Aimed at “reforming engagement between brand and individual,” the brand is selling branded hardware, from zippers to badges so that those less able to afford A-Cold-Wall pieces can tailor their own branded clothes at home.
As time changes, the requirements of customers also change, and hence compelling the apparel brands to adhere to the shift. The customization solutions allow your audiences to take charge of their and your future. And this is the ideal time to invest in the new business model as most of the world is under lockdown, and by providing them the option to DIY clothes is a masterstroke that you will never regret. iDesigniBuy is a leading fashion tech company that offers customization solutions to brands through which your buyers to design their clothes that they can show to the world and wear repeatedly.
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