Fashion Forward in a Backward Economy

Clearance and discount signs have multiplied like lab rats in various stores, popping up everywhere, much to the shopper’s enjoyment and much to the fashion industry’s chagrin. The neon signs scream “75 percent off” and “Buy one, get one free” deals, so that shopper’s can carry out arms full of loot at amazing low prices. Rifling through racks of clearance items has become familiar for some and for others, abstaining from shopping all together has become a challenge.

A new thrifty consciousness has taken over consumer’s mindset. Great for trendy fashion-forward buyers, bad for designers and manufacturers. The fashion industry has taken a hard hit to the gut when it comes to meeting consumer needs with quality and quantity.

According to fashion executive Jeffery Evans, who previously worked with Baby Phat, XOXO and the Emme Collection, in the first six months of 2009, apparel sales were down seven percent in comparison to last year’s first six months.

Evans spoke at a Arizona Costume Institute “2nd Wednesday Lecture” on Sept. 9 about the steps that should be taken in order for the fashion industry to survive the economic downfall.

He emphasized that talent and passion were the two main things that designers needed to be innovative and safe during the recession.

“The technical side can be taught,” Evans said in his lecture. What is more important is “character, charisma, energy and enthusiasm.”

ASU Spanish professor Melba Amador Medina studied fashion design at Parson’s New School for Design between 1986 and 1989 and has seen the industry change from both outside and inside the business.

“When there is a depression, fashion reflects that,” she says. During a recession, fashion is more mass-produced and simple, she adds.

“There is less factory work with the detail,” she says. “They seem to rely more on prints and colors.”

Amador Medina also sees the changes through the eyes of the consumer, as she has seen some of the stores she has shopped at close and is seeing more sale-related marketing.

“I have noticed certain changes in stores in that they are modifying their sales,” she says. “Sales seem to be lasting longer. There’s also sales upon sales.”

Many consumers have become more conscience of their spending while trying to stay on top of the latest trends.

“I shop a lot more savvy,” says business marketing sophomore Kristina Pyle. ”I always shop clearance. That way I can buy what I want with and not even look at regular prices.”

Pyle says her favorite stores are Forever 21, Juicy Couture and Kohl’s. The industry has met consumer needs with the designer duds at many department stores. Kohl’s has Vera Wang’s and soon, Lauren Conrad’s line. Wal-Mart has started carrying Max Azria with the designing and publicity help of Miley Cyrus.

For political science sophomore Alex Forestier, it’s not so much about the price of clothing, but the amount he buys.

“I shop at the same places, but now it’s more about frequency,” Forestier says. “It’s more about thinking ‘Do I want this now or can I wait?’”

Forestier favors Hub Clothing, J. Crew, American Apparel and thrift stores like Saver’s. He says that it’s a little bit harder for boys to shop on a budget.

“It’s harder when it comes to the amount of clothing,” Forestier says. “Less goes on sale because it’s more standard items, rather than seasonal items.”

Secondary education freshman Kaitlyn Myers suggests retailers offer more rewards for frequent shoppers.

“They should have a rewards system, like buy such amount of clothes and get 20 dollars off or receive a discount,” Myers says.

Myers has also curbed her shopping habits and  started going to bargain stores.

“I always like to have a new outfit, but now I have to cut back a lot,” she says. “Instead of going to Nordstrom, I’ll go to Nordstrom Rack or Last Chance.”

Web sites like Chictopia and LookBook have taken a new approach to fashion, in which regular people post themsleves in their most stylish outfits. This allows viewers of the site to emulate cheap and chic outfits, as opposed to $1,000 outfits worn by their favorite actor or actress.

There is a way to get around the whole fashion/economy crisis without even paying a cent. Try going through whatever is already owned and make new outfits and combine prints and textures to make something trendy and new.

“Pull everything out of your closet and put stuff together,” Pyle says. “I always go through what I have because some things get shoved to the back and I don’t always know what I have.”

Being fashionable could be a bit of a challenge during these trying times, but it is possible.

“If there is anything I could leave you with, it would be ‘Go out and shop,’” Evans said in his lecture.

That’s some advice any fashionista would love to hear any day.

Reach the reporter at erica.m.rodriguez@asu.edu

Tagged as: clearance, Cloth, fashion, Money, recession, shopping