Friday, 27 March 2020 19:32

ChicGeek Comment COVID 19 Will Fashion Skip A Season?

will fashion skip a season covid 19 menswear paris cancelledThe Board of Directors of the Fédération de la haute couture et de la Mode has said that Paris Fashion Week Menswear, set to take place from June 23 to June 28 and the Haute Couture Week scheduled from July 5 to July 9, will not take place. Alternatives are in the works.

Menswear usually starts in London with LFWM in early June, and then onto the most important menswear trade show, Pitti Uomo. The Pitti Uomo organisers had hoped to keep their 98th edition on track for mid-June, but it’s looking increasingly unlikely with the announcement above.

Left - Florence's Pitti Uomo 98 has now been moved to Sept. 2nd-4th

It’s not just about the trade show for the SS21 season, it’s about the exhibitors who have to complete designs and samples in order to have something to show at the fair and make it worth their while. As time keeps leaking, it looks harder and harder to be able to make that up and pull something together. This begs the question whether fashion will skip a season?

While they’ll still be product designed, made and sold in Spring 2021, it will be a reduced offering with a more narrowed scope.

I predict the men’s shows will move to Sept/Oct, when the women’s usually show, and the women’s will be slightly smaller. It will mean they will need to turn all that product around in a couple of months or stagger it more into the new SS21 season. (Don’t mention ‘drops’!).

It will be interesting to see the gaps in schedules and on the trade show floors of brands who have disappeared. It’s a long time to go without cashflow. If you don't make anything you're also not selling anything. The Cruise collections from the big designers were already cancelled. I think they’ll just repeat the core pieces from the previous collection to carry on through.

In terms of retail, the SS20 collections were well delivered. There was disruption in China, but most retailers would have had their deliveries in full. I suspect many orders from the Paris AW20 shows in February would have been cancelled or reduced hugely.

Retailers will try to cancel as much as possible - Read - ChicGeek Comment COVID 19 Cancel Everything - and worry about having something to sell when the time comes. Many big, luxury department stores work on a concession basis, so the brands will have to deal with the problems with product and what to sell themselves. It will be brands who can easily turn production on and off who will benefit. The smaller brands who often fit around these production timetables, when times are quieter, will suffer.

Retailers are currently looking at the peak of the SS20 season and have lots of stock on their hands. No holidays means a lot of spring/summer sales lost.

But, the longer this goes on, the more you can skip. It would probably make it less bitty and then designer retailers can coast it with the product they've got until the new AW20 season drops in July and August. The high summer collections will have already been scrapped and they'll go straight to production on AW20 when the factories in Italy and France finally reopen. The Cruise 21 collections will be squashed into SS21. The samples, to be shown at the Oct/Sept fashion weeks, for SS21 will have to fit around this. 

But, this all goes back to cashflow and means they will have to slim down, particularly with manpower, between now and then if no money is coming in, which has always been the problem with the fashion wholesale model. Some retailers may offer to pay on friendlier terms, it's in their interest too, and, many luxury brands will have to be more understanding and supportive of their suppliers and producers.

Will fashion skip a season? It can't afford to.

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