SONJA NOËL
OWNER, STIJL BRUSSELS
“OPENNESS AND TRANSPARENCY IN COMMUNICATIONS BECOME A NEW NECESSITY. ”
Covid-19 has fueled people's awareness to ‘buy locally’: local production (e.g., in Europe) means less transport, less pollution in the production chain and better working conditions.
Covid-19 has also inspired consumers to ‘buy less’. Less but better: beautiful pieces that become a part of oneself and which one can enjoy for years.
This may cost the consumer (slightly) more, but ‘paying a higher price is an added value’: it will help to keep the entire industry alive and counter the impossibleto-follow (from a retailer point of view) discounting. This ‘race to the bottom’, to be the first to sell at discount prices, eventually caused the current overproduction.
Fashion with value is made manually and has an artisanal production process. Made in small quantities, it becomes the new exclusivity.