Senior retail analyst, WGSN
Because of the way it happened, the effect it had, and how that effect resonated at retail across the rest of the decade, the poncho is for me the symbolic high street fashion piece of the noughties. It was a marker for fast fashion, because when it happened the trade knew it had a finite lifespan and knew it had to get in to it quickly to capitalise.
The poncho woke a lot of businesses up to the fact they needed to have a supply chain in place that would enable them to react when a cash cow like this emerged. Up to that point too many were reliant on third party suppliers to sort it out for them. Over the years, a lot of people have claimed they were responsible for sparking the poncho trend, and that in itself speaks volumes for its significance.