EDITOR’S LETTER: FASHION AS A GREAT ESCAPE
It’s month 8 of the pandemic and with COVID-19 cases still rising and menswear business far from acceptable, many of us are increasingly depressed about the future. As one menswear VP from a prominent specialty store told me, “My job no longer involves any of the things I love: traveling the world to discover new collections, schmoozing with vendors and reps in showrooms and at trade shows, negotiating with vendors for great deals… Now, I’m shopping collections from a computer screen or line sheet, never seeing my brand partners, canceling rather than placing orders. Clearly, the joy is gone…”
Fortunately, there are optimists among us who view this pandemic as a perfect time to reinvent our businesses, to make the changes that needed to be made well before the virus hit. Read our reinvention round-up (page 24) to learn how top execs are reassessing their businesses, and their lives, making changes that will ensure a brighter future for all.
Also in this issue, some close-up analysis of tailored clothing business. Why bother, you might ask, since the category is virtually frozen. But based on our recent virtual panel with top clothing execs (page 38), the future will still include weddings, job interviews, class photos, proms, and other celebrations (even if it’s more photo ops than banquets). Young guys are first
learning the confidence boost that comes from putting on a great tailored piece that fits. And pent-up demand will surely kick in for men of all ages, once they view clothing that’s cool, comfortable, and sexy. (Speaking of which, take a look at the tailored designs created by recent FIT graduates, page 20.) Bottom line: don’t wait for a recovery to show something new!
Also in this issue, our fashion director’s picks for the best looks of spring 2021, a preview of holiday happenings in NYC, tips for maximizing your PR efforts in a pandemic, a crystal ball forecast from marketing guru Simon Graj, and a guest editorial from retail consultant Steve Pruitt who is confident about a luxury store comeback. “Customers see upscale apparel stores as one of few places where they can go out, be safe, be a little social, and get excited about something totally unrelated to the news of the day. Fashion is a great escape, and one we know we can get customers jazzed about.”
I also love what National Retail Federation chief economist Jack Kleinhenz says about how tough it is to forecast business during a pandemic. “Completing a puzzle is highly probable given patience, having all the pieces, and having a picture on the box to guide assembly. But it’s not the same when many of the pieces are missing.”
Speaking of missing, I am greatly missing my many industry friends who I’m used to seeing regularly in showrooms and stores, at trade shows and events. May you all stay well, stay positive, stay in business, and God willing we’ll celebrate life together in the not-too-distant future.
The best written songs of all time are always created from our experiences in dealing with the real struggles of life.
Hi Karen,
This is your friend Orlando Velez, writing to you to you know how much I liked your quote about we in our retail community needs to use the experiences of this pandemic and move forward making the changes needed to move ahead and not only survive but to be successful.
My family and I are all doing well and looking forward to again seeing and chatting with you.
Best regards,
Orlando
Miss you Orlando and look forward to catching up in person when the world allows… Glad you and your family are all well – stay healthy and happy until we meet again! Best always, Karen
Yes! Thanks Bill for always following us and responding with genuine passion. You are a great friend! xx
Dear Karen, your guiding light is always right there giving us all a good boost! I also love what Bill Lavin had just written here! Creativity and imagination are ever more important. Promise is that there will be a future for fashion! This is indeed a time I took wholeheartedly and put to great use, to reset, reignite and recharge.. Learned great lessons where was too busy to pause and take before this pandemic! I love what I do even more now. It is ever more important to buy better, buy less; which has always been my rule, and live a bit easier! xxxo
Thanks Ruth for always being my biggest fan. Your words are so wise: buy better, buy less, live easier and love what you do. I think you’ve hit on the secret to happiness! xx
Bill Lavin spot on.
“Tough Times don’t last but Tough People do”
“When the going get’s tough the tough get going”
“In our weakness God is our Strength”
Amen
Miss you Gio. Wise words indeed! Best always, Karen
Dear Karen:
As always…your optimism provides light but you have hit another solid point. This pandemic has or should have caused retailers to re-conceptualize their business model. As you know I was once a brick-and-mortar retailer…cut short by a rather greedy retail bank…another story…another day…but for the last 10 years have rebuilt my business model around custom clothing.
My challenge as with many if not most of my colleagues is to increase market share to make up for customers who just do not need my services right now while being as creative as possible in offering casual alternatives to my existing customers who are working remotely. Watch for a new remote custom clothing experience platform soon!
Hi Vince, Would love to hear more about this new custom platform; please keep in touch and stay well my friend! Best always, KAG