My piece on the concept of the curated wardrobe being the new luxury for the fashion forwards certainly got some people talking. Mass consumerism is, after all, the life blood of the fashion industry. Considered consumerism seems to run contrary to the fashion industry’s needs and nature.
Thus in one of the conversations I’ve had via our Twitter (you find find Fashionising.com on Twitter at twitter.com/fashionising) about the article, the question of the curated wardrobe versus fashion retail was raised.
Cheryl Lin, the creator of BusinessChic.com.au, posed:
What does the curated wardrobe mean for retail? Should independent designers rejoice or fear at shrinking wardrobes?
I believe that independent designers, boutique owners, and even high street retailers should rejoice at the concept of a curated wardrobe. And the reason is rather simple: a curated wardrobe might mean a smaller wardrobe, but the size is only a measurement of the actual number of pieces in there. It is in no way a measure of the actual cost of the curated collection of clothing.
While there are fewer pieces, the pieces start to become investment pieces. And more investment pieces mean that we as consumers are more likely to be spending a larger amount of money on each piece. That in turn offers up independent designers and store owners alike the potential for a greater return on investment.
The fashionisers’ move to a curated wardrobe also affords designers and store owners a greater potential to compete. After all, if the consumer is buying fewer pieces then their purchases are more considered. Therefore each of us will be looking for the one thing that impacts upon all considered investments: education. If you’re a designer or a store owner who can’t currently compete with the likes of Zara and other fashion fashion retailers on output, offering or cost, then the curated wardrobe allows you to compete on quality and customer education. How those who sell fashion decide to approach the idea of education is up to them, but I’d recommend they begin with what makes their offering superior to those available elsewhere including the thought process behind the design, and that they follow through with more than exceptional customer service but an exceptional shopping experience too.
I’d also argue that there are also marketing benefits for retailers in the world of the curated wardrobe; a customer happy with the service, experience and education given to them doesn’t keep silent. They become the passionate customer, telling their friends and doing the job of marketing on behalf of the designer and the store. That encourages others to invest in their products, and the retail cycle starts anew.
As Cheryl responded to this argument:
I’m all for quality versus quantity – my hope is that indie designers and all stops in the supply chain benefit.
And they will, as long as they respond to the changing tastes and needs of their customers.
If you’ve blogged about the curated wardrobe, be sure to let me know in the comments below; I’m very interested to hear the thoughts of those passionate about fashion in regards to it.
