EDITORIAL

We hope you have managed to get some rest before the new round of buying trips.

The Pre-Coterie show will mark the start of S/S20, closely followed by Pitti Uomo. Judging by the snippet collection previews we have been receiving, this will be an exciting season filled with creativity, new ideas and a definite shift to a more formal mood in terms of style.

The biggest trend that is crystallizing at the moment is communication, communication, communication. By this, we do not necessarily mean regular updates to your Twitter feed but transparency with your consumers. Why do they need to buy that item? Where does it come from? You have a mission to educate the consumer and create your own tribe. As a retailer, you can be your customers’ top influencer. Your store, your sales force, your social media and web presence allow you to create a real community.

Of course, you also need your stores to have a strong narrative so as to attract and shape a motivated and skilled workforce. Google campuses, Apple stores and PVH’s new Head Office in Amsterdam have one thing in common: they create environments people really want to work in, investing in their employees’ quality of life and in their brand’s storytelling. Both your offline and online stores need to entice not only the consumer but also the people who will work for you in the future. Our Storebook section will provide some inspiration in that respect; also, bear in mind that features like the transparency, openness, reliability and predictability of your company are important to your clients and collaborators alike.

In terms of what to look out for this season: make it unique. Think about it this way: if you put the items from a brand you are ordering next to five other brands – will they look the same, or will they stand out? Does the brand have a great design identity, are the colors and fabrics different, are the fits special – or maybe they have an unbeatable story? The consumer needs to know that what you stock will make them look and feel great, and that they will stand out – this is a real reason to invest in a new item.

If times get tougher, don’t fret. The fashion industry, with apparel, accessories and footwear combined, is a three trillion USD industry. E-commerce is predicted to rise by 67% by 2022. Will that mean that you will need to focus exclusively on your online business? Unlikely. Brands are not the only ones to need a good story: retailers need one, too. Without an offline location, it is hard to create events, reach out to a loyal community and show how outstanding you are. After all, a website is a website, but a physical store can transport visitors to a different place. Think monitors on the walls, think events, think big – and then add the digital part on top of it. In The Knowledge section in this issue, retailers, academics and industry leaders from around the world discuss the most engaging retail experiences they have participated in or orchestrated lately: hopefully there will be plenty to learn from.

We are excited to continue guiding you through this season as we anticipate WeAr’s birthday: the magazine is turning 15 this year – we look forward to celebrating with you in our September issue, which will include a sustainability and a denim special.

Good luck for the order season and, as always, please reach out to us with any comments/questions.