New Buying Strategy Emerges as Consumers Cut on Costs but Not Style
Fashion buyers should be on the lookout for new and exciting products that factor in both price and value. The problem is that few products match these criteria in today's marketplace.
"It's a niche that I aim to fill," said
Ardouin, whose job is to connect fashion buyers with a global network of
suppliers, is currently gearing up for Fashion Access
Offering unique and distinctive fashion merchandise across a broad product range has always been the strength of Fashion Access. The fair is specialised for boutique owners, department store buyers, and brands looking for private label partners and quality suppliers from around the world.
"There is an assumption that consumers today are opting for classic styles, but what they really want is that element of newness -- a product or design that stands out. Their decision to buy is all about the Wow Factor," Ardouin said.
Fashion classics work for strong branded luxury goods, because consumers view them as "big ticket items"; a long-term investment. For mid-ranged fashion, however, consumers are looking for good-for-value merchandise.
Ardouin pointed out it is not about winning the price war. She adds: "Today's discerning shopper will not cut back on style and quality. A buyer's sourcing strategy should consider this price-value equation."
Case in point -- a key highlight at Fashion Access October is branded
contemporary footwear from
Many exhibitors at Fashion Access are also adapting to the new retail
environment by offering smaller order quantities. "In view of the current
economic situation we have decided to allow trial orders of 50 pieces minimum
for a mix of products of our Franc Bourgeois brand," said brand founder
In line with Fashion Access' Let's
Also noteworthy is that consumers may prefer buying fashion accessories, such as handbags and footwear, because they offer a cost-effective way to update last season's outfits.
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