Business Stops
The most important innovations and trends in the fashion business: in each issue, Alexis Fernandez Gonzalez, founder of the concept store Runway Vienna, reveals which new players are emerging in the industry, where new alliances are forming, and which formats will determine the future.
STRONG GROWTH
“Early practice makes perfect,” smiles Alexis Fernandez Gonzalez, referring to the expanding children’s fashion sector. “Recently,the two streetwear brands Palm Angels and Off-white have expanded into this sector,” explains the businessman. According to Gonzalez, the trend is mainly driven by the generation of millenials who do not want to compromise on the aesthetics of their children’s clothing and points to the influence of social networks in this regard.“the fact that the LVMH Group recently took a majority stake in the label founded by Virgil Abloh and that he launched both a sunglasses collection and a children’s line in a short period of time is an indication of this, where a quick ‘return on investment’ is expected.” (1 & 5)
BRAND NEW DIMENSION
“Quite surprising and not yet fully prepared” is how Alexis Fernandez Gonzalez comments on a new player in the already very crowded fashion calendar: besides Berlin, Frankfurt is now the second German metropolis to afford its own Fashion Week. “Messe Frankfurt and the Berlin Premium Group are acting as organisers and unfortunately had to rely primarily on digital events flanked by individual physical events for the premiere,” says Fernandez Gonzalez, who nevertheless sees potential for the local market and as a sales fair.his conclusion:“it is difficult to believe that Frankfurt will be mentioned in the same breath as fashion capitals such as Paris or Milan in the future, especially given that the Berlin Fashion Week also failed due to the international claim.” (3)
A NEW DEAL IN THE POCKET
The Viennese with Colombian roots describes the traditional brand Delvaux, founded in 1829, as “a brand that has definitely marked fashion history”. The Belgian company, which incidentally was the first to register a patent for a handbag, has now
“It’s been impossible to imagine youth culture without the app anyway,” says Fernandez Gonzalez, who, however, is not using the platform, which was founded in 2016, for entertainment purposes.“currently, we are thinking of in-app shopping variants and will compete even more with Instagram and Facebook in the future.”the new function is being tested on the European market: “They are taking their cue from the success of the Chinese offshoot Douyin, which already made 26 billion dollars in sales in its first year.”according to the insider,an affinity to fashion could already be seen in examples of different cooperations, for example with the Moscow Fashion Week. (2)
FIRST CHOICE
been taken over by the Swiss Richemont Group. “In this way, the group, which is strongly focused on jewellery and includes the Cartier brand, for example, wants to strengthen its competence in the accessories market,” speculates Alexis Fernandez Gonzalez. “There is a lot of potential here, especially in terms of digital marketing strategies, and the group’s other brands can also benefit from the house’s expertise.” (2)
TIKTOK COMES INTO TREND
“From a niche segment to a big player,” is how Alexis Fernandez Gonzalez describes the trend towards reseller platforms:“we are talking about a projected turnover of $64 billion in 2024 - which will have a massive impact on luxury fashion. So it’s not surprising that vendors like Poshmark are on an expansion spree and have their sights set on the Indian market as well.” According to the entrepreneur, the trend towards sustainability and more conscious use of resources is additionally promoting growth: “The once dusty image of second-hand fashion will have to be reconsidered in any case - even now, individual platforms like 1stdibs or Shrimpton Couture are among the favourites of fashion insiders.”