Fall Fashion for the Millennials & Story Success of Shopbop

This is an interesting read from "The New York TimesThe New York Times" about Shopbop.com and why it is so successful, written by Cathy Horyn on 8.25.10. It compares the Millennials with older female buyers and cites various fashion trends. This excerpt is particularly intriguing:

"There is plenty of research about the so-called Millennials — people ages 18 to 29 — to suggest you can’t lump them all together. Not only is this group likely to become the most educated generation in American history, according to a Pew Research Center survey this year, it is also the most racially and ethnically diverse. At the same time, this generation’s 37 percent unemployment rate is certain to affect taste. It may explain an underlying conservatism in fall fashion — penny loafers, camel coats, longer hemlines — that goes beyond “Mad Men” hype."

The article continues to explain the popularity of online buying, listing famous websites like Polyvore.com, Lagarconne.com, Revolveclothing.com, Shopbop, Net-a-Porter, La Garconne, Rag and Bone and even blogs. Thinking about the earlier famous haute couture lines like Chanel, who want to limit their website offerings, it continues:

"You can understand why brands like Chanel want to limit their Web exposure, but what happens to interest if the immediate outlet is blocked? 'This is not a generation that will wait to get a number for admission,' said Candace Corlett, a partner at WSL Strategic Retail in New York, a retail consultant. 'They’ll find another way to get what they want.' "

Proenza Schouler's Chief Executive states that the three fashion sites with contemporary fashions to watch are Shopbop. Net-a-Porter and La Garconne. Net-a-Porter has added three major contemporary labels, one of which is J. Crew which the First Lady, Michelle Obama, purchases. (Remember the fashion reports when she was new in the White House, visiting the Queen in England for the first time?)

This article has some great quotations and talks about what young women want today. Everything from "shaggy fake fur coats" and "shearling-topped booties" to "chunky knits," "long tulip-shaped skirts" and Ultrasuede. Do check out Cathy Horyn's article.

The contemporary fashion websites seem to be in tune with the lower economic needs of today's young women but let's hope it does not cause the powerhouse haute couture houses to stop designing the elegant clothing that has made them famous. Choices, choices, it is all about choices. "Variety is the spice of life." We need lovely things in this chaotic world of disasters and confusion more than ever.

http://www.nytimes.com/2010/08/26/fashion/26GIRLS.html

via allvoices.com

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