In a new Drapers Debate, we’re asking whether the traditional system of fashion seasons is irrelevant nowadays, and what could the alternatives be.
Seasons debate twitter 03
The traditional fashion seasons no longer make sense. “Spring” or “summer” warm weather-appropriate clothes drop into store during cold months, while “autumn” and “winter” coats arrive just as the sun finally decides to shine. Our recent consumer poll highlighted that actual shoppers are certainly confused by this, and rightly so.
So why does the industry insist on sticking to such seasonal divisions? As brands and retailers become ever more global, weather becomes less predictable and buying patterns less seasonal, there seems less need to design and define fashion in this way.
Some brands are starting to tackle this. Burberry shocked the industry earlier this year with the announcement that it was changing the way it presents and sells its catwalk collections, as well as its approach to seasons. From this September it will move to a seasonless way of designing, renaming collections “February” and “September”, which is when they actually arrive in store.
More and more brands are also adding new collections and fresh drops to provide more transitional or seasonless designs throughout the year, ignoring “spring” and “autumn” designations. For some brands and retailers, new collections arrive monthly or even weekly now.
Therefore, we are asking the industry: are seasons are still relevant? Do we still need to divide collections by seasons? Do buyers and shoppers still buy clothes in this way? What are the alternatives?
We would be very interested to hear your views. Please answer the below poll, leave your opinions in the comments section, or tweet us at @Drapers.