"Seasonless 'continuity' collections are growing in importance"

"El coronavirus actúa como acelerador de cambios que ya estaban en marcha...”

Em 2011 escrevi:

"Há anos ouvi no CITEVE, numa conferência que não consigo recordar, alguém dizer que o sector têxtil devia aspirar a 52 épocas por ano em vez das tradicionais duas. Com 52 épocas por ano não haveria hipótese de recurso à Ásia."

Agora em "Why Fashion 'Seasons' Are Obsolete":

"Some say there are too many seasons, while others note that the timing of these seasons, disfigured by the demands of major department stores, no longer aligns with real-world seasons, meaning spring clothes arrive in the middle of winter and winter coats hit stores in summer. But it’s worth taking a step back.
...
As the fashion industry debates the merits of the traditional fashion calendar, surely a sensible starting point is dropping the fiction of universal fashion seasons in the first place.
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Seasonless 'continuity' collections are growing in importance to limit exposure to end-of-season discounting and reflect the reality that a large slice of luxury sales growth is still driven by first-time customers in emerging markets, who are eager for the classics. But as virgin markets dry up, fashion will also need to move faster to create and deliver fresh products to lure established luxury consumers from Shanghai to Lagos who now expect newness at the speed of Instagram.
...
And as the movement to rethink the fashion calendar gathers momentum, there is an unmissable opportunity to rip up and replace the industry’s archaic, Eurocentric seasons with a more sophisticated system of small-batch drops that can be better targeted to address the growing diversity of fashion’s global customer base. Let's not waste it."