SUPER
CHARGED
SIMPLICITY
Leisurewear is already a growing trend, but it
is accelerated during the pandemic. Mostly
because leisurewear is the answer of the mar-
ket’s demand. Since home become the centre
of all activity, people are seeking a practicali-
ty, multifunctional and comfortability. I think
that they are looking for a silhouette that can
fit their new lifestyle after pandemic, which are
blurring work, social and leisure activity. This
needs to use the products in and outside home
are answered with the neutral tones and mini-
malist patterns which also targeted the
cost-sensitive customers who want to invest
more on products that are more timeless and
durable. Fabric and fibre innovation to add
value to customers. It gave new perspective
and develop new priorities. This new mindset
helps pushing brands to restructure the com-
pany to be more sustainable. Sustainability is
no longer an advantage, but it is a require-
ment. Customers demand more transparency
because they know more about how fashion
industry work.
MICHELLE ALLENA 070647
Self-quarantine does not only mean staying at
home, but also lead to emotional isolation.
Online retail became an escape from boredom
and many brands are trying to utilise this by
creating entertainment that communicate a
sense of normality. According to my observa-
tion, most people seek normality from the past,
reminiscing old times. This can be an advan-
tage to manage a smart sales of past prod-
ucts. Some are looking for a new hope and stay
positive, which means innovation and change.
Brands need to be more active in contributing
the new culture. Meaningful actions will help
brands to engage emotionally. Customers
want a sense of belonging, more now than
ever. Creative collaboration will help the brand
to send the correct message and create
two-way dialogue in order to stay relevant in
the market. Using a social media is the best
way to send the message for now, but a pop up
is an alternative touchpoint as well.
Fashion Luxury and Brand Management | Istituto Marangoni
REFLECTIVE SUMMARY of
SOCIOLOGY GROUP PROJECT
The research of the group project,
“Supercharged Simplicity: Womenswear”
provided me with a valuable opportunity
to dig deeper into the leisurewear
market that I’ve known before. The goal
of the subject is to ‘Illustrate the current
socio-cultural dynamics relevant to
fashion consumption and communication
practices.’
Developing a seamless experience through the
technology advancement to blur the physical
and digital commerce. Bringing the offline
engagement online and vice versa. However,
at the same time customers want to disconnect
from digital world, even if its just temporary.
Technology becomes a norm and its not an
exclusive experience. In this stressful time, they
are looking for self-exploration journey that
could help them dampened anxiety. Activity
that could re-charge and re-energise can offer
customers comfortability to the brand. Human
contacts became the new luxury since its more
hard to get now.
Leisurewear market will continue to grow in
the future since most of the design is timeless.
This market will keep growing along with the
sustainable trends and might be adopted into
a new lifestyle. Advancement in technology will
be more and more aimed at emotion engage-
ment. Omni-channel is not enough, a brand
have to be able to make omni-interactions.