ASK THE EXPERT: IS “LOUD LUXURY” THE WAY TO GO?

Q: I’m reading that younger generations prefer “loud luxury, “which offers brighter colors and patterns. Are you seeing this as an emerging trend in your client stores, and could this be a way to jumpstart activewear sales?

A: The media is featuring more colorful, oversized, and logo fashion, but that is not what’s selling in our stores. While “loud luxury” is a trend, our customers still prefer quieter looks.

What is working is seasonal pops of color and some small evolution in details. Bottoms are getting a little looser, but the extreme oversized looks we’ve seen are just not selling.

Knits are where customers have been gravitating recently. This includes T-shirts, lightweight knits, and sweaters.

Unless you have a fashion-forward store or are located in a young, hip area, you probably won’t see much engagement with this “loud” trend.

I know we’re all looking for something new — as we should — so look to new vendors, colors, and details that make pieces pop.

Photo, at top: The Lazy Artist Gallery.

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. With over 30 years of experience, Steve is one of the most respected merchandise analysts in the industry. His specialty is apparel merchandising and he has worked with clients in every sector of this category. Email: steve@blksretail.com.