Department Store Survival Guide

Just like any industry, fashion needs to evolve, so it can survive the high level of competition. Department stores are known to have a collection of ready-to-wear apparel for men, women, and children, of any age. Both their offline and online versions are starting to change certain elements in the way they do things for their customers.

Maintaining your name in fashion is a challenge. In every corner of the globe, designers compete to have their work in every major department store in their area. In turn, the department stores make sure that their designs appeal to the frequenting customers. Macroevolution is taking place in the fashion industry and the retail stores should be able to keep up. Once department stores determine what they should do, their profitable future is certain. There should be a hybrid from a cross between fashion and the technology.

Product and frequency change

Accessories and leather goods make up seventy-five percent of exported fashion products. Apparel and Footwear make up the remaining twenty-five percent. It seems that frequent updated collections influence the choice of many fashion conscious customers. Because of their busy lifestyles, customers need an assembled look, rather than a look they construct on their own.

Transparency and sustainability are mandatory

Fashion companies now realize the vital roles of transparency and sustainability. Recently, they have been using eco-friendly materials in making their products. The latest technology in achieving this is the fiber recycling technology. It is now being tested by both H&M and Kering. The technology involves the separation and extraction of materials from used or old clothes. The materials (fibers) are spun again into new fibers.

Emergence of new roles

A brand is not just a name and a logo anymore. There has to be a story behind it. This is where e-branding steps in. Information is then obtained from that data, which is returned to the process of product development. This makes the products have more character and meaning.

Digital is everything

Physical presentations are not that hot anymore. Companies prefer 3D pattern designers to conventional sketchers because of their online clientele. Digital product presentations need a different “eye”, so that the products can present well on the company websites. One example is a black on black product. Online customers like black because of the drama and the character. The online presentation of this product requires a skilled digital pattern designer, so that the details can pop.

Brand new skill sets

Fashion is now in need of designers with the following skill sets:

  1. Technical-minded. Designers should not stick to the pencil anymore. They should be knowledgeable in waterless dyeing, sublimation printing, 3D printing, textile innovations, and 3D designs.
  2. Creative. This is always an essential train in every designer. Creativity should not remain locked in designing. It should also radiate towards strategy formation and problem solving.
  3. Multi-cultural. Geography and language should not be obstacles in fashion anymore.
  4. Strategicand task-driven. The big picture should always be in front of every employee in the fashion industry. The skills to execute methods to attain the set objectives are necessary as well.
  5. Cooperative. This is vital in achieving the quality, design, and speed objectives.


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Photo: Retail Insider