Adriana Seminario, periodista y creadora del blog de Moda y Estilo de vida: The Androgyny, comparte su opinión sobre las nueva dinámica en un mercado que se enfrenta a inminentes cambios y a una nueva era digital.
Ha trabajado de la mano de grandes empresas en retail tales como; Adidas Originals, H&M, Coach, Saga Falabella y Real Plaza a nivel local, y en reconocidas firmas internacionales como lo son; Christian Dior y Hermès, desde París, donde reside actualmente. Adriana brinda su opinión sobre el desarrollo de nuevas estrategias en retail y la flexibilidad de las mismas.
La federación de la Alta Costura Parisina y la Cámara Nacional de la Moda Italiana han presentado por primera vez, la semana de la moda en formato digital. Grandes firmas como Dior, Gucci, Prada, Versace, Balmain y Jacquemus han reaccionado rápido ante la coyuntura generando una estrategia digital potente. Los desfiles han sido proyectados vía Livestream apoyados por diversos medios de prensa, creando una nueva perspectiva de la moda tradicional y acercando al consumidor al nuevo lenguaje que proponen las grandes casas de moda.
Hay quienes pudieron ver los desfiles de manera presencial contemplando todos los protocolos de bioseguridad. Es el caso del desfile de Balmain, que se celebró sobre el río Sena, en París y el de Jacquemus quien realizó un desfile al aire libre en medio de un campo de trigo al norte de Francia. En éste, se pudo observar el giro que viene dando la marca mostrando a modelos, tanto hombres como mujeres, de distintas tallas sobre la pasarela. De este modo, la casa reducirá también el número de presentaciones anuales.
Por otro lado, todas las firmas se han visto en la necesidad de enfocar su atención a la experiencia de compra Online, optimizando sus servicios apoyados por la tecnología sin perder la cercanía con sus clientes.
En este aspecto, observamos la importancia de tener un correcto análisis de datos, fluidez en la atención, óptimo servicio y canales de venta e implementación de software novedosos.
No podemos perder de vista la tendencia del nuevo consumidor que observará muy de cerca el comportamiento de las grandes casas de moda y las estrategias que emplearán en los próximos meses.
Se evidencia un mayor interés por la moda sostenible y la cadena que ésta implica: Precio justo, impacto medioambiental, productos de calidad y durables, mensaje sólido.
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