Vishaal Melwani, knows the men’s fashion business. The co-founder and creative director of Combatant Gentleman is a third generation tailor with 17 years of experience as an apprentice. He’s also part of a growing number of executives in the menswear industry who embodies his own customer: A millennial man.
“Men are getting more interested in what they’re wearing and how they’re wearing it,” said Melwani. It's this trend that's given rise to a number of new men’s fashion labels. But how men shop and stay loyal to a brand is something many brands are exploring and experimenting with.
Fashion is opening up. Old gatekeepers are moving on, being replaced by a new breed of consumers who double as fashion editors (and influencers.) Keeping this change in her sights, Alexis Maybank launched in April Project September, a new app that links brands with shoppers.
The twist: They shop via photos uploaded by users, who get a cut of the revenue each time a purchase happens.
Luxury brands have long resisted change, but a changing consumer mindset is forcing a revolution.
That revolution needs some handholding.
Lyst is a fashion e-commerce aggregators that lets people shop from brands like Proenza Schouler, Valentino or even Asos is one of those guiding lights — helping brands make sense of e-commerce and build marketplaces to appeal to a new type of consumer.
A shifting consumer mindset has forced the fashion industry to try to adapt, but the effect of those adaptations on the designers themselves hasn’t completely been understood. But digital pressure — symptoms include a new show cycle and a more complicated logistics process — has certainly affected designers. In fact, a string of high-profile departures from creative directors last year were caused, say observers, by the increasing “designer burnout” in the industry.