Now we’re into the recession up to our necks, how have fashions designers and sellers been coping in the face of economic collaspe? Where some have been using the best materials known to man at a huge cost, now have to use a cheaper material and try to achieve the same stunning effect as the costly material. Some designers have thrived under the pressure, using it as a inspriation to create unique and unusual designer clothes. Before where they could throw money at the problem, they now uses creative solutions to solve problems- making some interesting works in the process. They seem to be tapping into the zeitgeist of the times and have stopped showing thier collections at overtly flashy fashion shows. Many designers are having one to one meetings with fashion editiors and buyers or throwing smaller functions to display their collections to demonstrate them, getting rid of the unnecessary extravagance. Designers seemed to have gone one or two ways, catering to the rich who are safe from the recession or targetting the general public which smaller price tags and simpler designs.
Shops like Debenhams has reported that their designer ranges have actually seen a boost in sales with womens and mens fashion. The beauty market has also seen rises with brands like dermalogica and Eve Lom making profits. Where shoppers are actually thinking wisely about their purchases and buying clothing that is high end in everything expect the price tag. The retail chain reported a double digit sales growth in the run up to christmas while seeing sales and profit increase while reducing its debt.
The demand in America and Europe was dropped, in the Middle East demand has risen. So desingers have started focusing on the Middle East market to gain back the lost revenue from the American and European markets.
So while people arent spending the huge amounts on clothing as they once used to, they are still spending- just wisely. The fashion market and other marketsfor example the skincare market is still shifting products off the shelves. Designers are welcoming the challenge of the recession and letting it inspire them, rather than letting it have a negative imapct.
