As we know, the fur industry has been struggling as Gen Z has turned the fashion industry vegetarian. But in 2024, the Clean Girl aesthetic is out, and Mob Wive is in. This means it's time to swap your minimal makeup for cat-eye looks and your Artizia super puffs for vintage faux fur coats!
TikTok trends move at the speed of light and change daily. Business of Fashion's Yola Mzizi highlighted the serendipity of being at the right place at the right time: Edwards-Lowell Furs turned its business strategy from selling to storing as it anticipated a year of low sales. However, brands cannot predict or force trends to happen. Mzizi cites Mandy Lee, a trend forecaster, "Anticipating and preparing for these viral moments can be challenging for brands that don't already have corresponding products in their assortment — because fickle consumers are itching to hop on the bandwagon, selling products on a preorder model won't work."
While trends can't be forced upon the public, brands can roll with the punches. In my experience working for CLD PR, I have found the importance of making your client work with the trend - not the other way around. For example, I recently had a pitch land talking about the Mob Wife trend and how our brands have pieces you should shop for to achieve it. I came up with wanting to pitch Mob Wife to be current, and then I went through inventory to find pieces and clients that fit it.
Trends come and go, and companies now need to learn how to stay true to their brand vision and extend certain pieces or collections to fit the newest trend.
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