All the news we are reading from the fashion universe these days is about acquisitions. Who bought who? The competition is open.
To this end, it seems like it’s a good time for doing great deals, playing the fashion game. This luxury group bought that brand, intending to launch other new labels. And so on, with lots of other news along the same lines.
The fashion game, explained in a few words, goes like this: take the “designer” of the moment, the one who is popular because of his social media buzz rather than his designing skills. Then throw out the bait to a young audience. There’s no better way to reach the mass market quickly.
In other words, the game of exponential growth is not over yet. They act as if the lesson taught by the pandemic has left no trace at all.
Somehow those companies are still telling us that fashion belongs to finance more than creativity.
As a so-called designer now, you don’t need to have your own ideas, given that you can buy or steal them. Of course, the latter is the more frequent case.
And how weird it is to see emerging brands aiming to be acquired by luxury groups. But when they are acquired, very little remains of the original coolness.
What emerges is that no fashion group or designer has the courage to suggest new ideas. Perhaps, they do not even have the intention.
None takes the risk of disrupting the industry. The pattern is the old one. And, marketing seems to be on their side.