6 fashion retail trends that will shape 2016

We’ve already seen many of the key catwalk styles that will influence mainstream fashion in 2016, but what about developments behind the scenes? Here, we take a look at key trends in fashion retail over the next 12 months, which will shape the way brands communicate with – and sell to – customers.

Market saturation will push fashion brands into emerging markets

The saturation of developed fashion markets will push retailers to explore new territories in 2016. Among those geographies ripe for international expansion are Iran, which The Guardian has predicted ‘could be the best emerging market for years to come’, while Eastern European territories such as the Czech Republic and Romania are capturing attention for their designer prowess.

The interest in African fashion is growing too, with an international network of events celebrating the continent’s clothing heritage gathering strength.

Fashion brands hoping to capitalise in these new territories will need a strong strategy for international expansion to launch their products profitably, before the competition.

Online giants will embrace bricks-and-mortar

The merging of digital technology into the bricks-and-mortar environment has redefined the store as a ‘theatre of shopping’. As a result, many fashion pure plays are realising the limitation of being online-only, and are planning to launch physical stores to enhance their customer experience.

Boden, ModCloth and Missguided are among the ecommerce brands in the process of stepping off the web and onto the High Street, embracing omnichannel fashion and the chance to let shoppers touch and try clothing before they purchase.

The store will become even MORE of a theatre

If online players are changing their rules, fashion houses with an existing store presence will need to up their game. Already we’re seeing brands and retailers being experimental in their flagship outlets – Selfridges launched ‘Agender’ earlier this year, a gender neutral clothing pop-up, for example.

A fair few fashion brands will also be looking to makeup retailer Sephora for guidance, which has redefined physical shopping with the launch of its ‘beauty workshops’. These hybrid stores bring digital functionality to bricks-and-mortar through video tutorials and online content sharing opportunities.

In a crowded market, only those who take risks will survive

Given the degree of channel shifting and boundary pushing we’re set to encounter next year, it’s no surprise that the expectation bar will be set very high. Consumers expect great style, often at a bargain price, and there are more fashion brands than ever to choose from.

As a result, those fashion labels that aren’t ready to take a few risks and innovate in line with consumer demands will likely lose market share to younger, more dynamic rivals. Don’t forget there are disruptive brands literally curating styles around shopper trends as they emerge, to make sure they capture the right style at the right moment.

Being able to predict and manage risk will help more traditional brands catch up with this new way to do fashion.

Forget style queens, in 2016 the style kings will reign

The menswear market is growing faster than womenswear, to the point where the male species could outspend its female counterpart. China, Russia, the Middle East and South East Asia in particular are the predicted hotbeds for male fashion in 2016.

Fashion brands looking to exploit this emerging market will need to adjust their marketing and product ranging around the way men want to buy, however. For example, men prefer comfort and good tailoring across a limited range of garments, rather than a huge range of choice. They are also more likely to engage with technology, so mobile apps could prove a huge engagement driver in this sector.  

Fashion brands will need to run faster

It’s not easy to keep up with constantly changing styles, and therefore only the most agile fashion brands will be able to accelerate in line with their customers’ demands.

A much greater focus is going to be placed on what happens behind the scenes of fashion retailers; investing in the people, processes and technology that enable organisations to run faster, without making operations incredibly complex.

After all, a large part of retail may be the theatre of brand experience, but no amount of smoke and mirrors will impress a customer if they don’t get the goods they want, delivered when they want, in the way that suits them best, for the right price.