The fashion designer now occupies a space between creative, technician and merchandiser, a framework and skill-set imposed by an increasingly competitive and demanding marketplace. The biggest pressure on designers, according to the Lectra/CFDA survey results, relates to speed to market: getting collections out quicker and quicker to continually renew the in-store offer.
Consumer expectations and shopping habits are also changing. In addition to shorter time to market and more collections, designers now have to deal with more competition. Brands need to differentiate themselves, while attempting to appeal to a consumer who is informed, empowered, less brand-loyal, mixing high and low pieces and not squeamish about shopping for the best price online.
According to the survey results, technical innovation means production techniques and the tools used for design and development that have become more advanced. Designers need to have a grasp of these latest advances. Designers and development teams need to share information in real time with external partners and suppliers. Even consumers, through social media, now have a platform to communicate with designers and express their top brand picks and preferences.
Manufacturers, marketers, merchandisers and even consumers have become inseparable parts of fashion design. New forms of communication via social media platforms, combined with a market where everything is available to everyone, have empowered a once passive consumer. As a consequence, designing has become more an interpretation of—rather than a suggestion of –consumer desires. The design-dedicated silo is being shattered and collaboration has become the new framework.
