Consumer values and demands have undergone an unprecedented shift as life under lockdown has forced a reassessment of what is important and meaningful in their lives. Understanding radically altered consumer behaviour and mindsets is crucial to the survival of a brand when navigating the ‘new normal’ marketplace. The Spring Summer 2020 season offers an insight into how a new crop of Asian designers is doing just that. As consumers have become a little more humble, less frivolous and more practical in their thinking, these emerging labels are creating deeper connections with their audience, inspiring them through innovative concepts, thoughtful, practical design and engaging, relatable brand ethea that can reignite customer excitement. The new initiatives and exuberant creativity born from an extended period of reflection, sees Asia’s young designers at the forefront of a growing wave of optimism for the future, both for consumers and the fashion industry as a whole. Today, we invite Trendstop’s team of experts to bring us the key consumer trends influencing the Spring Summer 2021 season and beyond. Be inspired by a new generation of Asian fashion labels aligning to distinctly different consumer mindsets and innovating in an unparalleled time of change.
Beautiful People
In a climate where consumers are considering their purchasing choices more than ever before, products need to ‘do more’ than ever before. Adapting to the new normal market means creating products with purpose that are practical, multifunctional or versatile yet still beautifully crafted. Having launched his eponymous label just to two years ago, Peter Do’s SS21 collection, produced entirely under pandemic conditions, addresses the alterations to our way of life, taking the opportunity to shake off past fashion constraints with pieces that adjusted to a wearers changing needs. Two-in-one concepts with a focus on flexibility include reversible jersey t-shirt dresses, technical silk dresses that transform into cape-backed tops and jackets that convert into separate boleros and waistcoats.
