Black, White, Brown, Red, Petite, Tall, Skinny, Plus sized, Freckles, Disabled, Elderly, Transgender, Gay, Queer, Lesbian, and the list keeps on growing…
The difference among people is immense.
The world is getting bigger, and thank goodness, more tolerant. When I was young “coming out of the closet” as it was called was a scary thing indeed. Similarly, standards of beauty were narrow and restrictive. Today, we celebrate our differences, and the fashion industry is finally beginning to embrace inclusiveness.
Ann Taylor has a promotion called “Our Pants Are Everything”. Which shows women in all shapes and sizes. See photo above
The Spring 17 runway shows saw, transgender, race diversity, women of 50 and older, as well as curvy women.
Iris Apfel a quirky senior citizen with tons of personality, was featured in ads for the handbag line Aigner.
Tracey Norman, the first African American transgender model, appeared as the face of Nice N’ Easy’s “Color as Real as You Are” campaign for Clairol.
Urban Outfitters launched a 2017 fashion campaign highlighting diverse bodies. Calling it the “Class of 2017”, they feature all different shapes, sizes and different genders.
Models with disabilities graced the runways.
The list is long.
But, what we are finally seeing is that the standards for beauty and fashionability have expanded. There is no longer only one way to look. As women have rebelled against the high and narrow standards that our society places on pure physical beauty, the fashion industry is jumping on board.
What does this mean to you as a fashion entrepreneur?
This season I have clients that are making adaptive clothing, and an athleisure company making plus sized clothing. I’m also working with a mens line that targets gay men.
The beauty of all of this is that there are as many opportunities to serve these audiences as their are audiences. If you’re open to the possibilities, you can find truly passionate groups of people with specific needs and desires. By crafting both your products and your messaging to these needs, you will be giving yourself a leg up in the market.
Remember, it’s always much easier to talk to someone specific than to try and talk to everyone at the same time. Not only does it help you keep your focus, but it will save you gobs of marketing dollars at the same time!
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14 Essential Truths Everyone in the Fashion Business Should Know
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