Thursday June 24th 2021
New trend, uniform look
Nothing works without unisex fashion
Younger fashion enthusiasts in particular are increasingly interested in so-called inclusive and gender-neutral clothing. The demand is there – and not only large department stores see their opportunity in this. In the fight for survival, even traditional retailers rely on the uniform look.
Regardless of whether it is classic in retail or in the online shop: When looking for new clothing, customers still have to choose between the men’s or women’s department, the girls ‘or boys’ department based on their gender designation. Fashion enthusiasts are increasingly looking for inclusive and gender-neutral offers. In the meantime, some fashion retailers have also recognized this.
For example, according to a report by the US broadcaster CNN, the US brand PacSun, which is particularly popular with teenagers, is using gender-neutral styles in its campaign for the summer of 2021. This also includes the Color Theory eco-fashion line with jogging pants and hoodies made of organic cotton. The collection also includes t-shirts and trousers in solid colors.
Due to high customer demand, Abercormbie & Fitch launched its first gender-neutral collection, the Everybody Collection, for children aged 5-14 years back in 2018. It consists of camouflage prints, bomber jackets and sweatshirts that are influenced by skater culture.
In collaboration with an organization for suicide prevention and crisis intervention for young people from the LGBTIQ movement, The Trevor Project, the fashion house recently launched a collection for children and adults. It contains t-shirts, shorts, hoodies, jackets, hats, sandals and even a fragrance.
Gender-neutral clothing is often not limited to certain cuts and colors. It fits women and men, girls and boys alike. “Fashion reflects the culture and political beliefs of a generation, often led by younger people,” CNN quoted Shawn Grain Carter, professor of fashion business management at the Fashion Institute of Technology in New York. “If traditional retailers like Nordstrom and Saks are to survive, they have to reflect this generation’s value system in order to gain a lifelong loyalty,” says Carter.
Department stores are supported by The Phluid Project, a gender-neutral clothing label. It is now available in more than 5000 stores through partnerships with retailers such as Nordstrom, Target, Sephora and, more recently, in the outlet stores of luxury retailer Saks Fifth Avenue, Saks Off Fifth. “We live in a binary society. What I love about younger Generation Z consumers is that they question this construct in all areas, including fashion,” says Rob Smith, CEO and founder of the Phluid Project CNN.
In early June, Saks Off Fifth launched its first exclusive, gender-neutral clothing and accessories collection. 100 percent of the proceeds go to the Phluid Foundation, the Smiths Label association. The collection features rainbow motifs on t-shirts, hats, trainers and tote bags for under $ 50.
Sara Griffin, senior vice president of marketing at Saks Off Fifth, told CNN that the collection with the Phluid Project was “a first step” in targeting a younger generation of buyers who are less concerned with the traditional gendered approach to clothing. “We listen to our customers and will continue to make adjustments,” she said, adding that the company’s partnership with Phluid will continue with new merchandise in the fall.