Fashion...

“Fashion is the mirror of the times; you can define an era by the clothes”. - Anna Sui, 

Fashion, although a large part of my life, has always been a tough pill to swallow. Learning and writing about the art of fashion is a passion of mine but the more I research, the more disappointed I get. In the words of Anna Sui, [fashion is the mirror of the times] and in light of the murders of George Floyd, Breonna Taylor, Elijah McClain and countless others at the hands of police brutality and systematic racism as well as the Black Lives Matter movement, I believe that right now these social issues need to be discussed.

You’re probably expecting me to tell you about the time that I was racially profiled in a Louis Vuitton store but I’m just a name on an extremely long list of names that have been racially profiled in high fashion stores, this discussion shouldn’t be about the measures that brands should be taking because it’s unfortunate that in 2020, we have to educate people on how treat black people and people of colour and how not to assume that we are going to steal their merchandise.

In the peak of Black Lives Matter movement this year, people’s eyes have been on businesses. The whole world closely watched to see if they had followed through with their responses to the killings of George Floyd, Breonna Taylor, Elijah McClain and the ongoing discrimination that walks hand in hand with the fashion industry. As expected, fashion brands were chomping at the bit to say that they stand with black communities and support the Black Lives Matter movement. It was hysterical seeing companies post statements all over their social media platforms on how they support black lives, that are also infamous offenders of racism and discrimination in clothing designs and ad campaigns as well as day-to-day racial profiling in their stores. Do they actually support the black community, or did they realize that silence is bad for business? If you’re known for producing your clothes in sweatshops in third world countries that may consist of slave and child labourers, I don’t think you have any place to say that you stand for any human rights issue, but we appreciate the social responsibility for once.

Anthropologie posted a Maya Angelou quote which is believed to have had a very “All lives matter” tone, especially as it did not accompany a black lives matter hashtag. Whether or not they were for the movement, they’re previous accounts of racism didn’t help their case. Soon after posting it, they were called out for their hypocrisy as former employees nationwide revealed that they were required to use the secret discriminatory, code name, “Nick” as black customers entered the store. All locations across North America were required to watch black customers as well as use this code name.

They aren’t the only brand that was called out for having codes for black customers, repeat racist offender Zara used code “special order”, then of course there’s Versace’s “D410” which also happens to be the colour code for their black. Extra points of creativity. 

George Floyd and Breonna Taylor’s brutal murders was the final straw that broke the camel's back, the world has been in reformation since. It’s about time that the fashion industry does better, and not just for publicity's sake.

Vivid Eyes, Silky Lips

Wearing masks is a daily routine, however, interest in cosmetics which cannot be erased increases. More and more people enjoy point makeups on the face that show ‘beauty’ above the mask.

How often do you wear makeup these days? The New Normal Era is creating a new beauty trend. As wearing a mask became a necessity rather than an option, a new wind blew in the beauty industry as well. "Natural" faces occupied the catwalks this season, with delicately cared skin and relaxed eyeshadow. "The makeup trend for spring 2021 is going to shift to effortless makeup," explains YSL Beauty National Makeup Artist, Nour Agha. 

Natural Basic Makeup

The basic makeup trend introduced by famous cosmetics brands all begins by completing moist skin with moisturizers to make it glow. It then applies foundation thinly to the skin to create a healthy beauty. Givenchy caught the attention of the public by expressing natural, yet glossy skin. Teint Couture City Balm by Givenchy, the full care foundation designed to preserve the skin’s natural beauty with all-in-one protection, acts as a smart shield to protect skin against pollution, UV rays and blue light exposure. 

“Foundation-free” is an active trend in the Post-Corona world but you can't give up your clear skin tone! The problem is the makeup that breaks down over the mask. The solution is an all-in-one item. Jeju Cherry Blossom Tone-up Cream by Innisfree, a lightweight tone-up cream, naturally brightens the skin and helps create a barrier to prevent dehydration and boost skin moisture.

https://www.givenchybeauty.com/ca/en/p/teint-couture-city-balm-F20100103.html?dwvar_F20100103_color=BEIGE-218

http://www.innisfree.com/my/en/product/productView.do?prdSeq=30656&catCd01=UA

Overwhelming Eye Makeup

A number of unique trends have also been introduced in the eye makeup sector. It has unveiled colorful eye makeup trends using eye shadow or stickers such as pastel colors, gold, glitter and brown. 5 COULEURS COUTURE eyeshadow palette by Dior – Denim, Black Bow, Rouge Trafalgar and Mitzah – corresponds to an iconic piece of the Dior wardrobe, offering a nuanced array of intense shades that are easy to use and combine. Bejewelled Instant Eyeshadow Palette by Charlotte Tilbury is a limited-edition palette with four gorgeous, jewel-tone inspired eye looks that features creamy-matte, soft-shimmer, and metallic formulas.

https://www.dior.com/en_us/products/beauty-Y0092000-3-couleurs-tri(o)blique-limited-edition-couture-eyeshadow-trio-of-colours-effects-limited-edition

https://www.sephora.com/product/charlotte-tilbury-bejeweled-eyes-to-hypnotize-palette-P461144?icid2=products%20grid:p461144

Dewy and Glossy Lip Makeup

The Bora Aksu show took the freshly kissed lip look to new heights, layering a bright fuchsia lip color beneath transparent masks. "Additionally, natural colored lip balms are trending now and will continue to trend in the spring," Agha notes. "It’s super easy to apply right before a video conference meeting or underneath a mask to keep lips hydrated with a little bit of color." Lipstick in KW Red by Kjaer Weis gives moisture-rich, hydrating formula infused with nourishing oils and skincare ingredients. https://kjaerweis.com/products/lipstick-iconic-edition-kw-red/?&

From eyeliner to eye shadow with glitter that will add to eye glamour, eye makeup products allow us to express our individuality even on our faces covered with masks. However, if you don't remove your eye makeup properly, it can damage your health as well as your beauty. When removing eye makeup, use an eye makeup remover.  When applying a remover on the cotton pad, gently press it for about 5 seconds, relax and wipe gently. Let's take care of both our health and beauty by removing eye makeup accurately.

Revolutionize Your Skincare Game!

If you’re finding yourself with some time on your hands as the winter has set in and you’re staying cosy, self-care becomes an obsession. If that’s the case, then get ready for a little virtual around-the-world tour, focusing on popular natural skincare brands that are killing it at the moment. Because natural is ALWAYS better.

Korean Skincare

Korean skincare has taken centre stage in the last few years and for good reason! The undeniable beauty and seemingly everlasting youthfulness of Korean women is a huge factor as to why Korean skincare keeps growing in popularity and is taking over the western beauty industry. What’s more, Korean skincare is not outrageously priced and is often fun and playful with visible results. Here is our top pick:

Glow Recipe: Yes! One of our favourite Korean skincare brands can be found at your local Sephora! Glow Recipe is known for its fruit-infused series of products and we can’t seem to get enough of those delicious aromas. We recommend their best-seller Avocado Melt Retinol Eye Sleeping Mask, which also contains coffeeberry and encapsulated retinol, which helps moisturise, de-puff and brighten that area.

African Skincare

South African skincare is all about using local products and ingredients that come from African soil. Ingredients such as Baobab extracts, Jojoba oils and shea butter are commonly found in South African skincare products. Let’s not kid ourselves, who wouldn’t want smooth, silky and dewy skin?

Skin Creamery: Skin Creamery is a minimalist and natural South African skincare brand. Their ingredients are focused and simple but delivery incredible results. Just read the reviews, seriously! They might have a rather narrow range of products, but the ones that they do have work incredibly well. From cleansers to multi-purpose powder to a rich serums, their products are fun and versatile. We love their Facial Hydrating oil, its rich texture and divine scent, intertwined with the progression of visibly great results is all we need. Made with jojoba oil, baobab extracts and Kalahari melon seeds, this oil is a combination of healing, protective and regenerative.

European Skincare 

European skincare has been popular for decades, and it shows no signs of slowing down! Generally, European skincare brands focus more on products such as anti-aging serums and moisturisers and sun protection lotions.

Gisou: This particular brand was created by Dutch influencer Negin Mirsalehi, who had been perfecting a home-made hair oil for years. Infused with honey and deeply moisturising, this hair oil also smells divine and is, of course, picture perfect!

US Skincare

American skincare is popular worldwide. Brands often come up with innovative and culturally relevant products and packaging that are instantly appealing to a large number of people. Products are often not fussy and simply packaged.

The Ordinary: The Ordinary is a Quebec-based brand that has taken the skincare industry by storm! Their products are super minimalist, like it sometimes does not even explain how to use the products because its up to the consumer to do some research on the products they might specifically need. They are very affordable and that’s due to their simple, no-fuss packaging and blend of ingredients. They have a wide variety of products that tackle all sorts of skincare issues and often their products may also be combined. Just be careful, some ingredients don’t mix well so make sure you do your research beforehand! Our favourite pick is the Rose-Hip oil, which is moisturising and brightening at the same time without leaving the skin feeling clogged or greasy.

Canadian Skincare

Similar to American skincare, the Canadian counterpart is non-fussy, straight to the point and minimalist. And we love it!

Glossier: Glossier has been on my bucket list for ages. You cannot miss all the rave comments, reviews and mentions dedicated to the brand! They literally made skincare look sexy, if that’s possible. Glossier is widely known for their Moon Jelly Cleanser and their Boy Brow Grooming Pomade. Revered by influencers and beauty fanatics alike, their Moon Jelly Cleanser can be found in many a-beauty-shelf. A high-powered make-up remover and a gentle texture are only some of the reasons as to why this product is so popular.

Winter is here and while we are spending a lot of time indoors, we may as well treat ourselves to some self-care. Creating a new healthy routine through the pandemic could be a great way to adapt to our new normal, and that starts with changing our buying behaviours! The new world of fashion calls for natural skin care brands, and we are here to deliver!

Oh, George! Theme for issue 17

Theme for Oh, George! issue 17 (Fall 2020):

• Fashion (R)evolution

Runner-up

• Tempestuous 2020

Key words that describe the "personality" of this issue:

• Bold
• Communicative
• Creative
• Diverse
• Educational
• Essential
• Eye-catching
• Fashion with a purpose, a message and a voice
• Hopeful
• Informative
• Insightful
• Invigorating
• Outspoken
• Predictive

Suggested topics:

• Feature on how different creatives spent their time in quarantine
• Feature on Tik Tok and how the industry has used it as a tool
• How to take sustainable fashion seriously, how to shop sustainably. 
• Interview features of alumni or anyone in the fashion industry who may relate to the theme
• Feature on disabilities and fashion (note recent article on a young model with Down Syndrome as the new face of a Gucci beauty campaign
• Unisex clothing and also gender switches like women wearing more men’s clothing / men wearing women’s clothing
• Sustainable fashion: huge trend now, eco-friendly, donation to a charity per each sale
• Custom designers & 1/1 item makers - @etai.la makes items out of luxury designer items like making a chair upholstered with an LV beach towel. Lots of designers making 1/1 items now and using vintage or repurposed fabrics such as @sophodes, @ruacarlota
• Use of different types of models in fashion now - Winnie Harlow, plus size, cultural diversity
• What happens next for new graduating designers that are now competing with unemployed experienced designers?
• In a world that has shifted due to the global pandemic and global recession, will fashion be on the list of essentials or lost forever?
• Now more than ever we need to re-evaluate what is important to mankind and the environment. How can fashion help or how is it adding to the problem? 
• Will fast fashion explode due to its affordability or with the light of the recession glaring upon the fashion world force society in to making clothing more ethically or from home?
• How to support BLM in an appropriate manner? What are some BLM companies?

Other suggestions:

• Online launch party through Collaborate or some form of live-streaming
• Taking advantage of the digital medium in some creative way to stress how different life is as a way to signal the acceleration of change in the fashion industry

Feature Articles for Oh, George! vol. 16 (Winter 2019-2020)

1. Retail-Be-Gone! Or not? by Julian
2. Lost in Translation: How fashion is losing its meaning  by Lucas
3. Fast-Fashion Retailers Influence Customers To Have Unrealistic Price Expectations: Customers are unwilling to pay the price of sustainable fashion by Bailey
4. Digital Disruption: How the fashion and beauty industry is adapting and advancing with technology by Paige

Plus, as a spare:

• The Evolution of Retailing in Toronto by Genevieve

DISRUPTION IN FASHION Retail Apocalypse: The rise and fall of brick and Mortar Retail

          This year was a year of a new era in the fashion industry. It’s a year of awakening for the major players in the industry. To be successful, brands and companies will have to come to terms with the fact that the climate is changing  and  the old rules won’t be effective anymore . Due to the change in consumer demands, new developments of new retail strategies, new technologies been introduced, and the impact of social media, Brands and retailers need to be quick, fast and digitally competent to satisfy consumer. They will need to take a stance on social issues and movements, the demands of transparency, and sustainability. While many brands and Companies adapted and adjusted to this new paradigm, some are still stuck using the old ways and this has resulted in major losses.

         Throughout this year, we’ve seen a lot of closures and companies filing for bankruptcy.  Major retailers and brands in north America have filed for bankruptcy and store closures, such as HBC’s Hudson’s Bay and Lord and Taylor stores, Forever 21, Victoria secret, Nordstrom just to name a few. The amount of store closures this year 9,000 has increased compared to last year. According to a report by Coresight Research, it's predicted that this number could reach 

12,000 by the end of the year. With the rise of e-commerce, investment bank firm USB analyst say more than 20,00 stores will close by 2026.

    The end of brick and mortar stores coming to a close, a lot of stores are re-structuring and closing multiple locations. The stores that have had major closers this year, were at one time the coolest and trendy stores for a generation. These retailers shutting down the most stores in both U.S and Canada this year, looking at the retailers with the largest amount of store locations in both countries.

Forever21 

Forever21 was once one of the fastest growing fast fashion retailers in north America. Early September, the company filed for chapter 11 bankruptcy and released a list of locations closing. The list shows the company will be closing 178 locations in the United states, most of its locations in Asia, Europe and all its Canadian locations. The past month, all 44 Canadian locations have been having crazy liquidation sales. This was a result of changing times, the company was one of the most popular  retailers that produced unique and cost friendly merchandise. However, the company focused on expanding and acquiring more locations worldwide, its merchandise style got “cliched and cookie cutter”. The company lost touch with its core customers and companies like, fashion nova, H&M, Zara rose. Consumers are also more eco-conscious and want to support sustainable brands, which forever21 is not. By closing these locations, the brand plans on repositioning, itself in this new climate in the industry.

Hudson’s Bay Company

HBC the oldest company in north America, with various subsidiaries under its banner from the bay, Saks Fifth in the U.S. The company announced closures for most of its subsidiaries. Early this year it will be closing and its Lord and Taylor locations in the U.S.  The company also shut down all its companies in Europe both The Hudson’s Bay Galleria Kaufhof and Saks in the united states. The company went private as a way to restructure its company’s portfolio and a way to reduce underperforming businesses.

Victoria Secret

Over the past year, Victoria’s secret has faced a serious decline in its popularity. The company has lost its touch and struggling to find its place in world where diversity, body positivity and originality matter more to consumers than its hyper-sexualized brand image. The company’s over sexualization of women and its lack of diversity in its models and merchandise are some factors that led to its decline. March of this year the company announced it would close 53 stores in North America, this increased from the 30 that was announced in 2018. From controversial comments from its previous chief executive, sexual misconduct issues and the cancellation of its infamous fashion show. The once widely popular brand is on its last legs, but with two new appointed CEO’s, the company might just turn the business around with the right strategy.

        Throughout the past year, we’ve seen a lot of closures in the industry and this will continue into 2020. With the new consumer demands, development of new technology and the rise of social media and e-commerce, the future of brick and mortar is bleak, however retailers and brands must adapt to the new climate. It’s possible for retailers to be successful in today’s economic landscape, they must implement new ideas and connect to how modern and younger consumers shop. This year has been shaped by shifts in consumer shopping habits linked to technology, societal issues, and also the disruption from global political and. Economic events. Only brand that can accurately reflect this trend will emerge at the top as winners.

Are Fashion Shows Still Necessary?

Are Fashion Shows Still Necessary?

The fashion industry in 2019 is in a really weird place. With constant growth in technology, and ways of living, the industry is finding itself having to adapt in many different ways. One question that is essential in todays age of sustainability is, do we still need the infamous fashion shows? 

There are many pros and cons to fashion shows, and fashion week as a whole. In order to answer the question at hand one needs to break down and understand both sides.

2020 is a major year for climate change and the beginning of a necessary call to action to make change. The United Nations released a report indicating that by February 2020 a hard deadline is set for when we need to begin implementing change in order to keep climate change at survivable levels. To connect this to the fashion industry, garments will still be being produced, sent out, and fashion shows will continue long after the deadline. The carbon footprint of a fashion shows is huge , due to their focus being on spectacle and excess and not sustainability. The main factors contributing to the carbon footprint of fashion shows is their single use sets, lighting, flowers, theatrics, and also the flights taken by the attendees. Some examples of excessive fashion shows are Chanel shows with their elaborate sets and theatrics. A recent example from Chanel to put things into perspective is their 2015 cruise show, where they created an egg-box structure on a man-made island in Dubai which Chanel built as a catwalk. The estimated cost of this show was around 1.7 million dollars. This is an exuberant amount of money spent for a relatively short show. Saint Laurent was also making headlines recently for their Malibu beach show, with critics criticizing how they can bring these carbon emissions to a beach with the current state of our environment. These fashion shows are extremely expensive to make and put on, but they average ten minutes in length. How can this be fair to the environment and also to emerging designers who can’t afford such a grand show. The industry is still pointing towards fashion shows as the answer and it’s what people have come to expect. The industry isn’t as a whole looking for these young designers, if they don’t have a show their reach to buyers has shrunk immensely. Emerging designers also do not have the budget to fly in and pay social influencers to be at their shows. Social influencers are one of the main selling points from fashion shows as they extend the reach and create buzz around the event.  This problem within the industry can also be broken down to what designers are taught at school. They are generally taught that fashion shows are a necessity and to the point that their final project is a fashion show. Thankfully, in today’s age many new designers from school are understanding the environmental and price factors that come with a fashion show. The return on investment from a fashion show is very minimal, Haute couture and runway garments are the lowest selling pieces at most fashion houses. Why does the industry continue to look at fashion shows as the right way when they have so many negative impacts?

The first ever fashion show was in 1903 and since than designers and brands have adopted them as the norm. The reason being is because they do come wit a lot of pros. The number one reason why fashion shows are so important and were essentially created, is for press. Brands need press in order to reach their consumers and ultimately sell goods. When fashion brands put on elaborate shows with celebrity models people become enamoured, they buy into what the brand is selling. One of the most important things in fashion and clothing is seeing how the clothes move and feel. Buyers flock from around the globe to these shows in order to see the clothes in person because a picture can only tell them so much. The fashion show allows all the buyers to do this at the same time making it easier for them and the brand. Due to fashion shows gaining tons of press, they are actually a great way for emerging designers to get their names out there. Buyers who may be new to the brand can be invited to shows in which they fall in love with the brand. With pictures alone this makes it a lot harder for the buyer to fall in love. Also if an emerging designer puts on a spectacular show and it goes “viral” they have just gained a bevy of new potential customers. Fashion shows give the brand a platform to sell and be heard. It opens up their potential clients and allows them to be seen around the world. 

It is clear in today’s society with advancing from of technology and media that fashion shows need to be subject to some sort of change. The environment needs help and as an industry who is one of the leading contributors to climate change, we need to be proactive and make changes anywhere we can. Cutting out the carbon emissions from theses grand fashion shows is a small price to pay when we are faced with the technology we have now. Change needs to be made, cancelling fashion week as a whole won’t work because it will end crucial discussion. Fashion shows are a necessity to the industry, they need to be stripped down to a more simplistic carbon neutral show. Brands also need to look at online alternatives and step away from the single use large sets. They can live stream a show from an already made set, which allows for buyers to see the garments move. They could also focus on look books with fabric swatches and things along the like. In conclusion the fashion industry needs to make some change on how they go about fashion shows. Balance is crucial and finding a happy medium that allows brands to showcase their clothing and create press without creating such a crazy carbon footprint and impacting our environment anymore. Can the fashion industry make the right change and propel itself to a lower carbon footprint? 

Disruption In the Fashion Industry: Power of influence

Disruption In the Fashion Industry: Power of influence 

Times have changed to where you do not need to depend on fashion shows cat walks to showcase the upcoming and current trends of the season. Fashion influencers having a platform on social media display current trends and influence the world of fashion. Many influencers are as successful as they are because millennials really do depend on their posts to showcase what is set to be in “style” and on “trend”. This has impacted many areas of the fashion industry to where marketer companies have to take action and stay on track in order to stay in business and generate profit. That being said, high fashion brands as well have to accommodate to the changes that are arising. When you are walking through the streets, malls, at school or at work, millennials are always carrying a piece of technology with them which includes a cellphone, laptop, tablet etc. We are all aware that technology is taking over, to where it feels weird if we are not connected to some sort of technology. 

            Many can argue that technology has caused positive impacts to the fashion industry, but you really need to analyze and take in consideration all the pros and cons that come with the power of fashion influencers through social media. Marketers are realizing that millennials do not rely much on ads as much as they do from recommendations from influencers. Research shows that 71% of people are more likely to make an online purchase if the product or service has been recommended by others. How many can say they are guilty of this? I know I sure can. Looking at reviews before making the decision is a key factor for most online shoppers. These recommendations and sponsors through influencers take action to advertise and promote certain brands which result to receiving a higher audience. By an influencer making a post, this gives their followers more trust and encouragement to buy the product which then gives the brand more visibility and drives traffic to the products. One example if this is Kylie Jenner and Adidas. With the high amount of followers Kylie Jenner has at 149 Million and Adidas 35.7 million, the collaboration will generate social reach through Kyle Jenner’s younger fashion audience. The influencer economy is estimated to be worth $1.3 billion for 2019, said by Vogue Business. The power behind partnerships really comes to show how a following audience can really impact a business.

What experts can argue is the impact fashion influencers have on fast-fashion brands that increase unsustainable consumption of disposable fashion. One prime example is the brand Fashion Nova with 16.5 million followers on Instagram, that introduces about 500-800+ new items every week. Imagine the amount of waste that arises when trends go out of style within the next few months and all the clothes either never gets worn again and goes to dumpsters and landfills. Having recommendations and promo codes made by influencers only promotes their audience buying habits to shop online for items that are not sustainable which involves cheaply made and slave labor which is indeed harmful to the environment and the workers. I came across an interview on YouTube with Arden Rose who is an American actress, author and influencer that talked about the power of influence and how influencers should use their platform for positive actions. Throughout the interview, Arden mentioned how influencers should be promoting sustainable business practises, especially when Youtubers push fast fashion as a “cheap” and “easy” alternative to a constantly refreshing industry. You really do not see how youtubers are promoting capitalism and fast fashion until you are educated in the subject. During the interview, Arden brought up the documentary called The True Cost on Netflix, to reference how many of us are not educated on the power fast fashion has on our environment and our world. According to the film The True Cost, the garment industry is the second most-polluting industry in the world. In the film, it is also stated that almost 95% of clothes in America is produced in developing countries where conditions are very poor. That being said, one of the responses Arden stated that stood out was how much easier it would be if largepublications and fashion houses made it a priority to promote this message. Going back to fashion influencers, imagine what a difference it would make if the top influencers only started promoting sustainable brands. 

When taking the decline of fast-fashion retailers in comparison to the online retailers it is a huge difference. Take in consideration brands such Forever 21 and H&M that were once the go-to fashion retailers for millennials and which now Forever 21 is going bankrupt. The competition has sparked up due to the competition through online retailers. Since disruption is being seen through fast fashion, the impact sustainability will make if more brands started to promote ethical and environmentally friendly products will be a positive action. An influencers ability to promote and connect with their followers can certainly make impactful changes. Research states that the clothing and textile is depleting non-renewable resources, emitting huge quantities of greenhouses gases and using massive quantities of energy, chemicals and water, according to an November 14 editorial by The University of Queensland. 

The Power of fashion influencers is as seen, very impactful in consumers buying habits. Simply just scrolling on Instagram and seeing your favourite actors, models and artists promoting clothing items that catches your attention already shows the power and influence social media has. Taking this to consideration, disruption is brought to the fashion industry. Just by being educated on the impact’s influencers have on some of the topics listed will help to spread the word and hopefully make a change. 

DON’T BE AFRAID, STEP OUTSIDE YOUR COMFORT.

          THE DISRUPTION

Throughout the past year’s technology and logistics combined with e-commerce business has become very advanced. Understanding the new development of retail strategies, e-commerce businesses have been a very profitable way to run a business within the fashion industry. Due to it being an easy and less time-consuming way of making purchases, online shopping has become an extremely popular and an attractive trend for the fashion world and for consumers compared to shopping in stores. However, this brings to a question, is online shopping really the best option for you to be shopping? 

Looking at this disruption that e-commerce businesses has caused negatively relating to the environment along with people spending too much time towards the internet more than looking after their health, and a lack of customer service that can only be provided to one in store. The whole point of having stores are for customers to have experience with the physical item in hand before being able to purchase the products they are looking for which is the whole point of “shopping”. Visiting the stores does not only expose you to the latest styles and trends in that are hot in the fashion industry but also helps you communicate with other people including the service that is given to you while shopping. Customer service that is given to you directly gives a clearer understanding of the product value and quality which also allows you to compare and make judgements from one thing to the other directly. While on the other hand, shopping online makes you not want to step outside your house, and you could only read about the product information and receive it without seeing it. 

       FATIGUE HUMANS

Other than people just being lazy, sitting at home and looking for the things you would want to purchase online effects your health in many ways and also makes you less interested to want to look towards the many different kinds of stores that are located to see what varieties they carry. This is the biggest issue that leads people into unhealthy options while they can still keep themselves in shape by other things. Think of shopping in stores as a refreshment that keeps things off your mind while you are admiring the things that are created by talented people. 

    ENVIORMENTLY UNFRIENDLY 

Let’s compare the two methods of shopping. E-commerce-based shopping consists of many logistics that effect the environment. Things like pollution, packaging and gas. The biggest one out of all the amount of money that is put into the different delivery methods. While all you really need to do is go shop in stores and you are the delivery method for yourself. It is that easy! The less you shop online the more environmentally friendly you become, and the less pollution is created. REMEMBER, although there are many other ways this world is being polluted let’s not be a part of those many. Fashion is meant to be given a closer look at. So, let’s take the closer look while taking a step outside your comfort.s

          2 VISIONS 

After interviewing a consumer who strictly does online shopping along with a consumer who only enjoys shopping in stores, comparing the two different consumers were a great example of understanding two different personalities towards their likes and way of looking at fashion. According to the consumer who takes great interest shopping in stores said, “I am very specific with my quality and material, I get anxious when I shop online because I always wonder if it would fit right or not and then I hate making the effort to return it”. While the interviewer who shops based online said “I enjoy shopping online, I mostly only shop on Fashion Nova I feel like I never find the uniqueness that I look for from in stores that I do on Fashion Nova”. The two interviewers had a very different perspective from each other’s based on the way of shopping however the e-commerce-based consumer also mentioned some pro’s and con’s that were not relatable to the other but were the obvious things that are not provided through the e-commerce. “The only thing that seems to be the most frustrating part of online shopping is the return policy and the average of time it takes to receive the product in general and to return it back to get the right one. Which is the good thing about shopping in store because you know exactly if the item is worth it or not. On rare times I have also received the wrong product from what I ordered which is the worst to go through due to the time consumption…” they said. But due to their schedule they only have enough time to look at things through the internet also because their job is based on the internet too therefore majority of their time goes on their devices. 

Retail-Be-Gone! Or not?

                   Enter e-Commerce. This takes the product to the customer and makes buying and selling products easier than ever before. In fact, a transaction could have been completed faster than the time it would take to read this far into the paragraph. While this makes the experience more convenient than ever for the buyer, how does it affect the industry as the whole and what does it mean for the future?

            Retail has been a staple of life ever since the dawn of modern humans and the barter system. With the invention of the cash register by James Ritty in 1883, the stage was set for retail on scale never seen before. Department Stores became hugely popular with companies like Macy's and Harrods and their one-stop-shop mentality. 

The number of ways a consumer is able to acquire a product is at an all-time high today with both online and in-store shopping, over-the-phone ordering, and even trading as ways to get transactions done. But like the barter system and mom-and-pop stores, the medium people will use to buy their products will continue to be shaped by convenience, and while new generations of people continue to shop, a trend can be seen as to how the various generations do their shopping. 

According to a 2017 survey conducted by Statista, retail is still very much alive and even preferred among older generations, with only 28% of Seniors and 41% of Boomers preferring to shop online. However, with the younger generations, it drastically differs. Over 55% of Gen X and a whopping 67% of Millennials prefer online shopping to in-store, and with the first waves of Gen Z being old enough to become a major shopping demographic, that number is expected to continue to increase. While this is going to make shopping much more convenient, we must look at what this means for the future of brick-and-mortar stores, but before that, how exactly e-commerce became so popular and why consumers are choosing online versus in-store must be seen.

Transactions taking place over the web dates back to the 1990s. E-Commerce started officially with Pizza Hut opening its online store in 1994. Later in 1995, e-comm pioneer Amazon opened its online store and sold its first book. In 1999, online sales by retail companies reached a staggering $20 billion, more than half of what was made on in store shopping that year. The industry was then reshaped with the dawn of social media 2007 by sites like Facebook and MSN. This was a true game-changer as advertisements were not only displayed on social media, but contained a link to the store website, making that medium even more effective. This later became more advanced with data collection, which allows companies to advertise directly to customers that would be interested in their products. This new way of advertising was transmuted into more popular, modern social media platforms like Instagram and Twitter, allowing a new form of advertisement in social media influencers. 

Today, the convenience of online shopping is unmatched, Consumers are able to shop from the comfort of their homes. Next-day delivery is now an option, price comparing has never been easier and crowds are a non-factor. There is no need to run around searching for a product as it can easily be found through a Google search, and much more time is saved by consumers. Literally anything that can be bought, can be found online. These factors are what makes online shopping increasingly popular, but where does this leave the future of the retail store?

According to a 2018 interview in The Marketing Journal, Baker Foundation Professor of Business Administration at Harvard Business School John Deighton says that “Retail is not dead, Mediocre retail is dead.” In order for the brick-and-mortar retail stores to continue to exist, they must be able to provide something that e-commerce cannot: excellent and unparalleled customer experience. Deighton also states that “those retailers who are genuinely linking their digital and physical environments in a way that allows them to understand their customers and their needs are pulling ahead of the pack”, and he is not wrong. 

Companies like Nordstrom, Walgreens and even Starbucks are masters of this omnichannel retailing, and it shows as they are some of the leaders in their specific field of retail and all post incredible sales numbers, both online and in-store. 

What this means for the future of brick and mortar is that companies must be able to adapt to the changing landscape. If they do a good job, they will be able to exist, just like the previously mentioned companies. If they do not, however, brick-and-mortar stores will ultimately fail, as seen in the case of Barneys NYC. Founded in 1923, it was a leader in retail; however, its online presence was unequal to that of other luxury department stores such as Saks Fifth Avenue and Neiman Marcus. On August 6^th, 2019, Barney NYC filed for bankruptcy, as it could not cover increasing brick-and-mortar operating costs with its sub-par online presence. This, however, is not the case for all companies.

The future of brick-and-mortar stores for retail is bleak as it seems; however, merchants must be able to adapt just as they did in the as the barter system, just as they did with the introduction of currency and just as they did with the revolution of retail in the early 1900s. It is possible for retail stores to be successful in today’s economic climate, they must simply be able to connect to how modern customers shop. 

War Tech

War 

Tech

How are new technologies, new manufacturing techniques or new retail strategies

disrupting the fashion industry?

Fashion is that thing that gives a person an identity. It defines who you are and, represents your personality.

Traditionally people satisfied their fashion needs using a face-to-face experience and visiting boutiques in

person. However, with the urge of technology, the industry is facing massive changes, as the people would

prefer to do their shopping online to save money and time. This article will discuss both sides with adding

expert inputs to examine the issue at hand from different perspectives.

On the one hand, traditional fashion has many advantages, as people find their way to the stores, wandering

around and imagining themselves in different styles. The traditional fashion has been offering many benefits

such as creativity and customized products. You can go to a shop and ask the designer to create something

unique, something that represents you and only you would wear it. This experience could never be done

through a computer; however, our new generation would prefer following role models. Singers, actors

Instagram celebrities have been disrupting the notion of fashion through vast advertisements on social media,

and some youngsters see these characters as their role models. As a result, they would rather use retail stores

and popular brands to wear the same clothing as their ideals. An interview was done with a recent graduate at

George-Brown College, and Maliya Abenier stated that the "traditional fashion industry is coming to an end

and it's very displeasing". She argued that these are different times and therefore the fashion industry needs to

adapt itself as well. She is a designer and even she would rather prefer online shopping because it’s much more

convenient, cheaper and faster. She is not against the technology nor in favour of it, she stated and I quote "we

should not see the technology as an enemy, we should see it as our friend and we should use it to our advantage

to adapt the industry and make sure the fashion does not die". Now the question that comes to one's mind is

how the fashion industry can survive this huge wave of change?

On the other hand, over the past several years technology has been our friend. You can order items with one

touch using fast check out, easy payment methods, and fast delivery? I would mostly say everybody expects

old people. About 70% of people in Toronto are adapting themselves to use online shopping even from

expensive brands such as Gucci, Fendi, Ysl etc. I am addicted to online shopping because it's way faster than

in-person shopping. Online shopping is becoming a business in Canada. Besides, technology has many

advantages but, with every advantage comes a disadvantage. This means as technology makes things more

convenient, faster and cheaper but, it requires less workforce. This leads to many people losing their jobs as

people would rather use self-checkouts or use online shopping instead of going to actual stores. The new mass

manufacturing methods and corporate retail-stores are disrupting the notion of fashion. One example would

be Sephora with its vast product variety and assisted self-service philosophy that led them to earn double-digit

growth in recent years. They use a virtual assistant that was a game-changer by tailoring the cosmetics

recommendations to each customer's skin, tone, type, eyes or even hair color specifically. The Sephora virtual

beauty app uses augmented reality to digitally overlay Sephora products on their selfies that were a game changer for millennials and generation Z as their smart-phones are a big deal in their daily lives.

You cannot swim against a furious river, no matter how hard you try you will still fail. With every problem

comes to a solution, it is undeniable that the manufacturing techniques and the retail store advancement are

disrupting the fashion industry. Yet the fashion industry should adapt itself to the change, one idea that came

to my mind while I was researching this article was to develop an application. The application will connect

every boutique thought the desired radios to the costumers. The sellers will be providing their products on the

app with prices and availability etc, they can even present their new ideas and designs and they can receive

feedback from the costumers. On the other hand, the costumers have the chance to find unique products that

are available in all the shops near-by or far away, they can even ask for a delivery! How awesome is that? In

this way, the online shoppers have a chance to buy unique products and even customized ones using the

application and the traditional boutiques would stand a chance against the corporate retail stores and mass

manufacturing companies. You might spend a little bit more but at the end of the day, you know what you

wearing is unique and it's you.

A Visionary Blast into a Sustainable Fashion Future

Learn how the world is affected by the Fast fashion industry and how millennials today can combat and bring positive disruption by diving into Sustainable fashion habits that can influence and change the world forever!

Most individuals on this planet have discovered that our very world is crumbling before our eyes. Most of the world today is divided into two notions: developed and developing countries. Unfortunately, due to lack of awareness throughout the past years, our world is suffering from global warming. There happens to be a lot of factors that tie into why our world is dying but this article is going to look at just one of the many issues’ society faces today.
For those of you who aren’t aware, in 2016, Ecowatch has reported that the apparel (clothing) industry is the world’s second largest polluting industry! I know what you’re thinking, how?! Most of society doesn’t realize just how polluting-air, water and land wise-the fashion industry truly is. This article goes deep into the actual issue with why the fashion industry is disruptive to our environment as well as who is working towards fixing the fast spiral of destruction.

The fashion industry wasn’t always so harmful to the environment. There was a time where clothing was made strictly out for the need for it as opposed to having multiple items ready at your disposal. According to a September 2017 editorial by author Namanpal Singh, the major change came about in the 1900s and occurred due to over 20 million sewing machines being produced from factories worldwide. Mary Boni of 3DInsiders has reported that due to a need for blue & grey military uniforms in mass numbers for WW2, this event initiated the Mass Production in the Apparel Industry. The September 2017 editorial author Namanpal Singh also went on stating that in the year of 1915, the world seen a major change as the fashion industry grew to becoming the third largest industry in America. Whereas in Canada, Mary Boni of 3DInsiders has reports that the apparel industry contributed 2.2% to the manufacturing gross domestic product. It wasn’t until the late 19th century where department stores introduced an idea that would allow consolidating large amount of mass-produced consumption to occur according to Namanpal Singh. Since then, mass production in the fashion industry has caused havoc to our world. Rotem Taitler, an author at 3D Insiders has researched and found that endless amounts of unused and unsold clothing clutter the environment as well as found that manufacturing companies dispose of their waste to prepare the garments in unethical ways. A research from this same author states that 84% of unwanted clothing end up in the garbage in the US alone! As years went by, society is finally starting to see just how detrimental the fashion industry is not only to the environment but the individuals that must work in this extremely fast pace environment. This is when the idea about Sustainable fashion came into play.

Sustainable fashion has been around a lot longer than most people think. Freelance Digital Marketer Solene Rauturier has reported that the whole concept started in the 1960s where the Hippie revolution took to the streets with rebellious movements by embracing natural fabrics and becoming the first anti fashion group. This movement was continued and evolved into the Punk and Gothic era where this group also rejected the traditions practiced in fashion. Instead, they created a niche for second-hand/vintage garments. In the 1980s is when the Anti-Fur Movement came into play. However, it wasn’t until the 2013 devastation that took place in India where the Rana Plaza collapsed is when the world realized just how terrible the apparel industry got. The world is still new to the concept of Sustainable Fashion but an individual by the name of Francesca Abony that resides in Toronto, Ontario is one of the many individuals taking live action to cause a disruption in the fast fashion industry.

It was a fine autumn Thursday afternoon when I got the chance to speak with the one and only Francesca Abony otherwise known as an upcoming Toronto fashion icon that has a strong passion for Sustainable Fashion. Since August 2014, Francesca has been disrupting the fast fashion industry by becoming the cofounder of one of the few rental dress companies in Toronto by the name of ‘I Love Goldie’. As Francesca was on her way home in Toronto’s lovely rush hour traffic, I had the opportunity to have a short but detailed phone interview. Once I got a hold of Francesca, I didn’t waste any time and got to questioning. I began with a question inquiring about observations on a noticeable disruption in the fast fashion department. This was a question that Francesca answered with passion and grace. “Oh 100%, I find the new students are very excited about the movement. I’ve also noticed that major competitive companies such as Zara and H&M are marketing poly sustainable/fake ads which is quite irritating” I continued the interview with asking how much (% wise) of society do you think would switch over or be more in favour of sustainable clothing. Francesca slightly laughed under her breath then stated, “Since I’ve started ‘I Love Goldie’, I would say 25%, it could be better” I go on to inquire about individuals that want to start their own Sustainable Fashion line and let’s just say, Francesca got very passionate with her answer. “I would ask exactly what the reason you’re starting it. The point of sustainable fashion is that we have too much fashion… too much shoes, too much clothes, too much of this shit! Sustainability is an easy concept, if you’re going to start a brand, it better be worth something because you’ll just add to the waste.” Ding ding ding, and there you have it! You heard it here first ladies and gentlemen. The Sustainable Fashion industry is a disruption because the mission statement alone is vastly different from the traditional reasons to starting a clothing brand. Lastly, I end the interview with asking where Francesca sees herself and I Love Goldie in the next 5-10 years. You could tell in Francesca’s tone that she had began to smile as she began to answer. “Operating out of a large warehouse(s) in either Los Angeles or New York as well as working in the film industry.” I don’t know about you but if, sorry-when Sustainable Fashion hits the film industries, I think that is when and only when we, as a society, have truly mastered a disruption in the fashion industry.

In conclusion, Sustainable Fashion has always been in the background scenes of fashion but as of recently, there has finally been a disruption that could forever change the fashion industry as we know it.