, the mood was upbeat at the recent round of trade shows and showrooms during men’s fashion week here. Many exhibitors were coming out ofand Welcome Edition said buyer turnout had been higher than expected, with a return of American and British retailers. “A lot of the American buyers are skipping New York and coming to Paris,” said Charles Arnett, business development consultant for hemp specialist Jungmaven, showing at.
To succeed in today’s market, Batista said, brands need to tick all the boxes, offering “a point of difference, good product, intelligent price structure and consistency.” “We’re looking for consistency and for collaborations on products,” said Kasper Hostrup, owner of menswear store Goods, in Copenhagen. “Exclusivity is very important.”
“The customer expects to find something they won’t see elsewhere,” said Anne Engstet of Donn Ya Doll, a multibrand women’s store in Copenhagen, in town looking at pre-collections and unisex pieces to make a start on buying early in the season. Sunray Sportswear, showing at Welcome Edition, has a similar stance. Owner Colin Campbell described the brand, which offers high-end Japanese t-shirts and jersey pieces, as “analogue,” only offering the label to brick-and-mortar retailers. “By not selling online, we want to support the brick-and-mortar experience,” he said. That strategy is paying off, he said. “The sell-through we’re getting in store is incredible.
Independent retailers are tapping into their role as curators and activating social media to mine consumer desire for exclusivity, several attendees noted. “You really have to increase your efforts on social media,” Engstet said.