The ongoing economic downturn and rising inflation have intensified the trend towards frugality among consumers. Interestingly, this thriftiness coexists with a willingness to invest in luxury items. It's not just a polarization between different consumers, but even within the same individual: they are willing to spend generously on items they perceive as valuable, while being extremely frugal in other areas.
This trend is particularly pronounced among the younger 20s and 30s demographic. They have transformed this approach into a form of entertainment, with concepts like 'savings rooms', 'beggar rooms', and 'no-spend challenges'. As a result, we see extreme consumer behaviors: purchasing either basic, essential clothing or, conversely, investing in unique and valuable fashion items. Fashion brands now face a critical juncture: to appeal to hesitant consumers, they must clearly strategize to offer either fundamentally basic and durable items or distinctively branded and personalized pieces.
The rise of local sentiment shops, reminiscent of the quaint neighborhood vibes of Yomi Udon Gyoza, is a notable trend. Changchang, a space in Changsin-dong, transforms an old building into a scene from an old inn on the streets of Hong Kong at night. Guests open an iron door, ascend to the front desk to be guided to their seats, and order from the menu by calling the front desk from a readily available public phone. Dice Works, repurposed from an old textile factory, deviates from the typical emphasis on industrial design marked by time, opting instead for an American ambiance. This unique setting, reminiscent of rural America, has been a popular shooting location for renowned brands.
This local, modest yet warm atmosphere offers an escape for modern consumers plagued by anxiety and fatigue. In casual fashion too, this backdrop inspires a local and vintage mood. However, instead of an overwhelming vintage style, a softer, romantic vintage mood prevails, accessible and enjoyable to all. As seen earlier, even amidst economic challenges, items need to be justifiable in purchase, versatile, durable, and universally appealing to maintain market relevance.
The music video 'Ditto' by the girl group NewJeans, featuring scenes shot with a camcorder, has sparked a surge in popularity for early 2000s digital cameras and camcorders. There's been an increase in teenagers buying old-fashioned cell phones, digital cameras, and camcorders. The appeal lies in the blurry, low-quality images and the limited use of social media. There's an enthusiasm for the sentimentality offered by these vintage devices, rather than their functionality.
Digital detox is also essential in the digital world. The same young generation that adores ultra-clear photos, fast-paced social media, and overly stimulating images and videos is also the one that quickly tires of them. The 1020 age group, having never experienced those earlier times, harbors a nostalgic longing for an era they didn't know, influencing their fashion mood. Meanwhile, the 4050 demographic easily enjoys this mood, as it revives memories of their past.
Levi's has collaborated with AI company Lalaland.ai to create surreal fashion models. Levi's envisions that AI models will enable a digital innovation journey focused on diversity, equity, inclusion, and sustainability. AR company ZERO10, in partnership with Tommy Hilfiger, Coach, and other major brands, demonstrated AR Try-On technology.
The new displays utilize ZERO10's top technology to promote the Tommy X Shawn Classics Reborn collection. Meanwhile, Tommy Hilfiger clothing stores in London, Berlin, and Milan offer three digital designs including AR animations, allowing customers to virtually try on clothes as if they were real. The advancement of various digital technologies such as AI, virtual and augmented reality, is beginning to have a more active impact in the fashion industry. Previously limited to promotional material creation, these technologies are now integrating into distribution, design planning, production, and more, starting to offer new products and services.
https://www.fashionnet.or.kr
The ongoing economic downturn and rising inflation have intensified the trend towards frugality among consumers. Interestingly, this thriftiness coexists with a willingness to invest in luxury items. It's not just a polarization between different consumers, but even within the same individual: they are willing to spend generously on items they perceive as valuable, while being extremely frugal in other areas.
This trend is particularly pronounced among the younger 20s and 30s demographic. They have transformed this approach into a form of entertainment, with concepts like 'savings rooms', 'beggar rooms', and 'no-spend challenges'. As a result, we see extreme consumer behaviors: purchasing either basic, essential clothing or, conversely, investing in unique and valuable fashion items. Fashion brands now face a critical juncture: to appeal to hesitant consumers, they must clearly strategize to offer either fundamentally basic and durable items or distinctively branded and personalized pieces.
The rise of local sentiment shops, reminiscent of the quaint neighborhood vibes of Yomi Udon Gyoza, is a notable trend. Changchang, a space in Changsin-dong, transforms an old building into a scene from an old inn on the streets of Hong Kong at night. Guests open an iron door, ascend to the front desk to be guided to their seats, and order from the menu by calling the front desk from a readily available public phone. Dice Works, repurposed from an old textile factory, deviates from the typical emphasis on industrial design marked by time, opting instead for an American ambiance. This unique setting, reminiscent of rural America, has been a popular shooting location for renowned brands.
This local, modest yet warm atmosphere offers an escape for modern consumers plagued by anxiety and fatigue. In casual fashion too, this backdrop inspires a local and vintage mood. However, instead of an overwhelming vintage style, a softer, romantic vintage mood prevails, accessible and enjoyable to all. As seen earlier, even amidst economic challenges, items need to be justifiable in purchase, versatile, durable, and universally appealing to maintain market relevance.
The music video 'Ditto' by the girl group NewJeans, featuring scenes shot with a camcorder, has sparked a surge in popularity for early 2000s digital cameras and camcorders. There's been an increase in teenagers buying old-fashioned cell phones, digital cameras, and camcorders. The appeal lies in the blurry, low-quality images and the limited use of social media. There's an enthusiasm for the sentimentality offered by these vintage devices, rather than their functionality.
Digital detox is also essential in the digital world. The same young generation that adores ultra-clear photos, fast-paced social media, and overly stimulating images and videos is also the one that quickly tires of them. The 1020 age group, having never experienced those earlier times, harbors a nostalgic longing for an era they didn't know, influencing their fashion mood. Meanwhile, the 4050 demographic easily enjoys this mood, as it revives memories of their past.
Levi's has collaborated with AI company Lalaland.ai to create surreal fashion models. Levi's envisions that AI models will enable a digital innovation journey focused on diversity, equity, inclusion, and sustainability. AR company ZERO10, in partnership with Tommy Hilfiger, Coach, and other major brands, demonstrated AR Try-On technology.
The new displays utilize ZERO10's top technology to promote the Tommy X Shawn Classics Reborn collection. Meanwhile, Tommy Hilfiger clothing stores in London, Berlin, and Milan offer three digital designs including AR animations, allowing customers to virtually try on clothes as if they were real. The advancement of various digital technologies such as AI, virtual and augmented reality, is beginning to have a more active impact in the fashion industry. Previously limited to promotional material creation, these technologies are now integrating into distribution, design planning, production, and more, starting to offer new products and services.
https://www.fashionnet.or.kr