We can agree last year was doomed from Megan and Prince Harry’s royal departure, followed by a novel of madness. In retrospect of the deranged whirlwind of unfortunate events, both cosmetic and fashion industries have taken a hard hit financially, as they are arguably nonessential to consumers’ financial priorities. With a focus on future restoration, the lenses of the fashion industry aren’t exactly rose-colored.
According to Business of Fashion, the industry suffered its worst year on record. McKinsey Global Fashion Index analysis records the fashion industry as a collective force sustained a 90% decline in profit last year. A notable few filed for bankruptcy, J. Crew and Neiman Marcus, and let’s just say, Lucky Brand wasn’t so lucky. With many beauty, fragrance, and fashion companies struggling to gain their footing in the year ahead, they’ll be working hard to realign sales strategically.
You may be wondering, what are these new tactics, and how do they relate to the stylistic trends we’ll be seeing on social platforms and advertisements? Design, marketing, and media strategy will play a vital role in restoring companies and brands worldwide.
Digital platforms like Instagram have recorded 130 million users tapping on shopping posts every month. 55% of fashion-based shoppers have purchased a product from Instagram’s live shopping facet, which launched around the end of last year. The success of Instagram’s new feature stirs the competition frenzy between media outlets. The exposure of such statistics may open doors to similar shopping features on TikTok and other social platforms into the new year.
Additional marketing efforts appeared in an exponential percentage of collaborative partnerships between companies across the spectrum of beauty, fragrance, and fashion. Thus far, we’ve seen Louis Vuitton x Urs Fischer’s illustrative take on a new capsule collection, as well as the wildly popular Gucci x Northface puffer collab, which made its first appearance on TikTok this month.
To successfully appeal to the average customer, every company’s design team needs a new approach. In times like these, aesthetic appeal is equally as important as practicality. If a product’s design is to cater to the quarantined individual’s demands, we can predict an increase in function, versatility, and comfort infused in new runway collections and cosmetic lines.
Knitted cardigan vests are a unisex staple showcased in many of Prada’s FW21 men’s ready-to-wear show by Miuccia Prada and Raf Simons. Such pieces may be layered and styled according to all four annual seasons, which saves customer’s time and money. More of these knitted essentials are predicted to show face in approaching Berlin and Paris Haute Couture Weeks at the end of this month.
Teeny tie-able details will take priority over buttons and bows. Table features allow for a greater range of adjustable flexibility in which the customer can personally tailor their ideal size and fit. The quarantine-15 is no joke; perhaps this ingenious detail could save us all down the line.
Oversize trousers blur the line between comfort and sophistication; fear not, these congenial trousers complete your zoom-meeting sophistication while all your sweats are in the wash. With cooler days still ahead, Vogue predicts oversized trousers are here to stay.
So let’s face it; TikTok has not only promoted the use of cosmetics but is the birthplace of several new trends popping up. Something we didn’t leave behind in 2020; a global pandemic. Masks will become a regular part of our lives through the next year at a minimum. WhoWhatWear shares their top product predictions; amongst them lip stains, skincare and evocative lid products for those who stan a smolder.
The skincare market continues to grow while clean, natural products such as skin supplementing serums and cremes will become more developed into the new year. Glow Recipe has already formulated a rejuvenating Niacinamide Serum, which fights harmful blue light rays emitted from your phone and computer Zoom calls.
Customers interested in bolder cosmetics focus on enhancing the eyes. Graphic 60s inspired “negative-space” lines, smoldering chromatic shadow, and technicolor lids will continue to influence the beauty aspects of TikTok, Instagram, and SS21 fashion weeks. Lip stains will continue to have their moment, as pigments are less likely to transfer onto your mask due to their cleanliness and smudge-resistance.
If beauty, fashion, and fragrance companies act accordingly, social media could be their saving grace in comeback tactics. User appeal goes beyond a facade; trends represent deeper consumer needs than the market has seen in the past. With more customers vying for practicality, such tendencies will reflect in the garments of upcoming SS21 looks and cosmetics you can predict to see in the prospective future.
Words by Anna Vescovi
Graphic by Emily Tobias