Sunroom Desk

We have yet to see how the burst economic bubble will affect clothing styles in the next year. I imagine streamlined clothes that actually serve a purpose – warmth, coverage, elegance – will predominate. As for shoes and accessories, if they aren’t comfortable and convenient, they just might not sell.

Fashion marketing strategy is already changing to accommodate the times. One Wall Street Journal article this week quoted apparel designers who are foregoing pricey New York runway shows and hosting smaller boutique shows instead. Facing a much tougher environment and smaller orders from retailers, they are responding to the downturn by staging their own shows and showing collections directly to consumers.

An earlier WSJ article this week focused on the strategy’s advantages for customers. Christina Binkley writes,

..for consumers, the benefits are as clear as the crisp flavor of locally grown foods: The clothes are exclusive, and the designers often offer alternations and special orders – as well as the pleasure of personal interaction with them.

That’s true luxury – without the layers of markups, showroom overhead and shipping that are built into the prices at upscale retail stores.

Mid-range department stores are struggling (check out the sales coupons for this last weekend before Christmas) and bankruptcies are leaving empty spaces at the Glendale Galleria and other shopping areas in town. Local designers are also struggling, I’m sure, but their smaller size may give them more flexibility. I hope our Glendale business owners can adapt and prosper with new marketing strategies to offer quality apparel, personal service, and a connection to the community.

Readers: Which Glendale apparel designer or boutique do you recommend for quality designs and personal service? Leave a comment and let us know!