Watched this video the other day.
Isn't it fantastic to see the fashion world getting together do make a positive difference in the world? Making a real difference. Unselfishly giving back.
So what is the message? Help the kids? Feed the starving? Stop the wars?
Nope. Try this one - GET OFF YOUR BACKSIDE AND BUY OUR STUFF. That's right peeps, this problem is YOUR fault for being too selfish to buy our stuff. But do not fear, you can make a difference.. grab your plastic and head to the mall!
... and for some reason people have the perspective that fashion types are totally self absorbed. I wonder why.
There is a huge irony here. That is, that this type of attitude from the industry is itself one of the primary causes of the recession. That's right, the thinking behind Fashion's Night Out is the same thinking that lead to the recession in the first place.
Let me explain...
A successful capitalist system needs a balance between supply and demand to function. Bad things happen when there is an imbalance between these two. Luckily, the market itself is structured in such a way that it's own internal systems prevent supply and demand from getting too far out of whack. For example, if there are too many apples (supply) and not many apple shoppers (demand), apples become cheap, apples become less profitable, fewer apple sellers enter the market, and the supply drops. Equilibrium.
Conversely, if there are few apples, and lots of apples buyers, the price of apples will rise and the higher profit margins on apples incentivise fruit sellers to grow more apples. Equilibrium.
Now, some apple growers only grow apples, so if there is a no demand for apples... well, they have a problem. They have three choices; shut up shop, weather the storm, or try to create demand. Of course, the big problem with creating demand is that very often it's not real.
That's what a bubble is, a facade of demand.
Of course, if they create false demand, and raise the prices of their apples based on this false demand, eventually they will get caught out and the drop in the price of apples will be even steeper.
Fashion's Night Out is a great example of an industry creating false demand so that they can keep their prices high. The bad news is that you can't hype everyone up every week to 'shop for good'.
I can't wait for the Prawn Importers Association getting together to encourage everyone to "Eat Prawns for Good". Or the Private Investigators Association having an event called "Stalk Your Wife To See If She Is Cheating On You For Good
Saying that the fashion industry depends upon people going out and shopping is certainly true (and tautological). But if people aren't out shopping, that's not the public's fault. It's the industry's fault.Lower your prices, improve your distribution channel, create better clothes. Don't blame the consumer.
And these guys are blaming the consumer. They're basically saying, if you're not willing to shop for value, shop as an act of charity.
As a designer/marketer/retailer, there is a huge temptation to blame people for not buying your clothes. I've been there. When something I make doesn't do as well as I expect, it's very easy to feel like "What the hell is their problem?!" Especially when people are buying similar items from other labels at three times the price.
But it's not their fault. It's my fault. People will buy clothes when given sufficient reason to do so. As clothing marketers, that's our job. Give people good reasons. I certainly can't expect people to buy my clothes because it's for the 'greater good'. I expect them to buy my clothes because the money they put down is less valuable to them than the clothes they take home.
Savvy?
My most expensive item is the Lace Ups. They cost $250. The involve putting in (by hand) 100 metal eyelets. They are the only garment I know of that has eyelets in them which actually stretch apart. I searched high and low to find someone making stretch eyelet tape... but alas in vain. So instead I had to sew in a length of elastic along the length of the leg, then put the eyelets through the fabric, through the elastic, and finally clamp it together at the back with a washer. A hundred times. And then thread those suckers.
I guess my point is... my conscience is clear.
They look hot. Obviously.
Anyway... good night. :)
jL
p.s. Australia Post is saying that they are giving no guarantees about delivery times over December, so if you want stuff from the Black Milk Store by Christmas, please (pretty please) order as early as possible.
