From working more closely with retailers to upping the quality of pieces to trying to snag back lost accounts, moderate manufacturers are revisiting their business strategies.
Flexibility is the buzzword of moderate firms, which seek ways to counter a lackluster economy and fear over the possible outbreak of war. Some vendors are relaxing once-rigid production rules and allowing stores more freedom to customize buys, including making subtle changes to silhouettes. Others are changing production calendars to accommodate the rising demand for immediates. Classics and bestsellers from past seasons are also being revisited and refreshed with seasonal trend references. And on the marketing front, campaigns have become indispensable tools to stand apart from the competition. Here, some other issues affecting the moderate market:
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)